7 Medical Marketing Trends for 2018
As you plan for next year, we wanted to highlight some online medical marketing trends that you may want to implement to help grow your practice in 2018.
1 - Digital marketing has overtaken traditional marketing.
No surprise here - patients are on the internet. The greatest growth is taking place in mobile apps, social media, and digital ads. Check out these stats:
- 77% of patients use search engines prior to booking appointments.
- Search drives nearly three times as many visitors to hospital sites, compared to visitors from other referral sites.
- 44% of patients who research hospitals on a mobile device schedule an appointment.
- Before the moment of conversion, patients typically search for symptoms and condition terms.
But still, the most important foundational elements of your marketing strategy are happy patients and a great website.
2 - Patients are becoming avid researchers.
Today’s patients do their homework before visiting a doctor. You’ve probably noticed this trend and it’s not going away. In fact, patients not only research their conditions and treatment options on the internet but also take responsibility for their own health and the decisions that affect it. According to Pew Research:
- One in three adults has gone online to figure out a medical condition.
- 78% of Internet users say they looked online for health information within the past year.
- The most commonly researched topics are specific diseases or conditions; treatments or procedures; and doctors or other health professionals.
3 - Time to get mobile-friendly.
If your site is not mobile–friendly, this should be the first thing you resolve.
There’s no question that it’s full steam ahead on mobile marketing these days. Plus, Google recently announced their mobile-first algorithm is expected to launch in early 2018. This means that Google will penalize non-mobile friendly content and use it to decide how to rank search results.
Read more about why you will benefit from a mobile-friendly website: http://www.quantumdigital.com.au/medical-marketing-blog/medical-websites-go-mobile
69 percent of digital media time is spent on mobile.
4 - Digital advertising is on the rise.
If you have not yet dabbled with digital advertising, 2018 is definitely the time to do it. Leverage the ad-targeting tools that are available on Google and Facebook, such as location-based advertising.
Ad targeting will show your ads to the right users at the moment they’re in your area of interest. You can experiment with different ads to see which ones perform better. Digital advertising is less expensive than you may think.
Now is the time to start implementing digital marketing to help grow your practice in 2018. Facebook’s advertising revenue for the first half of 2017 was $17.4 billion, up 47 percent year-over-year. http://www.quantumdigital.com.au/medical-marketing-blog/can-facebook-help-grow-my-practice
5 - It’s time to get social.
With more than 2 billion people on Facebook, it continues to dominate social media use. Connecting with patients and establishing relationships online allows you to build credibility and trust with the online community. Here are some tips for getting social. http://www.quantumdigital.com.au/medical-marketing-blog/social-media-for-surgeons
6 - Video is the way to go.
A video strategy is critical in the future of digital marketing. It’s predicted that by 2019, video traffic will represent over 80 percent of all internet traffic.
A video is a great to boost your SEO, by adding video to your landing pages and website your visitor engagement is greatly increased. Check out our stats about the use of video here. http://www.quantumdigital.com.au/medical-marketing-blog/video-content-marketing
Customers would be 4x more likely to watch a video about you or your service than read about it. Video drives a 157% increase in organic traffic from search engines.
7 - Personalised content is expected.
Personalising content to your patients is not only a nice to have, people are expecting it. Patients will be more open to content specifically tailored to their needs and where they are in the decision-making process. In fact, Digital Marketing Institute reports that 66% of consumers say they are extremely or somewhat likely to switch brands if they feel like a person rather than a number. This same philosophy is applicable to the doctor-patient relationship.
Personalized content performs 42 percent better than non-personalized content.