4 Critical Healthcare Marketing Steps You Should Implement Today

Let’s face it: healthcare marketing is tough. Healthcare professionals (HCPs) have limited time to explore the latest products and missed opportunities can mean heavy losses for pharma and medical device brands. However, brand marketing managers and agencies can take a step forward in the race to capture the hearts and minds of HCPs by sharpening their digital marketing activities.

Here are four ways to improve the healthcare marketing of your organization.

Idea #1: Use search to attract HCP’s interest

Reaching HCPs on search engines such as Google or Bing is vital to any marketing campaign. And search engine optimization (SEO) helps your digital marketing content (website, blog posts, advertorials, etc.) rank higher on search engine results pages, or SERPs, so that your brand name or marketing message is more visible to your target audience.

A Pew Research study revealed that 80% of individuals (including HCPs) looking for healthcare information turn to search engines first but are typically unable to find what they're looking for.

The first step is to optimize your website. This means updating the site layout, web pages, and content to become more search-engine friendly. By optimizing your site for the healthcare-related keyword searches that HCPs are conducting, you improve your chances of ranking higher on the SERPs.

Keep in mind, that your SEO efforts should be a routine part of your healthcare marketing initiatives as keywords and SEO best practices will change over time.

Idea #2: Increase engagement online

You can get valuable feedback when you approach healthcare marketing with some creativity.

You can use journal advertising, email marketing, social media marketing, and PPC campaigns to raise awareness, engage, and get feedback from your target audience.

Many enjoy engaging via social media and if you produce content that your audience likes, they are more likely to comment and share, which can lead to more site visits and a rise in rank due to social media interactions.

You can also keep HCPs in the know with email messages that encourage a visit to your website or social media profile. Provide surveys or pose questions that generate feedback. Use your digital marketing channels to engage, not simply to inform.

Idea #3: Use blog and social to tell a story

Blog about interesting storylines, such as a mock patient experience, that can be shared as bite-size content on social channels. You may have to hire a dedicated resource to produce the content, but the investment can be well worth it.

Blog posts should be easy to scan, enjoyable to read, and worthy of sharing (because that’s how you increase search engine visibility!). Remember, social channels are meant to be social, not simply an advertising medium. So a good story can be an excellent way to connect with HCPs.

Idea #4: Offer educational information on your site

Your website should do more than just displaying products and services. Whether it’s a round-table discussion video, a printable educational poster, or a reprint article, use your site to capture interest as your targeted HCPs are searching for the latest medical information.

By presenting your brand as an educational resource, you gain credibility and earn trust. This helps to deepen the relationship with HCPs.

Bonus Idea: Look ahead

The future of healthcare marketing will demand a sharp focus on your digital channels.

Make sure to bookmark our blog to get the latest tips, ideas, and best practices.

Article written by: Alex Brown