Today, it’s not uncommon to see healthcare brands on platforms like Instagram, LinkedIn, and TikTok. But this wasn’t always the case. In fact, when it comes to digital transformation, the healthcare industry tends to be viewed as laggards compared to other sectors. One study places healthcare an entire decade behind other industries in terms of adopting technology.
What’s holding the healthcare industry back? One significant factor is HIPAA regulations and FDA compliance, which add constraints to digital marketing. This may cause some healthcare marketers to simply shrug and skip out on digital marketing altogether, feeling that it’s more effort than it’s worth, especially when they already have marketing dollars going toward traditional marketing like TV commercials.
However, as you can probably guess by the title of this article, this strategy of ignoring online audiences won’t benefit your healthcare brand in the long run. Like it or not, we’re all living in a digital-first world and successful healthcare brands and organizations are the ones that establish a strategic digital marketing presence sooner, rather than later.
The Growth of Digital Marketing in Healthcare
While healthcare digital marketing still lags behind other industries, it is growing. One study found that the COVID-19 pandemic accelerated the growth of digital marketing in the healthcare sector, helping to drive visits and telemedicine appointments, which ultimately drove up revenue. As researchers note:
“For organizations like hospitals, especially during the COVID-19 pandemic conditions, digital media and new technology platforms provide opportunities to expand into new markets, offer new services, apply new online communication techniques, and compete on a more equal footing with larger businesses.”
Even if a healthcare organization isn’t using social media, you can bet that their patients are. They’re in Facebook Groups sharing their thoughts about their recent appointment. They’re looking on social media to see if a brand has an online presence and what they’re posting about. They’re combing through the brand’s website and seeing what educational content they offer (just one reason why we think blogs are incredibly effective — we’ll share more about blogging later on).
And before we dive into things, we know that the term “healthcare” covers a very wide range of products and services, so when we mention “patients,” just know that we’re referring to the end-user or consumer — basically your brand’s target audience.
Your Patients Are Online — Are You?
Patients today approach healthcare decisions differently. It’s more personal and intentional. Whether they’re searching for a specialist, comparing treatment options, or exploring wellness services, their journey often begins online.
A report from Becker’s Hospital Review found that 77% of patients went online to conduct research before they booked their appointment. Gone are the days when interested patients would call in and ask questions. Of course, some still do, but for many individuals, their first impression of a healthcare brand or organization is online through channels like social media and websites. Healthcare marketers must recognize these key touchpoints and deliver marketing campaigns that speak directly to the audience. Examples include:
Search and discoverability: Search engine optimization (SEO) marketing actively targets patients who are actively looking for healthcare brands that meet their needs. It’s people who are searching for “dental offices near me” or “supplements for pregnant women” — these patients know what they want. Effective digital marketing strategies and compelling content puts your brand in front of them so when it comes time to make a decision about their health, you’re top of mind. If your healthcare brand isn’t visible through SEO, paid search, or social media ads, it risks being overlooked.
Building brand loyalty: Social media does a lot of the heavy lifting here because brands can start building trust and loyalty through their organic social media content. Patients don’t just want marketing messages — they also want education. Blogs, videos, patient testimonials, and other interesting content help establish credibility while answering your patients’ key questions.
What Healthcare Marketers Can Do to Stay Ahead
Digital marketing gives healthcare marketers a chance to proactively reach out to patients and get in front of them with the right messaging at the right time. Relying solely on word-of-mouth can only get marketers so far. In a digital-first world, patients and consumers expect healthcare brands to come to them. So, what can healthcare marketers do to get a leg up on their competitors?
- Invest in a Strong Digital Presence
Think about all the digital touchpoints your potential patients could come across — your website, an app, social media, and so on. These channels are most effective when they’re well-optimized and engaging. Consider a website. If you’ve put in the time to do keyword research and optimize for SEO, your brand will show up on the front page of Google results, potentially ahead of your competitors.
- Publish Educational Content to Build Authority
We mentioned earlier how having a blog on a healthcare website can be valuable. Not only does it support SEO efforts, but it’s also a way to share valuable, educational, and engaging content with your existing and potential patients. If you’re interested, check out our previous article on blogging strategies for health and wellness brands. A healthcare brand’s social media presence also contributes to building credibility. FAQs, explainer videos, charts, and stats: these are just a handful of content examples that can go a long way in addressing common questions and concerns.
- Be Active on the Right Social Media Channels
Social media isn’t just for consumer brands. Healthcare providers can use platforms like Instagram, LinkedIn, and TikTok to share expert insights, answer patient questions, and build community engagement. Of course, it’s important to remember industry regulations and what can or can’t be posted.
- Leverage Expert Healthcare Marketing Agencies
Last but certainly not least, in-house marketers often can’t do it alone. They have a ton on their plates already and many don’t have the time to build out a digital marketing presence — or there are capabilities gaps that need to be filled. Healthcare marketing agencies are valuable partners for brands looking to increase brand awareness, generate leads, and drive revenue. Some agencies offer end-to-end support while others focus on a particular niche. At Spark Growth, for example, we work with healthcare clients in three ways — those that need a “digital fresh start,” those that are looking for a paid and/or organic digital program, and those that require a full digital marketing department to complement their internal team. We previously wrote an article about the key benefits of healthcare marketing agencies, so be sure to check that out!
The Future of Healthcare Marketing
So, what does the future look like in healthcare marketing? It’ll be more personal while still remaining compliant with industry regulations. Certain trends, like meeting patients where they are rather than waiting for patients to make the first move, will continue as more people rely on digital touchpoints.
As digital habits continue to shape how patients seek care, healthcare brands must adapt. The keys to success aren’t a secret. They lie in a strategy focused on building trust, promoting education, and improving accessibility. By meeting patients where they are — whether through search ads or organic social media posts — healthcare marketers can build stronger relationships and ultimately improve patient experiences.
If you’re looking for digital marketing support for your healthcare brand, let’s get started! Schedule a consultation with one of our healthcare marketing specialists and let’s chat about the business objectives you want to reach this year.