Patients are just a click away from a wealth of health information. To succeed, healthcare organizations need to use smart marketing strategies beyond just attracting new patients; they need to build strong, lasting relationships with everyone they serve.
Here, we’re going to reveal healthcare marketing strategies that can help healthcare providers expand their reach plus real-life examples to give you a benchmark.
10 Best Marketing Strategies in the Digital World for Healthcare Institutions in 2024
1. Personalized Patient Engagement
Personalized patient engagement involves tailoring communication, content, and services to individual patients based on their medical history, preferences, and behavior.
Healthcare institutions use advanced data analytics and artificial intelligence to create highly targeted and relevant experiences across various touchpoints.
Personalized engagement can include customized email campaigns, individualized health recommendations, and personalized content on patient portals.
Ochsner Health System in Louisiana implemented a digital medicine program for patients with uncontrolled hypertension. The program uses connected devices to transmit patient data to care teams, who then provide personalized interventions. According to a study published in The American Medical Association, 79% of participants achieved greater blood pressure control, compared to just 26% of patients receiving usual care.
2. Virtual Care Experience Marketing
A report by McKinsey & Company estimates that up to $250 billion of current U.S. healthcare spending could potentially be virtualized. This is a golden opportunity for healthcare institutions to attract patients actively seeking the convenience and accessibility of virtual care.
Promoting virtual care can be done through various marketing methods, including the ones we’ll discuss below, but keep in mind that it’s a relatively new service that many people are not accustomed to. So establishing trust by providing exemplary service should be the heart of virtual care experience marketing.
The practice website is a good place to demonstrate that. Teladoc Health, for instance, is an award-winning telehealth provider whose website serves as the virtual front for many patients. Online reviews provide them with credibility plus a reported 90% patient satisfaction with their service.
3. Digital Signage for Real-Time Information
Part of the projected increase in healthcare spending in the coming years is the focus on improving patient experience and engagement through digital signage.
Digital signage for hospitals, clinics, and doctors' offices displays real-time information such as wait times, educational content, appointment schedules, and health tips. This reduces patient anxiety and contributes to a more positive and satisfying healthcare experience.
Sadkomed, a network of 23 healthcare clinics, successfully implemented a digital signage solution using Look's cloud-based software and media players. This system replaced their labor-intensive method of manually updating content via flash drives at each location.
The new digital signage network allowed them to manage their content across all clinics remotely. Sadkomed now easily broadcasts diverse content, including Instagram feeds, weather updates, and RSS feeds, enhancing patient experience in waiting areas. The system has also helped them cross-sell and up-sell their services through targeted ad content, which has increased their revenue and patient engagement. Check here the full case study from the healthcare industry.
4. Video Marketing and Testimonials
In 2024, audiences are spending an average of 17 hours a week engaging with video content. That’s good news because videos give you that emotional edge that text-based content simply can’t replicate, especially now that AI has disrupted search as we know it and people are looking for information they can trust.
To bring this to perspective, St. Jude Children's Research Hospital video testimonials feature brave children and their families, sharing their journeys with cancer treatment and recovery. These stories raise awareness about St. Jude's mission and also inspire hope and resilience in viewers. Through video marketing, St. Jude is able to showcase their commitment to providing cutting-edge care, support, and research.
5. Influencer Partnerships
Healthcare influencer marketing is different from product influencer marketing because healthcare decisions are often complex and emotional. People need a voice they can trust to give them reliable information, support, and guidance to make the best choices for their health.
That could come in the shape of regular people sharing their personal experiences with a chronic illness, their struggles, and how they managed their condition.
Alternatively, some medical professionals use their expertise to advise on health conditions, treatment options, or general well-being. Click here to find a full list of healthcare influencers on social media that you can partner with.
6. Search Engine Optimization (SEO) for Local Search
Google uses ranking criteria for local SEO that is different from regular SEO. It considers relevance to what the user is looking for, the distance from the user to the location of the business, and the popularity of the business among other users. That’s why the rules for traditional SEO might not be the answer to dominating local SEO.
But a few strategies remain such as local keyword research. For instance, "best cardiologist near me" or "24-hour emergency care in [city name]" are common search terms used by individuals seeking specific medical services or urgent care.
7. Content Marketing with Medical Blogs and Articles
One-third of US respondents in the survey admitted that they run a Google search to find a diagnosis - that’s a huge number.
Unlike local SEO, healthcare providers need to publish helpful and trustworthy content to build authority and be discoverable in search results. But, as you might have noticed from the search result above, these queries tend to be dominated by major providers with wider reach.
As a smaller practice, you can build a niche community focused on specific medical conditions or patient populations and cater to their unique needs and interests. Creating in-depth, specialized content will help you establish yourself as an expert in that niche and attract patients seeking specialized care.
8. Social Media Campaigns
Social has become the go-to place for healthcare providers to connect with patients and promote their services. They can engage with audiences in a more personal and interactive way, while also establishing a strong online presence.
However regulatory laws such as HIPAA can limit the types of content you can share. That’s why it’s important to develop clear social media policies, provide staff training on compliance, and carefully review all content before posting.
Some of the effective social media campaigns that have worked for most providers include:
- Sharing health tips
- Behind-the-scenes glimpses of the practice
- Sharing user-generated content
- Using health-related hashtags
For example, the Mayo Clinic has set the gold standard for healthcare social media campaigns. Their #AskTheMayoMom initiative on Facebook Live features weekly sessions where a Mayo Clinic pediatrician answers questions from parents about children's health. The interactive nature of this campaign has helped Mayo Clinic build a community and personalize the healthcare experience for its audience.
