Healthcare Marketing is often overlooked by professionals in the industry, especially those used by insurance companies and personal referrals to keep new patients flowing.
But, we know that nowadays,
it is no longer like that and that the way of attracting and retaining patients
has changed. In this context, Healthcare Marketing Agency is
a necessity.
This post will
demystify some of the myths on the subject and show how online strategies are
essential to keep up with the competition.
1 – Marketing in
the health area violates the CFM Code of Ethics
A very common mistake
is to think that healthcare marketing is unethical. But don't worry, we're here
to clear this up.
Digital marketing
agencies in the sector strictly follow the Federal Council of Medicine (CFM).
Do you know?
It is a manual that
details all the advertising and advertising criteria that must be followed by
individual professionals, private institutions, and medical services offered by
the Unified Health System.
The manual prohibits,
for example, the disclosure of procedure prices and possible concessions of
discounts to establish a differential in the quality of services.
However, you need to
make sure that your healthcare marketing agency respects and follows all the
recommendations in the document.
2 – Ads on
Google and social media are unethical
The CFM Medical
Publicity Manual also sets out specific rules for publicity and advertising.
In this way, if they
are done conscientiously and ethically, following all the recommendations in
the manual, the announcements can be incredibly beneficial for the institution.
This is because paid
traffic made with ads made by Google Ads, for example, can optimize your digital marketing in the health
area and make your brand appear among the first results in the
search engine.
Clutch. Co's Search Engine Marketing: Why People
Click on Paid-Search Ads article, published in 2018, has interesting data about
Google ads.
"A third of
people (33%) click on a paid search ad because it directly responds to the
search query," the article points out.
Furthermore, the
material also reveals that people are more likely to click on a paid search ad
on Google (63%) than any other search engine such as Amazon (15%) and YouTube
(9%).
The idea is to invest
in digital marketing in organic and paid health, enhancing your results in
the investment.
3 – Being present
on social media is enough
This is not just a
myth but also a very frequent mistake among managers of health institutions. Is
being on social media enough? The answer is no!
Of course, social
networks are an important relationship tool with your patients. You can
strengthen relationships with your patients and be present in the network
through them.
However, it is not on
social media that your patient seeks health care. Instead, it does it on
Google!
Imagine the following:
a person has leg pain after a run and has decided to seek more information
about this symptom and what it may represent. Do you believe he will look for
this information on social media or Google?
For this reason,
social media is not enough to strengthen your brand and make your services
found.
You need to create a
good Google strategy, so when Google searches for treatment, symptoms,
prevention, or any other topic related to your specialties, your website and
content will be one of the first to appear.
4 – Healthcare
marketing is expensive
Most (or nearly all)
of your patients are online. This is a fact, and there is no denying it. Whether
on Facebook, Instagram, LinkedIn, Blog, or Google, they are online.
Investing in more
traditional channels like TV, radio, and billboards can be much more expensive
than running some ads on Google, for example, where you will often reach 1,000 people
for less than R$5.
Of course, traditional
channels have their relevance, we are not saying otherwise, but in terms of
investment, a digital strategy can bring the return you expect in less time,
costing much less.
Not to mention that it
is possible to metrify the results through digital strategies. But, of course,
the marketing strategy in the health area must be thought of
according to your budget, so it is good to have a good plan.
5 – Marketing in the health area guarantees a full agenda
Attracting more
patients is undoubtedly one of the biggest marketing goals in
healthcare. However, it alone will not guarantee an always full schedule.
The marketing strategy
must be combined with other actions to help you conquer and retain patients.
You need to consider
several factors: customer satisfaction with your online service, reception
service, quality of medical care, post-service relationship, etc.
In other words,
attracting the patient to the appointment schedule is insufficient if the
remainder of the work is substandard. Therefore, you need to ensure a good
experience.
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