As the COVID-19 pandemic hit the world, it changed the dynamics of every industry. From retail to the luxury goods industry, everyone is trying to comprehend the new normal. However, healthcare is one such segment of the economy that has hit hard.
According to research, patients who book appointments for healthcare ran 3x more searches than those who didn’t. Another research cites, out of all the Google searches, 5% are related to health.
These researches show that healthcare marketers need to opt for unique strategies to target consumers during the risk of Covid-19.
Here are some healthcare marketers research statistics that they need to think over before investing in Digital ads to engage customers in 2020:
- The global advertising expenditure of healthcare companies is estimated to increase by 3.6% in the year 2020.
- In the United States alone, healthcare marketing expenditure is estimated to rise by 5% in 2020 and 2021.
- The healthcare digital marketing expenditure will surpass healthcare TV ad expenditure for the first time in 2021. This means a video marketing strategy for healthcare marketers will perform wonders.
There is a discovery in almost everything. It is not just the technology that is changing, but the perception of the end-user as well. Therefore, the marketing strategies for the healthcare business that one needs to keep in mind during Covid-19.
Analyze the existing healthcare campaigns:
Organizations running online campaigns need to make sure the messages reach the right audience every time. Now, patients are keener on knowing what healthcare benefits companies are providing during COVID. Therefore, campaigns need to re-engage while keeping the pandemic outbreak in mind.
Keep your existing customers updated:
Patients at high risk need to be informed, like pregnant ladies who need to visit the doctor even during the pandemic. New marketing strategies in the healthcare industry ensure people know how and when to visit a doctor while taking precautionary measures.
There are a plethora of patients who are visiting the doctor for cold and cough or a normal viral. However, these being the signs of Covid-19 patients, many doctors are opting for telehealth visits. If this is the case, then you need to update the same information on websites, digital ads, or a pamphlet in the physical space.
Also, if you are communicating with people living in high-risk areas, you need to ensure them with what you will keep them safe. Here are some healthcare marketing tips your campaigns may revolve around to make people aware of their health and Covid-19 situations:
- What should I do if I am not feeling well?
- I have Coronavirus, and I am being quarantined at my home. What do I have to do now?
- What precautions do I need to take during Covid-19?
- How to safeguard my family if I have Covid-19 symptoms?
- How often should I use a face mask?
- Is it the right time to visit a doctor for a routine check-up?
Update information on Google My Business:
People who need to visit a doctor during an emergency search for working hours, precautions, addresses, etc. on Google. Therefore, it is paramount to update any such information on Google My Business page and local listing. Also, any information related to Covid-19 needs to be updated as and when available.
As per the new update from Google, any healthcare business can now add two links related to Covid-19 to its local listing on Google My Business. One link is related to Coronavirus information, and the second is related to Telehealth information regarding your business.
These can help the customers in understanding what measures you are following during Covid-19.
It is a great time for brand awareness:
People looking for a specific surgeon before the pandemic, chances are, they might be searching for one during the lockdown.
For instance, if someone is looking for surgery, like knee replacement, a brand might share insights through webinars to get instant relief from pain at home by following the right exercise techniques. This will help it communicate with the patient during the pandemic, and when he/she is ready for surgery, he/she will most likely consider you.
Use of sensitive language:
Apart from health, people are also worried about finances, education, and much more. This means your marketing strategies need to align with sensitive language/communication. During these critical times, it is important to ensure people have faith in your services and you. Once that trust parameter is attained, they will always look up to you for any health-related issues.
Sum Up!
As the world is opening up again, companies and people are still adjusting to the new normal. For the healthcare business, marketing strategies are no longer just aligned with one aspect. It is time to look beyond and above to provide customers with the safety they need in terms of their health. Moreover, what to do and what not to do are some marketing tips that the healthcare industry needs to incorporate in their present and future campaigns.
