Medical Marketing and Media
Use these simple suggestions to optimise your medical marketing and media to reach your full potential.
Like any form of marketing, it’s important to know who your audience is and what their main goals will be. Medical marketing entails knowing the industry and connecting with the audience through valuable media content.
Different processes you implement will help you reach your medical marketing campaign to realise its full potential.
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Building a presence
Having an online presence is important for any industry because it’s the way people find you. The bigger your presence, the higher number of customers/clients you are likely to have. People use the internet for medical advice if it is difficult to get hold of doctors but it’s not information you can find just anywhere. It would be very difficult to stay competitive in the medical marketing industry if you did not have an established online presence.
Ask your customers to rate you online; people will always value the opinion of others. Case studies and testimonials are a great way to show potential customers what people who have already worked with you think about you. SEO is another method for growing your online presence, as medical marketing is a niche sector a focus on SEO could help you dramatically increase your online presence and quickly.
An effective website is one of the main pillars of an established medical online presence, and there are many ways you can make your website more effective and efficient for your organisation. Start with discovery using keywords in your website will make it easier for people to discover you. Make it user-friendly. If the medical audience isn’t computer savvy you need to cater the website for this need, but at the same time make sure it’s comprehensive - we are talking about medical marketing people who look for detailed information. Keep yourself enticing and interesting - the higher the number of visitors the more likely your customer numbers will increase.
Blogging and content marketing
One of the best ways to showcase your expertise is through blogging - it will show your audience what you know and prove that you want to offer them value. Yes, it can be time-consuming and medical professionals have very busy days but it would be worth scheduling out time for a blog post.
It’s important to share the knowledge you have with the people you are looking to assist. Due to the current pandemic, people are curious about what is happening in the medical world. They want to hear what medical professionals have to say - use your blog to share that important information. Offering your audience valuable content will help you connect on a more personal level.
This will help you establish yourself as a recognised professional in the medical field. Use the blog to address the common questions in your industry and position yourself as someone people can rely on. Try to keep your blog updated with regular content so your SEO levels stay high.
Lead magnets
Creating a lead magnet is all about giving your audience a reason to stick around. A lead magnet can help you create a good flow of traffic and leads which are generally vital for digital marketing success. Lead magnets help you turn traffic into leads for your CRM and email campaigns; they are incentives that you offer visitors to try and push them into a pipeline.
It’s a trade of information: You receive some of their contact information and in return, they get some valuable content. It’s difficult to get people to actively sign up so you would need to offer something of interest to entice them, it needs to be mutually beneficial.
There are lots of different things you can offer to get people interested. You can offer PDF documents with informative content, medical training materials, and e-books. You can offer them free entry to events or invite them to workshops that they would benefit from.
Social media
Social media is a great tool to have in your medical marketing campaign because it is a very large part of people’s lives and they spend a lot of time there. Social media can help you boost your online presence and brand awareness. Making use of Facebook, Twitter and other social platforms can assist in communicating with a much larger audience than normal.
One of the most popular networks is Facebook but it will be up to you to determine what social media platform will best work for your audience. You need to determine what platform your audience is likely to use to engage with your content.
You will need to post content on a regular basis to keep your profile fresh, this will help you increase your reach and impact. Video marketing is now a great way to reach a target market they are a quick and effective format for delivering valuable information to a large audience that is willing to listen.
PPC campaigns
Using organic SEO is a great way to boost your engagement and brand awareness but paid ad campaigns can help you have that extra edge, quickly. You can dramatically increase the chances of your website landing in top positions and getting more clicks for targeted keywords, for example.
This strategy lets you buy leads and traffic to your medical website by paying a small fee each time someone clicks on your ad. This is one of the fastest ways to put your medical brand in front of your target market. Doing this through Google is a good option as it is the most popular search engine and has large traffic-generating capabilties which will enable it to deliver a larger number of leads from your ads
Video content
I touched upon this above in the social media section. According to Stepforth, 90% of companies that use video content have a greater chance of influencing customers behaviour and buying decisions. I would say this is essential for your medical marketing strategy.
Videos are much more informative than still images. YouTube is considered the second largest search engine after Google and these videos could also be used on sites such as Facebook, LinkedIn and Twitter. This type of content appears more prominently than before. Just make sure they are easy to digest and you might get more shares from the content.
New trends for medical marketers
Taking a stand on social issues
Let people know where you stand so they can establish themselves as standing with you. If the issues are related to your brand it is relevant for you to be involved. Just remember to not get too personally involved; users need to know they have your support but you don’t want to be too aggressive and push people away. You can enhance your brand by identifying with a social cause, especially ones related to medicine or healthcare. Look for ones that have a natural and logical connection to the services you provide
Connecting to Millennials and GEN Z
These generations have had a massive impact on a plethora of industries because the way they want to revise information is different to the past. Medical marketers need to keep up with the latest trends to keep the audience interested.
Public and private marketing
You need to create a balance between public and private marketing. More brands are now acting like people as opposed to companies. Focus on getting the right balance between public and private marketing. Public marketing continues to be good for brand reach and discovery. But private channels are good for forming that deeper relationship with one on one engagement. It is important for medical marketers to consider how their audience is using the platforms.
For more on strategic digital marketing approaches in the pharmaceutical sectors, and how we can help you, visit our section on web.
