Healthcare has undergone a 360-degree transformation in recent times due to the advent of internet and social media. At one time, advertising in this segment was considered to be unethical; doctors relied only on word-of-mouth publicity and referrals by other doctors.

However, in the era of internet, when 90 percent of potential patients are web-savvy and get a plethora of information and options at their fingertips, it is necessary to be visible and relevant in the net space. So, advertising is quintessential.

Your unit has to have an identity so that your potential clients relate with it and make it their first choice. Your healthcare centre has to be perceived as the best option, to make an impact and rise over competitors. Thus, it is not only essential to give the best to your patient; you have to proclaim that you give the best loudly and make a huge noise to bring your facilities and your services under the limelight. This can be achieved by healthcare marketing.

Nowadays, even before buying grocery, people go to three different sites and compare prices, quality, origin etc. It is natural that they will be a hundred times more selective and sensitive when it comes to their wellness choices. They will definitely browse through the web to unravel your health centre’s reputation, the reviews of the physicians, the facilities and services offered etc. Hence, it is important to make a wonderful impression.

How to do this? You can do this through thoughtful and perceptive healthcare marketing.

Healthcare marketing involves communication of your health centre’s attributes, core strengths and vision to your potential patients so that they get motivated to select your facility.

Just like healthcare segment continues to evolve, healthcare marketing has also seen multiple transitions in this era. Some noticeable changes that can be seen are

1. Transition towards Personalization

In times bygone, healthcare marketing used to be all about addressing the masses. A single campaign would run without differentiation for everyone. It would seem impersonal and aloof. However, this approach has changed with the advent of social media. Today, hospital marketing strategies are extremely precise and personal …they address specific target groups on the basis of their gender, health status, disease condition, demographics, location, and other specific needs. The potential patient feels that his needs are being addressed when he/ she comes across any such campaign.

2. Transition to be Patient-centric

“Patient experience;’ two words that can make all the difference between success and failure for your healthcare organization. Patient experience is the overall journey of a patient from the time he browses through your website till post-care and counselling. Hence, it is of paramount importance to weave your marketing campaign around the patient experience provided by your medical facility unlike in the days when marketing would involve hospital attribute promotion.

3. Transition to be more about wellness

Healthcare marketing that revolves around depressing things like illnesses and deficiencies are no longer in vogue. The aware patient wants to be in control of his/her health and govern his/ her wellness. Hence, base your marketing story around positive, optimistic, and hopeful messaging about wellness maintenance and nurture.

4.  Transition to Service- oriented content

Potential clients want to know the menu of services and facilities provided by a healthcare unit before they make a choice. Hence, your marketing campaigns should focus on the array of services offered rather than on hospital’s attributes. E.g., An infertility clinic may promote that it makes motherhood a reality…but there are many such clinics. A marketing campaign revolving around an innovative IVF method may make a deep impact on the patients and motivate them to select.

5. Transition to engage versatile media

Earlier, healthcare campaigns used to be only restricted to print media. The hospital would print a few leave-behind-leaflets and posters. That was it!!

Today, after the social media explosion, there is a massive transition in terms of exploring types of media and making your presence felt in each media platform. For this, you should curate a unique and identifiable social media presence, aligned to your vision and your mission, and construct your marketing plan around this and relay it on social media as a majority of your potential patients will definitely be on social media sites like Facebook, Instagram, Twitter, and LinkedIn.

Some tips for impressive Healthcare marketing

1. Do not miss a chance to promote your healthcare centre.
2. Weave stories about your CSR efforts through touching stories and reels and publish them on social media platforms. People like to associate with brands which support a cause. If you communicate about your commitment to a specific cause through your marketing campaign, it will be beneficial.
3. Use tactics like search engine optimization services to score more views on search engines like Google.
4. Post informative, inclusive, and interesting content which can direct traffic to your website.
5. Use success testimonials from your patients and let them tell their stories either on Instagram or podcasts. This will motivate patients to choose your hospital over others.
6. Ensure that you get positive feedback and complimentary reviews and publish and promote them.

To summarize, a thoughtful marketing plan can help you strike a chord with your potential customers and curate a long-term relationship with them. Healthcare marketing has been revolutionized in the past few years and it is necessary that you keep abreast of these transitions. If you are too busy and tied up to develop a robust marketing plan for your health centre,

Hospertz, a leading hospital consultancy firm in Mumbai can help. They have an amazing team of experts who can devise a sustainable and success-driving marketing plan for you.

Blog has been written by Dr. Vishal Jadhav, a veteran in the field of hospital consultancy with a rich experience of more than 20 years and founder of the Healthcare Consultancy Firm, Hospertz.

Dr. Vishal Jadhav, Director

hospertz@gmail.com
+91 9867712705/ 9820833149