Digital Marketing: A major issue in health marketing
A somewhat strong cough, an unusual itch. It is now common to use the Internet when you ask yourself a health question during the new digital marketing transformation. As a result, Google announced that its search engine would be improved to better meet the needs of consumers for this type of research: “From the next few days when we ask Google about common health problems, we will start to have the right medical data right from the start.”
The healthcare sector is booming on the Internet. So it is now crucial for healthcare companies to seriously reconsider their digital strategy. Let’s take a quick look at digital and health marketing, from websites to applications.
The importance of the website for health actors
The medical website design is the first point of contact between your targets and your company, laboratory, or institute. Everything happens very quickly. If they have not seen information confirming that they will find the answers to their questions on your site in a few seconds, they will look for them elsewhere. These Internet users are, above all, people who wish to be informed and reassured. For example, there are many questions. What is the difference between such and such a type of medicine or treatment, what are the symptoms of such a disease, why take out very specific insurance rather than another, what are the risks of complications and side effects after an operation, etc. These Internet users have to make choices, and this is an opportunity for you to gain their trust by offering them informative content that will help them make a decision or simply be reassured.
E-health to optimize the experience of health actors
The digital transformation concerns all areas, and health is not left out. Today the actors involved must succeed in digitizing themselves in the long term and coherently.
- 82% think that e-health can be a lever for the coordination of health professionals;
- 76% think it can help limit the costs associated with customer travel;
- 74% think that e-health can help the quality of medical care.
But it is important to underline a paradox: despite these optimistic figures, very few USA people use current innovations in e-health.
To remove certain obstacles, connected health marketing professionals must actively pay attention to security and reliability aspects: 43% of respondents have doubts about data protection (mainly among young people aged 18-24), and 40% fear technical errors related to the use of new technologies.
Another point on which health marketing professionals should focus: is the quest for notoriety and visibility of their offer.
Applications at the service of patients
The use of smartphones and tablets is ubiquitous in behavior today. Even if traffic on the Internet via these devices already represents 38% of global traffic. According to We Are social, the proportion continues to increase. Traffic via mobile has increased by 39% since 2014 and that on tablets by 17%, where Internet use via a computer drops by 17%.
There is, therefore, a real demand. And it is only a matter of time before all healthcare players offer their customers or patients this type of offer. There are already 100,000 health apps on App Store and Google Play. From a marketing point of view, the interest here is to create added value for its customers in many ways: assistance, monitoring, analysis, or even prevention and well-being.
To learn more information please visit: https://www.healthcaremarketingagency.net/
Entertainment marketing in healthcare: serious games
Another trend is asserting itself in digital health marketing: that of serious games. Often used in the field of awareness, they allow users a fun but instructive experience related to pathology. They come in various forms: from immersion in a person’s daily life suffering from an illness to games. That require physical activity for rehabilitation or simulations of accidents to test their reflexes. The possibilities are endless.
It is now indisputable that digital application to the health sector allows significant value creation for all players in the field: from the patient to his entourage, from the doctor to the pharmacist. It involves the animation of a site, creating an application, or even a more global experience. Consumers express the need to access more educational and fun content to be accompanied and reassured. E-health is a sector that opens up many opportunities for future innovation, as the “Health Hacking” gathering proves.
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