A healthcare marketing journey : Episode 9
As of 2018, there are 468,898 government-run hospitals in India, and the number will be even more staggering if you include private sector hospitals. IBEF estimates that the market value for healthcare in India will increase to US 133.44$ billion by 2022. This essentially means that the competition is stiff, and every healthcare provider is competing to be on the top. In this scenario, establishing your presence in the market is quite challenging, and there is an innate need to generate quality leads.
1.Lead generation is the process of identifying and drawing individuals or organizations by gathering their contact details. Lead generation in healthcare depends on the level of trust and the patient’s urgency to avail a medical consultation.
For example, a patient wanting a cataract surgery is a prospective patient, and the patient becomes a lead after making an appointment for an initial consultation.
With the healthcare industry lead generation should primarily focus on the conversion rate, and only strong leads can result in a reasonable conversion rate. So, it is pivotal to get you lead generation strategies planned out well. Here are the best strategies, followed by healthcare providers, to generate quality leads.
2.Create an Authoritative Website: One of the best lead generating tools is your website. Prospective patients visit your site for medically related information. Your website is the primary platform through which patients reach you. The saying “Content is the King’’ might sound cliche, but it is true. If you the landing page of your site engages the prospective patients by providing the information that interests them, you can turn them to leads. So, it is vital to have a well-designed, mobile-friendly website with fast loading time as slow websites lead to high bounce rates.
Educate your audience by publishing blog posts that are relevant to them. When the audience is searching for a piece of specific information, and your blog has a comprehensive article about it, they are more likely to provide their details to you.
3.Conduct Workshops and Webinars:
Workshops and Webinars can act as great tools to transfer knowledge to the audience. When you showcase your expertise through these events, people find it immensely helpful and also build trust in your expertise. Record these webinars and publish it on various social media platforms to gain traction.
4.Leverage on Social Media:
With over 3.8 billion active users, social media platforms cannot be ignored when it comes to generating leads. Most patients share their experience with the healthcare provider on social media. A patient-centric approach works best when it comes to social media marketing, as suggested by most healthcare marketers. The core of social networks is driving a targeted audience to your service, and so it is crucial to structure personalized messages for the audience. Social media also acts as a tool to engage with patients. Healthcare providers can use the database of current patients and run targeted ads.
The importance of a good website has been already emphasized. Building an authoritative website is not enough; you have to let people know of its availability, so more people can reach you through the site. And the best way to establish your website is through SEO techniques. Most people never go to the second page of the search results, and so it is vital to get your site listed on the first page of the search results. One aspect to concentrate on is the local SEO, as most people will search for services in their localities.
6.Capitalize on Content Marketing:
A. Video Marketing is an effective way to tell stories to your audience. Videos can be shared across various social media channels, as they are easily shareable. Post informative videos made in a fun and interactive way.
B. Email marketing can help you reach the masses with a smaller budget. Use automated emailing software that can significantly reduce your work after you have created a reliable email list.
7.Encourage Patient Reviews and Post Testimonials:
71% of patients look at online reviews before booking a consultation with a new provider, and that emphasizes the importance of online reviews. Politely ask your patients to drop reviews, and remember that good services result in positive reviews. Patient testimonials make your patients as your word of mouth referral engines. Patient testimonials have the power to convince prospective patients easily through inspiring success stories of recoveries.
The awareness about healthcare has drastically increased among patients. People want the best of the services when it comes to healthcare. With a broad set of competitors, it is indispensable to reach out to people and generate leads for your healthcare business to sustain in this highly competitive market.
So let’s generate leads !!!!
Adithya was the host for the Branding and Patient Experience Summit for Doctors
He was the creative lead for this summit. Adithya has worked on several market research studies with doctors across India. Being an operations guy wants to explore and learn new things always.
#krea #krux108 #outliermarketing #medicalmarketresearch #medical #doctors #seo#digitalmarketing #healthcaremarketing #patients #healthcareproviders #healthcarereview #healthcaremarketing #healthcarecontent #leadgeneration