Healthcare Marketing Trends

The healthcare sector is evolving and marketers who can analyze the trends and prepare for the future, have the best chances of setting their companies up for success.

However, before we begin to predict this year’s trends, let’s take a quick look at what trends dominated healthcare marketing in 2017.

One of the main trends was the rise in patient awareness and engagement. The fact that patients are now more likely to research and browse health information online, before making any decisions, has created an opportunity for healthcare organizations to focus their marketing efforts digitally. Consequently, more have focused on creating engaging content, enhancing search engine optimization and increasing their social media presence; this has been prominent throughout 2017.

But, will it be the same this year?

Here are five marketing trends that you’ll want to watch out for.

  1. Improvement and investment in patient portals

Patients’ portals have been around for many years, and it is predicted that there will be a revamp of portals, as healthcare organizations are looking for ways to increase care outside of the traditional setting. This is likely to result in more sophisticated and user-friendly portals, particularly as more consumer-oriented tech companies enter the market.

Currently, most portals allow patients to view test results, immunizations, and their medical history. However, a recent review of patient attitudes toward patient portals found a number of negative experiences. According to the CDW Healthcare survey, less than 30% of patients would give their healthcare providers an “A” for technology use, and 89% want easier access to their portal. Patients are demanding a more user-friendly experience.

It pays to keep patients happy, and this year we hope to see more organizations take on a patient-centered approach to improve features, usability, and design.

Who is doing this well?

Geisinger Health System is a great example. In 2001, they launched “MyGeisinger,” an online portal, which has since then evolved into an essential tool between the organization and their patients.

MyGeisinger has many beneficial features that are helpful to patients. Apart from patients’ medical record and health summary, patients are also able to renew prescriptions, request appointments and ask for medical advice for non-urgent questions or concerns.

Today, around 40% of Geisinger’s active patient population are on MyGeisinger, with 20,000 logins per day. This has also resulted in fewer calls to the office.

** Tip: To create a user-friendly portal, start by building a survey to ask your patients about their preferences and requirements. The responses collected should then give you specific patient needs. Use this to start mapping out a design that will directly address those particular user requirements.

Over time, a portal should give patients more control over their care and well-being and become the foundation for electronic communications between the patient and provider.

2. Voice-driven SEO

Digital assistants such as Siri, Alexa, and Google Assistant are invading our lives through mobile devices, smartphones, and home devices.

According to Md Connect, a staggering 200 billion searches per month will be done with voice! This is shown in the graph below. Voice search is already accounting for 20% of all searches and will make their way into the healthcare industry, with many projects underway.

With the rise of popularity of voice search continues to rise, medical marketers need to adapt their SEO strategies to stay ahead of the curve, with consideration to the following:

  • Focus on users’ language

When marketers are planning out their voice search strategy, often they forget that people search differently; unlike search keyword phrases that you type into your computer, voice search is more conversational and natural in tone. The graph below demonstrates how many words are used in text vs. speech

When users use text search, these are shorter than voice search. For example, in Google, a user may type “knee specialist, Lincoln.” However, the same query conducted via voice search might be “Who is the best knee specialist in Lincoln.”

Natural language is becoming more and more integrated into Google’s search algorithms. Because of this, marketers should focus their content on generalized topics rather than specific keywords as before.

Best Digital Marketing Tools

1. Google Trends

Google Trends lets you see the latest trends, data, and visualizations from Google and find out what’s trending near you right now.

It can give you validation on an idea pretty fast and it is very easy to use.

Simply go to the website and type the keyword or the industry name you are interested in a hit “Enter”.

You can also add other terms so you can compare data.

They also show you an interest by region on a map and also related queries

You can also search by countries, time period, categories and type of search which includes Youtube search.

And as you may know, Youtube is the second-biggest search engine in the world.

So if you are going to start a business, research competitors, create a new campaign or just curious about certain words Google Trends is one awesome tool you can use!

2. Google Keyword Planner

So there are two opinions on the Google Keyword tool there are the people who love it and the people who hate it and think it’s data is misleading.

I will not be telling you what I think I will just tell you how you can use it in the best way possible.

What is the Google Keyword tool?

It’s a feature in Google Adwords which I will be talking about later in this article. It’s located in the “Tools” tab.

It is similar to Google Trends but it gives you actual numbers you can work with.

You can choose one or more keywords, choose the country and the language you want and see approximately how many times your word is searched.

