As the healthcare system transfers more responsibility over to patients, it’s imperative that health service marketers provide useful content to help patients navigate the overwhelming complexities of an immense network of insurers, doctors and employers. Generating relevant, actionable content will draw traffic and increase engagement while growing a loyal readership.
As marketing automation tools and social networks grow more sophisticated, marketers must focus their efforts by segmenting their audiences and personalizing their content. Develop specific personal profiles for your target customers and devote time to generating content that will address their needs and ease their burdens.
Mobile devices allow for pinpoint geographic targeting of users, so craft messaging that acknowledges your audience’s whereabouts if your product or service is location-sensitive. Geographic personalization will make mobile users feel they’re being specifically addressed and result in higher rates of conversion.
More and more online users are hesitant to read content, favoring instead videos and more interactive modes of communication. Videos increase access to new audiences and encourage users to share content. It’s also a rich medium that allows marketers to reveal more about their brand and personality than just text.
All members of the healthcare community are generating digital content to reinforce their authority and expertise. Physicians are writing about common procedures, health insurers are blogging about patient needs, and industry commentators are issuing analysis on government policies. No one can afford to withhold their voice from the marketplace.
Embracing digital tactics such as these can help your health services company stand apart from its rivals, attract more prospects and establish a bigger role in an increasingly complex industry. Rather than invest in one strategy, deploy multiple approaches to determine which works best for you. And if you’re struggling to increase engagement, consider partnering with an experienced brand consultancy to devise a more effective approach.
Kenny Osborne is Creative Director at AvreaFoster.
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