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.
Key Takeaways
- Omni-channel marketing delivers higher purchase frequency and engagement rates.
- You can reach more customers in more places with a cohesive message across all channels.
- Omni-channel marketing can help a brand focus their message and see things from their customers’ perspectives.
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.
This video offers a few more details about how multichannel and omni-channel marketing approaches differ.
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.
- Improved messaging: Each marketing channel you use will reinforce the overall theme of your message. For example, when a customer gets an email message from your company along with seeing social media posts featuring the same message, it can strengthen the image of 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.
8 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.
Three channels are an ideal place to start. Stick with your chosen approach for at least six months to see the results. Once you have successful, consistent results in your chosen areas, consider adding a new marketing outlet.
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.
4. Reuse High-Performing Content
While you should never copy and paste content from one platform to another, you can make small adjustments to turn a blog post into a commercial or a series of tweets. An omni-channel marketing experience should be consistent and cohesive.
5. Create Personalized Experiences
With modern technology and AI software, it is not difficult to create a digital experience that feels personalized for each customer. Simple touches like adding a customer’s name to an email can have a big effect on their response to your message.
6. Map the Customer Journey
Put yourself in your customer’s shoes and navigate every channel of your omni-market process. Make sure there are no dead ends. Every channel should be optimized to lead the customer to a potential sale, while also giving them easy access to another marketing channel for more information.
7. Optimize Your Social Media Presence
This works with strategy number 3. While healthcare professionals will likely have a presence on traditional social media sites like Facebook, LinkedIn, and Instagram, you should also consider using platforms like Doximity, Sermo, and DailyRounds.
8. Analyze Your Data
Your omni-channel marketing tools are going to give you a wealth of data. Study the data to find ways to improve your message and marketing. Your data should also lead you toward your top customers, which you may be able to use as brand ambassadors.
Get Your Healthcare Brand Noticed with Omni-Channel Marketing
Share Moving Media is a leading content production and publishing company for the healthcare industry. We work with healthcare manufacturers and distributors to help them enhance their brand messaging and attract new customers. We would love to help you reach your full potential and grow your business.
If you are ready to enhance your brand’s image through omni-channel marketing, contact us today to get started.