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Healthcare Marketing Plan Guide – With 10 Free Tips For 2022

A healthcare marketing plan is an essential tool for any hospital or health practitioner. It is the only way to ensure that you remain competitive in an industry that has seen rapid change in recent years.

In this digital transformation era, healthcare marketers should be looking at how they can leverage new technologies and micro-targeting to get their message across.

This doctor and healthcare marketing plan guide will explore some simple steps that healthcare marketers should take to develop a successful marketing plan, from choosing a target audience to creating a strategic marketing campaign.

What is Doctor Marketing or Healthcare Marketing Plan?

Healthcare marketing plan for doctors
Healthcare marketing plan for doctors

Doctors and health practitioners are some of the busiest people on the planet. As a result, they are constantly under pressure to create content that will value their patients or guide them to make various health-centric decisions. 

Hence, the doctor marketing plan, also called a healthcare marketing plan, is a set of strategies, tactics, tools, and methods used by healthcare marketers to develop and run successful marketing campaigns for their businesses and health facilities. 

This can be a marketing plan for private hostels, private practitioners, or medical marketers in the public sector. The medical marketing strategy usually covers several hospital marketing ideas and other details related to customer acquisition using digital marketing tools or platforms. 

Why Doctors Need a Marketing Strategy?

A marketing strategy for a medical practice is like the root of a tree: It supplies its branches with sustenance and long-term stability. This root comes with three fundamental benefits, namely:

  • To grow the family
  • Take care of the community
  • Influence society on a larger scale

All together, doctors need to map out their marketing because they are in the service business, and they need to market their expertise. Doctors are incredibly smart, have in-depth knowledge of the human anatomy, and have several skills and talents. But generally speaking, marketing isn’t one of the doctor’s strengths. 

Therefore, you need a comprehensive medical marketing plan that will help you get more patients to your clinic. This plan takes into account the competitive nature of the medical industry. It supplies the income that allows doctors to maintain a top-notch facility, which requires a lot of money. 

Ultimately, focusing on a healthcare marketing plan enables you to generate more revenue without increasing costs for patients, which would turn them away. 

Now let’s look at developing a healthcare marketing plan for doctors. 

Developing Your Healthcare Marketing Plan

hospital maketing ideas for doctors
Hospital marketing ideas for doctors

In 2016, healthcare marketing expenditures were estimated at $33.6 billion, of which pharma companies spent the most, accounting for 58% of the total marketing spending. But to put your marketing budget to the best use, doctors should focus their marketing efforts on developing a personal brand by providing content that patients can trust and rely on. 

This content involves other components apart from articles such as podcasts, videos, social media posts, etc. But which route do use to develop a healthcare or doctor marketing strategy? 

A healthcare marketing plan can be created in three steps, namely:

  • Competitor analysis
  • Customer analysis
  • Strategy development

Each of these steps helps acquire and retain clients by highlighting the doctor’s skills, boosting personal brand, and answering customer questions or concerns. 

Competitor Analysis 

Due to the size of the healthcare industry, there are major players competing for patients’ attention. To get more traffic from potential patients, doctors have to conduct in-depth competitor analysis for their healthcare marketing plan. Gaining insight into your main competitors and how they’re marketing to their target audience will help you determine where to start and get ahead of the game. Here are the processes involved:

  • Evaluate which areas within your market that your competitors currently serve. 
  • Assessment of competitor strengths and weaknesses. 
  • Identify different gaps in the services and marketing of your competitors. 

Together, these steps enable you to identify opportunities for your healthcare business to capitalize and outperform your competitors. 

Customer Analysis

The first step in customer analysis is to find the right target group. To do this, you need to know what they think, feel, and want. Next, you need to know their needs and what makes them tick.

This research can involve surveys, interviews, or focus groups.

Following this, you should define your goals with questions like: 

  • What are you trying to achieve? 
  • What is your primary marketing message? 
  • Who are you targeting? 
  • Do you want more patients or more referrals? 

