Jason Borody points out the 7 medical marketing trends that will shape the year ahead.
A decade ago the idea of driverless fully electric cars, telemedicine and robotic assisted surgery seemed like something you would only see in the movies. Today, we have all witnessed the rapid growth of social, economic and technological change and in less than a decade, many of these trends will be embedded in our daily lives. Healthcare marketing in Australia is also experiencing rapid and significant change.
With 2016 well and truly set in action, we explore the 7 medical marketing trends that will shape the year ahead.
1. The mobile marketing message gets stronger!
Mobile devices still dominate the market for accessing the internet. Users shop, date, search, buy and sell online from all locations at all times, checking their Smartphones an average of 221 times per day. We have also noticed that game consoles and Smart TVs have begun to account for increased Internet traffic through specialised app stores and inbuilt browsers. Every reputable organisation including healthcare practices should be mobile ready and have a strong mobile presence.
2. Email shift from desktop to mobile
Email is still the platform of choice for many patients who prefer to receive information, updates, bills, statements, and notifications directly to their inbox – but now it’s also moving to mobile. This means that you should be optimising your email communications so that they appear perfectly on mobile devices.
3. Social media continues to get smarter
The key to social media is understanding how your target market is using the platform (rather than simply utilising the most popular platforms), then using the insights to meet your business objectives. Generic messages are often interpreted as being impersonal and intrusive, so tailor your messaging using different creative executions, and personalisation based on patient/referral source posts, searches or interests. Achieving results is not about spending more money on social media than your competitors, it’s about being relevant.
4. Content marketing becomes easier to digest
Throughout 2015 we watched content marketing evolve and grow in importance as Google’s algorithm updates focused on quality content. 2016 is the time to start thinking of new and clever ways to engage your target market using fast, interactive and bite sized content. This can be done in a number of ways:
• Video: this may be as simple as a 20-second Instagram clip or a 2-minute vlog (video blog) using your smartphone.
• Interactive stories: visual assets are essential to communicating your brand story.
• Episodic content: Snippets of content that progress along a plotline with a beginning, middle and end.
• Blogs: provide insights, talk people through complicated issues and boost your SEO.
• Case studies.
• Research reports.
• Quizzes, competitions and questionnaires are also increasingly popular.
Content marketing is generally 62% cheaper per lead than traditional
outbound marketing. Stay on budget by focusing on the marketing channels that deliver the highest results and have a plan.
5. Video is King
YouTube attracts more than four billion views per day, making it the second most popular search engine in the world and the third most visited website (Google and Facebook taking the lead of course). The trend is continuing to shift away from traditional blog posts to YouTube channels and dedicated video blogs. Websites will have integrated video into their design for desktop and mobile sites, making pages less static and more engaging. Videos on home pages and product pages will become increasingly common.
6. The year of patient experience
Patient experience is bigger than ever and it’s here to stay. Happy patients are key to the growth of a successful practice. Patients are far too savvy to believe insincere claims of patient centricity and with social media they’re even happier to express their disappointment.
This means that the creation of frictionless experiences is also on the
rise as the linear model of patient journeys evolves to a dynamic brand experience that is as individual as each patient. You must reach your patients wherever they are, speak their language and take any transactional experience as seamless as possible. Innovative practices will empower their patients to shape their own journey cross each and every chosen touch point.
7. Automation tools
Practices around the globe are tapping into automation tools that speed up and facilitate marketing efforts and help understand their patients. Research indicates that data mining and marketing automation can have significant impact on the success of a practice. With use of these tools, practices are able to execute effective campaigns maximising lead generation at each target market touchpoint.
At Vividus Marketing, we work with our clients to optimise awareness, communications and relationships by providing an in-depth audit to determine the best strategies and tactics for optimum practice performance. If you’re interested in leveraging the top marketing trends in 2016 for your practice’s success, contact Vividus Marketing
today for a performance audit and strategic plan on 07 3482 4262 or vividus.com.au.
The content in this article was published in The Private Practice Autumn 2016 edition.