The entire healthcare industry continues to be rattled, even after more than a year since the global pandemic. It should come as no surprise that the previous year was definitely filled with challenges for every business but more so for those involved in healthcare. Fortunately, the remainder of the year looks promising in terms of combating the current health crisis.
While there have been countless predictions of how the industry will significantly be reshaped for 2021, perhaps the most notable among them is the persistence of telemedicine or telehealth. The demand for telemedicine was prompted out of necessity, but now it’s expected to continue to disrupt the healthcare industry in the long run. Healthcare companies should be aware of this and even attempt to incorporate it into their model and other solutions involving technologies.
Health & Technology
Caring for patients outside of the clinic or hospital setting is what gave rise to the need for telehealth. Moreover, it was also a viable solution to allow businesses involved in healthcare to offset their financial losses amidst the global pandemic. In the previous year alone, patients who used telehealth increased from 11% to 46%, and growth is still set to continue.
Moreover, at least 20% or $250 billion of U.S. healthcare spending is forecast to be reserved for telehealth. Along with this seeming shift to digitalization, health companies should likewise consider investing more into public relations services for healthcare if they hope to remain competitive even in the post-pandemic setting.
Healthcare marketing is the perfect avenue for businesses in healthcare to generate demand in the face of the ongoing pandemic. It will also help you develop brand awareness to spur support and recovery for your company. Here are the top digital marketing trends you should consider building your strategy around.
The COVID-19 Effect
The ongoing national vaccination rollout programs across the country have proven to be effective against the global pandemic. It’s safe to assume that we finally see the light at the end of the tunnel. However, it’s also important to note that the health crisis will surely leave lasting effects on healthcare.
People’s attitudes and perspectives towards medical facilities have significantly been reshaped in a negative light. It’s been observed that only 24% of adults still have faith in healthcare companies that promise to put the health of their patients first.
In this light, you should heavily consider incorporating healthcare marketing strategies that pivot from the lens of the global pandemic. Focus on long-term growth strategies and how you aim to educate patients and partners within the current context.
Information is Key
As patients wish to seek healthcare, they first need sufficient and timely information on how to go about the process. Most healthcare companies have always been keen on being authoritative and proactive when it comes to their communications.
While those may still apply, the need for effective dialogue anchored in facts is essential. Cutting through the noise and being straightforward with patients is crucial. They want to know how to seek the proper care and how safe it is to do so.
More than anything, you should be concentrated on building trust and nurturing professional relationships with patients. It’s important to know what kinds of information patients are looking into and how you can provide them with the correct content.
Patients Come First
Alongside more effective communication, being able to provide seamless patient experiences should also be at the forefront. Enhancing interactions with patients, even virtually, will definitely make them feel more confident in the care they wish to receive.
Consider improving every touchpoint of the patient’s journey from scheduling an appointment to receiving a particular service. As much as possible, patients generally want to know how a company has adapted to the global pandemic, like new safety protocols and requirements that have been implemented.
In this light, you should begin to update all your platforms like websites, email notifications, and mobile applications. Heighten engagements with patients but make sure that the information they receive is also highly relevant to their journey.
Moving Forward
Since the global pandemic, the world’s shift into digitalization has drastically been accelerated at such a rapid pace. Technological innovations and solutions now remain at the forefront of almost every industry. The healthcare sector, which has always been quick to adopt new technologies, is no exception.
Healthcare marketing has also become a relevant demand for countless businesses involved in the industry. The dwindling trust around medical facilities is undoubtedly alarming. Companies should be able to address this issue by building stronger and more visible brands to generate demand. More importantly, however, it’s about prioritizing patients as well.
