Introduction:
Radon Media houses widely known Digital Marketing experts in their team. We publish our thoughts on Conversion rate optimization, digital transformation, search engine optimization, PPC ads, analytics and social media marketing.
Our team produces marketing content relevant to industries including healthcare, tourism technology, FMCG, E-Commerce and IT which provides the digital industry and our clients with expert advice every step of the way.
About this report:
This report specifically discusses the paid advertising trends for health Industry.
Paid Advertising Can Bring You Closer to Your Patients.
Majority of consumers today leverage online search and social media to obtain information about medical treatments or general healthcare information. According to a Deloitte study, 52 % of consumers, research for information before they consult any specialist. So it is important for healthcare marketers to capture this attention using the paid advertising tools. You should make it easier for them to experience all the aspects of their care, such as diagnosis, drug options, treatment conditions, health insurance, duration of treatment and medical equipment involved.
This report will highlight some trends in the healthcare industry. These trends will guide you through your healthcare marketing plan for the coming years. After reading this report you will get a better understanding of what you can implement and optimize in your current healthcare marketing plan.
The Success Trends in PPC
When asked about their paid marketing efforts, 83% of health marketers say that PPC advertising is a huge driver for their business.
Even with conclusive proof, it is surprising how most health marketers are yet to utilize these marketing trends to boost their ROI.
Only 33% of healthcare marketers say that they have witnessed an increased ROI in the last 12 months. With most of the industry still unable to leverage the digital potential, any business who starts marketing now would gain a clear advantage over its competitors.
A dominant Google platform, Google trends shows that India is number one in searching the term ‘Buy Online Medicine’ followed by the United Arab Emirates, Pakistan, Bangladesh and Australia. These trends show that there is an increasing demand for online health portals. This is something a healthcare marketer should focus on. The medical industry like any other is at the cusp of the algorithmic revolution, and we think a medical marketer should take note of that.
The Budget of PPC
Since the trends in healthcare marketing are shifting towards digital, it is observed that 58% of the marketers are planning to increase their advertising budget in the next 12 months. While 25% will keep it the same.
Search advertising still the go-to channel for most online marketers and it is where a healthcare marketer should be focusing on.
In online pharmacy world, the estimated size of e-pharmacy is Rs.1000 crores. Which is roughly 1% of the traditional pharma market. With the current trend, it is estimated that by 2025 it may grow to 10-15% of the total size (Source). A marketer must be ready for such digital disruption.
Search still dominates the online platforms including a variety of health topics like mental health, health insurance, alternative treatments, home treatments and alternative drugs.
When researched about budget allocation the majority of healthcare marketers prefer search ads followed by social media marketing and Display advertising.
Healthcare and Social Media Marketing
Social is still a struggle for many healthcare marketers and you can miss the amazing opportunity to connect with your audience if you don’t include it in your marketing plan. Whether its creating informational ads or videos it is a great opportunity to showcase your knowledge and brand yourself as an expert. Patients are more likely to trust a doctor with an expert opinion.
With respect to social media channels, Facebook leads the popularity chart followed by Youtube, Instagram and LinkedIn.
What is the Most Important Parameter to Measure Success in Healthcare Marketing?
33% of healthcare marketers claim that Conversion Rate Optimization (CRO) has been the most crucial parameter to optimize in the past 12 months.
CRO to explain briefly includes providing a seamless customer experience, improving the quality of incoming traffic by attracting the right audience through content and accurate targeting. The role of CRO has been important for digital marketers throughout various marketing channels.
Clients can see a whopping 540% rise in their conversions when teamed up with Radon Media.
Challenges before Healthcare Marketers
With digital transformation and AI, healthcare marketing will see some drastic changes in the coming years. Early adaption of these technologies will save you a lot of trouble in the long run.
Chatbots:
Not only the healthcare sector but every industry will find chatbots to be their primary customer service executive. For healthcare marketing, chatbots allow effective customer interaction and provide rich information for customer decision. The insights derived from these chats could prove a wealth of information for marketers to create content, ad copies and marketing strategies. Whether you are a large hospital, a small clinic or an e-pharmacy shop, chatbots will decrease the friction of conversations. The current trend predicts the popularity of chatbots will continue to grow and healthcare marketers should find a way to incorporate it into the strategy.
Machine Learning:
Responsive ads will be a game changer for healthcare marketers in the coming years. With machine learning concepts, a machine can identify new patterns and concepts to advertise a particular strategy. There are predictions that smart campaigns will be rolled out for many enterprise-level advertisers.
Conversational Marketing:
Image Source: searchenginejournal.com
According to research, as of 2018, health care has witnessed a 68% penetration of voice search. A healthcare marketer should start optimizing their content and marketing channels for voice search. Having conversational marketing campaigns will humanize your brand and helps you build trust among the patients.
Video Marketing:
Video marketing is one of the best ways to build an audience but unfortunately, the healthcare sector is still lagging behind to leverage its full potential. Various software and technological devices have made it easier for businesses to use videos for marketing with varied budgets. Video marketing has already penetrated into other sectors and healthcare marketing will also witness its effectiveness in the coming years.
Thanks to technology, marketing is witnessing a digital transformation and like any other sector, healthcare marketing also needs to update their strategies to meet the current market demands.
Health businesses that have started optimizing their strategies with current marketing trends are already witnessing a boost in their ROI.
Radon Media itself has increased its client’s ROI by 14X on an average.
That’s the reward you reap for updating yourself with the latest marketing trend.
The digital marketing sector is changing constantly and you need an expert opinion to stay ahead. As an extension of a team, Radon Media has already helped many healthcare marketers devise a thoughtful marketing plan and boost the ROI.
