Oneiric Search

the strengths and weaknesses of digital marketing channels

Strengths and Weaknesses of Digital Marketing Channels for Healthcare Organisation

 

Every marketing channel has strengths and weaknesses that make it more suitable for certain campaigns but which would work best for your practice? Knowing the strengths and weaknesses of each digital marketing channel when it comes to healthcare allows you to choose the best, most appropriate channels when creating a digital marketing campaign for your business or practice.

 

Website & Content Marketing

Digital marketing channels

Website and site content designed, created, and curated in such a way that it attracts potential patients and builds loyalty among existing patients.

Strengths

  • Easy to set up with not many technical skills required
  • Engaging with new, as well as existing patients
  • Can be used in various formats, like mobile
  • Patients expect their medical practices to have a strong online presence these days
  • Improves SEO
  • An effective way to disseminate information on treatments you offer and general health information
  • Can introduce patients to the staff (doctors, nurses, etc) by featuring staff profiles
  • Easy to track and measure performance
  • Great for building brand awareness, storytelling, promoting wellness, and becoming a knowledge source

Weaknesses

  • Creating regular, relevant content can take up a lot of time
  • Requires a lot of planning and management of resources, such as writers
  • Ensuring the quality of content is consistent can be a challenge
  • Requires expertise to design a site that attracts and retains patients

 

Email marketing

Digital marketing channels

Emails to a database of potential patients, including newsletters, special offers, or medical information they might find useful to generate interest.

Strengths

  • Cost-effective to build relationships with patients by sharing useful medical information
  • Very customisable so patients can be offered treatments targeted specifically at them
  • Quick and easy to create and send
  • Complete control over content
  • In-depth analytics to measure performance

Weaknesses

  • Can take time to build a relevant email database
  • Spam filters may block certain emails
  • Can be annoying if sent too frequently
  • Many people unsubscribe or simply ignore marketing emails

 

Social Media Marketing

Organic interactions with your patients, such as posting content on social media accounts and groups, or paid advertising on social media platforms.

Strengths

  • Can be very affordable due to free interaction and low paid promotion costs
  • Content published is immediately seen by your patients
  • Can help to create an audience for your healthcare blogs
  • Targeting for your wellness brand’s ads can be very specific
  • Real-time feedback and interaction with patients
  • Increased brand loyalty through active online presence
  • High return on investment

Weaknesses

  • Growing and maintaining an online following takes time and can be time-consuming
  • Constantly changing algorithms of social media platforms can affect reach
  • Risk of negative publicity, criticism, and scammers
  • Limited control over the conversation
  • ROI is not immediate

 

Search Engine Optimisation (SEO)

Search engine optimisation is the practice of creating online visibility for your healthcare organisation by optimising a website in such a way that it achieves the top spot in online search results, based on health and wellness keywords used.

Strengths

  • Reaches right audience first
  • Creates continuous flow of traffic to your site
  • Increased online presence due to higher search rank
  • Builds reach in the healthcare-related niche over time
  • Can be very cost-effective
  • Grows revenue organically in the long run
  • Higher long-term returns than traditional marketing
  • Helps establish you as an authority or influencer on health

Weaknesses

  • May take a long time to grow, no instant results
  • No control over ranking algorithm changes
  • Can become costly in competitive niches
  • Potential penalties search engine rules are accidentally broken

 

Paid Search

Paid Search involves advertising on search result pages when people search for certain healthcare-related keywords. It’s also a scalable digital marketing channel that connect your ads as an advertiser to your target customers.

Strengths

  • Precise targeting (treatments tailored to specific patients)
  • Quick and easy to deploy
  • Nearly instant results
  • Complete control over the budget
  • Easy to test and track
  • Can be cost-effective in certain healthcare niches
  • Full access to keyword data can be valuable in other advertising

Weaknesses

  • Requires ongoing investment
  • Fleeting, no staying power
  • Requires continual testing to optimise ads
  • Keyword bidding against big-budget agencies/brands
  • Certain keywords can get very expensive
  • Strategy is easy to copy by competitors
  • Poor results from poor management

 

Mobile Marketing

Mobile marketing involves advertising on mobile phones using a variety of formats such as pop-up ads, push notifications, and static or dynamic in-app advertising.

Strengths

  • Builds customer loyalty through a positive mobile experience
  • Collects vast amounts of data for target market profiling
  • Patients are increasingly using their mobile phones to look for medical information and find nearby medical practices
  • Complements other digital platforms
  • Reaches a broader market
  • Almost instant results

Weaknesses

  • Privacy concerns
  • Navigating mobile phone difficult for some users
  • Difficult to track impact across multiple devices
  • No uniform format can make campaign creation difficult.
  • Increased use of adblockers on mobile

The vast majority of successful digital marketing campaigns for healthcare organisations include a combination of different channels, each reaching a specific audience in a certain way. Many channels have complementary strengths that boost those of other channels and makes up for their weaknesses. Knowing the healthcare market and the strengths and weaknesses of digital marketing channels will allow you to put together a better, more effective campaign.