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Top Digital Marketing Trends in the Healthcare Industry

Marketing in the healthcare industry is challenging. With strict regulations on health products and services and an ever-growing market, many B2B healthcare companies struggle to bring in new traffic.
Healthcare

This article will walk you through some of the top trends in digital marketing for healthcare companies. Learn what’s working for other companies, why you need digital marketing, and how you can take advantage of these trends to bring in more traffic and help your business grow.

Why Is Digital Marketing For Healthcare Companies So Important?

When it comes to marketing trends, the healthcare industry tends to fall behind. That’s mainly because of tight HIPAA and FDA restrictions that limit the way particular products and services can be advertised.

On top of that, the world of healthcare is continually changing and evolving. It’s challenging to take advantage of the “evergreen” marketing strategies other businesses rely on. Moreover, this is particularly true during the current pandemic, while healthcare businesses struggle to keep up with clients’ changing demands and needs.

That’s why digital marketing for healthcare companies is more critical now than ever before. A great website, SEO content, and social media presence will help you grow your business online. Digital marketing moves fast and allows you to keep up with shifting trends.

Whether you represent a healthcare supplier, insurer, advocacy group, or other B2B healthcare company, you have to invest in digital marketing if you want to keep up with the competition.

Top Digital Marketing Trends For Healthcare Companies

The healthcare industry is booming. Experts are predicting the market will grow to $11.9 billion in 2023. That’s crazy fast growth — and a little intimidating if your business is getting off the ground.

If you want to keep up with that expansion, you need great digital marketing. Here are a few of the top trends, strategies, and tactics used in healthcare marketing to help you stay ahead of the game.

1. A Mobile-Responsive Website

First thing’s first: if you don’t have an excellent website representing your business, you will struggle to bring in new traffic and engage with website visitors.

Whether we like it or not, most business conducted today is happening online — especially with the added pressure of the COVID-19 pandemic. Your customers or clients expect to use your website to find information, contact you, and determine if you are a fit for their needs.

Taking all of this into account, a well-designed healthcare website is crucial to your business’s growth. Consider hiring a professional website designer to continue to improve your digital value. The investment will pay off in no time! 

Make sure your website is mobile-responsive so that visitors can use it on any device. In other words, the text, images, and forms on the website should automatically adjust to a phone or tablet screen. A responsive, easy-to-use website is crucial for higher lead conversion rates.

To put it simply, the more enjoyable and user-friendly your website is, the more likely it will be to convert visitors into customers.

2. Focused SEO Content

SEO (search engine optimization) is the process that will bring your website to the top of search engine results without paying for ads.

When your potential customers search for “best [your service] in [your city],” you want them to discover your website, blog, or social media account. To make that happen, you have to produce optimized content that search engines like Google will pick up on.

There are many essential factors that go into SEO content: images, city and state names, links to your website, and more. The best way to take advantage of this strategy is to hire an SEO expert or talk to your marketing team about implementing SEO best practices.

3. Increased Video Content

Video marketing is another excellent way for healthcare companies to grow their online reputation and gain trust.

Blogs and articles are great for SEO marketing, but they can also be impersonal and — let’s face it — boring. Videos, on the other hand, allow your customers to engage with your brand and learn more about what you have to offer without reading.

Starting a YouTube channel is an affordable, simple way to invest in your digital marketing. You can post daily videos about your products, advice for other medical professionals, tips for patients, or any other useful knowledge your business can provide. 

Remember, YouTube is a search engine, just like Google or Bing. By posting content to your YouTube channel, you’ll be able to reach more customers and boost your lead conversion.

4. Wellness-Based Branding

In the past few years, a popular healthcare trend has focused on wellness rather than health.

What’s the difference? Wellness, as a marketing tool, promotes an image of overall wellbeing and happiness. It’s not just about treating a patient, but about improving their lives. Moreover, this is a trend that appeals to patients and healthcare companies alike. 

As a B2B healthcare company, you can incorporate the wellness trend into your branding. Positive, inspiring imagery and a focus on healing and recovery (instead of just treatment) will make your website and online content more appealing.

To put it another way, a brand that looks worn-out or behind the times won’t gain as much traction. Take advantage of the wellness trend to rebrand your company and improve your image.

The Best Digital Marketing Makes A Difference

There’s no denying it — the world has changed, and the best marketing practices have changed with it. Digital marketing is the only effective way to gain more leads and grow your business. B2B healthcare companies are no exception.

If you want to stay relevant in a changing, heavily regulated industry, you have to take advantage of the top digital marketing trends for healthcare companies. Talk to your marketing team about the best way to get your brand out there and make an impact!

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