Are you interested in digital marketing to promote your healthcare products? When done correctly, healthcare professionals can effectively promote their healthcare products online. While any healthcare professional can promote their products online, only a few have mastered digital marketing to reach their targeted audience and actually sell their products.
Healthcare products are on the rise and they aren’t expected to lose their popularity. Many healthcare businesses promote their healthcare products in-office and can expand buyers by promoting their products online. However, promoting healthcare products online requires strategizing digital marketing methods that will work best for your healthcare business.
Here are a few healthcare digital marketing tips to effectively promote your healthcare products online.
Pay-per-click Advertising
Pay-per-click (PPC) advertising is a digital marketing method where advertisers bid for and purchase ads on search engines, such as Google. Because Google is the most used search engine, Google AdWords is the most popular PPC advertising method.
Pay-per-click advertising is an effective way to promote healthcare products for several reasons. PPC advertising is different than organic rankings because advertisers are paying for their ads, so their ad has a better chance of ranking for searches with competitive keywords. The advertiser that bids the highest has a better chance of ranking high on search engines.
Alternatively, organic rankings require an approach that focuses more on your healthcare website which requires a lot of time and patience. PPC ads can increase your visibility quicker, while organic strategies may be more time-consuming and typically gradually increases your visibility. The faster your healthcare website increases its visibility, the faster it will increase traffic, and the faster your healthcare products will sell.
Additionally, with PPC advertising, healthcare professionals can tailor their ads based on their marketing goals and needs. Advertisers can choose their targeted audience and demographics. PPC advertising allows your healthcare products to reach the audience that is more likely to purchase the product that is being advertised.
How to Start Healthcare Paid Search Advertising
There are various paid search ad methods you can use as a healthcare professional. Paid search advertising is practically all over the internet. You have probably stumbled across a pay-per-click advertisement while you were browsing the internet yourself.
Paid search ads are displayed on search results, social media platforms, professional websites, blogs, etc. Where you choose to display your paid search ad depends on your healthcare marketing goals and where your targeted audience is most present. The following list is where you can display your paid search ad:
- Search engines such as Google, Yelp, Bing
- Social media apps such as Instagram, Twitter, YouTube
Paid search ads are an effective healthcare product marketing strategy, however, setting up a paid search advertising campaign can be overwhelming if you have never done it before. If done incorrectly, the ad will not reach its targeted audience and it would become a failed investment. Consider investing in a marketing agency that is knowledgeable in both paid search advertising and health-related marketing techniques.
Create and Publish Product Blog Posts
Blogging is a digital marketing strategy that partakes in your website’s organic search rankings and increases website traffic. When your healthcare website is being crawled by search engines, it is looking for new content. Posting blogs that discuss your healthcare products validates your healthcare products. Search engines recognize the validation and display your website and healthcare products to searchers.
Blog posts introduce your healthcare products to searchers, increase website visibility, and lead to product credibility. Furthermore, blog posts allow you to share the details about your products and showcase results, and reviews.
How to Start Healthcare Product Blog Posts
Blog posts aren’t required when creating a website for healthcare businesses. However, with informative, quality content, blogs can improve your search engine optimization. Improving search engine optimization increases the possibility of getting your healthcare website and its products to the top pages of search engines and in front of your targeted audience. The more quality content on your healthcare website, the more likely it is for search engines to recognize your website and display it for prospective patients.
Create blog posts and post biweekly. Ensure the blogs that you post contain valuable information and offer readers purposeful content. Write blogs about the healthcare products you are trying to sell or mention the products within your blog. Write 1,000-2,000 word blogs. If creating blog posts becomes overwhelming, consider hiring a writer that is well-versed in the healthcare industry you work in.
Share your Healthcare Products on Social Media
Social media is a powerful marketing tool for doctors and medical professionals. Social media has a large audience that utilizes various apps for healthcare-related services. Users resort to social media platforms to verify healthcare businesses and learn more about their services and facility. By browsing social media accounts, prospective patients develop trust and get a deeper understanding of the healthcare facility they are interested in.
