Digital Marketing for Healthcare Companies
The secret is out that digital marketing is one of the most effective tactics for healthcare and pharmaceutical brands. In 2018 alone, digital marketing made up an astonishing 35% of overall marketing budgets for brands in this space. Source: Health Leaders Media.
However, digital marketing for healthcare and pharmaceutical companies can be complicated. You need an agency that understands the nuances of how regulations like HIPAA affect your marketing strategy. Additionally, you need a team adept at working with your internal compliance department and who is also on top of new rules happening in digital (e.g., Google’s your money or your life update).
Digital Marketing Strategy
Building an informational and educational brand is vital in this space. You must understand who your audience is and what kind of content is useful and relevant for them. From there, Volume Nine can create a full-funnel strategy to help you achieve the KPIs you are looking for (e.g., web traffic, online sales, social engagement, etc.).
Top of Funnel
At the top of the funnel, we recommend focusing on educational content and promoting that content through various channels. Additionally, it’s essential to create excellent visual content in different modalities (photography, video, infographics, etc.).
Middle of Funnel
When a customer is actively considering your brand, one of the best things you can provide is content that helps them along their buyer’s journey. Also, search channels such as SEO & PPC are vital to driving targeted traffic at this stage. Finally, this is a great time to provide a call to action to get them closer to taking action, such as signing up for emails.
Bottom of Funnel
At the bottom of the funnel, we want to drive your audience towards your ultimate KPI. For Pharmaceuticals, this might be inspiring an in-store visit or an online transaction. For Healthcare brands, this might be filling in a form or setting up an appointment.
Top digital marketing tactics for Healthcare & Pharmaceutical brands:
Here are some of the top digital marketing tactics for brands in these fields:
- Target Audience Development
- Content Marketing
- Content Strategy
- Conversion Rate Optimization (CRO)
- Search Engine Optimization (SEO)
- Paid Advertising – Social & PPC
- Lifestyle Marketing
- Social Content Strategy
- Video Marketing
- Email Marketing
- Influencer Marketing