- Optimize Your Website for Mobile Devices
The average consumer checks his or her mobile device approximately 150 times a day. With more than 50% of all Internet activity currently taking place on phones and tablets it is imperative to have a website that is optimized for mobile. 7 Key Strategies to Build Your Healthcare Brand in 2016
If your website isn’t mobile friendly and displaying exactly how it was built for computerscreens, images and text will appear broken, stretched or shrunken on phones and tablets.
Similarly, navigation built for traditional desktop screens is difficult to use on a mobile or touch screen, so adjustments must be implemented in order to facilitate the transition.
In the end, mobile optimization ensures that consumers make it past your home screen while browsing on their mobile devices and free-standing apps, such as iPads and tablets. 7 Key Strategies to Build Your Healthcare Brand in 2016
2. Maximize Engagement with Consumers/Patients through Social Media
With 82% of adults aged 27–50 using social media, your brand needs to be an influential participant in the discussion. Social media offers a two-way communication platform to reach and engage with your audience with almost no added investment. Social media is giving users and brands the opportunity to engage with one another and facilitate meaningful discussions on the issues important to consumers.
We are already seeing huge payoffs for the early adopters of social media in healthcare. This includes a steep increase in social media users interacting with healthcare professionals and booking appointments directly through digital platforms. 7 Key Strategies to Build Your Healthcare Brand in 2016
3. Better Understand Consumers through Data Collection
Through search engine optimization, social media, predictive analytics and business intelligence, organizations are gaining better consumer insights that can be used to help bolster marketing and produce better outcomes throughout the entire marketing process.
Beyond collecting data from marketing actions, data analysis is also evolving with the technology-focused times. Here is an example: The industry is seeing a steady stream of dedicated wearable fitness devices emerge. This emergence is allowing users to track their progress and upload data to be compiled alongside other users’ content. The very near future could see this data being shared with healthcare practitioners who will use it as part of their diagnostic toolbox when consumers visit them with an ailment.
4. Build and Maintain SEO Practices to Maximize Search Visibility
SEO, or search engine optimization, is the practice of building a website that ranks well with search engines like Google, Bing and Yahoo! when a user searches for a related term. In terms of healthcare marketing, Google’s research found that 44 percent of web users who research healthcare organizations on a mobile device go on to schedule an appointment.
Unfortunately, SEO is a complex science. Google’s algorithm alone uses over 200 factors in determining its search ranking: the loading speed of the page, number and quality of keywords, quantity and quality of inbound links and frequency of updates are all taken into consideration.
A solid SEO strategy will take all of these factors into account when building the framework and content of a website that will give you the exposure you want and need. 7 Key Strategies to Build Your Healthcare Brand in 2016
5. Use Video Content to Better Engage Your Audiences
Due to the fact that healthcare content can be long and time consuming to read, many brands are now making their messages creative and concise by putting them into online videos that can be watched on the go. The popularity of online videos has been rising right along with mobile usage.
In 2016, online video users are expected to double to 1.5 billion. With the increasing volume of video consumption, and the fact that YouTube is the second biggest search engine in the world, video ads will soon be necessary for healthcare providers and their marketing channels. Additionally, video will provide a huge opportunity for you to humanize your business and differentiate it in a meaningful way from the competition.
6. Create a Consistent, Multi-Dimensional Brand Experience through Integrated Marketing
The main goal of integrated marketing is to create streamlined branding across all media platforms. This means that all branding efforts (television, Internet, radio, etc.) must be presented in a consistent tone and style that drives home the ultimate message of your brand. Similar with the content in social media, consumers are drawn to companies that provide reliability and consistency in the presentation of the product or service that they offer.
Healthcare marketers must work diligently to create an interesting voice for the brand — one that transitions across all aspects of the brand’s identity.
7. Turn Prospects into Customers with Marketing Automation
Marketing automation is a new development and one that is sure to garner a lot more attention during 2016 and beyond. With specialized software, you are now able to segment your prospects into different, profitable groups and begin to tailor your communications with each of them based on the visitor’s location, what page(s) of the website he/she visited, whether he/she completed a contact form and endless other factors.
Thus, marketing automation streamlines the marketing process and allows you to automate the relationship-building process to effectively turn inquiries into customers/patients.
Whitehead Agency Group is a leading healthcare marketing agency with over 25 years of specialized health and wellness experience. Start profiting from the new age of consumer-driven healthcare with marketing that clicks. Contact us today at (416) 365-6884 or by emailing us at firstname.lastname@example.org to arrange a complimentary, no-obligation review of your current marketing strategy.
7 Key Strategies to Build Your Healthcare Brand in 2016