healthcare digital marketing

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what is digital marketing for healthcare?

Healthcare digital marketing is the strategy and tactics healthcare organizations use to effectively and efficiently reach their consumers, patients, and members through digital channels. These digital channels meet consumers with the information they need, when they need it, and where they want to receive information - web, social media, email, and SMS.

it's all in the numbers

47%

of consumers say healthcare is more focused on industry needs than patient needs (salesforce)

50%

digital marketing generates 50% greater interactions with customers than traditional while costing far less to implement (goremotely)

23 hours

average time per week someone spends emailing, texting, using social media, and other forms of online communication (business news daily)
consumer expectations

the new reality

Patients expect personalized and engaging digital journeys with their providers. To meet changing consumer needs, organizations must invest in digital marketing to prioritize patient outreach and build those relationships. It's no longer enough to provide the best care. Healthcare organizations must increase communication to provide easier access to your healthcare organization’s care. Patients want to be valued members of your healthcare organization’s family by keeping them engaged and aware of your offerings.

the new reality

consumer expectations

Patients expect personalized and engaging digital journeys with their providers. Organizations must invest in digital marketing to prioritize patient outreach and build those relationships to meet changing consumer needs. It's no longer enough to provide the best care. Healthcare organizations must increase communication to provide easier access to your healthcare organization’s care. Patients want to be valued members of your healthcare organization’s family by keeping them engaged and aware of your offerings.

where to begin

why is healthcare digital marketing necessary?

The shift in consumer expectations requires healthcare organizations to engage consumers at the right time, in the right channel, with the right message. Digital marketing both drives patient retention and fuels patient acquisition, allowing health systems to both maintain and grow market share as competition increases. Most importantly, digital marketing drives better patient outcomes and revenue growth.

where to begin

why is healthcare digital marketing necessary?

The shift in consumer expectations requires healthcare organizations to engage consumers at the right time, in the right channel, with the right message. Digital marketing drives patient retention and fuels patient acquisition, allowing health systems to maintain and grow market share as competition increases. Most importantly, digital marketing drives better patient outcomes and revenue growth.

why does healthcare digital marketing work?

Healthcare digital marketing is a growth driver. These strategies drive growth and retention amongst patients, creating extremely loyal consumer bases. Effective digital marketing strategies increase customer lifetime value and revenue generation for healthcare organizations.
measure the impact of digital marketing
don't believe us?

here's proof

Cured’s ROI calculator shows how your healthcare digital marketing initiatives positively impact patients and your bottom line.

measure revenue generation and patient impact
‍

calculate roi
don't believe us?

here's proof

Cured’s ROI calculator shows how your healthcare digital marketing initiatives positively impact patients and your bottom line.

calculate roi
deliver results

digital marketing strategies for healthcare

Healthcare organizations are uniquely positioned to leverage digital marketing solutions to attract consumers, convert them to patients, and retain them for future services at every key decision point. Digital marketing influences all aspects of the patient lifecycle by meeting consumers in the channels they prefer at every key decision point.
view best practices for digital marketing

attract

Healthcare organizations need digital marketing initiatives to reach consumers in their preferred channels, such as web, social, email, and text. Outbound digital marketing initiatives should attract and convert consumers to loyal patients. 

read more about how to attract patients

acquire

Once consumers are aware of your organization, digital marketing tactics will convert consumers into patients. Here, channels like SMS and email are crucial in encouraging patients to engage in proactive (and often covered, preventative) care. Read more about how Cured approaches patient acquisition.

read how cured approaches patient acquisition

retain

Retaining patients is just as important as acquiring them. Retention marketing programs are often more effective and less costly than acquisition programs at maximizing patient lifetime value. Digital marketing allows healthcare organizations to prove value and encourage patients to engage further with their organizations, see how.

see how to drive patient retention

attract

Healthcare organizations need digital marketing initiatives to reach consumers in their preferred channels, such as web, social, email, and text. Outbound digital marketing initiatives should attract and convert consumers to loyal patients. 
‍

read more about how to attract patients

acquire

Once consumers are aware of your organization, digital marketing tactics will convert consumers into patients. Here, channels like SMS and email are crucial in encouraging patients to engage in proactive (and often covered, preventative) care. Read more about how Cured approaches patient acquisition.

read how cured approaches patient acquisition

retain

Retaining patients is just as important as acquiring them. Retention marketing programs are often more effective and less costly than acquisition programs at maximizing patient lifetime value. Digital marketing allows healthcare organizations to prove value and encourage patients to engage further with their organizations.
‍

see how to drive patient retention

build your healthcare email marketing program

learn together

best practices for marketing data and opt-in strategy

lessons learned, best practices, and emerging strategies from our work in the field with our customers
learn together

5 best practices for crafting the perfect subject line

lessons learned, best practices, and emerging strategies from our work in the field with our customers
learn together

a healthcare marketers guide to email A/B testing

lessons learned, best practices, and emerging strategies from our work in the field with our customers
learn together

pre-send checklist: a guide to delivering quality emails

lessons learned, best practices, and emerging strategies from our work in the field with our customers
learn together

a healthcare marketers guide to email reporting metrics

lessons learned, best practices, and emerging strategies from our work in the field with our customers

where do i start?

