Word of mouth marketing is not new. It has existed for longer than we know. In fact, it is as old as human communication and is the most powerful channel of influence. People, young or old, have always relied and trusted with other people’s experiences, emotions, and feedbacks when choosing a brand, product, or service.
The arrival of digital media and various online forums and discussion boards has further cemented this reality as it has given brands the power to move beyond the traditional door to door marketing techniques. Brands can now strategically channelize and influence customer conversations by placing the right content in the right social platform to optimize return on investment (ROI).
Even in the healthcare industry, the role and impact of digital-media-guided word of mouth marketing is enormous. Today, more and more consumers are turning online to educate themselves about different healthcare options available. For which brand of medicine to choose to which health care professional to follow, they are searching everything online. The only effective way for you to effectively reach out to your target audience and make a lasting impact is to go digital.
Here are top four word of mouth trends in healthcare IT that every health professional must look into to gain a competitive edge over others.
#1: Dr. Google rules the game
Patients, today, take informed decisions. Not only do they turn online to search for medical information related to their health condition; majority of the time, they go online to check for a doctor’s review and ratings before booking an appointment. In fact, according to Pew Research, 72% people use Google and other search engines to look for doctors, read reviews about their practice and services, and find health information. While another 13% use specialized health websites to search for health related information.
So, the answer is clear. To be on the top of the game, you must inculcate a fully optimized search engine marketing strategy into your game plan. This will increase your search engine visibility, and your patients will find it easier to connect with you and your brand. So, quickly build up your digital offerings and provide your audience with reliable and up to date online information for better engagement and visibility.
#2: Content is the king
In the online world, consumer decision process is empowered by digital content. Today, healthcare consumers no longer want to be bothered by promotional messages and marketing emails that invade their space. They look forward to relevant educational information that can help them make informed decisions. To improve your brand’s digital presence, make sure you use the online space intelligently to meet your audience’s digital needs. Make your website patient friendly and share relevant and educational content on it in the form of blogs, articles, news, videos, and podcasts to create a personalized experience for your patients. This will help you engage with more and more patients who will trust your words and will help grow your relationship with them.
#3: Social is the way forward
Social media has empowered us to connect and communicate with greater number of people than ever. According to recent healthcare industry analysis, 40% of people use information found on social media to make health care decisions. Thus, it is important for healthcare brands to have a strong digital footprint in the social media world. Posting news, reviews, videos, campaigns, and discussion threads can help you engage more and more patients with social media, who will help you spread the word by sharing your posts, tweets, and messages. You must also encourage your patients to voice their opinions about your brand and services through their social media accounts for effective word of mouth marketing. This will help you tap on a greater number of patients who will trust your services on the basis of positive online reviews of your brand on various social media channels.
#4: Your online reputation matters
Referrals are still the most important driving factor for success. In fact, nearly 92% people refer to medical online reviews and ratings before consulting a doctor. The data clearly states how important your online reputation is for the success of your brand. So, you must incorporate a well thought out reputation management plan that allows you to build a strong and positive online presence. Encourage reviews from satisfied patients and catering to the needs of patients who were not satisfied with your services and have posted negative feedback for your services. Improvising your services on the basis of their feedback and resolving their complaints will help you turn them into your brand loyalists and will go a long way in boosting your online reputation.
So, in the rapidly growing digital space, to be heard above the noise it is important for you to draft potential healthcare marketing ideas that can help you connect with new age of digitally connected patient and build a strong and everlasting relationship with them by providing consistent and reliable information – one that can help you obtain brand recognition and loyal customers.
To know more about how word of mouth can be helpful for the healthcare industry and online marketing for doctors, please contact us: firstname.lastname@example.org/ call us @ 7799234580.