Below are 10 things hospital leadership should keep in mind when thinking about marketing and strategy in 2014 and beyond.
1. In 2013, it was estimated that 62% of emails
were opened on a mobile device. Checking email is the top mobile activity
among smartphone and tablet users.
2. The brain processes visual data 60,000 times faster
than text. Additionally, 90% of information transmitted to the brain is visual. Whether it’s growing your brand identity or improving medication adherence through visual instructions, images are key to interacting with, informing and empowering patients.
3. Surprisingly, Not only does this indicate that it is here to stay as a social media
platform, but it’s a great place to target our aging population who consume the majority of our health services.
4. In 2014, more than 50% of Internet users
, or 102.5 million people in the US, will redeem a digital coupon. There are many new partnerships with retail clinics, pharma companies and other service providers that can use coupon-like strategies for patient cost-savings and adherence.
So don’t forget to market on multiple platforms and for many different devices. Top sites include Twitter TWTR +0.27%
, Pinterest and Instagram.
6. Social media influences 93% of shoppers final purchase decisions
. Further, 90% of consumers indicate that they trust peer recommendations. Therefore, previous patients are your greatest allies. Their reviews online matter more than you think.
7. More than 78%
of US Internet users research products and services online, and every month, there are more than 10.3 billion Google GOOGL +0.33%
searches, with most people clicking one of the top four links. What your top hits say about your organization, your providers and your quality of care can influence your bottom line.
8. Targeted, content marketing costs 62% less than traditional marketing
, and, per dollar spent generates about 3 times as many leads. When creating a marketing strategy for a particular service line, service, or physician group, think about exactly who needs to see what ad and what information they will be looking for.
9. Consumers that receive email newsletters
from companies spend 82% more with those companies. Think about what that says for brand loyalty following engagement, and about the ability of constant, relevant engagement. Patients are consumers, and like email, newsletters keep them informed.
10. 70% of people surveyed
claim they would rather learn about a hospital or company through articles rather than direct advertisements. Therefore, not only are advertising campaigns important, but so are the patient experience testimonies, community reviews and Forbes articles that highlight the work being done inside and outside of your hospital.