One thing we have learned from the post-pandemic era in healthcare is that we must prepare for what is to come – and adapt. There have been several changes over the last two years, and perhaps more to come.
There is talk of an economic downturn, which always affects the healthcare industry. Practices, individual providers, and patients will need marketing support to remain in the forefront, and provide treatments that are superior to the competition.
These 5 tips can help you stay on top of current healthcare marketing trends as we move into 2023.
1. Web platforms should prepare for private equity
One major shift in healthcare marketing, is seeing an increasing number of managed services organizations (MSOs) and private equity platforms.
As practices shift to private equity groups and streamlined operations, you will need scalable websites and efficient marketing strategies to support growth targets and revenue goals. You must have a central strategy to communicate to the various groups and people you work with.
If your web presence is fragmented, or your marketing efforts are not well planned, this can stunt growth and reduce returns. You will look disjointed and unorganized to your group, but also to the patient.
However, as you form a central strategy for your digital and online media, you can help connect your practice and prepare to work with or compete with private equity groups in healthcare.
When the market turns questionable, healthcare returns can often remain strong. In 2023, expect to see more private equity firms and their healthcare portfolio groups to build centralized digital marketing platforms and strategies to achieve goals.
2. Prioritize patient-centered content
In 2023, patient-centered content will be vital. As discussed in our previous post, Google rolled out an update for SEO prioritizing helpful content online.
When it comes to looking for and selecting a healthcare provider, most patients do their research online. You can take advantage of your first introduction by crafting patient-centered content on your website.
This may look like:
- Content that directly answers core questions or concerns of the patient
- Consider content for patients at each stage of their journey
- A comfortable and user-friendly interface
- Prioritizing the mobile experience
- Make it easy for users to scan and find answers quickly
- Answering as many relevant questions in one piece as possible
Google wants good user experiences and so do your patients.
You may also need to rework your content to be not only patient-center, but personalized to the geographic area. This is called geo-personalization.
In 2023, consider revamping your website to include:
- What providers in your practice are nearby
- Which providers are accepting new patients
- Treatments and procedures offered at that location
- Specifics on insurance
As patients visit your website and get relevant answers quickly, they will know your practice will be capable to care for their healthcare needs.
3. Utilize patient portals
Another area of growth for 2023, is utilizing patient portals in your digital marketing.
There is only so much you can do on your website, however, once a patient logs into a portal or mobile app, you can create custom content for their needs.
In these patient portals, you can display conditions, treatments, procedures, or relevant information to their demographic or healthcare needs.
You can also help to streamline appointments, medical information, and accessing physician communications. Advancing healthcare in the digital realm can be a great way to improve patient satisfaction and return visits for care.
4. Optimize your marketing budget & recruitment
As budgets tighten and the economy remains uncertain, patients may avoid or defer care. We may also have difficultly recruiting quality providers and keeping adequate staff.
If we see decreasing employment numbers in 2023, this will naturally lead to more uninsured patients.
We can take extra care in optimizing the marketing budget. You can consider hiring medical marketig experts, like Practis, that will give you sure returns on your campaigns or strategies as you look to invest in growth. Careful planning will help secure marketing performance over the next several months.
The last two years have hit healthcare workers, and we continue to see a low number since 2020. As you tighten your recruitment practices, this can help you grow and sustain quality employees. In 2023, manage your reputation on social media and recruiting sites, share positive public relations stories, and create specific recruitment pages on your website.
5. Create a customer relationship management (CRM) solution
Healthcare organizations can work to improve the customer relationship management or CRM solutions. This can help improve efficiency and reduce redundancy.
This technology can help create a more transparent and proactive communication.
Some CRM ideas as you plan for 2023 may include:
- Centralized call centers
- Online appointment booking
- Centralized CRMs
- Live chat and chatbots
- Call tracking
- Review generation technology
These practices can help as you manage your patients, and help them get the answers they need quickly. Customer care is always the priority in healthcare, and an effective CRM can help your practice help your audience feel heard and valued just like they do in your office.
Consider these 5 tips as you move your healthcare marketing efforts forward in 2023.