Channels, strategies, benefits, and fundamentals: an internet marketing ABC for healthcare companies that want to launch on the web marketing.
Web marketing is essential for making patients find, study, evaluate and choose your healthcare company by surfing the Internet. While traditional marketing is based on winning the attention of a passive or interested consumer, online marketing allows you to reach the most curious people and attract them to your practice or clinic site through a series of channels.
Web marketing: strategy
There are different strategies and tactics for every aspect of the patient’s journey, from searching for a healthcare marketing agency on Google to comparing it with the main competitors to evaluate it and choose the one that best suits your needs.
The most important strategies and tactics for web marketing are:
- Search Engine Optimization (SEO)
- Content marketing (blogging)
- Social media
- Pay-Per-Click (PPC) Advertising
- Web reputation
- Display advertising
Web marketing: advantages
There are numerous advantages of web marketing compared to traditional advertising:
Convenience
There are very few barriers to posting content on the web. First, space is unlimited, so publishing texts, images, and videos on the Internet are within reach of even medical companies with modest budgets.
Involvement
The Internet enables patients to interact directly with businesses through content, blogs, videos, and social media in healthcare marketing. Even the advertisements can be interactive – patients love statistics, tests, and surveys. Remember, the best marketing doesn’t even look like advertising.
Targeting
Web marketing allows you to be very specific in choosing a target. Gender, age, geographic location, and interests are key factors in defining your ideal target and involving every possible type of patient. Thanks to these functions, many medical companies have interacted with groups of patients never reached before.
Measurability
Virtually everything on the web is traceable. For example, your medical company can plan and measure advertising campaigns based on specific metrics. Using this data, you can check the cost for each new patient acquired and evaluate the real profit generated by your activities.
The five pillars of web marketing
To the four Ps of traditional marketing – product, price, place, and promotion – web marketing contrasts five fundamental pillars for success online.
People
Yesterday the decisions regarding the realization of products and services were completely in the hands of the companies. Today, however, people’s needs increasingly drive the demand and consumption of products and services.
Functionality
Yesterday the value of a product was given above all by the price. Today, a large part of consumers estimate the value of a product or service based on its usefulness, functionality, and practicality.
Positioning
Yesterday the place of a product corresponding to the site to buy it. Today, to bring your product to consumers, we no longer speak only of physical locations but of positioning on search engines and on sites, platforms, and social channels that consumers use to discover, evaluate, review and compare products and services of interest to them.
Passion
Yesterday the promotion of a product or service relied on economic benefits such as discounts and collections of points to increase sales of new products or services. Today, passion for one’s products or services stimulates the consumer’s attention. Love is one of the most powerful human emotions and can be transmitted. People who become passionate about your products, services, and brand will spontaneously help you grow by word of mouth online much more effectively than through a normal advertising campaign.
Performance
The Internet allows precise statistical data on the marketing activities carried out. Through the technologies underlying Google Analytics, Facebook Insights, and other platforms of this type, it is possible to monitor and catalog every interaction of potential patients with your medical company, from clicks on advertisements to feedback published after the visit.
All this data allows you to develop web marketing campaigns based on precise metrics and understand your return on investment more transparently, optimizing your activities and focusing your budget on the most effective ones.
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