A strong healthcare digital marketing presence is important in order to reach your audience. Since most people begin their healthcare search online, it is vital to have a strong digital presence.
There are two ways you can be successful with healthcare digital marketing:
- Establish your audience. Who are you trying to reach?
- Set long term goals for your practice. For example: How many people need to be reached in for the practice to be successful?
Establishing the audience is the most important step. Who does your practice benefit? Healthcare digital marketing is important!
88% of adults in the U.S. have a cell phone, 57% have a laptop, 19% own an e-reader, and 19% have a tablet. Cell phones are the dominant communication tool in the United States, but information is searched in various ways. It is important to optimize healthcare digital marketing for all devices used by your target audience (Pew Internet).
In order to acquire more patients, you must build rapport with them. The use of ethos (ethics), logos (logic), and pathos (empathy) is the best way to create rapport and grow your healthcare digital marketing.
Your ethos (ethics) is important to patients. It is important for your patients to trust your character.
Be reputable. Logos (logic) is a vital aspect in growing a practice. You must show expertise in your field in order to grow your practice.
Lastly, show patients you have empathy (ethos) for them.
Studies have proven that in order to be successful you must create goals. A common mnemonic device that helps is SMART:
Specific: Is the detail in the information sufficient to pinpoint problems or opportunities? Establish your specific goals.
Measurable: Quantitative or qualitative are the ways you can measure your success. Create a metric for your practice.
Actionable: Can the information be used to improve performance? The objective should change the staffs’ behavior for this to be successful.
Relevant: Can the information be applied to the specific problem faced by the marketer?
Time-Bound: What objective do you need to accomplish? Create a time frame for each goal.
The establishment of audience and goals are vital to create a successful digital marketing presence.