Over the last few years, every industry is welcoming emerging trend of digital marketing (Social Media) in their business due to its numerous advantages. While it was possible in the earlier days to reach out your customers through the traditional way of marketing, but now it is difficult to target, as we have seen how innovative technology is taking over and customers are also becoming aware of these new technologies. Now, a question might arise how can digital marketing be useful in the healthcare industry?
A recent report reveals that out of 20 searches on Google one search will be related to healthcare this is because, as a maximum number of people going online for information and searching for a solution for their health related issues. Formerly word of mouth marketing played a vital role in the healthcare industry; as we used to visit a doctor on the recommendation obtained from various sources. Healthcare Marketing is not a new term for us, we have seen it earlier also in various form like
- Organizing Health camp by hospitals.
- Radio ads.
- Banners on public transport.
Digital Marketing –A Booster for Healthcare Industry
As medical science is advancing day-by-day, people have started concentrating more on health these days
Though we might be slow using digital marketing platform in India, many developed countries are using these digital marketing techniques to drive patients to their hospitals and clinics.
Google collaborated with Inc., compete.com to understand what influence people and how digital plays an important role in the hospital selection published in “The Digital journey to wellness: Hospital selection”.
- 84% of patients use both offline and online sources for hospital research.
- Search drives nearly 3 times as many visitors to hospital sites compared to non-search visitors.
- Patients primarily search on symptoms and condition on digital medium before visiting doctor.
- Digital content plays a vital role for scheduling an appointment.Before Scheduling an Appointment
- 44% of patients book an appointment who research hospitals site on a mobile device.
- 83 % patients visit hospital site to know more about service offered.
- 50% patients influenced by the health information site.
- 77% of patientsuse search engines prior to booking appointments
- 21% of patients book an appointment via mobile site or websites.
After Booking an Appointment
After rendering service from particular hospitals patients share their experience.
- 12% post review on social site.
- 6% of patients post a review on website.
How Digital Marketing Supports Healthcare Industry
Above statistics are proofs that how digital medium is playing an important role in the healthcare industry. Below are a few Digital Marketing tools that can help healthcare to stay ahead.
Search Engine Optimization
SEO is useful to drive more patients to the hospital. Any health issue people tend to surf the various healthcare websites and blogs to get the instant diagnosis of problem. SEO helps to target such kind of people.
Email Marketing means dropping a mail to the people in their inbox by creating a beautiful template and make them land on hospital website for more information.
Social Media Marketing
People are very much active on social media network, one can have a larger access to people through networks like facebook , instagram, twitter etc. and thus increasing their reach.
Ad Campaign by using PPC
Healthcare industries typically uses various Ad. platform like Newspaper, banners and pamphlets distribution which is a costly affair and less effective where as Digital Marketing provides you much wider platform to display your services in a very cost-effective manner. The advantage of Google Ad Words gives you the power to manage budget, location, time scheduling to post an ad from anywhere and anytime.
Healthcare Industry in India
In India, the healthcare industry is growing rapidly. Both the public and private sector are strengthening it services. Healthcare is one of the largest industries in India, and it is generating a lot of opportunity to people in the medical field.
The Compound Annual Growth Rate (CAGR) report says that Indian healthcare market is around US$ 100 Billion worth and is expected to grow up to US$ 280 billion by the year 2020, and even the Healthcare Information Technology (IT) market, currently which is valued at US$ 1 billion is expected to grow 1.5 times by 2020.
Investment in Healthcare
The hospitals and diagnostic centers from the year 2000 -2016 have attracted worth US$ 4.09 billion investment in the form of FDI.
A diagnostic laboratory Thyrocare Technologies, the objective is to achieve revenue of RS 1000 crore by 2020. And plan to expand its lab centers franchisees from 1,200 to 5,000.
International Finance Corporation (IFC), has invested 450 crore or a 29 per cent stake in Healthcare major Apollo Groups.
The above are very few firms which are expanding its business, In India there are many healthcare industries that have attracted investment on large scale to improve and grow its services.
Many health applications are available, for you to download from your smartphone and utilize the benefits.
It is the right time to take the healthcare business to higher level by integrating with digital marketing. Healthcare industry has a vast scope and chances of inflation are less. There are lots of opportunities ahead and this is the right time to learn digital marketing for individuals and for healthcare industries to implement digital strategies for better business.