Many hospital organizations look for ways to promote their healthcare services to their surrounding communities, but they overlook one key strategy – digital marketing.
One common mistake is to take a “set it and forget it” approach to digital. For instance, a hospital may create a website but fail to keep its web content up-to-date. Or, the hospital may fail to use other forms of digital marketing to engage potential patients online across various digital channels.
Another common oversight is to treat digital marketing as an afterthought rather than an integral part of your hospital’s strategic plan for growth. On the contrary, hospitals that make Internet marketing part of their plans and budgets are better able to reach potential patients where they are already spending a considerable portion of their time—the Internet. With the right strategy, hospitals can get seen in relevant Google and Bing search results, as well as on social media sites, popular news sites, YouTube, and other high-traffic sites.
Let’s look at why digital marketing is so impactful.
- 1 in every 20 Google searches is for health-related information. (Google, 2015)
- 62% of smartphone owners say they have looked up health information on their phones within the past year, with that percentage increasing to about 75% for people ages 18 to 29. (Pew Research Center, 2014)
- 84% of patients use both online and offline sources when researching hospitals. (Google/Compete, 2012)
- Patients tend to take action after seeing a paid search ad for a hospital – 35% search for more information, 29% begin the research process, and 28% visit the advertised hospital’s website. (Google/Compete, 2012)
- 81% of smartphone users keep their phone near them “almost all the time during waking hours.” (Gallup, 2015)
- 66% of smartphone users go on their phones to look up something they saw in a television commercial. (Google, 2015)
- Social networking makes up 1 out of every 5 minutes spent online. (comScore, 2016)
It’s clear that consumers are turning to their smartphones, tablets, and desktop computers for information – and that includes information about local healthcare providers like your hospital. If your hospital does not have a strong online presence, it could be missing out on valuable exposure and opportunities to attract new patients.
The Strategic Part of Digital Strategy
As you consider being more intentional with your hospital’s digital strategy, think about the various benefits that Internet marketing has to offer:
Accessibility – When you go digital, you make information about your hospital easier for potential patients to access. Your audience is able to get answers to their questions with a quick online search and a simple click of a mouse or tap of a screen. The best way to ensure maximum exposure and accessibility is to have a web presence that is optimized for all types of devices including desktops, tablets, and smartphones. Your hospital organization should also have a presence on various digital channels, including search engines, social media, third-party websites, and more.
Targeted Reach – With digital advertising campaigns, you can target specific audiences, such as people who are searching certain keywords online or individuals in geographic areas near your hospital. This helps you ensure that your ad is reaching the right audience.
Cost & ROI Transparency – With online marketing, you can easily track how people are engaging with your hospital’s marketing campaigns. You can track views, clicks, and other important metrics from a specific digital campaign to help determine ROI. With this data, you have the transparency needed to prove the impact of your marketing efforts.
Greater Control Over Your Campaigns – Why wait for the next time around to improve a marketing campaign? With digital marketing, you get instant access to data, which means you can quickly see when a campaign needs further improvement. You have the flexibility to optimize your campaign as you go, which ultimately gives you greater control over your marketing results.
Internet marketing is a powerful tool for promoting your hospital brand and attracting new patients – when it’s properly implemented. Don’t forget about digital marketing in your hospital’s strategic plan! Instead, consider how it can be used to achieve your organization’s most important goals.
About the Author:
Cody Chula is Vice President of Healthcare Operations at Scorpion, an award-winning Internet marketing agency that has helped more than 200 healthcare organization improve their digital presence. He helps lead Scorpion’s healthcare team, ensuring that all clients are receiving high-quality websites and digital marketing services. Cody has been working for Scorpion for over a decade and has served hundreds of hospital clients. To learn more about how Scorpion can help your hospital succeed, call (888) 820-4511 or visit www.ScorpionHealthcare.com.