What exactly do healthcare marketers do? In today’s complex healthcare landscape, patients are not just passive recipients of medical care; they are active participants in their own health journeys. And this shift toward patient-centered care has given rise to a crucial figure in the healthcare industry — the healthcare marketer.
At Beacon Media + Marketing, as healthcare marketing professionals, we intimately understand how we can play a pivotal role in empowering patients to make informed decisions about their health and well-being — and in encouraging them to choose your clinic over that of your competitors.
Believe it or not, healthcare marketers are a driving force behind the communication, education, and engagement strategies that bridge the gap between medical providers and patients. For example, did you know that 94 percent of patients will switch to a new practice if they offer online appointment scheduling?
Here, we’ll explore the multifaceted responsibilities of healthcare marketers and shed light on our significant contributions to the medical industry.
Are you ready to learn more about how healthcare marketing can build your brand? Reach out to Beacon Media + Marketing today to schedule a free discovery call.
Understanding the Healthcare Marketer’s Role
Healthcare marketers are responsible for creating and executing strategies that bridge the gap between medical services and patient needs. Essentially, our role extends beyond traditional advertising as we are also strategists, communicators, and educators who work diligently to disseminate accurate and comprehensible information to the public.
Through various channels, marketing teams also facilitate meaningful connections between healthcare providers and patients — with the ultimate goal of enhancing health outcomes that result in satisfied patients. This is because the healthcare field is ever-evolving; therefore, we have to keep up with the latest trends and technologies in order to remain competitive as well as stay abreast of changes in regulatory requirements, and adapt to these changes.
Through collaboration and creativity, healthcare marketing teams are uniquely positioned to shape your narrative and educate the public.
As the healthcare industry is one of the most important fields in society, and healthcare marketers play an integral role in improving patient outcomes, our strategic decisions have a direct impact on how effectively medical services are communicated to potential patients, making a marketer’s role invaluable.
Let’s take a look at the roles we play in the healthcare space.
We Build Trust and Credibility for Healthcare Providers
One of the primary tasks of a healthcare marketer is to establish and maintain trust. In an era of information overload, patients often struggle to discern credible sources from misinformation — whether this is in the form of social media, a blog post, or source information that may be outdated. At the end of the day, we curate content that is evidence-based, clear, and relevant to the needs of your target audience.
By disseminating accurate information, we not only educate patients but also build trust in medical institutions, healthcare providers, and professionals. For example, if a prospective patient came to your clinic to begin their healthcare journey and found that the information on your website was inaccurate, they’re likely to turn around and walk right out the door.
It’s our job to ensure all information about you as a healthcare provider — including your brand, your services, and your educational content — is succinct, accurate, and credible.
We Create Educational Campaigns for Informed Choices
Healthcare decisions can be overwhelming — especially for healthcare consumers facing unfamiliar medical terms and treatment options. Because, if you think about it, going to the doctor can cause a great deal of anxiety before you ever step into the waiting room.
Healthcare marketers create educational campaigns that break down complex medical concepts into understandable language. These campaigns may include brochures, online resources, videos, and interactive content that can empower your patients to assess their conditions and treatment alternatives.
Armed with this knowledge, patients can actively engage in discussions with a healthcare provider, and make choices aligned with their values and preferences.
We’re Experts at Navigating Digital Health
In today’s digital age, healthcare marketers leverage technology to reach patients where they are most comfortable — online. Social media, online reviews, websites, blogs, and mobile apps are platforms through which we deliver relevant information and foster engagement. And these digital avenues provide opportunities for patients to ask questions, share experiences, and connect with others facing similar health challenges.
Healthcare marketers also facilitate these virtual communities, creating supportive environments that encourage proactive health management.
If you just look at what happened within the healthcare industry during 2020 with the COVID-19 pandemic, the need for digital healthcare options has increased tremendously. For example, in a 2020 study, over 75 percent of patients said they were “willing to switch medical practices” due to a lack of virtual service options. This fact only highlights the importance of the digital age and the tools we, as marketers, use to engage prospective patients.
We’re Proud Advocates for Preventive Care
Prevention is a cornerstone of modern healthcare, and we, as healthcare marketers, champion this message. By promoting regular check-ups, screenings, vaccinations, and healthy lifestyle choices, healthcare marketers can contribute to a culture of proactive health management.
Many healthcare providers are aware of the high cost of healthcare in today’s age. And early detection can prevent a surge in costs later down the road. Basically, our strategic campaigns need to emphasize the importance of early detection and intervention — which can ultimately lead to better health outcomes, greater patient loyalty, and reduced healthcare costs.
We Tailor Messages for Diverse Audiences
Healthcare marketers recognize that all healthcare consumers come from diverse backgrounds with varying health needs and cultural sensitivities. As such, we need to be careful as we craft messaging for digital marketing campaigns.
Our messaging needs to resonate with different demographic groups — ensuring that healthcare information is accessible and relatable to everyone. This personalized approach acknowledges the uniqueness of each patient and encourages them to take charge of their health, and should be an integral part of any healthcare marketing strategy.
In addition to targeting new patients, it’s also critical to consider current patients in our marketing plan, ensuring they feel valued and continuing to build patient loyalty.