Social media also offers paid search advertising which can boost your healthcare website visibility. This form of advertising also allows you to target a specific audience. Nearly 70% of social media users that come across a social media ad will click on the ad to learn more about the product. Social media advertising has become an effective healthcare marketing strategy for healthcare businesses because of the vast amount of people that are active.
How to Start Sharing Healthcare Products on Social Media
If you haven’t already, start promoting your healthcare products on social media platforms. Healthcare marketing is now fully online, and so are your prospective patients. Social media allows you to showcase your healthcare products, services, facility, and patient results in a more personable way. Post pictures, and videos and respond to prospective patients to connect with them and spread awareness.
We recommend beginning with one social media platform and dedicating the majority of time to growing one platform only. Within your posting schedule, post your products and discuss the product in detail. Inform social media users where they can purchase the product and provide a direct link. The following social media apps are great for promoting healthcare products:
- Youtube
- TikTok
Healthcare Product Marketing Emails
You may find it challenging to sell healthcare products although you have hundreds of patients. One way to introduce products to current patients is by running email marketing campaigns. Email marketing is a great way to introduce your healthcare products, remind patients about the products you offer, and direct patients to where they can buy your products.
When sending marketing emails, discuss your products, how they can benefit the patient, and how they can purchase the product. Provide a direct link to the product webpage and ensure the webpage is still functioning.
How to Write a Healthcare Product Marketing Email
Email marketing is effective because they are always accessible and patients can refer back to an email when necessary. Of course, it is important to write a strong email to reel in patients and sell your products. Here is how to write a product marketing email.
Decide What You Are Promoting
There are many different products and services healthcare professionals sell. Choose one product for the focus of the email and the discount of the product if you are also offering a discount. This will allow you to easily create the email and create the subject line of the email, which is very important.
Determine Why You Are Promoting the Healthcare Product
Determine exactly why you are promoting the product. For healthcare products, consider the following objectives:
- Introduce a new product
- Remind patients about the product
- Introduce the product to new patients
- Offer a discount on the product
- Increase online product sales
- Spread awareness about your healthcare product
Determining an objective will help you write the email and what tone to use within the email.
Choose a Target Audience
Sending a product promotion email to every patient is not a good idea. Choose an audience you would like to send the email to make it personable. For example, if your objective is to introduce your healthcare product to new patients, you don’t want to send the marketing email to existing patients. Since the email will have a welcoming tone for new patients, it may look bad if existing patients receive the email especially if it is a product they have been purchasing for months.
Focus on the Value
Do not go into detail about the product. You want patients to navigate their way to your website to read more about the product. Instead, focus on the value of the promotional email. Why are you sending the email and promoting the product? For example, if you are a dermatologist and sell skincare products, focus on how the product will benefit patients. Maybe it is to prevent wrinkles or cure acne. Mention the benefit to reel in patients so they want to learn more and do so by going to your healthcare website.
Format Correctly
Formatting is key when it comes to email marketing. If the email seems too long, patients will not read it. Break up the email, keep it short, and straight to the point. Include the following:
- What the product is
- How it is beneficial
- A few key points
- A direct link to the product on your website
Include a Call to Action
Within your healthcare product marketing email, you must include a call to action. Ensure it is a clean, simple button and it flows with the email. Do not place your call to action where it does not fit. Make sure it flows with the email.
Include Images
Including images within your marketing email is a great way to captivate your audience. Include an image of the product or the direct result of the product. For example, if you are a dentist selling teeth white strips, include a before and after of a patient that received great results from the teeth whitening strips.
Include Your Logo
Within your email, include your healthcare business logo. This is a great way for patients to remember who sent the email, and refer back to it later on. Furthermore, it’s a great way to spread brand awareness.
Recap
Promoting your healthcare products by strategizing digital marketing is an effective way to introduce your products, spread awareness, and get patients to take the next step to actually buy the product. Additionally, healthcare digital marketing allows medical businesses to expand their audience, regardless of if buyers are patients of your medical facility. Buyers do not necessarily need to be patients and can resort to your healthcare website strictly just to buy products. Overall, healthcare digital marketing increases the number of healthcare sales.