In Bangalore, operating a hospital or a specialty clinic is both challenging and crucial. You have the best doctors and the latest technology. You also have the best infrastructure. But perhaps the most important and most difficult component to acquire is a steady stream of patients.
Many healthcare businesses suffer from misinterpretation of the value of marketing judgements. For instance, How to Tell if a Healthcare Marketing Campaign is Successful is often misanalysed by the healthcare administrator”. They may see 1000 likes on a post but see no scheduled appointments “marketing is only noise\”.
At Adsync Marketing Technologies as a focused Digital Marketing Agency, we understand that in Healthcare Marketing, the goal is not just marketing. Its much deeper than that. It is about the Trust. It is about connecting a patient in pain to the solution you offer. This is without a doubt the best way to show value as a business and fill those appointments.
1. From “Branding” to “Performance Marketing”
In most instances marketing is advertising from a hospital just ‘caring’ or ‘being concerned’ (I.e. branding). While this is important for building your image, and more importantly trust the brand does not motivate action.
In order to achieve this action you must align your “ads” to ‘caring branding’ with value to a patient in need. This need can generate ‘Qualified Leads’ to do this there must be a heavy shift to value driven performance marketing’.
– The Strategy is focused on PPC Advertising but results driven from google ads as well as targeting keywords that have behavioral ‘intention’ behind them.
• The Example: Rather than competing over “Best Hospital,” we compete over “Emergency Cardiac Care near Indiranagar,” and “How much is a Knee Replacement Surgeon?”
• The Result: You are gaining access to patients while they are at the endpoint of the patient journey, resulting in extreme spikes in conversion.
2. The Website as a Conversion Engine Is your website a digital brochure or a digital receptionist? In our experience with Website Creation for medical clients, we see that friction is a lead killer. If a patient has to click through four times to find a phone number, you’ve lost.
• Speed & Mobile First: The majority of medical searches are done on mobile devices in times of crisis. Your website must load that.
• Trust Signals: Building confidence instantly is showing your accreditation, doctor credentials, and patient testimonials.
• Clear Call-to-Action (CTA): Every page must consist of a “Book Appointment” or “Call Ambulance” button. 3. Levering AI for Smarter Targeting The days of “spray and pray” marketing are over. AI-Powered Digital Marketing gives hospitals the capability to collate audience data with unparalleled accuracy and without breaching privacy.Utilizing Artificial Intelligence Tools, we study behavioral trends and analytical reports to determine who might be interested in your offering. This is akin to the exacting nature in Real Estate Marketing where nurturing is required for big ticket items. In the healthcare industry, the pertinent data we possess allows us to provide relevant content to the right audience and helps to ensure your money in marketing is spent on Lead Generation and not on empty clicks.
4. Local SEO: Own Your Neighborhood
Patients do not want to drive far in the first place, and don’t want to drive for long distances to reach a medical facility. SEO Optimization for hospitals has to be hyper-local.
• Google Maps Domination: Your facility is in the Local Pack, the first three results in the map for every relevant specialty at your hospital.
• Voice Search Readiness: We optimize for the question, “Where is the nearest pediatric clinic?” This question, as well as others, is often posed to a voice assistant.
Supreme control of hyper-localed searches makes you the automatic choice for your area.
5. Content That Cures (Social Proof)
Social Media Marketing for hospitals is not simply uploading pictures of doctors in the hospital with stock images of smiling doctors. It should, rather, be a tool for resource.
• Educational Content: We recommend uploading and creating content in the form of short videos where your doctors explain common ailments and procedures. This builds immense authority and credibility.
• Patient Success Stories: Sharing recovery (with permission) to showcase and humanize your brand.
Potential patients are able to fully appreciate your expertise and are much more likely to trust you with their healthcare and with their healthcare and with their concerns. This content helps patients get ready and make them ready for patients before they even make an appointment.
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