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The healthcare sector faces new challenges every day , but none like the challenge of having a digital presence. There are still many questions regarding this topic.
For some, digital marketing still means teacher database package something very banal that only involves doing social media marketing by opening a Facebook page and launching a website.
However, in a society where information is increasingly valued , it is much more relevant to have a digital marketing strategy that covers all the needs of users, that addresses their queries online and that offers a door to generate more sales opportunities for health establishments.
How much has the health sector panorama changed?
Nowadays, Internet users research different products and services online before choosing a specialist or health center .
They look for testimonials and recommendations about doctors, institutions certified by the Ministry of Health, specialists and clinics near their geographic area. Where do they look for this information? On social networks, blogs, forums, long before deciding where to go .
Technology has come to make our lives easier, and even more so when it comes to health issues.
Web 2.0 users now expect to find the information they need at their fingertips . They approach search engines with questions like: how to make an appointment through an app or on the website, or how to find out how to get to the clinic using the web map.
Target audiences, both patients and prospective patients, are increasingly informed. They no longer accept online advertising disguised as recommendations or commercial information from health services. Buyer personas try to find the best solutions for their problems and analyze all options .
On the health professionals side, the new generations of professionals use their smartphones daily to stay informed about new trends , etc.
digital-marketing-for-the-health-sector
This is a great opportunity to enhance the value of the health sector, bringing it ever closer to potential customers by providing them with the quality information they seek.
See here how Oncosalud grew in traffic and leads with an Inbound Marketing strategy .
Today, having a digital marketing plan is no longer an option, it is a necessity. Especially if companies in the health sector want to be competitive in a context that is increasingly linked to the quality of information.
Forget about traditional marketing practices. Here are 3 reasons why a health institution needs to start thinking about online marketing, to be on par with the new consumer:
1. Web design for growth
We live in a world where users are looking for all kinds of information to resolve their doubts. They usually do this through their mobile phones. This is why it is essential to have a website optimized for conversions .
It is essential that it is responsive, that is, that its design is prepared to adapt to all devices.
The site should be easy to navigate and deliver relevant information quickly. The user should find what they are looking for in a very short time. This user experience with your site is the first in a long-term relationship you seek to build.
2. SEO positioning strategy
How will you be found on the Internet if you don't appear on Google? Well, you can invest in Google Adwords, but this is an expensive and limited strategy. When the campaign ends, your content will return to its corresponding position according to its organic positioning.
That is why a good web positioning or SEO strategy places your website at the top of the search results related to your services and/or products.
3. Content marketing
Quality information is king , especially when it comes to health. Diverse and highly relevant content is essential to achieving your business goals.
This is where Inbound Marketing shines brightest, creating content that truly interests users and educates them on the health issues that concern them most and on the services offered by your health institution. This will help make their final decision to become a client easier to make.
Content marketing also relies on email marketing to help you send quality content to the right person at the right time.
Check out this episode of Inbound from Within: Email Marketing, straight to the heart of customers
As you have seen, whether it is a consulting room, a clinic or a conglomerate of health centers, this sector has a great opportunity to exploit through a digital marketing strategy , which focuses on the commercial objectives of the Marketing and Sales teams.
Want to learn more? We have prepared this free material on Inbound Marketing, where you will find the necessary clues to attract the right visitors to your website, convert them into customers and promoters of your brand.
