The past year has affected every industry, and healthcare has been no exception. With elective procedures not available, hospitals at full capacity and other healthcare businesses under limited capacity regulations and impacted customer flow, business functions like marketing have in many cases been put on the back burner.
As we look forward into what will hopefully continue to be positive trends in decreases of COVID cases and reopening of businesses, there are some important things that healthcare facilities need to keep in mind when restarting their marketing.
We know that nobody can for certain know what our future looks like, but we do know that there are consistent themes beginning to emerge from the impact of COVID-19. Here are a few strategies that healthcare marketers can implement right now in order to sustain themselves within the healthcare industry and proactively assure consumers of safely in returning to health care settings.
Keep Up With the Increasing Demand for Health Information
There has been a huge demand for online health content, especially when it comes to search queries in Google. The pandemic has provided people with a greater awareness of healthcare, and the steps required to properly safeguard. From washing hands to regular exercise and healthy eating to prioritizing mental health, people are now more engaged in healthcare issues than they have ever been.
If you’re looking to make your healthcare marketing strategy even stronger, make sure you are consistently posting valuable information around the healthcare industry, and keeping up with the latest trends.
Adapt Your Keywords to Current Search Trends
You can’t post regularly and keep up with the latest trends without the latest SEO keyword research. After all, keywords are such a powerful marketing resource in all industries. This means that it is essential to adapt your keywords to the current search trends in order to make sure that you stand out, and stay on top of trends within the healthcare industry.
Although you may think that many are using search terms like ‘’Covid-19’’, you should also recognize the value of your customer’s additional needs throughout this difficult time. Keywords like ‘pay off medical bills’ or ‘boost immunity’ indicate that a user may be experiencing financial hardship or wants to stay healthy and needs some guidance. Use keyword research to create a wide variety of informed content.
Adjust All Bidding Strategies
Due to the pandemic, many healthcare clinics and hospitals had to redirect their marketing budgets to pay for new equipment and increased staff. This was especially important during the peak. This meant that PPC (pay per click) marketing budgets were put to a halt. But it is time to start reinvesting in your digital marketing again. In a post-pandemic world, you must review and adjust both manual and automated bidding strategies. Ensure that you monitor your campaigns and keep in mind that consumer behavior will continue to shift.
Find a Partner to Help
Let’s face it, it’s clear that there’s going to be a number of things to shift back to once the pandemic dust settles – especially within the healthcare industry.
It’s going to take some time to find the new landscape for marketing, but you’re not alone. Here at Mass Live Media, we know that it’s been a tough year, and that’s why we’re here to make your healthcare marketing strategy completely stress-free.
Get in touch with our team today to see how we can help to get you back up and running, in a post-COVID-19 world.
Digital marketing doesn’t have to be complicated. Choose a partner that knows the healthcare industry and can help you navigate the year ahead with marketing expertise. Reach out today and one of our digital experts will get back to you shortly.