Top Healthcare Marketing Tips for 2022

Written by: , President of Digital Authority Partners

Healthcare marketing is tricky. But if it was easy, then everybody would be doing it. Whatever your product or service might be — if you’re in the healthcare industry and looking for healthcare marketing tips, you’re in luck.

First, a quick recap:

Healthcare marketing refers to the marketing strategies healthcare providers, insurers, suppliers, and advocacy groups use to attract new patients and increase awareness of their healthcare business.

Do you know that there are several key healthcare marketing trends for 2022 that will position your marketing efforts for success, guaranteed?

To make things easier for you, we’ve divided this article into two parts.

First, we will talk about universal marketing practices that work for companies and medical practices alike. These tried-and-true marketing techniques will give you a considerable competitive advantage and help you market your health product like a pro.

Next, we will focus on the biggest marketing trends and strategies for specific healthcare sectors. We won’t just list them for you; we will explain how and why they work so well.

If you are, for instance, a hospital executive concerned about expanding your patient base or protecting your physicians’ reputations, feel free to skip straight to the second section of this article.

Excited? Then read along!

Also, good things happen to those who wait (and read). If you’re trying to convince your boss to invest in healthcare marketing initiatives in 2022, scroll to the bottom of this article and download our infographic summarizing all points in this article.

Fine-tune your healthcare product marketing strategy

Whether you run a solo practice or a small clinic with less than 100 employees, your services are the product you’re trying to sell. Word of mouth advertising can only take you so far. You’ll eventually reach a standstill and growth will slow down.

To keep cash and new patients constantly flowing into your business, you need a well-rounded healthcare product marketing strategy.

Start by conducting an audit of your services and products. The benefits of taking stock of your offerings are twofold.

Aside from knowing your business like the back of your hand, you will also get a better sense of which patients you should target. In marketing, this is called developing a “patient persona”; it should be one of the focal points of your marketing efforts.

Begin by taking a look at your current patients. Ask yourself simple questions:  ‘Who are my patients?” “How old are they?’ ‘How much do they make?’ ‘What jobs they have?.’

Then, dig deeper: ‘What makes them choose my practice to solve their health problems?’ ‘How are they paying for my services?’

This knowledge will empower you to craft a marketing strategy that truly resonates with your audience and gets the most return for your marketing budget. For example, if you discover you have a tech-savvy demographic, you might consider investing in mobile marketing or place your ads on social media platforms.

The success of your healthcare product marketing strategy, however, depends heavily on the quality of your website. Nothing will get new patients through your door faster than a beautiful website that clearly indicates who you are, what you can do for your patients and where can they find you. The proof is in the statistics: 77 percent of patients use search engines prior to booking an appointment.

Content marketing

Content marketing and educational content is the smartest way to attract new patients and customers for your healthcare business in 2022.

The days of placing a fancy banner or pop up ad are back in 2006 where they belong. In 2022 we have to focus on marketing for the present day – a time where content is king. In addition, with 20 percent of web users having ad blockers installed on their browsers, you’re throwing money away if you’re investing in ad placements.

Here at Digital Authority Partners, we are firm believers that every company should think of itself as a media company first, with its unique value prop as a close second. In a world filled with noise, it’s never been more difficult to get your message heard. But that doesn’t mean you should stop trying, in fact, it’s quite the opposite.

It doesn’t matter what segment of the healthcare industry you’re in. Across the board, there is one simple reality: you have an audience who can buy your products or services. And that audience goes online to educate itself before interacting and transacting with a vendor. Especially in the healthcare space, everyone is trying to learn something new. Whether it’s tips and tricks about technological advancements, new diagnostics options, or general industry news.

And that’s where any healthcare marketer can come in, creating amazing content and saving the day by getting your brand in front of the right audience at the right time.

Tangible example. Let’s say you’re a local clinic in a highly populated metro area. In this scenario, targeting long-tail keywords such as commonly searched symptoms and ‘how do you know if you have…’ terms and you’ll get valuable search traffic to your website and business, as your domain ranking increases.

One more tip: don’t just limit your content creation efforts to just your website. Content strategy is not only about writing and praying that your content will show up on the first page of search results. Also, consider posting original content on social platforms and guest posts on other highly authoritative digital platforms. Whether that’s LinkedIn and Facebook or Instagram and Twitter – you’ve got plenty of platforms to choose from and you should be making the best of the tools available.

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