The healthcare sector is going through a digital transformation journey, thanks to the increasing proliferation of digital tools and easy internet access. Marketing for healthcare has similarly evolved to keep pace with the ongoing digital revolution. Businesses in the healthcare sector are leveraging digital tools to increase their reach, brand awareness, and loyalty. The pandemic was a key accelerator in shifting consumer preferences and driving the digital transformation of healthcare. Marketing for healthcare has drastically changed from what it was a few years ago. While healthcare businesses only had limited means and platforms to market themselves earlier, the scenario has completely changed today.

Digital tools have empowered healthcare businesses to launch targeted marketing campaigns, accurately track KPIs and elevate consumer and patient experiences as a whole with data-driven decisions. Different sectors within healthcare are tapping the potential of digital platforms in different ways. Let’s understand how different sectors are marketing their businesses with the aid of digital tools.

1. Digital marketing for cosmetic treatment services

Healthcare centers specialszing in skin and hair care as well as dental clinics and IVF treatment centers are resorting to digital marketing to expand their customer base. With people spending a significant amount of their time online, they trust the internet for reliable information on different matters including healthcare. When it comes to exploring cosmetic treatment options, the number of people relying on digital is even more. Businesses in this sector are hence solidifying their online presence and establishing thought leadership by publishing value-rich content on platforms where their target audience spends the most time.

Trust plays a critical role in the healthcare sector and digital marketing serves as a powerful tool to forge trust. Consumers need to see the faces behind the company, the tools and techniques used for delivering treatment, and unbiased reviews from other consumers before they sign up for the service. All of this is possible only through digital platforms and doctors, physicians, and cosmetic service providers are leveraging social media, websites, and SEO to position themselves as a trusted and reliable name in the industry.

2. Digital marketing for pharmaceuticals

Pharmaceutical brands largely rely on traditional marketing methods to capture new customers. This involves medical representatives scheduling in-person meetings with doctors to promote their products. But doctors these days are not open to in-person meetings as before due to time constraints and busy schedules. Plus, doctors themselves have turned to digital platforms to research, learn, network with fellow doctors, and seek information. In this scenario, it has become imperative for pharmaceutical companies to increase their online visibility. There are exclusive networking apps designed for healthcare practitioners such as Medscape, Medical Dialogue, Doceree, Docplexus, Hidoc, Clirnet, and many more. Pharmaceutical companies can take advantage of these networking platforms to connect with doctors, gain insights on complex healthcare issues and promote their products to those who need them the most.

3. Digital marketing for health tech

Health tech refers to tools and software designed to improve patient journeys, boost hospital and administrative productivity, and improve the overall quality of healthcare provided. Tech integration in healthcare has elevated the industry to a whole new level. The global healthcare IT market is projected to reach USD 829.2 billion by 2026. Companies exclusively specialising in healthcare apps and websites have cropped up in large numbers to improve the quality and efficiency of healthcare services. Such health tech firms need digital tools to market themselves. Small private clinics and large hospitals alike are integrating tech to promote quality care. Competing successfully in this saturated market requires a strong marketing strategy. From engaging in online forums and blogs to social media promotion, health tech businesses need to adopt a holistic marketing approach to appeal to doctors, hospitals, standalone practices, etc.

The advent of digital tools has transformed the healthcare marketing landscape in more ways than one. Digital marketing has now become an integral part of the marketing strategy for the healthcare sector. Targeted campaigns that generate the intended outcomes at lesser costs have helped businesses market themselves more effectively. Given the potential of digital campaigns to leave a memorable impression on the audience and prompt immediate action, healthcare marketing has grown to encompass more digital-oriented strategies.

Views expressed by Harish Patel, Co-Founder, Logicloop

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