Digital marketing in healthcare

Abstract

We live in a digital world when people rely more on smart devices and dedicate their time to searching information online. According to some research, 85% of users now compare and check reviews of products or services prior to their selection, and Google states that as many as 77% of patients search the Internet before they are make decision. That is why more and more health organizations recognize the need for online presence and the use of digital channels to attract new clients. The age group of 15-35 which trusts social media and easier forms of communication when it comes to important decisions. This gives healthcare professionals a platform to engage with such an interactive audience easily. Benefits - Health organization can either easily promote a product or service to the target group, as it is possible to determine who you want to target for preventive campaigns and services. In the digital world, you can easily measure and optimize results and gain accurate data as much as the range of activities. Reach, Engagement, CPC? Reach shows how many users have seen the posting, and what is higher, it is spreading more widely. Engagement is the interaction you achieve with your target group. How can you determine that you have paid off and that you have achieved your goal? One of the real indicators of many parameters is certainly the CPC (Cost per Click). In digital marketing, CPC is an advertising payment model according to which an advertiser pays each time a user clicks on a link. Conclusions The Healthcare industry remains behind other industries in the scope of digital marketing efforts. In 2017, only 50% of the survey respondents reported using a CRM system, while significantly more (65%) report using a CRM in 2018. Use of a marketing tool has doubled from last year’s survey, from 23% to 48%. Advanced or emerging digital activities, such as wearables or beacon technology, are still not being used much by healthcare organizations. Key messages Social networks empowers health clients. Majority people between the age group 18-24 (90%) trust information shared on social media.

Parsley Health: Feasibility and acceptability of a large-scale holistic telehealth program for chronic disease care

“…About 36.4% of participants found Parsley Health through some kind of active advertising strategy, such as ads or email marketing. Digital marketing strategies are essential in a world where smartphones are nearly ubiquitous, yet the healthcare field is behind in its use of digital marketing ( 23 ), and can prove useful for reaching patients looking for new chronic care options. Individuals interested in joining Parsley Health used an online portal to sign-up.…”

Magánegészségügyi szolgáltatók marketingtevékenységének megítélése a női döntéshozók körében

“…A digitális fejlődés azonban nem statikus, a szolgáltatóknak és a szakembereknek folyamatosan új kihívásokhoz (például tudatosabbá vált páciensek, hirdetésblokkolás, telemedicina, a fogyasztói élmény és a többcsatornás marketing előtérbe kerülése) és innovatív technológiához (push üzenetek, marketingautomatizálás, keresőoptimalizálás, 360 fokos fotók, élőben közvetített videók, podcastok, virtuális valóság alkalmazások, mesterséges intelligencia, chatbotok használata, stb.) kell alkalmazkodniuk (Grbic, 2019;Khiong, 2022). Az influencerek, illetve a social csatornák egészségügyi alkalmazási lehetőségein túl a területre drámai hatást gyakorolt az omnichannel értékesítési csatorna-modell megjelenése is, mely konzisztens és integrált vásárlási élményt hoz létre az adott márka értékesítési pontjain -beleértve a hagyományos helyszíneket, online platformokat, eseményeket és mobileszközöket (Mishra, 2021).…”