Healthcare entrepreneurs and startups are in a twofold challenge, which includes building trust and reliability along with standing out among the competition. The conventional marketing tactics are not sufficient any more. In order to create a significant difference, healthcare brands need a combination of empathy and innovation, storytelling and science, as well as trust and technology.
The trick is to follow a proactive digital marketing approach that brings a human touch to the healthcare system and provides quantifiable business outcomes. The following are 15 creative digital marketing concepts, which health-related entrepreneurs and startups can use to gain authority, attract patients, and grow faster.
One of the most informational domains is healthcare. Patients always want to get an answer to their questions concerning symptoms, treatments, wellness, and prevention, and they need to have believable answers. To become a thought leader, startups can develop a system of educational content blogs, articles, explainer videos, and whitepapers that can answer these needs.
For instance, a preventive healthcare start-up can post weekly blogs under the title of Health Insight, talking about topics such as nutrition myths or why a checkup is important every year. They can be optimized by focusing on search engine marketing or SEO with keywords and phrases that are patient-focused, such as best heart health tips, how to control diabetes naturally, etc.
It is important to be consistent and accurate, as each piece of content showcases the medical credibility of your brand.
There is no better way of creating trust than listening and seeing the experts themselves. Video marketing, specifically, short informative videos with medical professionals, can turn the complicated medical knowledge into simplified, easy to relate narratives.
Cover an hour a week in weekly YouTube or Instagram Live sessions with the doctor. Document patient reviews (with permission), display the results of wellness, or provide the back stage view of the technology or process of treating patients in your clinic.
Besides increasing engagement, these videos humanize your brand, transforming it into a helping hand and a trusted partner people can rely on.
The majority of patients like to get their healthcare services in their locality. That is why the local optimization of SEO is a necessity for startups. Create and manage your Google My Business (GMB) page with the correct information name, address, contact number, working hours, and other relevant categories.
Ask satisfied patients to make positive posts and address them in a professional manner. To keep your GMB profile active, add new posts and updates regarding your services and events or health tips.
Being in the local pack (first three Google Map results) would be a great way to boost patient footfall and appointments.
Patients want prompt responses – be it on how to book an appointment, refill prescription or their medical questions. The use of artificial intelligence chatbots on your website or app will guarantee any-time accessibility and smooth interaction.
These bots have the ability to direct users to the information that is relevant, make consultations, and even offer initial symptom check. Not only do they improve patient experience, but also release human resources to more essential work.
Chatbots combined with a CRM can aid in gathering valuable information on patient preferences and behavior, and this information will be used to customize marketing in the future.
Email is one of the best means of communication in healthcare marketing. An approach of developing tailored email experiences depending on the health concerns of a patient and their medical history can truly help you stand out.
As an example, send monthly wellness information, product new information, or launches in the same niche to diabetic patients. Personalization will build more interest and enhance the feeling of care which is an important aspect of healthcare branding.
Startups in healthcare have the tendency to ignore social media because they believe that it will make serious matters look trivial. Nevertheless, when deployed in the right manner, social networks, such as Instagram, LinkedIn, and Facebook, can be effective tools of encouraging trust.
Post real testimonies of wellness success stories and patient education bites. Raise awareness days (such as World Cancer Day) or publish myth-busting infographics on common conditions.
LinkedIn, specifically, is great in the case of B2B healthcare start ups where you can connect with the people in the industry, exchange ideas, and build thought leadership.
Influencer marketing does not exist in fashion or beauty areas only but in healthcare as well. By collaborating with micro-influencers, e.g. fitness trainers, dieticians, wellness bloggers or patient advocates, you can reach out to audiences that are relevant to you.
Such partnerships are effective when they are genuine. The word of an influencer on how your medical product has changed his/her lifestyle is much more significant than a conventional advertisement.
Make sure that all influencer content is in line with healthcare advertising laws and contains clear disclosures.
The interactive methods such as BMI calculators, symptom checkers or calorie trackers could be used to keep the visitors of a website engaged but also provide real value. Not only do these tools help to boost the experience of users, but they also make users want to spend more time on your site, increasing your conversion potential.
