The healthcare industry encompasses various sectors that provide products and services to treat patients. It deals with delicate subjects and presents many difficulties that ordinary marketers often don’t need to consider. However, each challenge has a solution – read on to see how you can turn problems into strengths.
Problem: Covering Sensitive Topics
Many aspects of healthcare deal with sensitive topics, especially those relating to addiction or trauma. Mental health, substance use disorders and trauma are surrounded by stigma, making it difficult for people to seek help or trust companies that deal with them.
While it is vital to create trust and show authority in healthcare, the importance of empathy cannot be understated. Your customers may be anxious about using your services, so having purely informational content can appear cold and formal.
Solution: Build a Strong Content Strategy
Content is key to success, especially for addiction and trauma companies. If you can produce informational blogs and articles that dispel myths and put people’s minds at ease, you can cement your brand as an authority figure within your industry. For example, you could create a regular content posting schedule that informs people about new treatments for addiction or resources to help people reach out for support.
Additionally, if you don’t have a blog section on your website yet, you’re missing out on traffic and potential new customers. High-quality, SEO-optimised blog content can put you on the first page of Google and drive more people to your site.
Problem: Targeting Your Audience
For health-related services, targeting your ideal audience via adverts can take time and effort. This year, Meta, the parent company of Facebook and Instagram, scrapped their Detailed Targeting options that allowed marketers to target sensitive topics such as sexual orientation, religion, and health-based issues. Google has also banned paid ads for addiction services, which can hamper the ability to reach your audience.
Paid advertising on social media and search engines can provide fast results for your business, and will quickly show you which campaigns work effectively. How can your brand reach your audience without this option?
Solution: Focus on Brand Building and Content Marketing
Although advertising can pose a challenge, it’s nothing you can’t work around! Instead, you can focus on brand building and giving your business a strong identity. Branding is a significant deciding factor for consumers when buying a product or seeking a service. In fact, 89% of people prefer to buy from a brand they recognise and follow on social media, so having something that stands out from the crowd pays off.
As with covering sensitive topics, your content marketing strategy will be a crucial part of your healthcare brand. Building a library of content and resources explaining what you treat will put your brand at the forefront of people’s minds – and on top of the search results – when they are ready to get help.
Paid ads might not be entirely off-limits to your brand, either! Although they may be limited on some platforms, you could put paid ads on search engines and social media, depending on your niche.
Problem: Limited Investment in Marketing
Some healthcare professionals need help to see the value of a robust marketing approach. They may expect to do more on a limited budget or focus solely on emails rather than content and social media.
This can lead to healthcare companies’ growth stagnating and not utilising their existing audience. For those running their own practice, marketing can be low on their priority list as they handle clients and focus on the day-to-day running of their business.
Solution: Data-driven Marketing and Automation
Healthcare marketing can have a massive return on investment (ROI) for your business, regardless of your budget. Data-driven solutions like understanding where your traffic comes from or what areas of your website people gravitate towards, will highlight what is and isn’t working. Being able to showcase your entire marketing approach is worth the investment.
Most marketing professionals use Google Analytics to assess which pages get the most traffic and where they want to improve. It works seamlessly with other platforms and can provide customised reports detailing which content your audience is reacting to.
Automation is also a powerful tool to have in your marketing arsenal. It is cost-effective and frees up valuable time so you can focus on your practice and clients. You can automate anything from email sequences to personalised ads, providing your audience with a personalised experience and more relevant content to turn leads into loyal customers.
Problem: Tight Regulations
Healthcare is subject to strict rules and regulations around content. Without solid evidence, you can’t say what works well or vouch for something being safe. Nothing should be implied in your copy, as misinformation can harm your audience. The Advertising Standards Agency (ASA) could take issue with inaccurate or misleading content, which may damage your reputation.
Solution: Invest in Good Copywriting
Copy for your website or blog should be clear, accurate, and evidence-based. An agency with experience in healthcare copywriting (like Mint. Creative Marketing) knows the regulations that must be adhered to, so you won’t have to worry about your content being taken down.
Healthcare content can sometimes fall into the trap of being a list of facts that lack context and empathy. A good copywriter will avoid this and present facts and statistics in an engaging, informative way that won’t disengage your audience.
Despite the challenges when marketing your healthcare industry, there are various ways to grow your audience and take your brand to the next level. With time and investment, these obstacles might even become significant strengths.
Need help realising your vision? Get in touch with Mint. Creative Marketing today to learn more about our services. We can help you tell your story and create compelling content that overcomes the challenges faced within your industry.