Whether you believe 2020 marks the last year of the old decade or the first year of the new one, pretty much everyone agrees that healthcare digital marketing in 2020 will continue to be crucial to you and your patients. More than just advertising the address of your practice and your specialty, healthcare marketing helps you connect with current and future patients, providing information on your services, your philosophy of treatment, and how you can help them. Here are eight healthcare digital marketing trends that will drive your marketing strategy in 2020.
Healthcare digital marketing stats for 2020
Why bother with healthcare digital marketing? In one word: choice. Consumers have more choices these days, and they aren’t scared to seek out the right fit for them in terms of healthcare providers.
Consider these stats:
- Over 75% of patients do online research before booking an appointment
- Approximately 80% of all internet users in the U.S. look at health-related topics online
- Physician ratings sites continue to be an important resource for 60% of patients in their search for a new provider
- Reviews aren’t just for restaurants: 75% of consumers use them to find a doctor, too
The importance of healthcare digital marketing is on the rise. At the end of each year Frost & Sullivan’s Transformational Healthcare Group makes predictions about trends in healthcare, focusing on everything from technology to global health concerns. In 2019, 75% of their predictions were realized, so it makes sense to pay attention to their findings for the upcoming year. Turns out, their predictions have a lot to do with the way in which healthcare companies and consumers utilize technology, with a major trend focusing on more comparison shopping and the “retailization” of healthcare.
Consumers are shopping online not just for new shoes, but also for a new healthcare provider. Healthcare digital marketing helps them find you. More important, it helps them choose you and your practice for their healthcare needs.
2020 healthcare digital marketing trends
With all the choices out there, how can doctors, clinics, and other healthcare providers drive new patients onto their website and in through their doors?
Here are eight healthcare digital marketing trends (and the accompanying strategies) to get started with today.
1. The basics are still important
It should go without saying, but we’ll leave this right here at number one: your website should be fast and responsive, and it needs to be optimized for mobile devices.
Don’t neglect the basics, either.
Provide address, phone number, email, and an easy way to get in touch or schedule an appointment. You don’t have long to grab a patient’s attention, so make sure they can find what they need quickly.
2. Your Google listing is your online business card
Claiming your Google business listing is especially important for new practices and clinics (or for clinics adding a location).
Not only does this listing appear at the top of organic local search results, but it also allows you access to free Google My Business features, including announcements of special events and promotions.
3. User-focused content is still a high priority
One of the main reasons many clinics lag behind in healthcare marketing strategies is because they are (importantly) focused on patient care.
Using your website to provide valuable content for your new and prospective patients is just another way to do that after hours.
4. Robust review strategies are necessary at every point of client contact
Remember those patients looking for a new provider on review sites? Make sure your practice is well-represented across a variety of review sites by giving patients ample, easy opportunities to review their experience.
But, the world of patient reviews can feel like the Wild West. Even when you provide excellent care, who knows what they will say?
While this concern is valid, even negative reviews are a chance to demonstrate how you handle problems that arise. Go ahead and leave a link to a review site on every email, piece of paperwork, and social media platform you use. In this case, the opportunity for good outweighs the bad.
5. Cybersecurity takes place at every level
With newly-reported hacks, leaks, and data breaches coming through everyone’s credit monitoring companies daily, perhaps the best healthcare digital marketing strategy is to ensure that you care for your patients’ private information (almost) as much as you care for their health.
Make sure your whole staff goes through healthcare cybersecurity training to keep sensitive information safe – and let patients know that they did.
6. Highly personalized email/text campaigns are the way to go
Yes, email marketing and text campaigns are a great way to stay in touch with your patients, but these days many people are buried under a mound of unread emails and push notifications.
Personalize what you send with strategic, well-crafted email campaigns that actually matter to your patients.
7. Embrace the rise of local search
By now, you may have seen the incredible statistic about the atmospheric rise in local searches. Patients are looking for local healthcare providers as well, so the rise of local search will continue in 2020. Capitalize on this continuing trend by investing in local search ads, with results that appear at the very top of the page – even above organic results.
For the most effective ads, use A/B testing and dig into your website stats to target what patients in your area are actually looking for.
8. Chatbots are a respected and time-saving resource
Sometimes patients have a quick question that doesn’t need urgent attention (but getting an answer from you adds value).
Online chatbots can do everything from guiding a patient through the appointment-making process to answering quick, general questions about insurance. Obviously, they cannot answer specific questions, but any opportunity you have to deepen patient engagement is a good one.
You know healthcare marketing is important, but time is precious. If you are looking to spend less time on healthcare digital marketing and more time on excellent patient care, Boost Medical is here to help.
Get in touch today to learn more about our comprehensive digital marketing strategies!