Also, these tools create practical information that can be used to learn how the audience acts and can be used to customize the subsequent communication.
The podcasts have emerged as a powerful platform of storytelling and learning. The best way to present your startup is by commencing a health-centered podcast series with doctors, nutritionists, or mental health experts.
Some of the podcasts can include breaking health myths, and preventive care among busy professionals. Advertising them on different platforms such as Spotify, Apple Podcasts, and YouTube will make you access the tech-savvy audience, who will be interested in receiving valid health-related information on the go.
The way healthcare startups identify their audience and their needs is facing a transformation through data analytics. With Google Analytics, HubSpot CRM, or Power BI dashboards, you will know and determine the content converts, which channels are making appointments and which groups of patients are the most engaged.
With the addition of behavioral data on top of demographic data, healthcare startups can conduct targeted campaigns that will yield greater ROI and bring more valuable results.
Evidence-based strategies will mean that all the rupees spent on marketing will be evidence-based, rather than guesses.
Your patient’s stories speak for themselves. Ask satisfied patients to provide their stories, or before and after photos (where applicable), or short testimonials.
Upcycle them to social media, web features, or video bites. UGC is a form of social validation, which increases the credibility of the potential patient still making a decision to use your brand.
One should, at all times, keep the patient’s privacy and should only share any health related information with a written consent before publicizing it.
One of the quickest methods of getting visibility is through pay-per-click (PPC) advertising. In the case of healthcare startups, you can use Google Ads and Meta Ads to find users who match your requirements in terms of their location, demographics, and health interests.
An example is that a local dental clinic may conduct searches on the neighborhood level such as teeth whitening near me, whereas a telehealth service provider can do so on a larger scale, such as online doctor consultation.
It is all the specific targeting and advertisement copy that is focused on trust, caring, and professionality.
The most reliable method of marketing in healthcare is word-of-mouth. Once the referral or loyalty program is introduced, the existing patients could be rewarded by spreading the word.
Provide little rewards like discounts on future visits, free consultation or wellness vouchers whenever successful referral is made. This does not only promote retention but also enhances your community participation.
AR and Virtual Reality (VR) are changing the nature of healthcare information delivery. These technologies can help startups develop immersive patient educational experiences, both by visualizing surgery and simulating anatomy in 3D.
As an instance, visualization based on VR can be applied in a physiotherapy clinic to demonstrate posture correction exercises. In addition to participation, the innovations indicate that you are committed to technological innovation and empowering patients.
Any healthcare start up does not develop in isolation. Collaboration with fitness apps, insurance companies, corporate wellness, or hospitals can increase reach and resources exponentially.
Joint campaigns, including wellness webinars, vaccination campaigns, or preventive care campaigns, reflect credibility and engagement with the community.
Strategic partnerships are also useful in getting the startups into new markets, expanding product lines and being seen mutually without incurring extensive marketing costs.
The healthcare sector is transforming out of the conventional structure, whether it is face-to-face consultation or telehealth, paper-based brochures to online empathy. Marketing has to be innovative and upright, in this change.
Healthcare startups are not only able to promote services but educate, engage, and empower their audiences. The patient of the new age is conscious of transparency, prompt communication, and individual care and digital marketing has the tools to deliver all of that.
Healthcare marketing innovation does not involve flash. It involves using technology to design quality, quantifiable, and human experiences.
Success is at the cross of healthcare professionalism and marketing innovation, and that is where TIS Digital is going to enter.
TIS Digital, as one of the most successful digital marketing agencies, has been working with healthcare-related entrepreneurs, clinics, and startups since the beginning of the era of increasing online presence through clever strategy, data-driven implementation, and human-driven narration. TIS Digital knows the peculiarities of compliance and emotion preview of healthcare communication, which attracts search engine optimization and content marketing, marketing automation, search engine promotion and web experience design.
With the help of TIS Digital, healthcare brands will be able to realize their maximum potential of digitalization, attaining sustainable growth and gaining credibility in the hearts of patients and communities.
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