These will help define the content of your message and strategy for the distribution of printed material like leaflets, brochures, etcetera.

Finally, once you have completed these steps, it’s time for some creativity! Think about how best to tell your story in a way that resonates with your target group.

Strategy Development

Since a successful healthcare marketing plan is the derivative of data-driven research, customer insight, and sound market research, the two previous steps will come in handy at this point. But first, you need to align everything you’re the goals of your healthcare business. Next, take the four Ps into careful consideration. These Ps include:

  • Product
  • Promotion
  • Promotion
  • Place

The medical products or services you offer need to meet customer expectations in terms of quality, delivery price, and convenience. This ensures maximum relevance in the marketplace. The second P denote a pricing strategy where doctors have to determine freebies, discount, and other incentives to help with traction—the third P means promotions like content writing and marketing campaigns, social media post, and different advertising avenues. The last P represents where your target audience can find your business or get your products or services. 

All these variables need to come together to create a functional healthcare marketing plan. 

Key Element to Include in Your Hospital Marketing Plan

Key Elements For Healthcare marketing plan
Key elements of a healthcare marketing plan

Having understood the essence of a doctor’s marketing plan, it’s equally vital to learn the different key factors that your strategy must include. A doctor’s marketing plan will have different moving parts like any other plan or strategy. Below are some of the critical elements it must accommodate:

  • Customer or buyer persona
  • Marketing objectives
  • Integrating tools
  • Key Performance Indicators (KPI)
  • Content calendar
  • Budget allocation
  • Website design and content
  • Customer retention tactics
  • Advertising campaigns
  • Various communication channels for reaching potential patients and target audience

Out of these different elements, the marketing objective of your healthcare marketing plan is perhaps the most crucial. These objectives are the metrics that help you determine whether your goal is making headway or not. 

Some of the typical objectives associated with doctor marketing strategies include:

  • Create value
  • Establish credibility 
  • Encourage Word-of-Mouth
  • Display positive patient experiences

These are generalized, and you’ll have to tailor them to your needs and make them more specific and timebound. 

10 Tips to Optimize Your Doctor Marketing Plan

Optimize Your Practice Website For Patient Experience

Potential patients are surfing the internet for local physicians and healthcare services in greater numbers than ever before. Improving your patients’ online experience will boost retention and patient drastically. Your website should have personalized features and other qualities such as:

  • A mobile-friendly design
  • Fast-loading pages
  • Visible services and treatment options

Focus on Social Media Marketing

To get the most from your time and effort on social media profiles, you need to target platforms and demographics that are relevant to your business. For example, Instagram often fits doctors in the aesthetics, dermatology, or cosmetic surgery niche. 

Yet, a urology practice may not see the same results from Instagram. For maximum social media marketing results, doctors should be:

  • Organized and consistent
  • Publish frequently
  • Interact often
  • Optimize with hashtags and keywords
  • Add unique visuals like images and videos

Implement a Local Search engine Optimization Strategy

Medical marketing is now a local affair. That implies you’ll have to devote time and effort for your website to outrank the competition within a distance of a 15 to 20-mile radius of your location. Items to help your website for local SEO are:

  • A concise description of your location
  • Google My Business map
  • Title tag with city name

Claim Your Provider Profile Listings

SEO and healthcare marketing for doctors go hand-in-hand. However, these are heavily influenced by business listings. Thus, search results usually contain business listings and your contact information that appears—claiming, verifying, and optimizing your company listings across all platforms.

Tweak Your Content Marketing Strategy

Implement hospital marketing ideas
Top doctor marketing plan for health workers

Up to 50% of a website’s organic traffic can and should come from a well-structured, well-performing blog. Also, according to HubSpot, a high-performing blog can produce 13x more results. Therefore, a robust healthcare content marketing strategy is essential for medical marketing for doctors. Content marketing boosts your website’s overall traffic, enhances organic search, raises brand awareness, and establishes you as a thought leader in your field.

