As we enter FY 2023, the healthcare industry continues to face challenges in effectively marketing their products and services to patients. With so much competition in the industry, it's essential for healthcare providers to have a solid marketing strategy that effectively communicates their message to their target audience. However, many healthcare providers make common marketing mistakes that can negatively impact their success. In this blog post, we'll explore some of the most common healthcare marketing mistakes, examples and real solutions.
Mistake 1: Failing to Identify Your Target Audience
One of the most significant digital marketing mistakes that healthcare providers make is failing to identify their target audience. Without understanding who your ideal patient is, you won't be able to effectively market your services to them. You need to know the demographics, psychographics, and behaviors of your target audience to create a message that resonates with them.
Example: A fertility clinic in Pune, Maharashtra offers In Vitro Fertilization (IVF) services but fails to identify that their target audience is primarily young couples who are struggling to conceive. As a result, their marketing messages are too general and don't speak directly to the concerns of their target audience, leading to low conversion rates.
Rectification: To avoid this mistake, the fertility clinic should conduct market research to identify the demographics, psychographics, and behaviors of their ideal patient. They can gather this information through surveys, focus groups, or patient data analysis. Once they have identified their target audience, they can create a targeted marketing message that speaks directly to their concerns and needs. For example, they could use social media ads that target young couples who are struggling with infertility and emphasize the success rates of their IVF services.
Mistake 2: Focusing on Features Instead of Benefits
Another common healthcare marketing mistake is focusing on features instead of benefits. Most of your potential patients don't care about the features of your products or services; they care about how those features can help them. You need to focus on the benefits that your services provide and how they can improve the lives of your patients.
Example: A dental practice in Lucknow, Uttar Pradesh promotes their new teeth whitening technology without emphasizing the benefits to the patient, such as improved confidence and a brighter smile. As a result, their marketing messages fail to resonate with potential patients who are looking for solutions to improve their appearance.
Rectification: To avoid this mistake, the dental practice should focus on the benefits of their services and how they can improve the lives of their patients. They could use before and after photos of patients who have received the teeth whitening treatment, and include patient testimonials that speak to the benefits of the treatment. Additionally, they could use targeted social media ads to promote the benefits of teeth whitening to patients who are interested in cosmetic dentistry.
Mistake 3: Ignoring Google My Business
In 2023, Google My Business (GMB) will be more important than ever before. Healthcare providers who ignore GMB are missing out on a massive opportunity to reach their target audience in the local area. With so many people using the Google Search Engine and Maps to research nearby healthcare providers and services, you need to have a strong online presence to attract new patients.
Example: A mental health practice in Chandigarh has a GMB account but fails to revert to reviews and avoids paid GMB ads, making it difficult for potential patients to find and choose them from a cluttered list of 250+ mental health clinics. This results in lost opportunities to attract new patients and compete with other healthcare providers who have a strong digital presence.
Rectification: To avoid this mistake, the mental health practice should embrace advanced healthcare digital marketing by utilizing GMB tactics. They could create a GMB campaign for targeted keywords. They could also use social media platforms like Instagram and TikTok to share informative mental health tips, answer patient questions, and promote their services. Additionally, they could revert to patient reviews to improve their Online Reputation Management.
Mistake 4: Failing to Differentiate Yourself
With so much competition in the healthcare industry, it's essential to differentiate yourself from your competitors. If you offer the same services as everyone else, why should patients choose you? You need to identify what sets you apart from your competitors and use that as a selling point in your marketing.
Example: A dermatology practice in GTB Nagar, Delhi offers the same services as their competitors without highlighting what sets them apart. This can make it difficult for patients to choose their services over those of other healthcare providers who offer similar services.
Rectification: To avoid this mistake, the dermatology practice should identify what makes them unique and use that as a selling point in their marketing. For example, they could highlight their use of cutting-edge technology, their specialized expertise in treating a specific skin condition, or their commitment to personalized patient care. By emphasizing what sets them apart from their competitors, they can attract new patients who are looking for the best possible care.
Mistake 5: Not Measuring Your Results
Finally, many healthcare providers make the mistake of not measuring their marketing results. If you don't measure your results, you won't know what's working and what's not. You need to track your website traffic, social media engagement, and other metrics to determine the effectiveness of your marketing campaigns.
Example: An urgent care clinic in Ahmedabad, Gujrat invests in a Google Ads campaign to promote their services but doesn't track the number of clicks, leads, or conversions generated by the campaign. As a result, they don't know if the campaign was successful or if they should make any changes to their marketing strategy in the future.
Rectification: To avoid this mistake, the urgent care clinic should set clear goals for their Google Ads campaign and track their results to determine if it was successful. They can use tools like Google Analytics to track website traffic and user behavior, as well as conversion tracking to monitor the number of phone calls, form submissions, or appointment bookings generated by the campaign.
For example, they could adjust their targeting, messaging, or ad placement if they find that certain keywords or demographics are generating more clicks or conversions. They could also test different ad variations to see which ones perform best and optimize their campaigns accordingly. By measuring their results, the urgent care clinic can make data-driven decisions about their marketing strategy and improve their ROI over time.
Brands need to avoid these common healthcare marketing challenges to succeed in 2023 and beyond. By identifying your target audience, focusing on benefits, embracing digital marketing, differentiating yourself, and measuring your results, you can create successful healthcare marketing solutions that attract new patients and grow your business. If you need help developing a comprehensive marketing plan for your healthcare practice, consider consulting with an experienced healthcare digital marketing agency that specializes in healthcare marketing, such as Amura Marketing Technologies.
We specialize in developing creative and customized marketing solutions for brands across various sectors. Our approach leverages end-to-end insights and real-time analytics to deliver measurable results. Our services include SEO, PPC, social media marketing, content marketing, email marketing, and more. We work closely with clients to understand their unique business needs and challenges, and develop tailored marketing strategies to achieve their growth objectives. Contact us today to learn more about how we can help your brand achieve sustainable growth