Marketing: Healthcare Business

Marketing a healthcare business is tough! The Healthcare Industry is a unique field because while you deal with the very sensitive nature of your patients' treatment, which often makes them vulnerable or confused, you also work in a highly scientific and cutting-edge industry where treatments, tools, and systems are constantly evolving. Today, healthcare providers rarely keep up with the latest health marketing strategies and sales processes or respond quickly to technological advances.

The healthcare marketing landscape has shifted dramatically over the past decade with the rise of technology tools, social media, and digital devices. A recent article for Socialnomics quotes a Senior Marketing Specialist at Conifer Health Solutions on the state of B2B Marketing in the Healthcare industry: "Healthcare is notoriously behind other industries when responding to technological advances and expectations, so it remains important that marketers push the industry with smart trend adoption."

Here are some important statistics to consider as you begin planning your marketing strategy:

• As of now, there are more than 326 million people in the U.S., each one with their own personality and a potential patient.
• 52% of smartphone users gather health-related data from a smartphone.
• 91% of adults have their smartphone within arm's reach 24/7.
• According to recent Facebook data, the number one most asked-for recommendation is a doctor or healthcare provider.
• There are 8.2 billion health-related video views on YouTube.

Like many B2B industries, long sales cycles mean change comes slowly to marketing strategy. To make it a little easier for you, here are three healthcare marketing secrets and how they can revitalize your business:

1. Research and Define Your Ideal Audience

When you try to reach a particular customer or lead, your success depends on how deeply you can guide them. Focusing on a certain segment of the market will help you generate and attract potential customers more effectively. Not only will it polish your marketing, but it will also ensure that the customer relationships you build have a better success rate.

2. Create Valuable Content

How do healthcare marketers develop and promote relevant content? First, they must understand customer needs through insights gathered from primary research, distributed sources, and behavioral analysis. Next, they need to produce content that meets these needs, such as video, blogs, articles, and that supports brand objectives. Finally, they need to promote the content where customers are interacting and sharing.

3. Tips to Grow Your Healthcare Company with Content Marketing

• Know what your audience wants to learn.
• Position your company as a healthcare industry leader.
• Capitalize on current events.

Creating and sharing successful healthcare marketing content revolves around your audience — who you are speaking to and what you are trying to say. To maximize your impact, define your target group and tailor your content to their preferences and needs.