Healthcare marketing, i.e., marketing to HCP’s (Health Care Providers) or by healthcare institutions to potential patients, is complex (well marketing to all industries is). Challenges include regulatory compliance, , complexity of services / product, budget constraints, and more importantly trust & credibility. No wonder smart demand generation tactics are critical for driving growth.
Having worked in the financial services & edtech space, what struck me is how healthcare is still playing catchup. However, healthcare clients, no doubt spoilt by personalized messaging and solutions by new age consumer focused firms, expect the same from their healthcare solutions providers. The conundrum lies in creating demand for your product/service while overcoming challenges mentioned above.
Here are 25 demand generation tactics, in no particular order, you should try if you haven’t already. Do note that while I have used Healthcare as the base for the examples, these demand generation tactics are applicable for all types of business.
Content Marketing
Example 1: A healthcare provider creates a blog series about common health concerns, such as diabetes management or mental health tips. (Did you know: B2B marketers that use blogs receive 67% more leads than those that do not.)
Example 2: A medical device company produces educational videos on how to properly use their equipment and provides them on their website.
Search Engine Optimization (SEO)
Example 1: A dental clinic optimizes their website for local search terms, such as “dentist in [city name],” to attract more local patients.
Example 2: A telehealth company creates content optimized for long-tail keywords related to specific health conditions, such as “online therapy for anxiety.”
Pay Per Click (PPC) Advertising
Example 1: A fertility clinic uses Google Ads to target search terms related to infertility treatments, such as “IVF clinic near me.”
Example 2: A home health agency uses Facebook Ads to target caregivers looking for respite care services.
Social Media Marketing
Example 1: A mental health provider uses Instagram to share inspirational quotes and self-care tips to engage with their audience.
Example 2: A healthcare provider uses LinkedIn to share industry news and job opportunities to network with potential employees.
EMail Marketing
Example 1: A wellness center sends a monthly newsletter to their subscribers with healthy living tips, class schedules, and special offers.
Example 2: A medical practice sends targeted emails to patients to remind them of upcoming appointments or health screenings.
Note: Be mindful of the CANSPAM & GDPR rules!
Influencer Marketing
Example 1: A skincare brand partners with a popular beauty influencer to promote their line of all-natural products.
Example 2: A healthcare provider partners with a local fitness instructor to promote their wellness programs and services.
Webinars
Example 1: A medical association hosts a webinar series on emerging trends in healthcare for their members.
Example 2: A telemedicine company hosts a webinar on telepsychiatry for mental health professionals.
Events / Tradeshows
Example 1: A hospital hosts a health fair with free health screenings, educational seminars, and vendor booths.
Example 2: A medical device company exhibits at a healthcare trade show to showcase their latest products and services. Think #MGMA, #HIMSS, etc.
81% of trade show attendees have buying authority. These are the the decision makers you want to get to know and forge relationships with.
Referral Programs
Example 1: A pediatric dental clinic offers a discount to existing patients who refer a friend or family member to their practice.
Example 2: A physical therapy clinic incentivizes referring physicians with gift cards or other rewards for sending them new patients.
Case Studies
Example 1: A weight loss clinic shares success stories of patients who have achieved significant weight loss through their program.
Example 2: A medical device company creates case studies to show how their product has improved patient outcomes and reduced costs for healthcare providers.
Whitepapers
Example 1: A healthcare consulting firm publishes a whitepaper on the future of healthcare and its impact on the industry.
Example 2: A medical research organization releases a whitepaper on the latest developments in cancer research.
Online Reviews
Example 1: A chiropractic clinic encourages patients to leave reviews on Google or Yelp to build their online reputation.
Example 2: A fertility clinic responds to negative reviews on social media by addressing patient concerns and offering solutions to improve their experience.
Video Marketing
Did you know: Marketers who use video grow revenue 49% faster than non-video users.
Example 1: A hospital creates a series of patient education videos on common surgeries or procedures to prepare patients for their appointments.
Example 2: A dental practice produces a video that showcases their team and services to introduce their practice to potential patients.
Podcasts
Example 1: A healthcare provider launches a podcast series on healthy lifestyle tips, including nutrition, exercise, and mental health.
Example 2: A medical device company hosts a podcast series on the latest advancements in medical technology and how they are transforming patient care.
Direct Mail
Snail mail still works, in fact, targeted B2B direct mail has a response rate of 4.4%, while email’s rate is only .12%
Example 1: A dental clinic sends targeted direct mail campaigns to households in their local area offering a free teeth cleaning for new patients.
Example 2: A physical therapy clinic sends direct mail to nearby businesses offering discounts on ergonomic assessments and injury prevention workshops.
SMS Marketing
Example 1: A telemedicine company sends SMS reminders to patients about upcoming virtual appointments.
Example 2: A mental health provider sends inspirational text messages to subscribers to promote positive mental health habits.
Chatbots
Example 1: A healthcare provider uses chatbots to answer frequently asked questions about insurance coverage, payment options, and appointment scheduling.
Example 2: A hospital uses chatbots to triage patient inquiries and direct them to the appropriate medical specialist.
Interactive Content
Example 1: A wellness center creates an interactive quiz on their website to help users determine their ideal workout routine based on their fitness level and goals.
Example 2: A healthcare provider offers a free online BMI calculator to help users track their weight loss progress.
Customer Testimonials
Example 1: An EHR / EMR software solutions company features video testimonials from HCP’s who have experienced productivity and time saving through their software.
Example 2: A cosmetic surgery practice displays before-and-after photos on their website of satisfied patients who have undergone successful procedures.
Free Trials
Example 1: A mental health provider offers a free online therapy session for first-time users to experience their services.
Example 2: A nutritionist offers a free 7-day meal plan to encourage users to try their healthy eating program.
Upselling and Cross-Selling
Example 1: A weight loss clinic offers nutritional supplements and fitness apparel for sale to their clients.
Example 2: A dermatology clinic recommends additional skin care products or procedures to clients to enhance their appearance.
Loyalty Programs
Example 1: A primary care physician offers discounts on annual physicals or lab tests to patients who have been with the practice for several years.
Example 2: A wellness center offers a loyalty program that rewards clients with free classes or discounts on services after a certain number of visits.
Retargeting Ads
Example 1: A fertility clinic shows retargeted ads to users who have visited their website but haven’t yet made an appointment or inquiry.
Example 2: A medical supply company displays ads to users who have abandoned their online shopping cart to encourage them to complete their purchase.
Social Media Advertising
Example 1: A plastic surgery practice uses Facebook ads to target users interested in cosmetic procedures and promote their services.
Example 2: A telehealth provider uses Instagram ads to reach young adults and promote their mental health services.
Partnership Marketing
Example 1: A physical therapy clinic partners with a local gym to offer discounted gym memberships to their clients.
Example 2: A dental clinic partners with a children’s bookstore to offer free dental check-ups for kids during storytime events.
Demand generation tactics need to be aligned to your business goals. As a savvy marketer you should know that none of these will provide returns overnight. The key is patience & persistence. Happy hunting!
Image courtesy: Carl Heyerdahl _ Unsplash
