The healthcare industry can benefit from online marketing just as much as any other industry. In fact, the industry has been among one of the biggest beneficiaries of advancements in technology. The industry has also benefited greatly from advancements in social media marketing as well as all aspects of SEO. For all these developments and benefits, it is hard to escape the fact that the industry is renowned for some spectacular digital marketing mistakes. Let’s take a look at the mistakes made.
Direct response is not the same as brand awareness
Brand awareness, name recognition and creating a brand that clients can identify at a moment’s notice should not be the only focus of the healthcare digital marketing team. The team has to find a way of combining brand awareness strategies with direct response marketing. The team has to understand that the two need to work effectively together for the benefit of the healthcare firm.
Failure to track marketing success
All digital marketing strategies need regular and proper tracking to monitor their progress. The team tasked with undertaking any digital marketing campaign for a health care firm has to track the progress – success and failure – of their undertakings. In this regard, the marketers must create a reliable and highly effective tracking system. Only with tracking, Google remarketing can take place to help increase conversions such as a direct response.
Lack of cohesion between offline and online marketing strategies
Healthcare is one of the most competitive sectors in the world today. Sticking to a single marketing campaign will produce good rather than the best results. Healthcare digital marketing team has to merge their offline with online marketing strategies. The two strategies must work hand-in-hand for the success of the organization.
Failure with conversion of phone calls into appointments
The goal of any digital marketing campaign should be to see more clients booking appointments to visit the healthcare firm for products and solutions to medical problems. Therefore, the digital marketers must work closely with their customer service counterparts and devise ways of following up on all phone calls. One simple example is with the use of mobile-friendly websites. As people are now moving fast with their phones and tablets, making appointments through mobile phones must be available.
Removing human follow-up while conducting digital campaigns
Human follow-up is necessary, especially where digital marketing strategies are in play. Despite running email marketing or informative promotional campaigns, the need for human follow-ups is just as strong as it ever was. A friendly email or phone call will reassure customers that they are dealing with humans and not some software.
Taking too long to plan marketing campaign
Systems that take unnecessarily longer time to make decisions are not good for any digital marketing campaign in the healthcare sector. The digital age is all about moving fast, which would be impossible to achieve when the decision makers take too long to plan a proper digital marketing strategy for the organization. Failure to adhere to these guidelines could lead the organization to waste money and time.