7 Healthcare Marketing Trends for 2023 Flashcards
7 Healthcare Marketing Trends for 2023
- Multi-location Brands Need Scalable Web Platforms for Growth
- Patient-centric Content Is a Must
- Website User Experience Remains Paramount
- Personalization Will Be the Gold Standard
- Economic Uncertainty Impacts Marketing Strategy & Investments
- Recruitment Marketing Captures Greater Budget Share
- Healthcare’s Digital Transformation Continues
managed services organizations
value MSOs bring to how both private equity firms and independent physician groups acquire practices, scale their services, and optimize operational efficiencies.
MSOs need
scalable websites and efficient marketing strategies to support growth targets and revenue goals
Fragmented websites, disjointed marketing tech stacks, and outdated marketing strategies will…
Stunt growth and reduce returns
A centralized digital strategy that connects all brands will…
produce the most efficiency
While previous updates have focused on useless, dangerous, or spam content, this recent update…
placed a far stricter requirement on content quality and authenticity, with the goal being to make digital content more relevant and helpful to humans
Sitewide update, if one page is spammy..
It can impact your site at large
Healthcare groups could significantly benefit from this update if they follow Google’s recommendations
Healthcare service providers need a robust full-funnel content strategy to answer consumers’ questions at the top (TOF) and middle of the funnel (MOF)
To optimize their approach, healthcare groups can do the following:
- Develop content that directly answers the core questions that patients are asking at each stage of the patient journey.
- Build a comfortable UI and prioritize the mobile experience so it’s easy for users to scan and find answers quickly.
- Create thorough content that answers as many relevant questions in one piece as possible.
- Focus on evergreen content that follows the fundamentals of SEO. This strategy tends to be algo-proof and provides the best user experience.
Content Marketing Funnel
Awareness
Your Goal: Attract
Their Goal: Learn
Evaluation
Your Goal: Engage
Their Goal: Evaluate
Conversion
Your Goal: Convert
Their Goal: Decide
Taking the right patient-centric approach to content should result in…
gains for the space in the long term
Why should website UX be at the top of your list of priorities?
Google wants good user experiences and so do your patients. Google’s requirements and your patients’ needs are closely aligned, too. Both want to find information quickly, and part and parcel of that is: a) getting your site architecture right and b) making sure that your site includes robust, in-depth content that answers patient questions directly.
Google mantra for content:
E: expertise
A: authoritativeness
T: trustworthiness
What does E-A-T mean?
Generating original, up-to-date, and highly relevant content
How can you optimize your website’s user experience?
- Keep things organized
- Keep key content discoverable
- Keep your site unique
- Keep a site linkable
Healthcare organizations need to view a website as the…
digital face of their organization
Remember that your homepage is your first impression
All messaging and design elements should align with the impression you want to make on patients. Clearly communicate your unique value proposition and provide UX components that funnel your visitors towards conversion
Create buyer personas and use these to map patient journeys
Unfortunately, there is no way to create a completely customized digital experience for every visitor. What you can do is use data to identify high-volume journeys and optimize your site to ensure they meet patients’ complete needs.
Leverage SEO metrics on your landing pages.
Google offers great resources for identifying which pages and keywords are driving the most organic traffic to your site. Use this data to optimize the target URL to cater to the people using that search language, zero in on the intent behind a search, and answer that need with your landing page.
Personalization continues to be the gold standard
92 percent of marketers believe their customers and prospects expect personalized experiences
What steps can you take to leverage personalization in 2023?
- Use geo-personalization
- Launch and refine your patient portals and/or mobile apps
- Let patients choose their journey
Geo-personalization
an easy way to personalize landing pages so that all the information a user sees is relevant to the location closest to them
People who are on the lookout for a new doctor are typically motivated by one thing…
convenience
When you provide a page that is personalized to a patient’s location, they get immediate access to everything they need to convert, including:
- What providers are nearby
- Which providers are accepting new patients
- Services offered at that location
- Specifics on insurance, etc.
Does geo-personalization violate HIPAA or patient privacy?
No
With geo-personalization in the mix, you should see an increase in…
New patient acquisition
Personalize the patient experience by…
building patient portals that give direct access to their medical information and customized content resources.
if you know that one of your web pages is getting a lot of organic search traffic for the keyword “breast augmentation in san diego,” you can tailor it to that particular journey.
What kind of information would a person who used that search term and clicked through to your website need? How can you adapt the page to be a bit more personalized to this particular journey?
What will this mean for healthcare organizations navigating the tumult?
High deductibles will continue to impact patient decision-making when it comes to receiving care, reducing some of the protections organizations typically have when consumer spending decreases.
If we enter a recession…
decreasing employment numbers will naturally lead to more uninsured patients, consumer sensitivity to costs may increase, with many patients even deferring care.
_____ healthcare jobs were lost in the first months of the pandemic
1.5 million
In this climate, healthcare groups won’t be able to expand their capacity or grow without a…
strong recruitment pipeline.
Patient experience and quality of care will suffer if you don’t build a culture of…
collaborative care.
Healthcare brands must…
manage their brand reputation and develop a supportive employee culture if they want recruitment campaigns to work.
How can marketing can impact recruiting?
Through digital PR
Well-positioned _______ ________ in the digital space is one of the easiest ways to share the best aspects of your employee culture, spreading the word about just how much you value employee achievements, new hires, and programs that support your employees.
public relations
Healthcare organizations in 2023 can also optimize the digital experience to support recruitment efforts:
- Developing employee-centric recruitment pages on the website
- Conducting running conversion rate optimization testing to improve application rates
- Creating recruitment-specific media campaigns
- Managing reputation on platforms like LinkedIn, Glassdoor, and Indeed
- Sharing your culture on social platforms like LinkedIn and Facebook
The healthcare industry is behind in digital transformation…
“… 47% still do not use a customer relationship management (CRM) solution. The same was true last year (46% did not use a CRM then). The complexities of integrating CRMs with EHRs and across multiple locations can be daunting, and it looks like many organizations still aren’t ready for the challenge.”
Digital is the key to…
improving operational efficiency, producing outsized returns for investors, and the key to improving the quality of patient care and access
What is fueling technology adoption?
Private equity investment and consolidation
To improve efficiency and reduce redundancy, healthcare groups are investing in marketing and patient experience/access technologies, including:
- Centralized call centers
- Online appointment booking
- Centralized CRMs
- Live chat and chatbots
- Call tracking
- Review generation technology
What is one of the biggest ways that you can streamline operations?
Online booking via a website
For multi-location brands, centralized call centers provide an easier way to…
Answer routine patient questions about insurance, hours of operation, etc.
The right CRM not only improves efficiency but also allows
a marketing team to personalize patient experiences and improve patient retention
___ percent of people switched providers just to get an appointment sooner, while ___ percent of patients at urgent care cited “speed of access” as a trigger in their choice of care.
40
46
Unbundling of EPIC…
makes it easier for organizations to implement transformative technologies
EPIC implementation…
meant a commitment of years, making it a lengthy and cost-prohibitive endeavor
With more information available to make more informed choices…
Patients will feel empowered, increasing loyalty and reducing instances of care aversion
Healthcare marketers who pursue patient-centric marketing strategies and build empathetic patient experiences will…
outperform their competitors
