What a year... right?
Last year was the perfect indication that we need to take online marketing more seriously, and if you still haven't invested in it. Now is the time to start, because in 2021 healthcare marketing is all about meeting your patients needs and adapting your previous marketing strategies for this 'new world' to get the most out of your investment.
Marketing is a fast-paced, ever-changing field, and healthcare marketing trends are evolving right along with it. In 2021, healthcare practices need to be more innovative, authentic and authoritative in order to attract new patients and re-engage old ones.
So let's get right to it, here are the top 5 healthcare marketing trends that will be most effective in delivering results in 2021 and beyond.
1. Patient Retention is a Top Priority
It is and always will be. Here's the thing, most healthcare practices that were able to stay above water during the COVID19 shutdown had loyal patients who stuck around through thick and thin. These smart healthcare practices used powerful marketing tools like social media content and video marketing to keep their practice 'top of mind' so that patients remembered them despite not being able to physically go out and book their services.
Once we were able to reopen business everywhere, those same healthcare practices already had fully booked calendars because they kept their patients engaged with their brand online and emphasized the safety measures that they had in place to keep their patients safe the second they reopened.
It is extremely important to prioritize patient retention by using strategic content marketing, not only for the purpose of preparing for a global or economic shutdown, but for continued growth and success at your practice.
Of course patient loyalty is generally the goal of acquiring any new patient, but what we've learned from 2020 is that -- in 2021 patient retention is no longer a necessity, it is extremely vital.
There's nothing more valuable than a happy patient, who shares their experience with friends and family through referrals and word of mouth marketing. As you know well, it costs more to acquire a new patient than it does to retain an existing one. In fact, it’s anywhere from 5-25 times more costly.
In 2021, consider investing in patient rewards campaigns. They are historically successful in driving return business to your healthcare practice and patients continue to seek them out for all of their purchases. If you aren't already, it's time to include patient rewards campaigns in your 2021 healthcare marketing strategy.
Here are a few takeaway tips:
For Social Media Campaigns - Target your most loyal patients with exclusive discounts to stay top of mind when they need your services again.
For Email Marketing Campaigns - Once you’ve developed your first patient retention campaign, try tweaking it and targeting special deals to your inactive sales leads. Everyone’s inundated with emails these days. Make your email list feel like they have access to an exclusive deal and I promise you’ll see consistent engagement.
If you need more help, schedule a free consultation with us.
2. Quality Social Media Content is in High Demand
As with every other industry, social media content marketing has become one of the most powerful strategies for healthcare marketing as well.
However, healthcare social media is plagued by repetitive, sales-y content that gets little to no engagement online and most practices aren't adjusting their strategies for better results.
The solution is social media authenticity and the frequency of quality content publishing.
Stop publishing things like stock images, unless they are customized specifically for your brand. Your patients want to see you, not some fake image you downloaded online. Stock images are causing you to lose more patients and is lowering your brand's online credibility.
Create social media content that is true to the quality of the in-person experience at your healthcare practice, show not just what you do, but also who you are.
New patients will engage with healthcare practices that they feel emotionally connected to online. And social media algorithms are constantly getting better at identifying the content that users want to see.
In 2021, social media content marketing will continue to be a trend in healthcare marketing, but social media authenticity the frequency of quality content publishing will make all the difference.
3. Attract More Patients with Captivating Content
In order to be successful on social media, you need to invest in creating quality content. In 2021, healthcare practices need to harness the power of captivating content mediums to attract new patients, like video content.
Sharing valuable and captivating content consistently, builds trust, credibility and in time your content will convert your audience into new patients ultimately increasing revenue at your healthcare practice.
What are the common questions that your patients ask? (try answering them on social media)
What pitfalls can you help your patients avoid in choosing the right provider or deciding to have a procedure?
Now you can build a solid healthcare content marketing strategy around similar questions and provide answers to those questions with informative medical videos, and digital graphics that will build their trust in your healthcare practice.
In order to use content to strategically connect with your patients, it is important to provide the content that they’re looking for and share it with them frequently and consistently.
A general rule is to create content that is:
But if you want to produce content that truly converts, grab this free downloadable content marketing guide that we've created to help you get started.
4. Medical Videos - The Key to Patient Growth
In 2021 video content will no longer be a luxury, but a necessity for effective healthcare marketing. At our agency alone, we've seen tremendous success from our clients that have invested in our video production and social media marketing services. In fact, here are 10 reasons why you need to invest in video marketing at your healthcare practice.
Patients love to research before and afters before committing to a new procedure or treatment, and medical video content is the perfect and most authentic way to demonstrate your skills, your culture and the best results that your healthcare practice has achieved for similar patients.
But there's more.
Did you know that optimized video content can boost your website to the first page of Google?
In some cases, it can make a website 53 times more likely to show up on the first page of search engines.
Let's be honest...
Would you rather click on a text result on google search or a video result that provides a visual response to your search query?
Let's face it.
Videos are proven to attract new patients, and we have the results to prove it.
The more your new patients can see, the more they’ll believe and they will feel more willing to invest in your services.
5. Eye-Catching Visuals are in High Demand
Let's be honest. Attention spans are short these days.
Your audience is inundated with tantalizing headlines and visuals all created to make them click, sign up, or follow.
So the question is, how can you stand out and make unique content that is captivating?
Visually-appealing content is the key to standing out in a crowded digital space. Branded infographics, gifs, and videos are all excellent ways to quickly convey a message and leave a lasting impression of your healthcare practice.
If you create a lot of written content definitely consider the visual layout of text-heavy content.
Use these techniques to make your long-form written content more visually appealing:
Make sure your written content is easily scannable with headlines and short paragraphs.
Use bulleted lists (like this one!) to highlight key points.
Break up sections with images that guide the reader’s eye through your content.
This will keep you one step ahead in the healthcare marketing arena in 2021, where everyone’s competing for audience engagement online.
In 2021 Healthcare Marketing Will Continue to Evolve
Healthcare marketing trends are guaranteed to change throughout the year, but patients still want the same things they always have: to find a healthcare provider who’s knowledgeable, genuinely helpful and produces great results.
What’s changed is how patients find and build trust with those healthcare providers.
Practices that effectively implement these healthcare marketing trends in 2021 will be ahead of the curve.
Are you ready to get your healthcare marketing efforts up to speed for 2021 and beyond?
It's time to start dominating my friend, this is your year.
If you need help, book a free consultation with us to find out how we can help you.