Medical Marketing And Digital Health

Medical marketing and Digital Health

Ok, Boomer

By the year 2020 the United States will have roughly 50 million people over the age of 65. This number is expected to jump to some 70 million by the year 2030. So, you ask, what do Boomers have to do with medical marketing and digital health?

Well, a DMN3 survey of the online habits of Boomers found that 96.1% of them use search engines while around 94.8% use email. Many of these individuals are using the Internet to research health and wellness information. Furthermore, Boomers are also responsible for around 45% of the total online product opinions and have been found to assign 3% more five-star ratings than any other generational group.

Contrary to popular beliefs that older adults have limited technological know-how, Baby Boomers actually spend around 27 hours per week online. A growing number of older adults actually feel quite comfortable using technology and social media, with an astonishing 84.9% of Boomers stating that they are regular Facebook users.

 

The Spending Power Of Older Adults

 

65% of Boomers say that they are planning to work past age 65, which is quite a radical approach to the way we may have previously viewed aging and retirement. With life expectancy on the rise, working past the age of 65 provides a sense of actively contributing to society, as well as ensuring that there is enough money available for a healthy and lengthy retirement.

Furthermore, according to AARP‘s Venture Capital Review, spending in the 50+ demographic is expected to rise by 58% over the next 20 years. This amounts to  around $4.74 trillion. Currently, many brands focus heavily on the Millennial market and thereby miss out on the incredible spending power of Boomers.

 

How Does This Affect Your Practice?

 

The 65+ generation comprise a major portion of those currently seeking medical care. Regardless of their longer life expectancy, the Boomer population are more likely to face issues of hypertension, high cholesterol, obesity and diabetes. Hospitals need to know how to care for an aging population and be able to accurately anticipate which services will be in the highest demand.

Forbes magazine recently published an article entitled, ‘As Boomers Age, We Need New Medical Approaches To Heart Disease’. In this article the author, Dana Dovey, cites that ‘the number of deaths from heart disease are growing in tandem with the aging population‘. The JAMA also released research showing an 8.5% increase in the number of deaths by heart disease, and a 38% increase in heart failure.

So what can we learn from this new data? One important trend to note is that, despite changes in healthcare and greater access to information and wellness programs, we still have significant ground to cover in the fight for better health outcomes. There needs to be more communication with patients to assist them on their wellness journeys as they start to age. We also need more patient follow up and better data tracking. This is where medical marketing and digital health come into play.

 

Digital Health And Your Patients

The digital health industry currently covers a wide array of categories including health information technology (IT), wearable devices, telehealth, mobile health, telemedicine, and personalized medicine. With the rise of technology, digital health now affords providers new and unprecedented ways of communicating with their patients. There are many unique and effective ways in which providers can now influence and improve health outcomes in their patients. Digital health is not just about creating innovative pain management devices or insulin pumps (although those are fantastic inventions), but it also provides ways for providers to connect with patients in meaningful and impactful ways.

According to a 2018 study by HIT Consultant, by 2024 the digital health market is set to reach $379B with many new digital health sectors being developed. One example of an exciting new sector of the digital health market is the area of digital therapeutics, or digiceuticals. HealthBeacon. is one such company operating in this new vertical. HealthBeacon has developed a smart sharps bin for patients who self-inject medications from home. Their unique solution to medication adherence includes an app that displays injection data to patients, and provides clinical outcomes to both patients and providers. This allows providers to treat diseases by modifying patient behavior and providing remote monitoring to improve long-term health outcomes. Healthbeacon is just one example of the many ways in which digital health is rapidly changing the healthcare horizon.

 

Medical Marketing And Digital Healthcare In Your Practice

 

A common misconception among healthcare providers is that medical marketing and digital health are simply an extension of more traditional marketing methods. This viewpoint is problematic because it causes providers to miss out on opportunities to connect with their peers and with their patients. The Digital Marketing Institute recently commented that ‘digital transformation trends provide both patients and companies….. with unparalleled access to information surrounding the impact of a healthcare strategy or pharmaceutical product, and how it may impact their overall well-being and every day life.

In 2020 and beyond, patients will be engaging with physicians from multiple touchpoints and personalization will play a key role in this. A customer-centric focus is imperative for physicians to remain successful in their practices. 77% of the U.S population now uses smartphones to access online information regarding their health while a recent survey of 190 patient groups found that over 50% of individuals use a health app “regularly” to manage diagnosed conditions.

