2022 sees online marketing trends continue to evolve and grow exponentially. It’s extremely important to stay up-to-date with the latest marketing trends in healthcare to help Chiropractic marketing, Orthodontic marketing and more thrive in an online environment.
However, below are the latest healthcare marketing tips and trends in 2022 and explanations of why you should be utilising them right now!
What are the healthcare trends for 2022?
Our Top 3:
1. Utilise Local SEO:
In 2022 Google is increasingly favouring Local SEO. This is a search engine optimisation strategy that helps healthcare businesses be more visible in local search results on Google.
Years ago, if someone was to search for your business type they’d be met with a varied array of similar businesses that may have been littered across the country. However, nowadays, Google is taking the user’s location and other factors into consideration when matching them with businesses in their local areas. This could be you if you’re set up correctly.
To help Google know that your healthcare business is in the correct location and more for that user, there are many ways to optimise your listing on the world wide web. These include:
- On-Page SEO Optimisation – optimising your website with relevant keywords, information, addresses, etc.
- Google Business Profile – Formally ‘Google My Business’ this (very important) service lets you list your business on Google with a free Business Profile. Adding your location, phone number, reviews, and other important information for a user to find – fast!
- Business Listings – Try to have your business listed in as many local directories as possible. Google reads these listings to help it know you the go-to place for the user’s query.
- Backlinks – Increase your visibility online by adding hyperlinks to your web page from other webpages on other websites. Having multiple backlinks on multiple, credible websites will tell Google you’re a credible place to go for their healthcare query!
2. Be on Social Media:
“Everyone is on Social Media” – at least that’s what it feels like. In 2022 even if you’re not, your business needs to be on social media, at least somewhere. It’s the quickest and most likely way someone will try to find you first, whether that’s on a Facebook Page, a YouTube video, or through an Instagram Direct Message (DM) you’ll need to be as accessible as possible to anyone, anywhere online.
Now, that sounds somewhat daunting, but Facebook pages, Instagram accounts, etc don’t take too much of your time to set up and as soon as you have, your business will instantly be more accessible to more potential patients!
Follow these quick tips when building your social media online presence:
- Be authentic, and engage online as you would in person.
- Bring people into your practice (i.e. show them what you do behind the scenes or in the OR)
- It takes time, and it takes real engagement to build your brand online.
- Have fun and collaborate with other local businesses. Showcase awards or positive reviews create a video (where possible)
- Share share share! Share stories, share promotions, simply share that you’re open
3. Target your patients with ease:
Online advertising is growing and growing fast! Google Ads and Social Media Ads have made it easier to collect data and target specific audiences with great precision in 2022.
Adverts across these platforms have the potential to reach thousands or even millions of potential new customers. Or they can simply be used to build brand awareness and attract people to your website.
The more your healthcare business uses online advertising the more data you’ll receive. You can then use that data to create better-targeted campaigns to create more leads and more patients in your practice. Of course, it will take time to start seeing the impact of your campaigns, but like a well-oiled machine; a well-targeted marketing campaign will improve your healthcare marketing efforts tenfold.
Always use the four P’s of healthcare marketing
The four P’s in marketing are essential in knowing how to create an effective marketing campaign that reaches your intended audiences and goals. These resonate in all industries but will help in creating a successful healthcare marketing campaign. But what are they?
In any business or industry, the customer will always be looking to see if your service is affordable to them. In 2022 it’s easy for anyone to compare prices in minutes and that’s why you’ll likely need effective and inexpensive treatment options to attract the most patients. There are many options to make your campaign more appealing to a potential patient:
- Accepting a wide array of insurance plans
- Reduced prices for simple tests
- Free consultations and cheaper appointments
Reducing prices is always about getting the patient in front of you. Once they see what a great service you can provide, you are then more likely to come back to you again and again increasing the lifetime value of the client. Profit is made in retaining clients over a period of time.
This is important. Placement of any marketing material can be the be-all and end-all of whether or not the campaign is successful. Posters, digital billboards and more placed in the correct locations will help your marketing efforts.
On the other hand placement of your offices is also important when it comes to healthcare marketing. It’s imperative that your office is conveniently located. Having multiple easy-to-access locations, as well as reasonable and variable hours has proven to help increase campaign numbers.
Your service or product is everything. With wide access to anything online, anyone is able to find out about your practice and compare reviews of it in minutes. Try highlighting the unique selling points (USPs) of your appointments/doctors etc. Gain good reviews and put them in front of your audience as much as possible.
It’s in a marketer’s best interest to make the customer feel as if it’s their personal experience. Offer individualised suggestions for each patient, conduct thorough assessments, and consider the best course of action for every case. This is also likely to generate (more) positive reviews.
If no one knows about your practice and services, no one will come. This is obvious but is all too often realised too late. It’s imperative that you promote your healthcare services or products from day one. Create attractive and memorable marketing material that can be translated across multiple online platforms such as Google Ads, Facebook Ads, etc.
Putting your healthcare business online in 2022 is extremely important. Optimising your website with relevant keywords will help patients find your practice in organic SEO searches across search engines such as Google.
Digital marketing in the healthcare industry is, as always, an ever-evolving practice. Staying up to date with the latest online trends and with the right help requires (constant) research and optimisation of websites, social media channels, and more.
Stick with it! The results will be more than worth it. Keep up with daily, weekly, monthly, and yearly marketing trends, optimise your campaigns using data, and always be consistent with your healthcare marketing strategy overall.
Let’s get you found when someone searches for “best healthcare practices near me”, what could be better in 2022?