The healthcare industry is consistently changing, and so are the patients who use the facilities. The Affordable Care Act has contributed to a shift in managment ideology of how things need to get done with less money, time and manpower. CMOs must effectively reach the target audience while achieving ROI in a data-driven market. Today's healthcare marketing environment has morphed into a partnership with clients that utilizes technology to engage and enhance the user experience. Traditional marketing methods are no longer as impactful, and moving to a digital marketing strategy is an important part of the marketing mix to keep up with competitors and move the company forward.

CMOs and the new Digital Challenge

CMOs must discard the traditional marketing role and embrace their status as a partner in a digital healthcare industry. In a “right-now” age, time is of the essence in reaching and retaining customers and time must be used wisely. The initiatives and challenges of this role now overlap with that of the CIO, further transforming and reshaping this directive to include the use of technology to brand the business and increase market share.

In a recent McKinsey Quarterly report, research indicates B2B companies miss the mark when meeting brand characteristics customers value the most. Every move must be calculating and deliberate in the investment of developing effective strategies and techniques that have tangible results.

Implementing the Right Initiatives

It’s important to increase your marketing mix to include and employ a variety of methods to reach your target audience. A combination of social media, content, SEO, PPC, PR, and events all work together to add the most value to your healthcare marketing strategies. Engaging customers is more than Twitter or YouTube, but a holistic experience that addresses real needs.

Why digital marketing?

It's more cost efficient. Patients want access to information NOW. Did you know that visual content is processed by the brain 60,000 times faster than text? That means consumers and patients like “seeing” the information they need to know, and like being able to directly communicate with businesses and get answers fast. Let’s look at the facts:

• Content marketing costs are 62% less than traditional marketing with 3 times the amount of lead generation.
• 72% of Marketers think that branded content is more effective than advertisements in a magazine, while 69% believe it is superior to direct mail and PR.

Using these elements in your digital marketing strategy are key:

• Blog – Every company should have a blog. This is where topics of interest are introduced and addressed. It’s also an open forum where consumers can ask questions and get concrete answers which may not only help them, but others who seek the same information. Don’t make it all about medicine. Fascinating and interesting stories can also lend credibility and develop a relationship with patients and their families. You’ll quickly become an industry leader and respected source of information.

• Optimization – Your website should be optimized for keyword searches and linked to all social media accounts for consistency and engagement across the board to help you reach potential clients.

• Videos – It’s a visual world. Informational videos help keep potential customers and patients engaged with what’s going on in your facility.

• Google+ - Google is all about authorship. Connect your Google+ profile to your website and blog for networking and credibility.

• Engagement – Dedicated staff for all social media accounts is crucial. People use and appreciate the power and value of a quick, direct response.

• Analytics – Understanding and knowing your reach will allow you to tweak and enhance your efforts.

CMOs must adapt the skills to understand and use these tactics to provide clear direction on how to proceed in implementing a healthcare marketing campaign that will produce visible results. A great strategy produces even greater relationships with your prospective and current patients, impacting more people in less time.