To remain relevant and to succeed in this new digital world, healthcare providers must take advantage of these different ways to connect with their patients and develop personalized content to keep their patients engaged. Meaningful content gives patients the opportunity to gain insight into their provider’s knowledge, expertise, and personality.

Many physicians are unsure where to start when moving their brand or business online. For some, their only digital footprint might be the ratings that patients leave on their online business listings. Having reviews as your only online content puts you at a distinct disadvantage compared to other businesses who take greater online initiative.

 

A Digital Strategy

 

Having a digital strategy is key to developing your online brand. Establishing target keywords that you want your business to be associated with is imperative and these keywords should relate directly to the mission and vision statement for your business.

More and more patients are searching for the term “providers near me”, when looking for a doctor or health services online. Outdated business listings, old practice information and lackluster content are sure-fire ways to have patients pass over your site in favor of another business that has a more informative, engaging and polished online presence. A professional website is a key resource and foundation for you business but it is relatively meaningless if patients have no idea that your practice even exists. Having a digital strategy that covers SEOsocial media marketing, and advertising will help your practice to stand out and drive new business.

 

Connecting with Patients

The Power Of Connection

 

This brings us to the good stuff. For those healthcare businesses that are currently advertising online and executing SEO you are already taking a huge strides towards the digital future. However, since these tactics are typically one-sided conversations, with you talking TO your patient, it still lacks some true connection with your patients and the opportunity to hear directly from them. Medical marketing and digital health is so much more.

Digital Health is where the real magic happens. Imagine being able to learn real-time concerns from your patients regarding medication side-effects, health concerns, and success stories. Imagine being able to share your thoughts on issues such as gun safety, nutrition and vaccinations in a way that informs and educates. Imagine being able to use your voice to educate and to dispel some of the false information currently in circulation on the internet. Imagine that you now have the ability to share your knowledge with many patients at once, instead of having the same conversation 10 times in one day. This connection has the dual benefit of saving you time and empowering your patients to make informed decisions.

Connection. Engagement. Education.

That is the power of digital health in your practice.

 

5 Ways To Market Your Healthcare Business For Free

5 Ways to Market Your Healthcare Business For Free from Prosperity SEO

 

Digital Trends

Digital Marketing has been around for quite some time now but often healthcare businesses are left a little behind the technological trends. According to Calvin Hendryx-Parker from Six Feet Up Many healthcare practices still do not use, or have limited use of, digital marketing practices. These businesses often rely more heavily on word of mouth or more traditional marketing practices. Cost is often a major factor when considering online marketing solutions so Prosperity SEO has put together 5 top ways to market your healthcare business for free.

Top 5 Marketing Ideas

Online marketing is quickly becoming the new standard in marketing and is an undeniable opportunity to connect with current patients, reach more patients and grow your healthcare practice. Try these top 5 solutions to put together a digital marketing strategy for your business.

5 Ways to Market Your Healthcare Business For Free

Digital Agencies

Of course, if you find yourself lacking the time or expertise to put these into action there are great agencies, like Prosperity SEO, that can do the work for you. There are trusted agencies that are dedicated to healthcare marketing and have decades of experience in what works and what does not. Professional marketing agencies are fully aware of the new trends that are taking hold and have the knowledge on how to meet those demands.

It is an exciting time to be in healthcare and in healthcare marketing. So, if you are unsure about how to create, manage or publish good quality content, how to have that content found by your patients, how to take full advantage of social media platforms and advertising, or how to ensure that all of your efforts are optimized, then reach out to an agency to have them consult and do the work for you.

 

Digital Marketing for Beginners

Digital Marketing for Beginners – Prosperity SEO

Digital Marketing for Beginners

 

Prosperity SEO helps you figure out where to start

I don’t know if it is the same everywhere around the US, but here in Austin, TX, I am amazed at the number of amazing men and women who are starting their own businesses. From therapists to real estate agents and so many other industries in between, I have been fortunate to meet many people who are defining work on their own terms and becoming business owners. The idea for this article on digital marketing for beginners, came to me from some wonderful interactions with business owners that I have spoken with recently.

