Are you finding it increasingly difficult to navigate the ever-changing landscape of healthcare marketing?
Well, you’re not alone.
Despite your best efforts, you may be struggling to effectively reach and engage with your target audience.
And that’s because healthcare marketing is pricey and difficult when you’re not approaching it with the proper guidance and tools.
If your current strategy is struggling to pick up traction, here are 7 likely reasons why:
1. Lack of focus on the patient/customer and too much focus on yourself
Your healthcare marketing efforts may be too product or self-focused, rather than being centered around the needs and wants of your target audience. When a potential patient or customer hits your website, they want to read copy that addresses their pain points. No offense, but they don’t care about the history of your company–they want to know how you can help.
2. Using a committee to make marketing decisions
Everyone has an opinion on marketing, and taking all these opinions into account can cause you to lose out on a valuable strategy when the key players can’t agree on minute details. And while everyone is nit-picking, your competitors are beating you to the chase. This is why marketing should be left to a fractional CMO.
3. Not leveraging digital channels
With the vast majority of consumers using digital channels to research and engage with healthcare providers, it’s more important than ever to have a strong digital presence.
If you’re not leveraging digital channels such as social media, email marketing, and SEO, you’re missing out on a huge opportunity to reach your target audience. Many healthcare providers shy away from these channels due to fear of HIPAA violations, but it’s fairly simple: Just don’t give out any PHI online. And when interacting with comments or reviews from patients, don’t confirm or deny that they saw you.
4. Lack of brand consistency
Your healthcare marketing efforts may be inconsistent and disjointed, making it difficult for your target audience to recognize and remember your brand. Make sure your messaging is the same across all platforms so that users get a streamlined and consistent experience.
5. Not keeping up with industry trends
The healthcare industry is constantly evolving, and it can be difficult to stay on top of the latest trends and technologies.
These days, one of the most popular marketing trends that you need to hop on is ChatGPT. It’s an AI-based copywriting machine that can crank out entire blog posts (or any copy, really) in less than a minute. All you need to do is feed it a prompt. And the best part is, it’s free (for now, at least)!
6. Inadequate measurement and reporting
Without proper measurement and reporting, it’s impossible to know if your healthcare marketing efforts are working. As industry experts, we recommend you track: conversion rates, cost per acquisition, form submissions, customer/patient lifetime value, customer/patient retention rate, ROI, cost per click (CPC), click-through rate (CTR), keyword rankings, bounce rate, and average time spent on site, to name a few.
7. Limited budget
Healthcare marketing can be expensive, and many healthcare organizations are operating on tight budgets. Unfortunately, when the budget is tight, marketing is one of the first costs to be cut–and this is one of the biggest mistakes you can make. After all, how can you expect to bring in more money when you’re not bringing in patients or customers?
A fractional CMO can help you make the most of your marketing budget, developing cost-effective campaigns that deliver results.
In fact, hiring a fractional CMO can help you overcome all of the above healthcare marketing challenges.
At Bizzuka, all of these mistakes are addressed in our 6-phase OPTICS™ marketing framework. Our fractional CMOs will provide the expertise and experience needed to navigate the complex healthcare marketing landscape and help you reach and engage your target audience.
Interested to see how we can help? Schedule a free marketing diagnostic consultation with us today.