Ajay Prasad in Marketing, Digital Marketing & Sales Nov 21, 2017 · 3 min read · +200

Why Your Healthcare Business Needs a Mobile Marketing Strategy Today

Why Your Healthcare Business Needs a Mobile Marketing Strategy Today

A recent Google report says that 1 in every 20 searches around the world are now health related. According to an other research, 68% of these searches initiate on mobile devicesWhat's more important is 90% of all health-related searches start out as non-branded searches, like cause & symptoms, how to queries, near me searches, etc., according to the same report by Google.


This implies that 90% of the users searching for health information or services on mobile devices are unaware about which service provider to choose, as they begin searching. That's why you need to have a mobile marketing strategy in place to capitalize on  the huge amount of potential traffic and business that's coming from mobile devices.


Mobile Devices Are Now the Main Device for Healthcare Related Searches

Reasons why mobile devices are now the main device for healthcare (as reported in a recent Google presentation) related searches can be many. The major ones are: 

  • Allows you to search for a nearby service from any location. Also, helps you find and reach the service provider by following their address.

  • On the go information for diagnostic, drug purchase, and prescribing decisions

  • Increased use of mobile apps related to lifestyle, prenatal care, health information, and self-testing, etc.

  • Wearable gadgets can help monitor your health, track your personal well being, and record vitals.

Therefore, it's necessary for your healthcare business to have a mobile optimized marketing approach and strategy, to directly reach your existing and prospective patients, even when they are on the go.

Mobile Marketing Can Increase Your Patient Acquisition Rate

One unique way mobile marketing helps doctors improve patient satisfaction is by giving services simultaneously with doing effective marketing. Doctors are achieving this by making users' smartphones, tablets, cell phones or even smart watches their round-the-clock resource for quick reference, continued education, and a point-of-care.


According to Deloitte, mobile is no doubt becoming the fastest growing trend and the one most likely to impact every aspect of healthcare. Keeping that into mind, you should launch mobile focused marketing campaigns for your healthcare to engage your existing as well as prospective patients.


A focused mobile marketing campaign has a  greater level of patient engagement by educating patients through provided resources and references. It can also provide a place, like a patient portal, where patients can share knowledge with other patients and raise their questions. If done properly, without violating patient's privacy, mobile marketing will certainly boost patient acquisition and retention for your healthcare business.


What You Should Do to Mobilize Your Mobile Marketing Strategy

An ideal mobile marketing strategy for a healthcare business should be one that educates and informs patients, and simultaneously promotes your healthcare practice as a patient-caring brand.  


  • Make Your Website Mobile-Friendly: Google says that 77% of users leave a website if it's not optimized for mobile viewing and use. Being mobile-friendly simply means that the content should be aligned according to the small size and portrait orientation of the screen. Texts, images, CTA, etc., should merge so seamlessly that while surfing on your site, users shouldn't notice any irritating glitches.


  • Use Competitor's Strategy as Part of Your R&D: As a part of your healthcare marketing plan, you should determine what your competitors are doing in mobile and determine how successful their strategies are. Because healthcare mobile marketing is new and still evolving, seeing what others are doing to get results will help you devise your own mobile marketing strategy that is effective and practical.   


  • Include Interactive Calls to Action: Unlike computers, apps in smartphones work in a much more integrated manner. And combined with the touchscreen attributes, they can assist in  guiding your users along a defined channel path, so that after they click on your call-to-action, they will arrive at right destination. But first, create mobile-friendly and intriguing call-to-actions to catch the attention of the users!    


  • Consider Whether an App Makes Sense: Even though there are more than 325,000 health related apps available through the leading app stores, patients usually stick with only a few apps they use frequently. Create an app that can actually integrate with and complement to one of your services, or that can impart information that have high utility in their use. Once your patients start using your app, you will stay in contact with them effortlessly!


  • Mobile-Friendly Email Marketing: Email marketing is a widely used marketing tactics, but often times it is not mobile-friendly. A mobile-friendly version of an email should include clickable links and that can direct users to your website, converting emails to engagement. This can be done by creating a quality design that minimizes clicks, and optimizes the message so it is relevant to the users.      


Conclusion

A great mobile marketing strategy for healthcare shouldn't be the one that focuses on aggressive conversion driven marketing through frequent ads and proposals, because it will feel intruding to your audience and they won't even care to look at them. It should be the one that focuses more on patient care through awareness and engagement and fulfills their expectations from you. If done the right way, it will gradually start spreading the positive role that you are playing in enhancing the health and lifestyle of your patients. It can even become your prime source of patient acquisition and retention.