We are please to welcome guest writer Steve Conway to The Purple Jacket.
Marketing goods and services is a complicated business, but it’s never more challenging than in the healthcare industry. In addition to applying similar advertising methods that you would to other consumer products, you also need to demonstrate an awareness and education of your particular industry so that patients trust your expertise.
If you’re looking for ways to market your healthcare organization, you probably already know that this industry comes with its own set of unique challenges and pitfalls. To help you develop the right approach, here are five common marketing strategies for healthcare organizations and how you can implement them.
Internal marketing means advertising your organization to people who already know you, including patients, clients, and others that can be reached through word of mouth. Strategies include showcasing testimonials, accepting referrals and offering additional services to past or present patients. Internal marketing can be effective, but it does have certain limitations.
External marketing is an umbrella term referring to all the ways your organization acquires new clients. Media advertising that appears in magazines, healthcare publications, TV, radio and billboards is all part of this strategy. Due to budget requirements in healthcare industries, there is little margin for error with external marketing, so it’s important to use all the free resources you can to help reach new patients. Adobe Spark provides free software that allows users to create marketing materials quickly and easily with no design skills or knowledge required.
This strategy involves other professional sources, such dentists, doctors and other practitioners referring patients to your care. Referral marketing will provide the most reliable return on investment, providing your organization is well regarded in your field. However, this approach won’t be successful unless you have an ongoing strategy to preserve and grow your referrals written into your business plan.
Internet marketing is an invaluable advertising tool in the modern world, and it’s not one you can afford to forgo. As well as having a professional website, you should also offer a patient portal and mobile apps that make communication easier and more convenient four prospective clients.
To make the most of everything Internet has to offer, your organization can use strategies like pay-per-click advertising, search engine optimization and traffic analytics. Just bear in mind that however desperate you are to keep your costs down, Internet marketing is one area that it pays to invest in, and the results you’ll see from a professional agency aren’t easy to engineer yourself.
Generating publicity and free press exposure in your field should play a vital part in your marketing strategy. You should be willing to take part in any newspaper, TV or radio interviews that are offered to you, and be prepared to feature on popular healthcare blogs and websites.
Keep in mind, however, that free publicity is a bit of a misnomer. If you want to maximize your chances of exposure, you should consider hiring a professional publicist who will take the hard work out the process and make sure you see results.
Steve Conway is a content marketing professional and inbound marketing expert. Previously, Steve worked as a marketing manager for a tech software start-up. He is passionate about discovering new software that will that will advance his already well-honed digital marketing techniques.