With 2016 already underway, what are the best ways to stay ahead of the competition this year? Here, we discuss the top trends for medical practice Internet marketing to give you an eye-opening view of what’s in store for the year – and what trends are worth following and leveraging.
Managing The Customer Experience
Consistent, personalized care is at the core of providing the best possible customer experience. With so many brand-touch-points for customers, healthcare marketing needs to ensure tailored messages targeted to patient’s needs and interests. If you aren’t already using integrated tools to track and monitor how customers are engaging with your brand, consider adopting this practice now. Marketing is increasingly becoming an extension of customer service, so consider tools that allow you to measure sentiment and loyalty, which can greatly drive more meaningful conversations. Keep in mind a great customer experience is now standard.
Searching Beyond Search Engines
Social media giant Facebook is already developing its own search engine capabilities, and brands are set to automatically benefit with increased visibility. Social media is evolving into a one-stop-shop, where consumers will be able to make, pay, and share purchases all via social platforms. This type of advanced search highlights the importance of a strong social media presence and its vital part in the marketing mix.
Social media must be a part of your business in today’s socially connected world. Healthcare social media gives you the prime opportunity to showcase your brand, develop a community, build trust and loyalty, grow your patient base, and boost search engine rankings. Simply put, can you afford not to be on social media? Now recognized as its own marketing platform, it should also be integrated and support any broader marketing campaigns that you engage in.
Successful marketing automation lies in the ability to take into account the particular needs and wants of your customers, and the interactions they have with your brand across all your channels. Using cues about customer behavior provides the necessary context to help convert potential patients. The best type of marketing automation collects data from various channels and then uses those channels to communicate marketing messages. Automation platforms make it much easier to segment contacts, schedule emails and social media posting, manage your content and nurture customers with highly personalized and relevant content.
Data & Relationship Marketing
Brands have even more ways to be connected with customers and potential customers, and the best way to develop these relationships and loyalty is through data. There is more data than ever available to help you understand customers and personalize your marketing messages. Customers now expect relevant and meaningful content from brands, rather than a one-size-fits-all mass marketing approach. Focus on building solid relationships with your customers.
The Power of Content
Content continues to remain king. As highlighted earlier, customers want to be engaged with brands, so you will need to deliver relevant and useful content. Tailor messages for each channel (i.e. social media, email campaigns, blog writing) and capture your audience. Your content is what can help someone recommend your medical practice, or convert a potential lead into a patient.
These trends present enormous opportunities to reach and engage with your audience. Use them to help drive stronger customer conversations, and conversions, to ensure that your medical practice stays competitive in 2016.