Learn more about how a healthcare marketing agency can place you ahead of your competitors. Contact Beacon Media + Marketing and schedule a free discovery call today.
Key Benefits of Hiring Healthcare Marketers
Hiring a healthcare marketing agency can offer you a plethora of benefits if you’re looking to enhance your outreach and impact. As healthcare is a complex and highly regulated industry, a specialized marketing agency possesses the expertise to navigate these intricacies effectively — such as compliance with regulatory agencies like HIPAA — ensuring that all marketing strategies, content, and campaigns are in line with legal and ethical standards.
Moreover, healthcare marketing also requires a nuanced approach as it involves communicating sensitive medical information to diverse audiences. A dedicated agency can tailor messaging to resonate with patients, medical professionals, and other key stakeholders — fostering better engagement and understanding.
The following highlights the many benefits of working with a healthcare marketing agency in today’s competitive healthcare space:
- Expertise in the Healthcare Niche: Healthcare marketing agencies specialize in the unique challenges and regulations of the healthcare industry, ensuring that marketing strategies are compliant, effective, and resonate with the target audience.
- Strategic Planning: These agencies bring strategic planning and industry insights to the table, helping healthcare organizations identify their target market, analyze competitors, and devise tailored marketing campaigns that align with business goals.
- Multi-Channel Approach: Healthcare marketing agencies are skilled in utilizing a variety of marketing channels, such as digital marketing, content creation, social media, online reviews, SEO, and more, to reach a wider and relevant audience.
- Brand Development: Agencies help healthcare providers establish a strong brand identity, ensuring consistent messaging and a cohesive brand image across various platforms.
- Enhanced Online Presence: With the increasing importance of online presence, healthcare marketing agencies can boost your digital visibility on search engines and social platforms, improve website traffic, and enhance patient engagement through well-executed online strategies.
- Patient Education and Engagement: Effective healthcare marketing agencies create content that educates patients about various health topics, treatments, and services, fostering patient trust and engagement.
- Measurable Results: Digital marketing agencies employ data-driven strategies, enabling them to measure the effectiveness of marketing campaigns and make informed adjustments to optimize outcomes.
- Compliance and Regulations: Healthcare marketing agencies are well-versed in navigating complex industry regulations and ensuring that marketing materials adhere to legal and ethical standards.
- Time and Resource Efficiency: Outsourcing marketing efforts to professionals allows healthcare providers to focus on patient care and core operations while leaving the marketing intricacies to experts.
- Innovation: Healthcare marketing agencies keep up with the latest industry trends and technological advancements — incorporating innovative approaches and new technology to stay ahead in a competitive market.
- Cost-Effective: Collaborating with an agency can often be more cost-effective than hiring an in-house marketing team, as agencies bring a collective skill set and experience without the need for full-time salaries and benefits.
- Flexibility: Healthcare marketing agencies offer scalable services that can be adjusted based on the organization’s needs, allowing for greater flexibility in marketing strategies.
- Access to Tools and Resources: Marketing agencies have access to specialized tools and resources that can optimize marketing efforts, track analytics, and manage campaigns efficiently.
- Long-Term Growth: A healthcare marketing agency can contribute to the long-term growth and success of a healthcare organization by consistently improving brand visibility, patient acquisition, and engagement.
What Tactics and Tools Do Healthcare Marketers Utilize?
The tools and tactics of a healthcare marketing agency will vary. While some utilize conventional methods, others may rely more heavily on the strategic advantage of digital marketing tools, and some may use an amalgam of both.
A few tools and tactics that may be considered “universal” in the marketing world include:
- Paid search
- Google Ads
- Search Engine Optimization (SEO)
- Social Media Marketing
- Video Marketing Tools
- Data Analytics
- Traditional Media
- Content Marketing
- Brand Building Efforts
- Local Targeting
- Patient testimonials
- Case studies
- Highlighting Positive Reviews
- Email marketing
When we talk about effective strategy, as marketers, our sole objective in healthcare marketing is to reach prospective patients and enhance the patient experience in such a way that they’ll choose you over any other competitor. As such, the tools and strategies we use need to be flexible so that we can analyze your goals and adjust our approach as needed.
Engage New Patients With Beacon Media + Marketing as Your Healthcare Marketing Partner
We know you want to attract patients. We also understand that you also want to keep your current patients happy and engaged. And this is exactly what our job is.
As healthcare marketers, we know firsthand how all marketing tactics vary. From adjusting patient interaction and handling negative reviews to laying out the perfect patient journey, we want you to concentrate on delivering personalized care to your patients and leave the technical work up to us.
At Beacon Media + Marketing, we know that creating positive long-term relationships with your patients is how you’ll establish your brand and gain credibility and trust. And we know the most effective ways to reach this goal.
Our team is well-versed in the healthcare space. From creating paid ads or optimizing your social profiles to designing your website and crafting valuable content for the perfect healthcare experience, you can trust Beacon Media + Marketing for all of your healthcare marketing needs.
Are you ready to reach more patients as well as enhance your marketing efforts? Reach out to Beacon Media + Marketing today to learn how we can take your healthcare practice to the next level.