Want to ensure that your return on investment when marketing your healthcare company is as high as possible? Want to also make sure that the marketing efforts you make now will continue paying off long into the future? Here are 4 steps you need to take.
By Team Savant
1. Focus on Upstream Marketing
Upstream marketing is something that too few people seem to be aeware of, especially in the medical industry, but it is one thing you should realy be focvusing on right now if you want to future-proof your marketing efforts.
What is upstream marketing? Basically, it’s a strategy that focuses on the bigger picture and anticipates what your patients may need in the future, while also addressing the rot caused os health issues before they become a bigger problem, instead of just focusing on dealing with patients' problems right now.
Think about it: instead of scrambling to market flu shots after flu season hits, upstream marketing would have you preparing your audience months ahead, with education, preventative care messaging, and partnerships with influencers who don’t make your skin crawl. Basically, it’s long-term planning with actual forethought (wild, I know).
2. Data, Data, Data
I know, data is about as exciting as waiting in line at the pharmacy, but here’s the thing: data is your friend. Not in the “big brother is watching you” sense, but in the “I actually know what my patients want” sense. By embracing data-driven strategies, you can personalise your messaging, predict trends, and create campaigns that hit home. And no, you don’t need a PhD in statistics to figure it out—just a decent platform and a willingness to dig into the details.
For example, if your data shows that a large portion of your patient base is more concerned about holistic health than clinical treatments, maybe it’s time to focus your marketing on wellness, mindfulness, and preventative care. You know, all the stuff that people love posting about on Instagram.
3. Get Personal
If your healthcare marketing feels like it’s stuck in the era of “Dear Valued Patient,” it’s time for an upgrade. People don’t want to feel like just another number, especially when it comes to their health. Personalized communication that actually takes into account your audience’s specific needs is the way forward. Whether it’s targeted emails, social media campaigns, or even tailored health recommendations, your patients will appreciate the effort.
But here’s the trick: be personal, but don’t be weird. There’s a fine line between knowing your audience and making them feel like you’re lurking in their medical history.
4. Embrace the Digital Frontier
The future of healthcare marketing is digital—whether you’re ready or not. From telehealth to patient portals to healthcare apps that help people track their wellness goals, if you’re not already digitally connected, you’re falling behind. And no, we’re not talking about creating a viral dance challenge for your clinic—just give patients what they actually need.
As you can see, healthcare marketing really doesn’t have to be stuffy or stuck in the past. By thinking about not only the present, but also the future, and putting measures in place to attract customers for the long term, you can boost your ROI and ensure your company is always at the forefront.