Digital Marketing: Healthcare’s Prescription for ROI

Robby Krapfl | April 15th, 2015

Doctor with medical apps on digital tablet 1Could digital marketing be the prescription your healthcare organization needs to recruit new patients, grow patient volume and ultimately, generate a stronger return on investment?

Yes, it could be.

With tight healthcare marketing budgets and a dramatically shifting industry, it is critical to allocate your marketing dollars toward avenues that drive positive returns.

Last year, hospitals, clinics and medical centers spent a combined $1.8 billion on U.S. media. Everyone wants their slice of the pie, but how can they attract new revenue-generating patients while controlling marketing expenses?

The answer is digital. Take your business where the patients are – online and on mobile devices.

“The consumer-to-patient journey is largely a digital journey at their moment of need,” said John Weston, CMO at Mayo Clinic. “If I were diagnosed with something tomorrow, one of the first things I would do is go online.”

Today, more than 80 percent of patients who were recently diagnosed with an illness go online to find information. While it is still important to cast a wide net with traditional media (TV, radio and print) to build brand awareness, digital marketing allows you to take a more precise, targeted approach. Digital marketing enables your healthcare organization to reach potential patients when they are ready to make decisions.

And the best part about digital marketing? You can measure it. Making informed adjustments along the way to ensure you are generating the best return possible. “Return on investment is on the top of everybody’s agenda,” said Paul Matsen, CMO of Cleveland Clinic, which uses an aggressive digital strategy consisting of search, display and social. This digital strategy utilizes different components simultaneously to communicate a message to an audience who wants to hear it and is ready to act on it.

Back in the 1800s, a store merchant named John Wannamaker said, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”

Times have changed. You can and should be measuring your advertising!

Good enough is rarely good, and it is never great. Be great. Be digital.

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