It’s a Responsibility
How to Deliver Responsible Content
So what are the best healthcare marketing messages? This, of course, depends on your practice, your patient pool, and the services you offer. Generally speaking, the key is to lead with information. The goal should never be to “sell” prospective patients on your practice; it should be to empower them with useful, relevant information that pertains to the services you offer and the pain points they’re experiencing. The best healthcare marketing strategies are the ones that build your audience’s trust in your expertise organically over time, naturally driving them to choose you over the competition – not because they’ve been inundated with offers, but because they’ve come to realize that your practice truly is the best option to meet their needs.
A Holistic Approach
When we say that you should work with a specialized agency, we mean an agency that specializes in healthcare while still offering a full suite of marketing services. We can’t emphasize enough how beneficial it is to work with a full-service healthcare marketing agency instead of an agency that offers just a few services at a time (a blog post here, a web page there, etc.). What data consistently tells us is that practices achieve growth by creating marketing campaigns that are both specific and holistic. Think of it this way: if you share a blog post here or a video there, there’s no way to really anticipate who will see it or when. There’s also not much of a follow-through: by focusing on one small project at a time, it’s difficult to create a targeted plan for following up with audiences once they’ve seen a piece of your content or website.
The way to really drive growth is to stay at the top of your audience’s mind without being disruptive or annoying, and the way to do that is to understand your target audience and their online behaviors. For pharmacy owners, a pharmacy software can also keep your stock in line and increase quality and satisfaction ratings.
At Maintain, we do this by measuring those behaviors with data. Then, we use that data to share content that is useful and relevant based on your audience’s proven behaviors. From that point, we follow up with additional content on the channels that your audience is already frequenting, taking them along a natural decision-making journey while building their trust in your practice.