by Alexander Daniel | Guest Contributor | Digital Marketing
No one had thought that our life would change drastically within a couple of months. The Covid-19 virus has spread rapidly throughout the countries and communities. During the pandemic, the demand for the healthcare industry increased immensely.
Key Trends in Healthcare Marketing
According to Transparency Market Research, the global healthcare market is estimated to rake in substantial revenue of $536.6 billion by the end of 2025. The number of competitors is increasing every day in the healthcare industry. Finding a space in the ocean of the healthcare industry is going to be a tough task for leaders and business entrepreneurs.
Many healthcare companies changed their marketing strategies from the beginning of the pandemic. A report published by Becker’s Healthcare stated, during the pandemic the healthcare marketers came up with the contents that can increase the resiliency of the customers through engaging them with various activities.
For example, a children's medical center from Hartford started to refresh their children's brand campaign. They have developed four-parts of videos and blog posts that explained: "14 ways to celebrate your child's birthday during Covid-19" and "14 ways to celebrate your child's graduation day during Covid-19". These pages effortlessly hit Google; it has ranked on the top of the Google organic search result.
Look at the strategies they have used. Especially b2b healthcare companies have shifted their mindset from traditional marketing to the modern ways of marketing. The popularity and use of digital marketing are considerably high during the time of the pandemic.
Go Digital, the Result Will be Remarkable
Kelly Jo Golson the Chief Marketing Officer of Advocate Aurora Health explained how they used digital marketing during the pandemic; targeted email marketing, social media marketing, and SEO have turned into the best platforms to share the testimonies and to generate leading marketing campaigns.
Branding: Branding has a vital role in healthcare marketing. Enlightening the brand name through campaigning would give you a sudden impact. During the pandemic, using real-life stories and people are important; especially in the healthcare market being genuine is an important factor to get the attention of the prospects.
Email Campaigning: Personalized email campaigning would be a great idea to keep in touch with the leads. It can perform up to 3 times better than the normal emails. Currently, the ROI for the email marketing is $42 for every dollar spent and 59% of the leads have stated that they get influenced by the personalized mail said by Paubox. As a healthcare business, you need to keep a segmented and updated email database to keep in touch with active prospects. To keep the email database updated, you need to check and clean the email list on a regular basis and cross-check the details along with it, practicing email appending would give you a better outcome.
Create a Website: A mobile-friendly website brings lots of changes in the domain of lead generation. Especially in the field of the health industry, prospects always look for a mobile-friendly website.
Scope of Email Marketing During Pandemic
It became a tough task for the marketers to retain the leads since the pandemic has changed the livelihood. The marketers have to find alternative ways to avoid fatal future loss. The number of email users increased significantly during the pandemic. It made a new pathway for the B2B marketers to change the marketing strategies they are using for ages.
In the present condition, the marketers are forced to re-strategize their email marketing communication. While drafting an email, the marketers have to give high priority to the current scenario, being more sales kind of emails cannot be considered at this time. Moreover, more empathetic and genuine emails would bring interest to the prospects. Attaching coupons or codes can undoubtedly give a promotion to the brand.
It might be a difficult task for marketers to build accurate healthcare email lists, but data providers can help you by providing quality email lists to generate a successful email campaign. The marketer's responsibility to update the email list became essential. Marketers can use email segmentation as a strategy to keep the database organized and updated. Being said, cleaning the database regularly would help you to make the data updated. Email appending is an essential practice that can be done on a regular basis will help marketers to connect with the right audience.
Pandemic hasn't reduced the competition in the healthcare industry; the marketers re-strategize the techniques of marketing during the virus outbreak. Digital marketing got high recognition this time. Many of the healthcare marketers and leaders started investing in email marketing. The marketer's responsibility to keep a quality and updated email database turned to be the highest priority. Confidently we can say email marketing campaigns would conquer the marketing and quality lead generation.
About the author:
My name is Alexander Daniel and I'm a Content Marketing Strategist, who strongly believes strategies and creative ideas enhance business growth. I'm an analyst as well as marketer, motivated by great ideas. At present I'm working for InfoGlobalData a leading provider of b2b database services across the global markets.