Hospital systems and healthcare companies are employing a greater variety of tools to reach and attract potential customers as new competitors continue to flood the market.
Below are three popular healthcare marketing tactics, according to Street Fight.
Paid search. Healthcare systems spend an average of $300,000 per year on paid search campaigns, making this one of the most popular marketing technologies among health systems and hospitals in the U.S., according to Street Fight. However, the healthcare industry faces unique challenges when it comes to pay-per-click advertising. For example, HIPAA regulations restrict the language advertisers can use in their campaigns and Google AdWords prohibits including words like "drugs" and "prescriptions."
Call tracking. Many patients still prefer to schedule healthcare appointments and patient inquiries via phone call. Measuring, recording and tracking phone conversations using HIPAA compliant technology helps marketers get a clearer picture of where consumers are learning about a healthcare organization.
Content marketing and social media. Healthcare companies are trying to loosen WebMD's grip on healthcare information by publishing consumer-facing medical content on their websites and social media channels, according to Street Fight. This kind of content marketing may help organizations generate new leads by increasing the chance their information is pulled up through health-related searches. Social media and websites tend to be the most popular places for healthcare marketers to publish content, however online videos and email newsletters are growing as well.