By Adrian Johansen, freelance writer; @AdrianJohanse18.
How did you first hear about your doctor’s office or primary care facility? Were you passing by and saw a sign, or was it the closest place to your house when it came time for a checkup? Chances are neither was the case; if you had a choice in your healthcare provider you probably heard about them and the quality of their work through some sort of marketing strategy.
Although many of us try not to think too much about it, every single healthcare facility we visit is a business. Ultimately, this means they are subject to the many ups and downs of running a business, which includes the need for a recruitment strategy, and a brand identity, and marketing. Hospitals, clinics, and every healthcare professional out there strive to build brand recognition and positive brand identity their patients will remain loyal to and newcomers will flock towards.
Most moderate to large healthcare facilities invest substantially in marketing strategies that are likely to build trust with patients and draw a steady stream of new patients. In 2020, healthcare marketing and recruitment are more important than ever and much of it is happening digitally. Here are some online methods healthcare organizations can capitalize on to improve their online presence and brand reputation.
Capitalize on tech gains
Technology in the healthcare industry is expanding capabilities at an astounding rate. The things that are possible — such as electronic medical records or smartwatches that send health data directly to your doctor — were only dreams two decades ago. Advances in technology, especially in the realm of big data, offer substantial marketing and recruiting opportunities for the industry.
In essence, the rise of big data has turned healthcare on its head (for the better). Within the hospital setting, it allows healthcare professionals to easily consolidate patient data and reveal potential healthcare concerns that otherwise may have gone unnoticed, greatly improving patient outcomes. From a marketing perspective, it can help identify where needs in the community may be and enable marketing professionals to more accurately design targeted outreach campaigns.