As a marketer, you have a lot of tactics at your disposal to reach and engage your target audiences. Wish you knew which ones were gaining traction with your peers and competitors? Well, according to Geonetric’s recent Digital Marketing for Healthcare survey, healthcare marketers are picking up email marketing, blogs, Pinterest and content marketing in 2014.
So let’s see why these tactics are topping the digital marketing charts:
- Consumers want more personalized messaging and email marketing is a great way to send more targeted messages. After languishing in the shadow of social media up-and-comers in recent years, email marketing will be added by an astounding 15% of health systems in 2014.
- Consumers (and Google!) want fresh content and blogs are a great way to go. Frequent updates, strong SEO and a casual voice makes this format more engaging for health consumers and more sharable to boot!
- Consumers want sharable content and Pinterest is a great way share stories in a visual way. According to the survey, 48% of hospital respondents currently use Pinterest, with (10%) indicting they plan to have it in the next 6 months.
- Marketers want measurement and digital channels make it easier to see what’s working – allowing health systems to be more nimble with their marketing.
All of these tactics force marketers to take the “we” out of the message and focusing on the “you” – the reader, the potential patient, and the health consumer. And that’s what content marketing is all about – sharing your expertise, not selling your hospital. The fact that these are a focus for 2014 shows that marketers are looking to share blogs, infographics and emails that share useful information. Think of an infographic with flu stats and prevention tips versus an article in a peer-reviewed medical journal.
And what’s most interesting about these tactics is how nicely they play together. One well thought out campaign can easily include all of these tactics, re-purposing and re-using online (and offline!) content.
Join us on April 17, 2014 at 3:00 p.m. CT for our webinar, The Digital Marketing Trends You Need to Implement to learn more about these tactics and how to use them effectively. We’ll dive deeper into why these tactics are growing in popularity and showcase healthcare-specific examples.