Starting Your Own Business

Starting your own business is both thrilling and terrifying at the same time. You have the rush of excitement around finally bringing your product or service to the public and the simultaneous terror of not knowing if anyone will actually buy your product or use your service. Every single individual that I have met has truly had something amazing to offer the world but most of them have one thing in common. Often small business owners simply don’t know how to market their product or sell it. Now, Austin is definitely home to a large number of start-ups so I thought I would take a look at the challenges that some of these companies are facing to get their businesses up and running.

Small Business Facts

Here are some interesting small business facts according to PR Newswire:

  • More than 99% of the US employers are small business owners.
  • 6 in every 10 small businesses have yet to establish an online presence and get a website.
  • 35% of small business owners feel that their operations are too limited to warrant a website.
  • 83% of the small business owners with a website feel they have a competitive advantage on those without a website.
  • 71% of small business owners do their own digital marketing, instead of leaving it to experts.
  • Email ROI is 122% – 4x higher than social media, paid search, and direct mail.
  • Only 17% of marketers had plans to create a content marketing strategy this year.

What does this mean for small business owners?

So what I am seeing among the clients that I have connected with recently, is that their small business has not reached its potential because owners simply do not know how digital marketing really works, how to effectively use social media to get results for their business or how to optimize their content so that it gets found.

“We have a marketer that loves writing blogs.”

“I have someone on the team who likes to do Facebook posts.”

“My business has a guy who does our website for us.”

These are some of the marketing “strategies” that people have shared with me recently.

What Should a Start-up Spend on Marketing?

So the greatest catch-22 that many small businesses face when they start out is that they need to grow their business and market to people but they don’t have any money? Quickbooks recommends that companies that have been in business for 1-5 years should be allocating between 12-20% of their gross or projected revenue towards marketing for the year. Often this number does not seem to be attainable for small businesses since there are so many other expenses that take priority. But another question to ask is, “Can I afford NOT to invest in marketing my business?”.

Social Media

Branding and website will take up a big chunk of your initial spend but it shouldn’t stop there. Having an inexperienced person handling your content creation and social media platforms can actually set your business back instead of helping to move things forward. Most people will invite their friends to like the business and then just post to those who have liked their page. This means that you are really just marketing to people who already know about your business and may not even have a need for your products and services.

If you have a truly savvy intern or staff member then you are fortunate but for most people starting at $1,000 – $2,500 a month on a freelance community manager or small agency will give you the ability to have regular posting, advertising, ad spend reporting and even custom or lookalike audiences to improve your reach. They can take an omnichannel approach and post on multiple sites because the days of only posting on one platform are over.

Content Marketing

This has been another area of digital marketing that seems to be misunderstood. The internet runs on content. But it takes high-quality content to really get your company noticed. Not only that, but your content needs to be optimized in order for people to actually find your quality content – otherwise you are really just writing for your closest friends who would love and support your business anyway. Often, businesses get one of their talented marketers to write the odd blog here and there. But true content marketing needs someone’s full attention in order to create an effective strategy that actually brings results for your business.

Content Marketing Results

The future of digital marketing is quality content and it is not just limited to blogs. Videos, infographics and podcasts are also rising in popularity. Choosing the right content marketing agency (usually charging around $2000 per month) can have a dramatic ROI on your investment. According to the Content Marketing Institute the number of companies giving importance to content marketing is increasing. Companies are now allocating 32% of their marketing budget for content.

How Does My Small Business Compete?

Okay, so I know what you are thinking (or at least I think I do) since so many people have asked me the same thing. “I just don’t have the money since I am a brand new business.”.  “A social media consultant or a content creator sounds awesome but I just don’t have $5000 per month to spend on digital marketing.” So what are the essentials and what can you do on your own?

What to Watch Out For

Sadly you often get what you pay for. There are many “free” software options on the market that can help you set up your website or manage your social content but Google often penalizes business for doing blanket blasts to multiple sites. You can get some quick backlinks to promote your content but did you know that many companies are using what they call Black Hat links? Using Black Hat links, if you get discovered, can result in Google penalizing you and dropping your website down the rankings? If this happens it can be extremely difficult for your small business to recover. Using someone who is reputable and knowledgeable can save you significant time and money in the long run. My dad always used to say, “If you pay peanuts, your are going to get monkeys.” I am not sure that saying still holds, since technically monkeys are pretty smart, but you get the idea…

Digital Marketing Basics for Beginners

So here are my top 10 tips if you are starting on a budget and you simply can’t afford a consultant right now:

1. Yoast

Get the Yoast SEO plug in for your website to make sure that you (or someone on your marketing team) is writing content that is optimized to help your website rankings. It is no good if people can’t find it unless they are going directly to your site.

