As 2018 draws to a close, healthcare marketers find themselves setting goals and making final budget decisions for the upcoming year. In an age where the digital landscape is constantly evolving, you may be stuck wondering what marketing trends you should be paying attention to at the start of the new year.
Check out our tips on healthcare marketing trends that you should be tracking in 2019.
Voice search may be the new kid on the block in terms of digital search, but with the rise of virtual assistants such as Apple's Siri, Amazon's Alexa, Microsoft's Cortana and Google Assistant, the technology is exploding in popularity. With all signs pointing to increased voice search traffic in 2019, healthcare marketing departments should turn an eye toward optimizing their websites for the traffic to come.
To do this, you'll want to make sure that important information, such as your address, hours of operation and key services, are coded into the HTML of your website and not hidden in images from Google's spiders. Next, you'll want to go about preparing answers to any questions people may have about your business and including those answers on your site's code as well. The more your website is optimized for Google crawls, the easier it is for the search engine to find the information and deliver it back to voice-search users.
Another crucial trend for hospital or clinic marketers to consider is the usage of video for patient success stories. Video content is particularly good at conveying emotion, and the emotional connection that future patients have with your brand plays a large part in their decisions to choose you as their healthcare provider. New York-Presbyterian Hospital provided an excellent example of the power of video storytelling with their viral patient success video "Michael Kiernan's Story." Check it out below:
Patient-Focused Website Design
The first touch you have with potential new patients is often through your website. Upon first visiting your site, these potential patients are generally looking for something specific. As a healthcare marketer, it's important to find out who is coming to your website and what they're looking for when they get there. What pages see the greatest traffic? How can you design your homepage to make navigating to those pages easier? Going into 2019, you'll want to think about and find answers to these questions, so you can get a better idea of where your website's user experience falls short. If your plans for 2019 include a full-fledged website redesign, check out our blog on How to Intelligently Approach a Website Redesign for some insider tips and tricks.
Healthcare marketing is constantly evolving, and it's more important than ever for healthcare marketers to keep their thumbs on the pulse of the industry. By keeping your website optimized for voice search, taking an active approach to video storytelling and optimizing your website for the visitors it attracts, you'll stay one step ahead of the competition.