Effective digital marketing strategies for healthcare professionals —

Looking at the healthcare industry, it’s often an industry that’s lagging behind in terms of embracing digital trends. While new technologies are invented every day and new treatment options are discovered to help treat patients, the industry itself doesn’t always embrace “digital”, let alone digital marketing.

Pharmaceutical companies are willing to invest billions of dollars in new inventions but often still rely on face-to-face visits to the consultant’s office to reach their customers. If this sounds like your organization, keep reading for tips on getting started.

Importance of Marketing in the Healthcare Industry

Historically, hearing the words “marketing” and “physician” in the same phrase has been frowned upon by the public, thinking that a consultant should not be receiving any promotional materials. But let’s look at it from a different angle; the consultant is in their clinic every day seeing and caring for their patients and making sure they get the best treatment. While pharma, biotech, and medical technologies companies are the ones conducting research, investing in academia to accelerate medical advancement, and spearheading the technological advancement of the industry.

So what will bring the new technologies and treatments to the consultant’s office? Marketing.

Challenges Faced When Marketing to Healthcare Professionals

Up until recently, sales and marketing in pharma companies consisted of a workforce of talented sales professionals who’d pay regular visits to the consultant’s office in order to promote their products and services. But we live in the digital age now, hence why we’re exploring ways to incorporate digital marketing into the healthcare industry and the new digital trends when marketing to HCPs.

Understanding Your Audience – Where Do HCPs Hang Out Online?

On an average working day, a physician is mostly offline, engaging face-to-face with patients and with their teams. Physicians consider peer-reviewed content and clinical data to be the most influential type of content when it comes to learning new treatment options, understanding patient outcomes, and staying up to date in their field.

In terms of placement, we rarely see them spending time scrolling on mainstream social media channels, instead they engage in specialized forums and groups.

Leveraging Digital Technologies to Reach HCPs

Content & SEO

High-quality, Expert Content is now the SEO golden standard for any industry and healthcare is no exception. While creating your content strategy, focus on detailed, accurate, and high-value content that demonstrates expertise, authoritativeness, and trustworthiness.

When writing medical content, use specific scientific terms and keywords that physicians are likely to search for.

Paid Media

Based on audience research and our experience, we’ve identified two effective paid media channels that help you reach physicians.

Traditional Marketing in the Healthcare Industry

Despite the shift towards digital, traditional marketing strategies still play a key role when marketing in healthcare, specifically: Direct mailing, Networking at healthcare conferences and seminars, Educational workshops, and speaking engagements.

Work with an Award-Winning Paid Media Agency

If you’re operating in the healthcare industry, reach out to to discuss your content, SEO, and paid media strategies with a team of professionals with proven experience in healthcare marketing.

Frequently Asked Questions

1. Why is digital marketing important in the healthcare industry?

Digital marketing helps healthcare professionals reach a wider audience and stay up to date with the latest advancements in the industry.

2. How can healthcare marketers leverage digital technologies to reach HCPs?

By focusing on high-quality content, using SEO best practices, and utilizing targeted paid media channels.

3. What are some traditional marketing strategies still used in healthcare?

Direct mailing, networking at conferences, and educational workshops are still effective ways to engage with healthcare professionals.

4. How can healthcare organizations stay up to date with the latest medical research?

By creating content that is up to date with the latest medical research and guidelines, and by collaborating with experts and Key Opinion Leaders.

5. Why is it important for healthcare marketers to understand where HCPs hang out online?

Knowing where HCPs engage online helps marketers tailor their digital marketing strategies to reach and engage with their target audience effectively.