9. Mobile Health Apps
From a marketing perspective, a well-designed mobile health app can differentiate a practice from its competitors and enhance patient loyalty by providing a seamless, user-friendly experience beyond the confines of the physical healthcare facility.
These apps can serve multiple purposes, from appointment scheduling and medication reminders to remote monitoring and telehealth consultations. And since gamification is a growing trend, healthcare app developers install gaming elements to encourage users to log in frequently.
If you have digital signs in your healthcare facility, you can display the app’s QR code to increase its user base among your existing patients. About 80% of healthcare professionals agree that mHealth apps increase the patients’ satisfaction level, which is a selling point you can emphasize on your signage.
MyChart, developed by Epic Systems, is a widely adopted mobile health app used by numerous healthcare organizations. One success story is the Cleveland Clinic's implementation of MyChart.
The app allows patients to view test results, schedule appointments, message their healthcare providers, and access their medical records. The app has improved patient satisfaction, reduced no-show rates for appointments, and increased the efficiency of care delivery.
10. Self-Appointment Capabilities on Your Practice Website
The convenience that patients are looking for is to book appointments at their convenience, 24/7, without the need to call during office hours or wait on hold. This strategy can especially help you appeal to younger tech-savvy patients who prefer digital interactions.
Self-scheduling also reduces the workload on administrative staff.
ZocDoc, a third-party online scheduling platform, has partnered with over 100, 000 healthcare providers to offer self-appointment capabilities. One success story is that of Schweiger Dermatology Group, a large dermatology practice with multiple locations across the northeastern United States.
Once Schweiger Dermatology Group added the self-scheduling system on their website, they improved their patient acquisition and practice management through 24/7 booking access and near-term availability. The practice reports that 45% of Zocdoc patients book appointments within 72 hours, demonstrating the value of convenient scheduling options.
How to Implement Look Digital Signage in Healthcare Marketing
Step-by-Step Guide
Preparation and Requirements
Hardware:
Displays: First, you need to be clear about the hours of operation you'll need for your hospital signage. Wayfinding and emergency exit signs are essential and need to run 24/7, so you may choose commercial-grade TVs that can withstand continuous use. For patient room or departmental signage in labs or pharmacies that need to run during business hours, you can opt for consumer-grade displays.
When installing these displays consider the size and viewing distance for optimal impact.
A media player: We recommend the Look HD-2222 Lite media player to power content playback across your entire network. It’s designed for reliable continuous operation to ensure your content is always displaying smoothly.
Alternatively, check out our full list of budget-friendly media players that would support the content playback of your signage with reliable performance.
Reliable internet connection: For content updates and remote management.
Software: You need digital signage software to create content for and manage your network of screens. Look for features like pre-designed templates, infotainment applications, scheduling, and a built-in editor to customize your media content to make your life easier. With Look Content Manager, you will get all these features and more plus an intuitive interface - your content will be up and running in no time.
Installation Process
Connect:
- Attach the media player to your display(s) using HDMI cables.
- Power on the display and media player.
Install App (if necessary):
- If you use the Look HD-2222 Lite media player, then it comes with the Look app pre-installed, you can skip this part.
- If not, download the app from the Google Play Store or the player’s download page and install it on a compatible media player.
- Sign up or log into your Look Digital Signage account to launch the app by entering the 6-digit pairing code that will appear after adding your screen.
Configure:
- Choose your screen orientation (landscape or portrait)
- Adjust brightness and other display settings.
- Set up content scheduling (when and how often your content will play).
Turning Displays into Digital Signage Screens
Create Content: Use Look's layout designer to customize pre-made hospital templates. Add images, videos, and animations to keep your signage content diverse and engaging. Remember to integrate with data sources such as your hospital website and social media feeds for dynamic content.
Organize Playlists: Group content into playlists for specific purposes (e.g., general waiting room, pediatric area, health tips).
Schedule and Publish: Assign playlists to specific displays and set the schedules for when they should play.
Launching and Managing Your Digital Signage Content
Remote Control: Use Look's online dashboard to manage all your screens from anywhere.
Monitor Performance: Use Look’s screenshot feature to regularly capture your displays’ images. You can visually assess content performance by checking for display issues without being there physically.
Update Content: Keep your messaging fresh and relevant by regularly updating content.
Content Examples for Healthcare Marketing
Waiting Room
- Health tips and educational videos (e.g., flu prevention, diabetes management).
- Upcoming events or seminars.
- Patient testimonials and success stories.
- Calming nature scenes or relaxing music to reduce anxiety.
Lobbies
- Hospital branding and mission statements.
- Doctor profiles and specializations.
- Service offerings and directions to departments.
Hallways
- Wayfinding maps and directories.
- Health awareness campaigns (e.g., vaccinations, cancer screenings).
Patient Rooms
- Personalized welcome messages for patients.
- Discharge instructions and medication reminders.
- Entertainment options (e.g., streaming services, games).
Conclusion
We've covered a lot of ground regarding healthcare marketing in the digital world. From connecting with patients on a personal level to offering virtual care and partnering with influencers, there are many ways to reach your audience.
Successful healthcare marketing is all about understanding your patients, tailoring your message, and using the right tools. Using digital signage can help you exemplify other marketing strategies by using an omnichannel approach where you give your patients the best of both worlds.
Sign up for Look Digital Signage today with a 14-day free trial and see how easy it is to build lasting relationships with your patients by sharing important updates, and creating a welcoming environment in your practice.
