Today the healthcare industry relies more on social media for digital marketing and some pioneering companies have led the way forward in the Direct-to-Patient Digital Marketing Market according to a recent Persistence Market Research report. This is the era of social networking and the rapid evolution of telecommunication technology and advanced Internet infrastructure has increased the demand for smartphones that allow connecting with everyone easily. The evolution of smartphone technology and internet has transformed digital marketing for healthcare. Earlier, healthcare and pharmaceutical industries did not use social media or other networking platforms much for digital marketing though it was largely adopted by corporate houses. The Persistence Market Research Report unveils a changing scenario. You get a detailed assessment of the market along with historical data, facts and thoughtful insights, and statistically supported and industry-validated market information. The report also provides analysis and information according to market segments such as types, geographies and applications.
Another research study by the business intelligence provider Cutting Edge Information has revealed that many surveyed pharmaceutical companies have begun to expand digital marketing channels for brand commercialization, in addition to using MSLs or medical science liaisons. Direct-to-consumer advertising helps to distribute both branded product information and health education for targeted patient groups through social media, websites and mobile technology.
Today patients have access to various healthcare brands and the Direct-to-Patients Digital Marketing Market understands the importance of medical social media marketing to capture the target audience and convey the message to address their requirements directly. Social media platforms are the best venues to reach out to potential patients and healthcare customers and understand what they want.
What are the catalysts for direct-to-patient digital marketing?
The Persistence Market Research report highlights the following.
Growing Importance of Social Media
Advanced technologies allow patients to access the Internet at any time to find the health information they are looking for.They are free to take their own medical decisions and there are various websites like WebMD, Everyday Health and Healthline that provide information for patients to self-diagnose their problem. So patients frequently arrive at hospitals already informed about the problems they have and expect assistance to those problems on a round-the-clock basis. In the direct-to-patient digital marketing market, online as well as offline marketing tools can be leveraged to educate, sustain and engage with patients. Healthcare industry must therefore surely adopt social media to survive in the digital age.
Risk Management
Spread of misinformation by ex-employees or patients themselves can damage the reputation of a medical organization. If the medical organization is inactive online, it is risky because the public can direct it in any track they want. Therefore healthcare organizations should handle their own PR and the computer’s reputation with full responsibility. That is why they should have a strong presence where patients are, and now they are increasingly on social media platforms. Traditional media platforms have become virtually ineffective and investment therein is mostly wasteful because customers are less likely to read or respond to it.
Social media plays a crucial role in the direct-to-patient digital marketing market but this market faces some challenges that should be handled carefully. The first challenge is dealing with legal regulations concerned with both the medical industry and the Internet. Medical businesses must ensure that their consumers’ private and personal information remains confidential and does not fall into the hands of hackers. If this information is disclosed even accidentally, it can lead to costly lawsuits which can ruin you financially and damage your reputation.
The Cutting Edge Information research shows that despite the industry’s uncertainty and concerns regarding digital and social channels, companies are increasingly using these channels for marketing. They feel that they can address more targeted patient groups with these strategies. Apart from branded and unbranded websites, they maintain a strong presence on popular social media platforms such as Facebook, YouTube and Twitter. In addition, they use paid search advertising and banner advertising to reach users.
These studies show how important social media marketing along with search engine marketing is important for healthcare businesses including pharmaceutical companies. Healthcare digital marketing is not an easy process. It demands excellent expertise in identifying the right customer group and using appropriate marketing strategies that can generate leads and ensure conversions. A good SEO company would provide customized solutions that are also designed to manage your online reputation while ensuring a strong online presence.
