The healthcare industry is evolving and relying more heavily on digital means of lead generation to grow its bottom line. For sales reps, it has become increasingly difficult to gain the attention of physicians and/or healthcare professionals. According to a medical technology marketing industry trends report, 33% of medical sales reps are turned away for in-person meetings by physicians. Sales numbers are no longer reliant upon the traditional law of averages, and it’s not going to get better. 85% of healthcare professionals agreed that digital media has altered the way healthcare organizations need to connect and engage with their consumers. Unless healthcare organizations embrace the shift to digital lead generation, they will be left behind as other organizations make the leap to online marketing.  Read on to learn which tactics healthcare organizations need to implement in order to boost the effectiveness of their medical marketing and sales techniques.

You’re Not Utilizing Social Media To Build Trust Among Your Target Audience

DC Interactive Group’s Rising Use of Social Media and Mobile in Healthcare states that 41% choose a healthcare provider based on social media reputation. Social media networks like Twitter, Youtube, and Facebook allow consumers to engage with information shared by others from a given organization or practice, while LinkedIn provides a platform for thought leadership, to grow one’s reputation among other professionals in the industry. LinkedIn also allows healthcare professionals to post articles directly into industry-targeted groups, connecting directly with other marketing, sales, medical and healthcare professionals.

Your SEO (Search Engine Optimization) Is Not Goal-Oriented

According to Pew Internet Research, 77% of online health seekers began their last session with a search engine such as Google, Bing, or Yahoo. Search engines have utilized advanced machine learning algorithms to best associate user queries with content that best aligns with their needs. SEO experts follow a set of best practices to optimize websites for these algorithms in order to boost a website’s domain authority score. When someone performs a search query, i.e. “best hospital” or “leading healthcare provider”, Google crawls through all indexed websites and lists the highest authority websites on its SERP (search engine results page). The higher the authority score, the more favorable page positioning in search results. This is a big deal when the first position in organic rankings holds a 30% click-through rate, compared to 2% at the 6th position.

Email, a 442.50% Return on Investment

According to the medical technology marketing industry trends report, email marketing yields on average a $44.25 return on every $1 spent. Yet 40% of healthcare companies said they had no email marketing strategy in place. Email marketing is the most preferred method of communication among healthcare professionals. 62% of physicians and other healthcare providers stated that they preferred email as their main form of communication to phone calls, in-person meetings, or direct mail. 72% said they used their smartphone or tablet for professional reasons with email being the number one reason for using mobile devices in the workplace.

PPC Advertising, Quick and Cost-Effective

In 2012, Geocentric’s How Health Consumers Engage Online reported that Google processes over 1 billion search requests daily. Of those searches, they discovered that 44% used search to find a doctor and 81% of those clicked on a sponsored ad. Advertising is one of the more measurable and fast-acting marketing tactics, giving organizations the ability to set a daily bid, and target specific demographics, locations and search terms. Companies can utilize optimized landing pages for specific services and products to further increase the likelihood that a user will convert.

The law of averages is no longer a viable excuse for dwindling sales numbers. Data shows that digital marketing is quickly becoming the primary form of lead generation for healthcare organizations and physicians. Combined with a strategic marketing plan, it is one of the most cost-effective and highest-yielding forms of lead generation. If you are a medical, healthcare, or pharmaceutical organization and don’t have a marketing strategy in place or have failed to see the results in what you’re investing, schedule a complimentary consultation with one of Viv’s healthcare marketing specialists.

Casey Schmidt

Author Casey Schmidt

Casey is the Manager of Marketing Strategy and Analytics at Viv Medical Marketing. It is his philosophy that every brand, big or small, has stories to tell — stories that will not only engage, inform, surprise, delight, and impact their audience, but that will also deliver on measurable business goals. As a digital marketing professional, it is his goal is to act as the conduit between brand and consumer.

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