Modern Healthcare Marketing: Meeting Consumers on Mobile

August 14, 2019

Eighty-one percent of Americans own a smartphone, which they reach for an average of 52 times per day, according to the 2018 US Mobile Consumer Survey from Deloitte. Relied upon for more than just communication, these devices provide an avenue for recreation, transportation, information and sometimes even motivation, with health apps sending consumers push notifications to “get up and move.” In a time where Americans are more connected to their devices than ever, the opportunity to create a mobile marketing strategy for healthcare is not just an option, it’s a necessity. Here are three ways to incorporate mobile into your dynamic healthcare marketing plan.

Optimize Website to Be Mobile Friendly

In addition to being compliant with the Americans with Disabilities Act (ADA), which requires certain businesses to make web content accessible to the blind, deaf, and those who must navigate by voice, screen readers or other assistive technologies, websites should also be mobile friendly, prioritizing both search and voice queries.

Create Location-Specific Campaigns

Advertising your hospital to a consumer who lives nowhere near it and doesn’t frequent the area doesn’t make sense. This wasted effort can be avoided by creating location-specific advertising, or geo-targeting, to create a more personalized marketing experience and promote services that potential patients can actually use. Three options for this streamlined advertising include geo-fencing, geo-conquesting and beacons.

Establish a Social Presence

According to Statista, the daily time spent on social media in the US in 2018 was one hour and 57 minutes. Capitalizing on this, companies can meet consumers halfway and grab their attention by establishing and maintaining a social presence in order to reach current patients, potential patients and up-and-coming doctors, specialists and healthcare professionals. Once streamlined social profiles are created, it’s important to establish a post frequency that can help maintain engagement, shares and traffic. Two types of content to post on your social channels include native content and blogs.

In one example from online pharmacy PillPack, a clear image of the product is shown with a simplistic headline that discusses consumer pain points, “PillPack saves you the time and hassle of managing multiple medications at no extra cost,” and includes a clear “Learn More” CTA button.

PillPack Pharmacy Ad

If you’re easing into the healthcare marketing space and find that it’s not your forte, it’s okay. It’s ours. Let us help you create a mobile marketing campaign, boost your online social presence or dive into the world of geo-targeting, while ensuring HIPAA compliance.

Written By: Michelle Komala

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