Here are some of the most effective healthcare marketing tips we think any healthcare insurance or health related industry marketer should consider implementing into their marketing plan.
Engaging Content to Drive Attention and Engagement
The importance of engaging content across all your marketing channels has never been more important, as more and more marketers are turning to high quality video content as the mainstay of their content plan. You should have rich media such as explainer videos, testimonials, product overviews, commonly asked question video, etc – these are all great ways to keep your viewers hooked, engaged and interested in what you offer.
Often video content can be executed in a way that will allow it to be repurposed across multiple marketing channels, and short clips pulled from it for instagram or facebook videos.
Incorporating video into paid digital marketing campaigns is one of the higher ROI investments we’ve seen, with ROAS being 20-50% higher due to the much higher engagement and CTR of video ads when compared with static ads. We recommend A/B testing video ads just like you would in static search ads, most digital video ad projects involve creating a batch of 4-10 ads with small variations which help to determine what you audience responds to best, then over the course of a couple months, these ads are tweaked to maximize what is working best based off CTR and viewer data.
Constantly Data Driven Tweaking
Data is one of your most important tools and you should be using it as much as possible to drive marketing decision making, which overtime will help to more effectively deploy your available marketing budget.
It’s imperative to constantly be reviewing data from each marketing channels, SEO analytics and of course google search analytics to better understand what you are doing well, and what can be improved.
Drive Inbound Effectively
Inbound leads are some of the most profitable and easiest to convert. Developing a pipeline of inbound is a massive boost for any healthcare insurance or healthcare related business. There are several components to effective inbound campaigns.
The first step is making sure you customer can find you. This is where SEO comes in. SEO can be a entire series of articles, but in short you want a website that works well on mobile, desktop and tablet –which loads quickly, has no page or otherwise errors. You want to be regularly posting SEO optimized content for the keywords you wish to rank for.
Social media content should also be regularly posted, but an emphasis should be on quality over quantity. Developing video blogs are great as well and can be effectively deployed across numerous channels such as youtube, linkedin, facebook and instagram.
Reviews are key to not only inbound but also general conversions. Try to entice any customer that’s had a positive experience to leave a review, whether via a phone chat, email, or paper etc. More and more reviews are a determining factor in what firm customers choose to do business with. Reviews are also increasingly taken into account for google’s SEO rankings.
Developing inbound lead generation takes time to do properly, but within 6 to 12 months effective results should be seen.
Recent healthcare video project that’s being used in a variety of media channels both paid and organic.
ROI Focused Media Buys
The majority of healthcare insurance and healthcare firms in general will be placing media buys across digital channels like paid google search ads, facebook video ads, instagram ads, and even linkedin ads, then also more traditional media buys like targeted broadcast television, cable television, streaming and radio.
Typically our suggestion is to spread your budget between digital, television ( both cable/broadcast), radio and streaming, but not to spread your budget too thin in each of those. So for example focus on the top 1-2 tv networks in your target demographics areas instead of trying to run on 3-4. Same goes with radio, focus you spend in 1-2 stations per geographic area. This is generally a more effective strategy and delivers higher ROI. There is a bit less media buying management time using this method which almost means a higher percentage of your budget goes directly into the actual media placements vs campaign management.
Get in touch if you want a no obligation consultation with a team that has a proven track record delivering effective marketing solutions to healthcare industry clients.
Volan Media is a top healthcare marketing agency with a deep emphasis on quality content generation, data driven media buys and a holistic ROI focused marketing.