2. Construction

If you don’t want to use Yoast know that your content needs to be precise and to the point. Sentences should not be too long and paragraphs should be succinct too. Also, probably don’t use words like “succinct” since apparently your message needs to be able to be understood through the eyes of an 11 year old.

3. Optimization

Make sure you take advantage of Tags, Meta tags, meta descriptions and Alt Text for images. Having optimized keywords for your site is highly important.

4. SEO

Pretend you don’t know what your business is called. Could you find it through the information you are sharing? Is the content you create helping your business to be identified in your industry?

5. Video Content

Spend time creating videos. Video content is big and it will only get bigger. Your videos do not have to be long or complicated. Just ensure that they are meaningful and regular.

6. Captions

Add captioning to your video. Most people watch videos with the sound off (unless you are my husband, he seems to love blasting them right as I am falling asleep!).

7. Links

Ask companies who might be in the same situation as you if you could link to their sites and reciprocate the favor. Giving people options to find services benefits everyone.

8. Landing Pages

Invest in a landing page to maximize leads from people coming to your website. This will help you to remarket to them as well as creating a more personalized approach to your marketing efforts.

9. Reviews

Customer reviews are golden (as long as they are favorable, obviously!). Gently ask customers if they have a great experience and would like to share that experience online. Google loves to see when businesses are doing a great job.

10. Google

Google is where it is at. If people are ready to buy they are going to Google to either research their potential purpose, find out where to click to your website or get your phone number or location. Advertising on Google is going to get faster results than targeting individuals who are on Facebook or other social channels and are not looking for services right now.

For more ideas check out my blog on 5 Tips for Healthcare Marketing which is not just for healthcare providers but for any small business just getting started. I hope that helps you have some idea of where you can get started when creating a digital marketing strategy for your new business. What happens if you have read through all of this, or if you try everything you can do on your own but you are just not getting results? Contact Prosperity SEO and get a free analysis of your site and we can discuss a specific digital marketing strategy for your business to help it reach its full potential.

How Digital Marketing Works

How Digital Marketing Works

I have been in the healthcare marketing industry for several years and have worked in different countries seeing how businesses grow and adapt to new demands. Growing businesses and generating sales was my forte. However, over the years things have slowly but surely been changing on the sales and marketing landscape. As such, looking at marketing 10 years ago to marketing now makes many business owners wonder how digital marketing works?

The Past

What worked for doctors and hospitals in the past still works to some extent. Having a great marketing liaison or sales person go out and meet potential referring clinics or other doctors or businesses is definitely valuable for your practice. Lunches and breakfasts were wonderful networking opportunities because everyone loved an educational dinner…..

THE PRESENT

Until suddenly, one day, your referral sources were too busy to make it to lunch. Too busy to attend that dinner because they were getting to their daughter or son’s soccer game. Too busy seeing patients. All of this is wonderful as your referral partners’ business’ grow but what about when your business stagnates, or slows down, or clients leave – how do you replace those clients when we are no longer able to network? And what about when I hear that my colleague down the road has a booming business but doesn’t even have a marketing rep? How is that even possible?

The age of Digital Marketing has really been with us for over a decade but many business owners (unless they were in technology) didn’t really see how healthcare needed to get involved with all of that “technical stuff” just yet. The fancy technology was for “big companies” or “big brands” or “start-ups”. Some early adopters started setting up Facebook pages and Instagram posts. These social media posts generated some interest in the community and helped them to dip their toes into the new digital marketing pool. Soon other businesses started to do the same thing.

getting started with SEO

Then came the SEO agencies promising to get these businesses to the top of the search engines and generate hundreds of customers. They churned out reports with lots of new key words each week and even offered to post their blogs for them. They generated reports with impressive numbers that showed the value that their organic keywords were now generating for them. But where were the hundreds of new patients that they had promised? The numbers looked great and all the fancy jargon was exciting because we were engaging in Digital Marketing. Why weren’t the Facebook posts generating new customers? If everyone liked my Instagram Page, why weren’t my new products selling? How does it all work?

