In the age of the empowered patient, medical marketing best practices have changed dramatically.
There’s no denying that the rise of digital technologies has fundamentally altered the traditional sales and marketing process for nearly every industry on earth. Healthcare, of course, is no exception. As patients increasingly turn to search engines to conduct research and compare prices in order to make their own purchasing decisions, medical marketers have had to adapt their practices in order to maintain a steady flow of new revenue — and to hold onto their existing customers.
Because the sales process has become increasingly “hands-off,” marketers need to develop materials and messaging that corresponds to a given patient’s mindset at each stage of their path to treatment. This will help you guide patients along during their path treatment without overstepping your bounds and undermining your rate of success.
The infographic below outlines the “new” digital sales funnel, and provides some helpful tips on how to optimize your approach for each individual stage.
When building a search engine advertising campaign, the goal is to bring prospective patients through the beginning and middle of the funnel by getting in front of the right readers, letting those readers know your services will meet their needs, and ultimately convincing them to convert. This can be accomplished by focusing on the following three areas:
Of course, each of the above requires a great deal of expertise, time, and attention to execute correctly; to learn more about optimizing your digital marketing efforts in accordance with the new patient path to treatment, download our free guide below.