Pillars of Healthcare Marketing:
Engaging Your Audience
PILLAR 3: Engagement is the heart of any successful marketing campaign or strategy as it is vital for building meaningful connections with your target audience. Yet, engagement goes deeper than a click on an ad. Actively engaging with your audience through various modes and channels such as targeted display ads, organic and paid social media, video, email or your website, means creating opportunities to educate, listen, and respond. By connecting with your optimal audiences—those most likely to resonate with your brand values and services—you can foster deeper relationships, driving higher conversion rates and long-term patient satisfaction. Focusing on engagement is key to building a thriving brand presence and driving sustainable growth in today’s dynamic healthcare marketplace.
BENEFITS OF ONGOING ENGAGEMENT
Empowerment & Education | Positive Reputation & Referrals | Enhanced Patient Satisfaction
CONTENT MARKETING & THOUGHT LEADERSHIP
Content that provides real value, such as articles, videos, and webinars, engages patients, prospects, and peers, while demonstrating expertise, and bolstering credibility and trust.
The most compelling thought leadership content is built to address common and pressing questions or concerns among patients, caregivers, and decision makers. It isn’t self-promotion, as much as it is informative, educational, entertaining, or insightful in answering the question of the moment for your patients and referrers. A comprehensive content/thought leadership strategy will connect with your ideal audiences across video, boosted social media, blogs optimized for organic search, digital display and sponsor content channels.
Download the full Pillars whitepaper to view the Content Marketing Toolkit.
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92% of marketers say content is a valuable business asset for driving long-term ROI.1
PHYSICIAN REFERRAL MARKETING
Engaging with other healthcare professionals through traditional “boots on the ground” referral marketing tactics such as networking, partnerships, and educational initiatives certainly have their place. Utilizing a data-driven digital referral marketing strategy supercharges your efforts.
Working in tandem with your patient advertising and outreach, your B2B communication to healthcare providers and specialists is equally important. Targeting referring physicians with the right mix of thought leadership content via social, display and industry media placements helps educate your potential referral network about your expertise and differentiators and establishes your practice and doctors as preferred referral choices. This strategy also demonstrates to your current referral network that your practice and doctors continue to expand expertise, hence remaining worthy of their support.
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Through data and partnerships, Advance Healthcare can target specific National Provider Identifiers [NPIs] with highly targeted messaging to build your referrals and aid recruitment efforts.
1. https://www.forbes.com/advisor/business/software/content-marketing-statistics/
2. https://www.annfammed.org/content/5/4/361
This article highlights the third of four pillars that support thoughtful marketing tactics of thriving healthcare organizations.
ENSURE A PATH TO SUCCESS FOR YOUR ORGANIZATION
Download the complete Pillars of Healthcare Marketing whitepaper to learn more.