tHE FUTURE

And this is why I created Prosperity SEO. I had seen too many companies, (both large and medium-sized) suffer the same fate. Some had even given these agencies budgets to run Google Ads for them and there was very little ROI. Certainly, digital marketing is never an exact science but many agencies are taking advantage of those businesses who are not completely familiar with the jargon or the processes. At Prosperity SEO I look at where your business would like to go. What are the outcomes that would define success for your business? Is it an email campaign? Regular blogs to engage with patients or customer? Making sure your website is optimized for organic SEO? Adwords and Facebook Ad campaigns with actual tracking and reporting that you can understand, in terms that make sense to you as a business owner.

the prosperity seo difference

Prosperity SEO takes the guess work out of which program to use to track ad campaign success or write a great landing page. As a full service agency our focus is not on just generating great keywords or having the fastest loading website. We look at what those objectives actually mean for your bottom line. I have spent years working with owners and CEOs to develop their business in the most efficient manor. It is still wonderful to have a marketing person holding community events, meeting patients face to face and making those personal connections with other businesses. It is, however, often too much to ask of one person to do all of that and constantly manage an online marketing campaign with all of the other technical aspects that go along with it.

I would love to sit down with you and discuss where you want to take your business and how we can get there together with measurable outcomes along the way. I want to help you take the guess work out of things. Being a boutique agency, we don’t manage hundreds of clients with your account being lost in the shuffle. Personal. Prosperous. That is what makes Prosperity SEO the perfect choice for healthcare digital marketing in Texas.

Call or email me today and see how we can create a successful strategy for your business.

5 TIPS FOR HEALTHCARE MARKETING

TOP 5 TIPS FOR HEALTHCARE MARKETING

“People really are communicating a lot online on social media. There’s actually a wealth of information here that potentially hasn’t been tapped into until recently. The questions is ‘If people are talking about our products (services), should we be listening to what they’re saying?’ The answer is, ‘Of course’.”

(Greg Powell, Director of Pharmacovigilance, GlaxoSmithKleine)

 

 

I have been active in the healthcare industry for over a decade now and have seen all aspects of healthcare from clinical trials through to sales and marketing. I have seen large companies operation on a huge scale, as well as smaller healthcare companies just starting to get off the ground. What do all of these companies have in common? A need for innovation to keep them engaged with their customers as well as with healthcare trends. The time to engage with your patients/ customers/ clients through online advertising and digital marketing has never been more urgent and so I put together some of my top 5 tips for healthcare marketing. But why do you even need a digital marketing strategy in the first place? 

Why Digital marketing?

So now that you know you need a digital marketing plan and strategy for your business here are 5 tips to get you started:

  1. SEO: START WITH A PROFESSIONAL WEBSITE THAT IS SEARCH ENGINE OPTIMIZED.
    Google yourself – what do you see? Make sure your page shows up first on the results page. Make sure your website is mobile-friendly and has up to date, relevant information about your practice. Check for relevant key words and optimize them. Make sure that the search engines love your page.

2. DEVELOP YOUR PERSONAL BRAND. Patients want a healthcare provider they can trust. Make sure that your brand reflects who you are and help people get to know you. Engaging with potential patients/customers allows you to position yourself as a trusted source and industry expert.

3. CREATE ENGAGING CONTENT. Content marketing includes blogging, vlogging and other forms of social media content creation. This is a highly effective way to reach new patients as well as existing ones. Consider YouTube or videos on your website as these are excellent ways to interact and engage with your patients.

4. MAKE ANALYTICS A TOP PRIORITY. Is your marketing producing the returns you expect to reach with regards to revenue and patient acquisition goals? Using appropriate software to measure the success (or failure) of your marketing strategies is key to knowing where to continue to focus your efforts or where to change strategy.

5. PARTNER WITH A DIGITAL MARKETING STRATEGIST. You need to partner who can assist you in developing and executing a digital marketing plan that will keep your business ahead of the curve and help you to stay on top of new marketing trends as they arise.

FOR MORE INFORMATION ON HOW TO CREATE AND EXECUTE YOUR DIGITAL MARKETING PLAN CONTACT PROSPERITY SEO.

WWW.PROSPERITYSEO.NET

Email: Marketing@Prosperityseo.net