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 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