Digital marketing in healthcare

Abstract

Abstract We live in a digital world when people rely more on smart devices and dedicate their time to searching information online. According to some research, 85% of users now compare and check reviews of products or services prior to their selection, and Google states that as many as 77% of patients search the Internet before they are make decision. That is why more and more health organizations recognize the need for online presence and the use of digital channels to attract new clients. The age group of 15-35 which trusts social media and easier forms of communication when it comes to important decisions. This gives healthcare professionals a platform to engage with such an interactive audience easily. Benefits - Health organization can either easily promote a product or service to the target group, as it is possible to determine who you want to target for preventive campaigns and services. In the digital world, you can easily measure and optimize results and gain accurate data as much as the range of activities. Reach, Engagement, CPC? Reach shows how many users have seen the posting, and what is higher, it is spreading more widely. Engagement is the interaction you achieve with your target group. How can you determine that you have paid off and that you have achieved your goal? One of the real indicators of many parameters is certainly the CPC (Cost per Click). In digital marketing, CPC is an advertising payment model according to which an advertiser pays each time a user clicks on a link. Conclusions The Healthcare industry remains behind other industries in the scope of digital marketing efforts. In 2017, only 50% of the survey respondents reported using a CRM system, while significantly more (65%) report using a CRM in 2018. Use of a marketing tool has doubled from last year’s survey, from 23% to 48%. Advanced or emerging digital activities, such as wearables or beacon technology, are still not being used much by healthcare organizations. Key messages Social networks empowers health clients. Majority people between the age group 18-24 (90%) trust information shared on social media.