Marketing your healthcare small business doesn’t have to be hard. Here’s 5 ways to make it easier.
Traditional marketing is quickly becoming obsolete.
Let’s make a quick cost comparison to reach 2,000 people. Traditional marketing would likely employ a mix of radio ($150), newspaper ($250), magazines ($500), and direct mail ($900), totaling $1,800. Conversely, digital marketing could reach 2,000 people through search ($50) and social media ($75), totaling $125. Not only is digital marketing significantly less expensive, it’s also possible to only show ads to your target audience.
With digital marketing outperforming by far in terms of efficiency and return on investment, it is quickly becoming the clear choice for any serious business. This is particularly true for healthcare small business and the growing trend of consumerism.
Despite the clear advantages and the massive adoption by many industries, the healthcare industry continues to lag behind. With such a slow adoption rate, many businesses in the healthcare sector are missing out on significant growth opportunities.
The following are some of the top reasons why shifting from traditional to digital healthcare marketing can be the smartest decision you will ever make.
1. Find New Customers
Times have changed, and so has the way people search for information. When people search for information today, they go online. This is where your potential customers are, and this is where you should be.
When we say “your customers” we don’t mean “some customers”, we mean the majority. According to a study that was published by Google, 77% of patients use online methods to search for a hospital or a healthcare service.
This means that the majority of people who are trying to find your services are doing so online. If your healthcare small business is still not using a digital marketing strategy, you are definitely failing to capture a large % of the market and paying too much for the % you do acquire.
A Chiropractic practice owner for example could use social media marketing to target their ideal customer persona and start a content-driven dialogue that generates leads.
Instead of waiting for the right people to see your ad, digital marketing can deliver your ad directly to those people. This is the power of digital marketing.
2. Know More About Your Existing Customers
In addition to finding new customers, digital marketing tools can also help you know more about your existing customers. Analytical tools allow you to gather important demographic, interest, and behavioral (e.g., purchase habits) information that helps you better understand your customers so you can tailor your marketing and services to suit them best.
Knowing your customers better will not only help you maintain their satisfaction, it will help your marketing and business strategy become more efficient.
The best thing about online marketing channels is allowing communications both ways. Reviews and other types of feedback that you receive from your clients help you understand the current situation of your healthcare small business and act accordingly.
Having this type of personal communication with clients through traditional marketing methods is extremely expensive.
With all the new data and customer demographic insights that you have, you can make more informed business decisions.
3. Better Return on Investment for Your Healthcare Marketing Spending
Return on Investment (ROI) is one of the biggest challenges in marketing a healthcare small business. Simply put, ROI is the amount of money you get for the amount of money you spend on marketing.
Traditional marketing is both expensive and inefficient. When you use traditional marketing methods, you have to pay a lot of money for marketing that isn’t guaranteed to work, with no direct way to measure the results.
Putting out a print ad is expensive. In addition to being expensive, there is no guarantee that the people who will actually see your ad are potential customers. The result is you paying much more money than you have to for marketing that is very less likely to generate any new clients to your business.
On the other hand, digital marketing is the exact opposite. When carried out by professionals who understand the ins and outs of healthcare marketing, digital marketing can help you reach many more potential customers for a fraction of the cost.
4. Establish Your Business as an Industry Authority
What makes people trust a business? In the old days, the answer was years to build a reputation and get some good word-of-mouth marketing going. Now, with the internet around, the way people perceive businesses and build trust has completely changed.
Unlike back in the day where people would probably just ask their friends, 38% of all patients start their journey by searching for symptoms that they have.
Let’s just say that people who are searching for “toothache” a few blocks away from your dental clinic are much more likely to book an appointment rather a random person seeing a random ad that you placed in some magazine.
Now, how can those people find your healthcare small business and have enough trust in it to book an appointment? The answer is simple: Content.
When it comes to getting found and building a name online, content is definitely king. However, not all content is created equal.
Having high-quality content that provides value to your potential customers and is backed by a strong digital marketing strategy can achieve amazing results for your healthcare small business.
Content that provides solutions to your customers’ problems and inquiries will drive a high volume of organic traffic to your website. People who are already searching for a solution that your small healthcare business provides are much more likely to book an appointment.
Good content will also help you establish your business as an industry authority. If you have helpful content and rank high when people search for their problems online, then you must know what you are talking about. If you know what you are talking about people are more likely to pay you a visit.
Instead of taking years to build such trust with traditional healthcare marketing, digital marketing can make that process much faster.
In fact, if you have the right content, you will end up with people doing free marketing for your business by sharing the content that you post. This type of marketing is never achievable with traditional healthcare marketing methods.
A blog post can go viral and be shared by thousands of people. However, an article in a magazine-regardless of how good it is- will probably just stay there. This ability to spread and go viral is one of the strongest advantages of digital marketing. This makes positioning your business as an industry authority much easier and cheaper than using traditional healthcare marketing techniques.
5. Streamline Your Business
Managing a healthcare small business can be overwhelming. From marketing to client appointments, there are just so many details to be taken care of.
Thanks to modern technology, managing your business can be much simpler. A good digital marketing strategy can be the cornerstone for a more efficient management experience.
Instead of doing traditional marketing, and handling every single aspect on its own, a digital marketing strategy will help bring in your clients through the digital gate.
Clients can find you online and book you online. The result is a much smoother experience that helps you focus more on doing your job instead of going crazy trying to manage your healthcare small business. With automated marketing and booking solutions available, all you have to do is hire professionals to set things in motion. Once they are, you won’t have to worry about it anymore.
Besides being an overall smoother management experience, streamlining your business can save you lots of money when it comes to operational costs. For a healthcare small business trying to cut down on operational costs, this can be invaluable.
Healthcare Small Business — Takeaway
Using traditional marketing techniques for promoting your business doesn’t only provide mediocre results, it wastes your money. Digital marketing provides superior results at a fraction of the cost, making it the obvious choice for any serious business.
Not only can digital marketing help you reach new clients, it can also help you learn about your clients and get feedback from them in a way that would have never been possible using traditional marketing.
In addition to all that, digital marketing can help you establish your business name faster and more efficiently while making it easier to run your business more efficiently.
If your healthcare small business is still using traditional marketing methods, it is never too late to make the switch. Professional agencies are always available to help you take your marketing to the digital realm and start reaping the benefits.