In our ongoing healthcare marketing series, we’ve shared insights into how specialized marketing services can support women’s health and wellness brands in reaching their audience and achieving their business objectives. In today’s article, we take an even broader look at the healthcare industry.
From health insurance providers and telemedicine platforms to patient care apps and chronic care management programs, the healthcare sector is diverse — and rapidly evolving thanks to new technology and consumer behavior.
To effectively reach your audience, healthcare marketing services play a pivotal role in developing strategies that communicate trust, credibility, and value.
Keep reading as we outline three key benefits of partnering with a healthcare marketing agency that understands the unique needs of brands in this essential industry.
Key Benefits of Healthcare Marketing Services
1. Leveraging a Completely Custom Digital Marketing Strategy
The healthcare landscape is complex, with every brand offering distinct products and services, ranging from preventative care to digital health tools. A one-size-fits-all marketing approach simply doesn’t work in this industry as some subsectors may have stricter regulations compared to others, and where some health brands may be more geared towards B2C versus B2B. Some brands may be fully digital like offering an app, while others may be entirely in-person.
Healthcare brands require tailored strategies that align with regulatory requirements, audience expectations and needs, and business objectives. Healthcare marketing services provide custom digital marketing strategies built around your brand’s specific goals, audience needs, and service/product offerings. This can involve crafting content for patient education or strategizing around strict healthcare regulations. For example, a hospital system’s content may focus on patient testimonials and quality of care, while a strategy for a digital health app may focus on ease of use and accessibility.
A well-developed strategy not only helps healthcare brands connect with patients and providers, but also helps strengthen their online presence in a highly competitive market.
Here’s another tip for healthcare brands: consider looking for boutique healthcare marketing agencies. These smaller agencies are agile and able to fully immerse themselves in their client’s healthcare brand, ensuring a stronger understanding of your business objectives.
2. Navigating Compliance and Regulatory Standards
In healthcare marketing, compliance with industry standards and regulatory guidelines is crucial. Partnering with a healthcare-focused marketing agency helps ensure all campaigns align with HIPAA regulations, FDA guidelines, or other relevant policies that may impact your digital marketing program. Given the diversity of companies within the healthcare industry, not all brands face the same restrictions and challenges. Healthcare marketing services can tailor digital marketing programs to help healthcare brands navigate the regulatory standards that impact them.
Another benefit of working with a healthcare marketing agency is that they bring specialized experience to the table. Whether it’s drafting compliant social media copy or producing content with required disclaimers, healthcare marketing services have expertise that’s crucial in this regulated industry. For many healthcare brands, having their partner marketing agency ask the right questions can make them feel more confident in their digital marketing program.
Lastly, healthcare marketing agencies stay up to date on the latest industry updates, whether that’s in the healthcare or digital marketing industry. With up-to-date knowledge about the latest trends, partnering with an agency can help healthcare brands pivot more quickly than their competitors, giving them a leg up in tapping into consumer conversations.
3. Educating Patients and Providers With Engaging Content
Depending on your company’s internal capabilities and bandwidth, you may find it more advantageous to partner with a healthcare marketing agency that can provide end-to-end strategic and creative services (such as Spark Growth). Having a single vendor that can support all aspects of your digital marketing program results in more streamlined management and effective communication.
Some subsectors of the healthcare industry involve complex products and services, which require clear, accurate, and accessible educational content to inform your target audience, whether it’s patients, providers, or even other businesses.
Healthcare marketing agencies can simplify the complex, translating medical jargon into user-friendly messaging that engages, entertains, and educates (the three “Es” essential to social media content).
Working with a specialized marketing agency, some examples of engaging content that healthcare companies can share include:
- Videos: One of the most popular social media formats, videos capture consumer attention and keep them engaged for longer.
- Long-form articles: These can be shared on social media, like through a LinkedIn newsletter, or uploaded on the company’s website.
- Custom graphics: Custom, eye-catching graphics can set your healthcare brand apart from your competitors, while ensuring your visual brand identity is consistent across your digital channels.
Elevate Your Brand With Healthcare Marketing
These days, consumers expect brands to have a strategic and engaging online presence. From an easy-to-navigate website to a consistently updated social media presence, maintaining these digital touchpoints strategically can help move your potential customers further down the marketing funnel—and toward a purchase.
If your healthcare brand needs support with your digital marketing program—whether it’s helping to launch a new digital presence or managing a product launch—we can help! Click the button below to schedule an appointment with one of our healthcare marketing specialists and let’s chat about how you can use social media to achieve your business objectives.