Repertoire – September 2021
By John Pritchard
As technology advances, and the way we all connect with the world changes, the marketing industry must evolve. This is happening at an ever-increasing rate, including in the healthcare industry.
To keep up and make sure your business gets the exposure it needs, you must continually invest in new marketing ideas.
One of the best ways to employ modern marketing principles is omni-channel marketing. This is used to create an interactive pipeline for your potential customers. Omni-channel marketing in healthcare is an innovative way to give customers a seamless brand experience that can potentially create long-lasting partnerships.
What Is Omni-Channel Marketing in Healthcare?
Omni-channel marketing is similar to multichannel marketing. Both use multiple marketing platforms to connect with customers. However, the main difference is that in omni-channel marketing, the content across all channels is connected and optimized.
In omni-channel marketing, one marketing avenue will lead the customer to another experience. For example, an email will include a link to a webinar, which in turn gives the customer information on how to sign up for an in-person consultation.
The goal of omni-channel healthcare marketing is to make every customer feel like they have a personalized experience with your company.
Benefits of Using Omni-Channel Marketing
Omni-channel marketing is quickly growing as one of the most important marketing tools. Recent studies have shown that businesses who use an omni-channel marketing approach can see an increase in purchase frequency of 250%, compared to companies who only use a single channel. In addition, the studies show an engagement rate of 18.96%, compared to just 5.4% for brands that do not use an omni-channel approach.
Here are some of the key benefits to using omni-channel marketing for your healthcare business:
- More exposure: With your brand on multiple marketing channels, more customers will see your message and engage with your brand.
- More leads: More brand exposure will naturally earn you more leads. Potential customers who see your message on multiple platforms are more likely to contact your company for information.
- Improved conversion rates: With an omni-channel marketing approach, your brand message will be cohesive. This can lead to a higher conversion rate and a better return on your investment.
Strategies to Use in Your Omni-Channel Healthcare Marketing
With such clear benefits, it is easy to see why you need an omni-channel marketing strategy. But how do you get there? Here are a few strategies you can start incorporating into your next marketing campaign.
1. Focus on Where You Are Successful
Using omni-channel marketing means connecting with your customers in multiple places. However, it does not mean you have to use every possible marketing channel at the same time. Focus on sending out a unified message across a few areas, such as print media, social media, and your website.
2. Have a Consistent Message
The key to a successful omni-channel marketing strategy is having a consistent message across all platforms. Your customers should be able to move from one touchpoint to the next without feeling like they missed something.
3. Go Where Your Audience Is
Your business works with healthcare professionals. You need to reach them where they are. Learn more about your customers and what media they interact with. Consider marketing with healthcare-related apps, sponsoring local health-related events, setting up a booth at the next healthcare conference, or buying ads in popular healthcare magazines.
To read the full list of strategies (there are eight total), visit https://sharemovingmedia.com/eight-effective-strategies-for-omni-channel-marketing-in-healthcare.