Digital Marketing: The Key to Patient Acquisition

Robby Krapfl | January 6th, 2016

Today, close to 90 percent of people who were recently diagnosed with an illness go online to find information. And according to a study by Pew Research, 8 out of 10 online health searches begin with a search engine.

Ampman-01Does your healthcare organization struggle to acquire new patients, increase procedure volume and generate a stronger return on your marketing investment? If so, digital marketing could be the answer.

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

In 2014, hospitals, clinics and medical centers spent a combined $1.8 billion on U.S. media. Everyone wants their fair share of patient volume, but how can they attract new revenue-producing patients while controlling marketing expenses?

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

While traditional media (TV, outdoor, radio and print) are still very effective, digital marketing allows you to take a more targeted approach. Digital marketing enables your organization to reach a specific patient at a time when they are ready to make a decision. Another huge benefit on digital marketing is its measurability, which enables you to make adjustments along the way and generate the strongest ROI possible.

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

If people are unable to find your organization during their search, then you are continuously missing out on an opportunity to attract and acquire new patients.  It is absolutely critical to have a strong online presence with relevant, educational and up-to-date information.

“Innovation needs to be a part of your culture. Consumers are transforming faster than we are, and if we don’t catch up, we’re in trouble.” – Ian Schafer

Patients are healthcare consumers. They are online. You should meet them there.

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