The only proven fact in the world of medical marketing is the constant change; the year 2019 witnessed a wide range of changes in that fast-growing market, which increases the urgency to apply those changes to keep up with the ever-growing field.
In 2019, several medical institutions, such as clinics, medical centers, and hospitals, have joined the world of digital marketing, which has increased competition and made it more challenging for doctors to reach their target audience.
The first step to creating a successful marketing plan is to develop your marketing strategy by analyzing important changes in the field of digital marketing and knowing the prominent marketing activities lately through the analyzes of the major medical marketing companies in the world. This is what we will discuss in this article.
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The most important changes in the field of medical marketing on the Internet in 2019
Patients are constantly moving, so keep track of them!
It became impossible for any of us to move without carrying our phone, so we have to deal with patients with the same logic! Statista has calculated that the number of mobile users in the United States in 2017 reached 247 million, and is expected to reach 273 in 2020. According to Google, 77% of mobile users searched for the medical services closest to them in the past six months.
These statistics emphasize the need for websites for clinics and hospitals, as well as adding your Google Maps location along with your contact info. It is also important for your website to be compatible with mobile and tablet devices for your visitors to have the best possible experience.
Increased audience reliance on Google search results to reach clinics
Did you know that 89% of Internet users visit Google when they are trying to find a cure for their health problems?
This high percentage indicates the importance of your presence among the top three search engine results, so how can we achieve this equation?
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A. Apply search engine optimization rules (SEO):
Your clinic’s website appearance among the first search results requires some important improvements, including:
- Use the keywords that your audience uses in your articles and medical blogs such as: “Obesity treatment” or “Obstetrics and Gynecology Hospital”
- Increase your website’s speed by reducing the size of the pages and images used.
- A clear and understandable website design that enables your audience to find what they are looking for easily.
- The site is compatible with different mobile devices such as mobile and tablets.
- Use videos and visual content (Did you know that 85% of US Internet users surf the video daily?)
- Increase confidence in your website by adding hyperlinks of well-known sites and social media platforms.
B. Use Google My Business:
A dedicated section in Google to record all important data related to commercial activities, including:
- Determine the type of work (such as hospital, clinic, etc.)
- Basic contact info
- Customer reviews
C. Advertising on Google Ads:
It is the easiest way to rank among the top search engine results using keywords related to your target audience’s search.
Increased interest in content marketing:
Statistics confirmed that medical content is the second most common type of content that users are searching for online. But the question remains: What is the audience exactly looking for?
Patients usually search for answers to four types of questions:
What is the problem I am facing?
This person asks the question when they first encounter symptoms of the disease, and they are seeking validation to understand what it is exactly they are suffering from, then they ask:
- Where can I get help?
- Who is the best doctor?
- Is it possible to book an appointment online?
These are considered is the most important and common questions among researchers online, but creating interesting, up-to-date medical content requires paying attention to more important points, such as:
- Answer common questions that patients may ask.
- Spread awareness about important diseases and how to prevent them.
- A detailed explanation of the procedures of various surgeries.
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It is also important to pay attention to the patient’s writing language. You should write your content in a simple, clear, and with minimal use of complex scientific details and medical terms that are unfamiliar to patients.
Increased rate of advertising on various social media platforms
According to LYFE Marketing, 41% of the public has followed medical content on social media platforms before being hospitalized.
Social media platforms are now used by audiences from different age groups and cultures, which means medical professionals should be where their patients are – online – to reach more people.
To successfully reach the audience, medical organizations rely on paid advertising and use the precise targeting mechanisms provided on these platforms.
Videos achieve the highest viewing rates ever!
45% of users watch video content for at least one hour every day (source: Hubspot), and this percentage increases yearly, which suggests that the medical field needs to invest heavily in medical video production.
But what is the kind of content the audience wants to watch?
- Treatment success stories of previous patients
- Offers and the latest news about the clinic
- Health education and awareness
- Tips for disease prevention and treatment
- Live Videos
- Q&A videos
Posting these types of videos on your website attracts more audiences and provides them with real value, and posting them on social media platforms reaps more interactions.
Do you want to start in 2020 to increase the number of visitors to your clinic? You should pay attention to these changes mentioned above and use them as cornerstones of your digital marketing plan for the coming year.