Healthcare providers are constantly on the lookout for means to drive consumers toward their services or products.
This has resulted in a shift in the thought process of marketing strategists who are constantly trying to influence consumer opinion by slow and subtle branding.
Inbound and outbound healthcare marketing have their own set of pros that need to weigh while devising an effective marketing strategy.
Outbound Healthcare Marketing Social media marketing has completely revolutionized the healthcare marketing scenario.
The traditional forms of marketing have and remain to be outbound in its functioning.
Outbound healthcare marketing involves pushing forward your products or services towards your target segment or potential patients by utilizing various means.
They are mostly unidirectional and involve considerable investment.
A few examples of outbound marketing initiatives include: 1.
Mass- mailers 2.
Print media 3.
Radio advertisements 4.
Television advertisements Inbound Healthcare Marketing Healthcare marketing strategy has undergone a tremendous shift in its execution.
Over the past few years, a shift in perspective was seen as a lot of emphasis is being laid on inbound healthcare marketing strategies.
Similarly, outbound healthcare marketing strategies are slowly declining.
The reason for this decline in outbound marketing practices is because people are now selective about the means by which they receive healthcare information.
As compared to traditional means, patients now seek out information proactively and no longer rely on traditional advertising mediums to obtain their knowledge.
About 80% of consumers tend to trust the suggestions provided by a friend or colleague as compared to 16% patients who put their trust in the information contained within an advertisement.
Patients tend to exchange information about their physicians, hospital details, diseases, product experiences and other information that they might consider useful on social networking sites such as Twitter, Facebook,Orkut and many other social networking platforms.
The focus of inbound marketing strategy is to place information about your products, your practice or your service in front of your target audience in a place where they frequently visit online or choose to utilize the provided information.
A few examples of inbound marketing strategies include: 1.
social platforms Once you have successfully managed to produce content that is useful, you need to effectively combine this with a strong online presence.
This greatly increases the visibility of the products and services that you offer.
The focus of inbound marketing is to enlist the help of your target segment to share and spread your content through their networks such as Facebook, Twitter, etc.