This document outlines strategies for digital growth in the healthcare industry. It discusses key trends like consumers researching options online. The agenda includes discussing factors patients consider when booking appointments online and setting up patient-centric websites. It recommends investing in digital marketing platforms to drive more patients online. Specific strategies are outlined, like developing personas, optimizing websites for search engines, creating educational content, implementing email marketing, and using social media. Metrics should be tracked to refine tactics. An example campaign for heart health awareness is provided.

2. AGENDA
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Key Industry Trends
What factors patients considers while booking an
appointment online with your hospital/clinics?
Setting up the patient centric website
Where to invest in digital marketing platforms to drive
more patients online?
LIVE Q & A

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KEY INDUSTRY TRENDS
Doctors Becoming Employees
Consumers Becoming Avid Researchers
Marketers Targeting Consumers and Payers
Digital Channels Overtaking Traditional Marketing
Digital Content is Key to the Decision Process

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WHY DIGITAL? - YOUR PATIENTS ARE ONLINE
They’re digitally connected throughout the day, on many different devices
They’re searching for information -
- 77% of patients use search engines prior to booking appointments, Search drives
nearly three times as many visitors to hospital sites, compared to visitors from other
referral sites
- 44% of patients who research hospitals on a mobile device schedule an appointment.
Before the moment of conversion, patients typically search on symptoms and condition
terms
- Websites like WebMD or Practo see an high spike in unique users per month,
consumers are searching for user generated reviews of the hospitals/clinics

5. WHY DIGITAL? - YOUR PATIENTS ARE ONLINE
But, are they finding the right information?
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THE CONCLUSION
The Digital revolution in healthcare industry is yet to start
and going forward more and more consumers are becoming
Smart to take better decision for their healthcare needs

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DIGITAL MARKETING CHECK-UP
Has your Hospital/Clinic adopted digital marketing yet?
Do you have a strategy and goals in place?
Think about your digital presence – What it should include
and what it is lacking?
How you are planning to reach your target audience?

8. CHECKLIST OF THE PERFECT DIGITAL MARKETING CAMPAIGN
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Strategy, goals and KPI’s
Clearly defined, detailed audience personas
Responsive Website
Search engine optimized website content
Premium Content
Consistently updated blog
Personalized, segmented email marketing
Social media presence & consistent updates
Regular analysis of metrics and performance

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LET’S START WITH A STRATEGY
Set goals – Do you want X amount of new patients this year?
$X revenue from new hospitals you are opening?
Strategize activities to meet those goals?

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Who is your target audience?
What are they looking for?
What questions do they have?
What are their pain points?
How can your organization reach and help them?
DEFINE YOUR PERSONAS

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DIGITAL PRESENCE – RESPONSIVE WEBSITE
Welcoming and representative of your existence
Responsive – accessible and easily viewed from any device
Modern design
Intuitive navigation and organization – don’t make people dig
for information

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DIGITAL PRESENCE – RESPONSIVE WEBSITE
A Ideal Website – First good impression

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DIGITAL PRESENCE – RESPONSIVE WEBSITE
An Ideal Website should not be like this

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WEBSITE CONTENT
Optimize your website content for search engines
Remember, the majority of people looking for health
information comes from search engine to your website
Feature physician bios – allow patients to put a face to a name
Consider video
Incorporate welcoming imagery

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PREMIUM CONTENT
Help establish your organisation as a thought leader and
build trust with your target audience
Fact sheets, checklists, videos etc.

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BLOG
Further contribute to SEO efforts
Address your target audience
Answer common questions

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EMAIL MARKETING
Personalized
Targeted
Keep your organisation top of mind
Provide the right content at the right time
Doesn’t stop with potential patients/customers – delight
current patients/customers, too
- 93% of patients are likely to select a physician
who offers communication via email

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SOCIAL MEDIA PRESENCE & MARKETING
Join the right social media platforms to make the most
sense for your organisation
Post consistently
Respond

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SOCIAL MEDIA PRESENCE & MARKETING
Get ready for reviews
Get found!
- Over 40% of patients say that information found via
social media affects the way they deal with their health
- 90% of respondents ages 18-24 said they would trust
information shared by others on social media platforms

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METRICS & PERFORMANCE TRACKING
What’s working? What isn’t?
Consistent reporting
Refine your tactics

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EXAMPLE CAMPAIGN – HEALTHY HEART AWARENESS
Website
- Dedicate a portion of your website to the campaign, set up
call to actions (CTAs) that lead to a premium content.
Visitors can download and to schedule a risk assessment
Premium Content
- Checklist – “A Heart – Healthy Diet Plan”
- Fact Sheet – “Healthy Heath Awareness”

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HEALTHY HEART AWARENESS
Email Marketing
- Test different subject lines to encourage email opens and clicks
- Send an email on the first day of February that introduces
Healthy Heart Month and promotes your campaign
- Send periodic emails throughout the month
- If you already send a weekly/by-weekly blog digest, make sure
you add the blog posts related to the campaign
- Promote downloads of your premium content – checklist, fact
sheet etc.
- Inform readers about the importance of health
- Provide the option to schedule a risk assessment

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HEALTHY HEART AWARENESS
Social Media
- Create images to use in your posts promoting the campaign –
ensure correct images sizes
- Create an editorial calendar of campaign posts for each platform
for the month of February – ensure they fit in with your normal
posting schedule
- Use social media to promote your blog posts, premium content
pieces and the ability to schedule a risk assessment

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HEALTHY HEART AWARENESS
Tie it all together!
Marketing automation tool (Hubspot, etc.)
Reporting and analytics to measure success

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Q & A

31. T H A N K Y O U
E m a i l :
h e l l o @ o n t a p g r o w t h . c o m
C o n t a c t u s f o r D e t a i l e d
M a r k e t i n g a u d i t o f y o u r
H e a l t h c a r e f i r m
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