You can see if the competition is “High”, “”Medium” or “Low” and what is the suggested bid for that keyword.

I do not recommend to use only the Google Keyword tool to research your keywords, but it is a great tool, to begin with, to get some kind of idea on volumes.

A cool thing about the keyword tool is that you can export the data and import it somewhere else.

Also, you can start a Google Adwords campaign directly while you research your keywords which I also don’t recommend.

What I recommend is that you check it out and find out if it fits your needs.

3. Ahrefs

Maybe one of the best SEO and SEM tools on the market.

Mainly because you can learn almost everything about your competitors with the Ahrefs Site Explorer.

What it gives you is the opportunity to learn where your competitors get traffic, where they rank for specific keywords in Google Search, how many backlinks and who exactly links to their website and much more.

For instance, you can set “Alerts” so each time a website ranks for a keyword or receives a mention somewhere on the web.

Also with their “Content Explorer”, they give you the opportunity to find the most shared content on the web.

Here you can see the most shared article about iPhone cases with a total of 91k shares.

You can, of course, filter that in many ways.

Another great feature and my favorite is the Keywords Explorer 2.0

It has an enormous database of keywords and you can research keywords in 170 countries.

It shows you accurate search volume data, how many searches are with clicks and how many searches remain without clicks.

Another awesome thing about the keyword tool is that it shows you the keyword difficulty in other words. How hard is to rank for that specific words.

It has a ranking history graph, a very detailed SERP analysis of all the data you need in order to make a plan and a marketing strategy.

Last but not least, thousands of keyword ideas with all the metrics you need to know in order to make your decision easier.

Since I make my decisions based on data I can say that I really like how Ahrefs works.

Here are some updates they made recently.

They increased the crawling speed of our AhrefsBot and the size of their databases (links and keywords).

To demonstrate it in numbers, they launched this regularly updated page https://ahrefs.com/big-data These numbers make Ahrefs so good at competitive analysis (including backlink analysis) and in keyword research.

Also, they launched a brand new Site Audit tool. They are still polishing it but it already gets some enthusiastic reviews. Unlike other tools, it does not just show you website errors and SEO issues and relevant recommendations. It lets you create your own issues and configurations for the site audit. I think it’s really great in the constantly changing environment of today’s SEO.

They also launched their Rank-tracker feature which helps you keep up with the performance of specific keywords with very nice charts and graphs.

4. App Annie

If you are an App developer or a Marketing Manager for a startup that has an App, you need Appannie.

It is the best tool for tracking competitors in almost every app store there is.

Here is a screenshot of how you can use it.

The coolest feature, in my opinion, is the ASO (App Search Optimisation).

What it does is that it shows you where your app is ranking on a specific keyword in Google Play and Apple Store.

Based on that you can edit your titles and descriptions when you upload a new version of your app.

It’s pretty real-time so you can test different text in a matter of days and see what works better for you.

Effective Ways to Increase Your Pinterest Followers

Visual Internet is growing at a fast pace and Pinterest is one of the leading social networks. People are doing everything possible to maximize their image usage in order to enhance engagement. Pinterest can work out really great for any business, but for that it is important that you optimize your website, profile and also images to achieve maximum exposure.

pinterest

A Pinterest community, which is strong and has many followers, tells others that you are a trusted source. There are plenty of ways to increase your Pinterest followers. You can either Buy Pinterest Followers or boost them ethically. However, a mixture of both is always recommended.

Here, we have a list of 4 proven ways that can help you increase your Pinterest followers.

A Verified Pinterest Profile

It is highly important that your Pinterest profile is verified. It is not a very tough job and is a way to give confirmation to the visitors that your account is real and not fake. This makes your profile more trustworthy for followers.

When your account is verified, you can see a checkmark right next to the URL of your brand in the profile.

Rich Pins Must Be Used

Rich pins are available for free and allow you to add more details and information to your pins. They are interesting and also attractive, so they usually stand out in the Pinterest stream of general followers.

pinterest

A Pinterest-Friendly Website

If you want a good deal of pins and followers, it is important that you optimize your website in such a way that it gets easier for visitors to pin images and content. Consider adding a “Pin It” button. This way, they will visit your site more often.

Play It Smart

The way you pin is equally important to what you pin. If you fail to pin at regular intervals, you may miss out on various opportunities. Your followers need to see your pins at regular intervals so that they can re-pin them. Re-pin is a great way to increase your Pinterest followers as it can expose you to hundreds of new people who might end up following you.