Currently, Internet users search the Internet for alternatives for their various needs, including medical care, with a high percentage of searches associated with the topic of health. The field of health services is very competitive, so it is no longer enough to be an excellent professional. You have to project yourself in digital media to be taken into account and be chosen based on what is commented on digital platforms.
Healthcare marketing has never had so many opportunities for connections between patients, doctors, communities, clinics, and providers. Until now, Health professionals can know what they expect and what criteria motivate your customers to choose them. Based on that, consider strategies to attract new customers.
To understand what Healthcare Marketing consists of, it is first necessary to know how health has evolved. The changes of traditional Marketing towards the new possibilities offered by current media and digital platforms, which are causing a revolution in the way of doing business with just one device connected to the Internet.
It is also exposed what Healthcare Digital Marketing or Digital Health Marketing means and the best strategies that doctors and health centers can use to promote their services and obtain greater reach and customer loyalty in the digital age.
Health as a right and a value demanded in society
In the last decades, health has been a subject of predominant interest in the population.
Likewise, health consists of the biopsychosocial balance and the harmonious relationship of people with their environment and cultural environment; it also implies autonomy and individual capacities to enjoy life. Health is a fundamental human right; anyone should be able to access medical services.
Recent global pandemics such as SARS, H1N1 flu, Ebola, and Coronavirus have demonstrated the importance of promoting health. Today, being healthy has become a lifestyle; Terms such as anti-ageing, hygiene, dietetics, training, aesthetics, nutrition, alternative treatments, medical procedures, among others, are consulted daily by thousands of people on the Internet. The pharmaceutical marketing plays an important role in pandemic in term of marketing pharmacy products and it’s selling.
Preventive medicine gains strength and is highly valued by all cultures on the planet due to scientific and technological advances that have increased the population’s life expectancy by an average of 75 to 80 years.
Healthcare Mobile App Development: The Ultimate Marketing Ideas
Previously, the patient went to the doctor when he suffered acute pain or when he already suffered from an illness. The doctor was seen as an unquestionable authority. The patient chose him by references and followed his instructions; because he did not know his condition’s details. Instead, patients today handle medical terms with ease and question doctors based on what they learn on the Internet.
Physicians who appeared on television, radio, or in medical articles as guests enjoyed greater credibility and social recognition; they were more sought after by patients, as this was how they made themselves known to a large audience in the 1970s and 1980s.
In the 1990s, the rise of the Internet as a powerful communication platform meant an advance in promoting medical services. Although the first web pages of clinics and health companies were not interactive, they offered general services and contact information such as location, telephone and an e-mail to which you could write to request more information.
By healthcare mobile app development identifies the needs or desires of consumers or customers and satisfies them in the best possible way by promoting the exchange of products and/or services of value with them, obtaining the company an economic benefit.
Traditional Marketing formulates strategies based on the marketing mix based on the 4Ps: product, price, place and promotion. It focused on the development and its added value to ensure consumer loyalty. Until the mid-1990s, traditional media such as television, press, radio, outdoor advertising, and POP material promoted products and services.
The healthcare application development is the application of marketing strategies and techniques carried out through digital media and are characterized by electronic devices such as computers, smart mobile phones, tablets, Smart TV and video game consoles. Its objective is to establish direct communication with customers through Social Media and various platforms.
In the digital age, marketing goes beyond companies and products to focus on two-way communication. Primarily, it seeks to create emotional ties with customers or consumers through direct conversations with online communities to find out what they like, what their topics of interest are, the concerns or preferences of their potential markets.