Marketing is a fast-paced, ever-changing field, and medical marketing is evolving right along with it. This year, medical practices need to be more authentic and authoritative in order to attract new patients and re-engage old ones.
Here are the top 5 medical marketing trends that will be most effective in delivering results in 2020.
1. Social Media Authenticity is in High Demand
As with every industry, social media has become a powerful tool for marketing medical practices.
Potential patients want to see before-and-after pictures and testimonials before they even visit your website sometimes.
The most efficient way to keep up with social media is through scheduled posts. However, healthcare social media marketing is plagued by repetitive, sales-y content that gets little to no engagement online.
The solution is social media authenticity.
Create social media posts that are true to the branding of your medical practice and show not just what you do, but also who you are.
Potential patients will engage with medical brands that they feel emotionally connected to. And social media algorithms are constantly getting better at identifying the content that users want.
Social media posting will continue to be a necessity in 2020.
But social media authenticity will make all the difference.
2. Attract More Patients with Content Marketing
Today’s social media driven world is pushing more and more patients to research medical brands online before committing to a specific medical practice or Doctor.
In 2020, medical practices need to harness the power of healthcare content marketing to draw them in.
Because sharing valuable content consistently, builds trust and in time your content will increase conversions.
If you aren't sure where to start or how to create an effective healthcare content marketing strategy, here are a few questions to consider:
What are the common questions that your patients ask?
What pitfalls can you help them avoid in choosing a doctor or deciding to have a procedure?
Now you can build a content marketing strategy around similar questions and provide answers to those questions with educational blogs, medical videos, and graphics that build their trust in your medical brand.
In order to connect with your customers, it is important to provide the content that they’re looking for.
A general rule is to create content that:
3. Medical Video Content Continues to Dominate
Video will be crucial for marketing your medical practice in 2020.
Patients love to research before and afters before committing to a medical procedure, and medical video content is the most authentic way to demonstrate your skills, your company culture and the best results that
your medical 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 drive conversions.
The more your potential patients can see, the more they’ll believe.
4. Eye-Catching Visuals are in High Demand
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.
Visually-appealing content is the key to standing out. Infographics, gifs, and videos are all excellent ways to quickly convey a quick message and leave a lasting impression of your medical brand.
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 content marketing game, where everyone’s competing for audience engagement.
5. Reward your Most Loyal Patients
As you know well, it costs more to acquire a new patient than it does to retain your current ones.
In fact, it’s anywhere from 5-25 times more costly.
Rewards programs are common in retail, and buyers continue to seek them out for all of their purchases.
In 2020, it's time to include loyalty campaigns in your medical marketing strategy.
Target your most loyal patients with exclusive discounts to stay top of mind when they need your services again.
Here's another trick, once you’ve developed your first patient loyalty 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 club, and I promise you’ll see consistent engagement.
The More Things Change…
Marketing is changing, but patients still want the same things they always have: to find a doctor who’s knowledgeable, genuinely helpful and produces great results.
What’s changed is how patients find and build trust with those doctors and their medical practice.
Healthcare brands that effectively implement these medical marketing trends will be ahead of the curve.
Are you ready to get your marketing efforts up to speed for 2020 and beyond?
It's time to start dominating my friend.
If you need extra help, feel free to checkout my medical marketing agency, Visual Vybz Studios where we do everything for you!
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