First, evaluate what you need in a digital marketing tool tailored to healthcare:
evaluate healthcare digital marketing tools
Then, think about the goals you want to achieve by leveraging digital marketing
see what our customers are achieving
Finally, start engaging with your patients on an intimate level
reach patients at every stage

what healthcare marketers need to create a successful digital marketing program

investment in HIPAA-compliant digital marketing tools

First and foremost, to execute on digital marketing strategy, healthcare marketers need a digital marketing platform that securely leverages first-party data to send HIPAA-compliant emails. The Health Insurance Portability and Accountability Act (HIPAA) restricts the marketing communications healthcare marketers can send to patients. HIPAA-compliant platforms do the work for you by inherently following these regulations, allowing you to focus on delivering content to your audiences.

Email marketing and SMS messaging are pillars of a well-rounded, patient-focused healthcare digital marketing strategy. Patients and non-patients now expect to receive relevant messages from their health systems related to their health and wellbeing. HIPAA compliance and security should be top priority when evaluating digital marketing platforms.

patient communication strategy

Healthcare marketers have realized that healthcare consumers are open to and expect digital communications from their health system. Accelerated by COVID, digital marketing strategies are now top of mind for many industry leaders. Patients expect personalized and engaging digital marketing journeys as they receive in retail.

Cured offers over 80 healthcare email marketing campaign templates to help healthcare marketers idealize, develop, and deploy healthcare email marketing campaigns. These email marketing templates, which we fondly call ‘Curations,’ are fully customizable, interconnected, tailored journeys powered by first-party data models allowing personalized interactions across the channels healthcare consumers prefer.

campaign management and execution

Healthcare marketers face hurdles in idealizing, developing, and deploying healthcare email marketing campaigns. Healthcare marketers' biggest challenges include idealizing goals and audiences, developing and sourcing assets, writing copy, gaining approvals, deploying the campaign, and tracking and analyzing results. Time, effort, and alignment are required to execute healthcare email marketing campaigns effectively.

Curations are pre-built email marketing campaigns tailored to healthcare marketing use cases. Curations include proven strategy, audience recommendations, eye-catching content, and advanced layouts that drive patient engagement. Results are measurable and provide insights into revenue lift in your digital marketing program.

method to measure digital marketing impact

All good healthcare digital marketers should aim to measure the impact of their marketing activities. Measuring ROI can lead to optimal patient outreach strategies, increased business value, and an accurate perception of healthcare marketing departments as a value driver, not a cost center.

investment in HIPAA-compliant digital marketing tools

First and foremost, to execute on digital marketing strategy, healthcare marketers need a digital marketing platform that securely leverages first-party data to send HIPAA-compliant emails. The Health Insurance Portability and Accountability Act (HIPAA) restricts the marketing communications healthcare marketers can send to patients. HIPAA-compliant platforms do the work for you by inherently following these regulations, allowing you to focus on delivering content to your audiences.

Email marketing and SMS messaging are pillars of a well-rounded, patient-focused healthcare digital marketing strategy. Patients and non-patients now expect to receive relevant messages from their health systems related to their health and wellbeing. HIPAA compliance and security should be top priority when evaluating digital marketing platforms.

patient communication strategy

Healthcare marketers have realized that healthcare consumers are open to and expect digital communications from their health system. Accelerated by COVID, digital marketing strategies are now top of mind for many industry leaders. Patients expect personalized and engaging digital marketing journeys as they receive in retail.

Cured offers over 80 healthcare email marketing campaign templates to help healthcare marketers idealize, develop, and deploy healthcare email marketing campaigns. These email marketing templates, which we fondly call ‘Curations,’ are fully customizable, interconnected, tailored journeys powered by first-party data models allowing personalized interactions across the channels healthcare consumers prefer.

campaign management and execution

Healthcare marketers face hurdles in idealizing, developing, and deploying healthcare email marketing campaigns. Healthcare marketers' biggest challenges include idealizing goals and audiences, developing and sourcing assets, writing copy, gaining approvals, deploying the campaign, and tracking and analyzing results. Time, effort, and alignment are required to execute healthcare email marketing campaigns effectively.

Curations are pre-built email marketing campaigns tailored to healthcare marketing use cases. Curations include proven strategy, audience recommendations, eye-catching content, and advanced layouts that drive patient engagement. Results are measurable and provide insights into revenue lift in your digital marketing program.

method to measure digital marketing impact

All good healthcare digital marketers should aim to measure the impact of their marketing activities. Measuring ROI can lead to optimal patient outreach strategies, increased business value, and an accurate perception of healthcare marketing departments as a value driver, not a cost center.

healthcare digital marketing

Defining healthcare digital marketing
Healthcare digital marketing consists of strategies and practices that healthcare marketers undertake to drive patient attraction, acquisition, and retention. Digital marketing includes outreach and messaging across various channels - email, SMS, social, and search. Healthcare digital marketing aims to inform patients and potential patients of the healthcare organization's offerings to stay top of mind.
The importance of a robust digital marketing strategy
Gone are the days when billboards played a significant role in healthcare marketing's strategy. Healthcare organizations should reach consumers in the right channel at the right time. This reality means pivoting to digital marketing practices that proactively communicate a healthcare organization's value by delivering relevant and personalized information to consumers. Patient acquisition and retention are highly competitive - healthcare organizations must adapt by leveraging digital marketing and CRM tools.
get started with cured
Cured's platform gives healthcare marketers the tools to measure the impact of their efforts - from the holistic digital marketing program down to the campaign and individual patient level. Announcements and dashboards help healthcare marketers tell the story of their healthcare marketing success. By leveraging these performance insights, healthcare marketers can plan their next engagement point to deepen consumer relationships and confidently accelerate patient interactions.

let’s bring healthcare full circle, together