As with every other marketing endeavor, hospitalsâ€™ efforts to acquire new patients have increasingly gone digital. When there is so many big hospitals in the city and and running a hospital is not easy task when the running expense and technology expense is too much.
For the hospital best marketing is word of mouth, but along with this digital marketing plays an important role. If your hospital is having the best x-ray machine and you are not able to advertise to people why this machine is better than previous one how could be the patient know. With a little investment in digital marketing hospital not only gain a good number of patient for their hospital but can also serve the society in a better way. In particular, these three approaches have been proven to be effective in acquiring new patients.
1. Search Engine Optimization and Marketing, With an Emphasis on Services and Location
This canâ€™t be emphasized enough: For most potential patients, the selection process starts with a search engine and a hospitalâ€™s website.
According to an in-depth research report from Google on how people research hospitals, some 77% of potential patients turn to a search engine and 76% look at an organizationâ€™s website â€” the most engagement, by far, with any marketing channels.
This means that search engine tactics â€” both optimization of your hospital site and investing in paid search ads â€” are vitally important.
The key, of course, is to devote your optimization time and ad spend on the right things. In particular, make sure that youâ€™re paying attention to services and location.
Because the Google research found 45% of searchers are looking for procedure information (i.e., â€śchemotherapyâ€ť) or department information (i.e., â€śpediatricsâ€ť).
Because a survey conducted by Healthcare Success found consumers are more likely to choose a hospital based on convenient location (58%); than the amount of pay (45%) or even outcomes data (30%).
2. Relevant Digital Content About Health Conditions
When it comes to content marketing, hospitals are in an enviable position â€” yet many donâ€™t realize it.
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Often organizations in other fields struggle to come up with content ideas which theyâ€™re knowledgeable about and that will resonate with their target customers. Hospitals donâ€™t have this problem. They have people eager for very specific content (information about medical conditions) and in-house experts who can provide it (doctors, nurses, administrators, etc.).
The Google study mentioned earlier found 37% of health searchers are trying to learn more about conditions/diseases, and an additional segment is researching symptoms. This means hospitals have a huge opportunity to engage potential patients by providing this sort of content.
The format of this content isnâ€™t the most important thing â€” it can presented in a blog post, article, video, or even info graphic â€” whatâ€™s essential is thatâ€™s truly well-informed and useful.
3. Social Media Engagement With a Purpose
A study last year by Nurse Journal evaluated over 800 hospitals to see which ones were doing the best job of connecting with their patients through social media (based on Twitter followers, Facebook fans, and levels of engagement).
The three hospitals that came out on top were the Mayo Clinic, Cleveland Clinic, and Baylor Regional Medical Center. So what are these organizations doing right? In part, they are each highly-selective about what they share on social.