June 7, 2022

Strategies for Attracting Today’s Healthcare Consumers to the Healthcare Industry

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The healthcare industry is a vast market worth $52.65 billion as of 2022 and is estimated to grow to $94.07 billion by 2027. These numbers suggest an increasing demand for healthcare products and services.

Healthcare is a multidisciplinary industry that offers a wide range of products, from over-the-counter (OTC) drugs to implants and prosthetics.

Other products include medical equipment in hospitals for diagnosing various diseases, ranging from common ones, like allergies, diarrhea, and headaches, to rare ones, like mesothelioma and its stages.

Knowledge of different diseases, whether rare or common, can help healthcare businesses market the right products to the right customers.

What strategies can business owners selling healthcare products employ to attract more customers? How can marketing benefit businesses in the healthcare industry?

This article explores the various marketing strategies healthcare business owners can use. It also explains the many ways marketing can benefit your healthcare business.

What Marketing Strategies Can Help Attract Healthcare Consumers?

While marketing can do wonders for your business by helping you reach your target buyers and increase your profit, it isn’t a single solution only.

If you’re doing business in the healthcare industry, the following strategies can help you win customers and boost your sales:

Create an Engaging Website

Potential customers will likely visit your website if it’s engaging, user-friendly, and informative. It should provide all the information they need about your products.

A well-designed website can help your healthcare business stand out. If you want your page to attract visitors and potential clients, its content and design should reflect your healthcare brand and expertise.

Having a professional-looking and engaging web design can help you create and achieve the following:

  • Strong first impression
  • Credibility
  • Consistent branding
  • Better search result rankings
  • Lower bounce rate (the rate at which visitors leave your site after looking at the home page)
  • Increased sales

Make Use of Compelling Storytelling

Stories of patients using the product can convince customers to buy what you’re selling since those stories represent first-hand experience.

If you’re running a clinic, you may have had a patient who has experienced satisfactory service. Such a positive experience can show potential customers that, on top of excellent customer service, your clinic has the resources to meet clients’ needs.

Customers who have read that story may also feel that they’re part of that patient’s journey in your clinic.

And if your client has initially experienced an issue with your business, storytelling can give potential customers a peek into how you fixed the customer’s concern. This way, you can illustrate your business’ commitment to excellent customer service.

Continuously Engage Your Customers

Repeat customers are a significant source of sales. According to data, these customers spend 67% more than new customers. No wonder many businesses say that 65% to 75% of their sales come from retained customers.

So ensure to take care of your existing customers by continuously marketing your products and services so that they’ll keep coming back.

And when you have new customers, provide customer service that’ll make them stay. You can give out discount coupons or ask clients to join your loyalty program so that they stick with your business.

And even if you have first-time visitors who don’t buy anything on their first visit, the right marketing strategy will keep your brand on top of their minds. So the next time they visit, they might be more ready to purchase.

Utilize the Internet of Things for Healthcare

If you haven’t looked into what the internet of things (IoT) is, it’s a network of devices that collect and analyze data and perform tasks with little to no human interference.

The IoT is a global technological achievement projected to have a $1.1 trillion spending value. Meanwhile, data shows that the global internet of medical things (IoMT) market may reach a $158 billion valuation in 2022.

For healthcare marketers, these figures represent a considerable potential to reach new customers. IoT devices used for healthcare include:

  • Smart televisions
  • Fitness trackers
  • Smartwatches
  • Virtual reality headsets
  • Connected vehicles

With IoT for healthcare, customers can use devices with automated device-to-analytics data flows that can provide more accurate information to a person’s electronic health record (EHR). IoT also allows live video communications and real-time patient health monitoring.

Marketers can leverage these benefits when advertising IoT healthcare products to customers. So if you’re selling these products, make them part of your marketing campaign.

The Importance of Marketing in the Healthcare Industry 

Marketing is essential to the healthcare industry. It helps industry professionals create, communicate, and deliver value to their target market.

A Journal of Medicine and Life article mentioned that a medical organization implementing the right marketing strategies, medical organizations can achieve the following:

  • Improve the competitive advantage
  • Increase the organization’s visibility
  • Create a stable reputation among patients
  • Understand consumers’ expectations and needs
  • Understand the patients’ perceptions of the results and quality of their experience within the organization

When consumers have a good perception of their experience, they tend to have memorable experiences. Such an impression allows the business to build a strong, effective, and dominant brand in the health services market.

To know more about improving your healthcare business marketing campaign and attracting more customers, consult a healthcare marketing expert or a digital advertising agency.

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