The Covid-19 pandemic hit hard and fast, and nearly all industries were affected. Health care wasn’t spared, and many hospitals and doctors were overwhelmed by the number of patients seeking help. In fact, some hospitals had to close down their doors because they weren’t equipped to handle such high volume of patients. The need for marketing tools to help doctors and hospitals spread the word about their services became more important than ever.
Fortunately, the healthcare industry is incredibly agile when it comes to adapting to new challenges and changing circumstances. And as the world returned to some semblance of normality, the need for effective healthcare marketing became even more apparent. If your organization provides healthcare services, you know how crucial it is to have a solid marketing strategy in place. You also know how difficult it can be to find the time to focus on marketing when you’re already handling so much patient care. So in this article, we’ll discuss six online tools that can help you build your healthcare marketing strategy.
1. Email List Building
This might be the most essential tool for your healthcare marketing strategy. Having a strong email list is critical for any business, but it’s even more important in the healthcare industry because your audience is more likely to be on the database of your competitors. Having a huge list of potential customers allows you to send out regular emails, exposing your organization to new audiences and boosting engagement with existing supporters. If you’re looking for a free way to build a list, take a look at these six tools that we’ve collected.
2. Landing Pages And Lead Generation
You might wonder what a landing page is and what it does. Simply put, a landing page is a website page that you create with the goal of enticing or provoking the reader to take an action. So if you’ve ever tried to sell someone something with the promise of receiving valuable information in return, you might have used a landing page. Think of an online dating website, for example — the photos are meant to attract and engage potential customers, but the real goal is to get them to fill out a profile so that they can begin dating. In the same way, a hotel might use a landing page to encourage prospective guests to come to their hotel and stay there. Or an eCommerce store that’s trying to sell supplements might design a landing page that offers a discount if visitors make a purchase. Basically, a landing page can be any page on the web that you want to encourage someone to interact with.
Creating a landing page is easy, and thanks to the flexibility of WordPress, it’s pretty easy to make it look however you want. Once you have a basic landing page ready, you can use tools like Google Adsense to get started with paid ads. If you want to attract more leads, you could try experimenting with different variations of the page to see which appeals to your audience. Do a Google search on your keywords to see what others are doing and how to improve upon it. Plus, you can always use tools like Google’s Keyword Planner to find the right keywords for any type of content that you create.
3. Content Marketing
What is content marketing? Simply put, content marketing is creating and distributing high-quality information, whether in the form of articles, web pages, videos, or other digital media, to attract, educate, and entertain potential customers.
For instance, a healthcare organization might use content marketing to educate the public about the dangers of smoking or the health benefits of going for a walk. Or a pharmaceutical company might use content to promote their new drug and encourage people to visit their website to learn more. In any case, the purpose of content marketing is to create and distribute useful, authoritative information that will entertain or inform the audience.
The great thing about content marketing is that it’s very flexible. You don’t have to run after your audience with sales pitches every time you post something new. Instead, you can use compelling content to attract people to your site, and from there, they can find additional resources that will further their knowledge or interest in your products or services.
4. SEO (Search Engine Optimization)
SEO, or search engine optimization, is the process of improving the ranking of a website or blog in search results. Ideally, you want to have high-quality, authoritative content so that Google can understand what your website is about. But, how does SEO work?
When a person searches for something, their brain automatically fills in the blank with whatever they’re thinking about. So if you want to grow your blog or site, you first need to learn how to think like a Google search engine and give the search bots what they’re looking for. And to do that, you’ll need to follow some tried and tested methods.
There are free tools like Google Keyword Planner and Google Trends that you can use to learn the search volumes for any set of keywords. You can even use these tools to find the right keywords without having to enter your website’s URL. Try out these tools to learn more about SEO:
5. Content Repurposing
Sometimes, you might come up with an idea for a blog post and then realize that you’ve already written about a similar topic. In those cases, you have the option of repurposing your content. Simply put, with content repurposing, you can take existing content and use it in a different way to attract a different audience.
For instance, a blog post that encourages people to eat healthier might become a guide to saving money on groceries if you decide to repurpose it as a money management guide. Or a lifestyle blog might repurpose a piece on the benefits of walking to attract a youth audience.
The great thing about content repurposing is that it gives you a way to reinvent old content while staying true to your brand. Instead of creating a whole new piece of content to replace the old one, you can use content repurposing to make minor edits to an existing piece of content to fit a new purpose. You could also combine multiple pieces of content into one to create a guide or eBook.
6. Influencer Marketing
Did you know that influencers get paid to promote products that they love? And not just any products, but the very ones that they’re affiliated with. Whether you’re selling consumer goods or services, the aim is to get someone to promote your product or service using their huge online audiences.
Anyone with a large social media following (whether real or fake) has the potential to become an influencer. To find out if someone is an influencer, you can use tools like Hootsuite to search for relevant content, Brandwatch to discover the most influential people in your niche, or Buzzsumo to discover the most popular content across different platforms.
You can think of influencer marketing as a hybrid between paid advertising and word-of-mouth marketing. Influencers often talk about products and share affiliate links for those products on their social media channels. While this doesn’t necessarily mean that you have to purchase the product to enjoy the benefits of the endorsement, it does mean that you should research the product beforehand.
The truth is that not every influencer will want to (or be able to) promote your product. Some are only interested in bringing in affiliate income while others want to inspire their followers to take action.
So if you’re looking to engage with influencers, make sure that their interest in (or involvement in) your project aligns with your overall marketing strategy. Otherwise, you might end up with a PR disaster on your hands. Plus, it’s always a good idea to work with an agency that understands the industry and has experience in managing influencers.
Navigating the Healthcare Marketing Landscape
While we can’t predict what kinds of tools healthcare organizations will need in the near future, we can certainly look to the past to see what’s been effective and what works best for the industry.
Thanks to this pandemic, everyone is experiencing a demographic shift, and the healthcare industry has felt the effects more than most. As this change continues, it will become more important than ever to have a strong marketing strategy in place. With these six tools, you can easily build a solid foundation for your healthcare marketing efforts.