Don’t Overlook Email Marketing

Email marketing allows you to stay in touch with your patients and website visitors. Email is a wonderful tool to retarget individuals or reach out to new patients who have expressed interest in a procedure or therapy as part of your medical marketing strategy. 

Campaign For More Patient Reviews

Patient reviews are among the top three most essential local SEO determinants when it comes to local search rankings. And apparently, 72% of patients take reviews into consideration when choosing their online reviews let’s return to this graph once again. You’ll notice that reviews are ranked third. Still, given that Google My Business is first, and reviews are a top-ranking feature for GMB, I feel it’s the #1 or #2 most crucial medical marketing technique for improving local SEO.

Begin Video Creation With Your Providers

sOne of the most impactful and engaging methods to communicate with potential patients is through video material made by your physicians. Physicians and medical offices may promote themselves and reach out to potential consumers with video medical marketing. Video currently has a much greater engagement rate than any other material, including photographs and blog entries.

Publish Patient-Specific Procedure-Focused Content

Among the most engaging and result-based methods to communicate with potential patients is through video material made by your physicians. Physicians and medical offices may promote themselves and reach out to potential consumers with video medical marketing. Video currently has a much greater engagement rate than any other material, including photographs and blog entries.

Use Social Ads and Google Ads to Generate Leads

A practice that provides aesthetic services can use essential medical marketing strategies: sharing high-quality before and after photographs of actual patient results. Before and after photos are a vital must in your medical marketing approach for plastic surgery marketing.

Conclusion

Carefully examine each of these tips and steps for developing your healthcare marketing plan and devise a strategy that’s relevant to your niche with the medical industry. Ideally, you want to go for the approaches like article writing, infographic outreach, and managed SEO that maximize your effort, are budget-friendly, and bring you organic or long-term returns. 

Once you do it right, you should notice a steady rise in your patient base, and your healthcare business will bring in more revenue. The thing about having the right strategy, each tactic complements the other, boosting the collective effectiveness of the entire plan. 

As you can expect, a comprehensive strategy can be time-demanding and challenging to maintain, especially for businesses just starting. So if you need some help to keep it together, don’t hesitate to reach out or book a call today

FAQ

A healthcare marketing plan is a comprehensive, systematic approach to promoting the organization’s healthcare products and services.

A healthcare marketing plan includes the following:

  • Marketing objectives
  • Marketing strategies
  • Marketing tactics
  • Marketing resources

A medical clinic marketing plan should be a comprehensive document that outlines the goals, objectives, and strategic marketing tactics.

The 4 P’s of a medical clinic marketing plan are:

  • Product – What is the product or service that the medical clinic provides?
  • Place – Where can people find your business? What are your hours of operation?
  • Price – How much does it cost to receive treatment from your clinic?
  • Promotion – What promotional activities will you engage in to promote your business?

To produce forward-thinking healthcare marketing ideas to help promote your product or service, it is essential to be creative in how you do so. You can use social media posts, videos, infographics, email campaigns, and other formats to reach your target audience with your message in a creative way.

The healthcare marketing trends in 2022 will be more focused on the patient and their needs. A trend is that hospitals are becoming more like hotels to make them feel comfortable. Also, hospitals are focusing on the customer journey and using technology to make it more seamless by concentrating on using data to understand the customer better.

Healthcare marketing is a niche that is not very well understood. It is different because the healthcare industry has some unique challenges in marketing its services.
The healthcare industry must provide a high level of customer service while also maintaining the privacy of their patients. They are also faced with potential lawsuits if they are negligent in handling private information.

The marketing plan for private hospitals is not necessary. Hospitals are not just about patients, they are also about doctors, staff, nurses, and other healthcare professionals. Marketing to these people is enough to get them to come into the hospital.

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