The healthcare industry is very unique. The landscape of the traditional healthcare organization has changed, requiring a shift in brand image. There are many different aspects of healthcare digital marketing that must be considered when putting together a strategy that will not only work effectively, but will continue to deliver results long after the initial campaign is over. There are ways to engage customers that will consistently reach your target each and every time.

In organizations that have multiple entities, putting together a plan where multiple marketing objectives can be identified and utilized is helpful in delivering a campaign that will serve a variety of purposes under one entity. When operating as a large unit, the focus may get lost. Being able to capitalize on the great things you are doing in each area will attract a diverse set of customers across broad age groups.

How can this be accomplished?

There are a variety of ways. Here are a few:

• Web presence
  Your web presence speaks volumes, but can be compartmentalized to showcase work in every area. You’ll have the overall website, offering a list of comprehensive services, but then consumers can be directed to specialized units where there will be an entirely different site that focuses on what that area does and has to offer. For instance, capitalizing on your wellness center for patients can be marketed completely different than the general healthcare facility. Videos, exercise class schedules, testimonials and recipes for healthy living can be highlighted. This would be a great way to capitalize on bringing in patrons from the local community who would not have known about the wellness center. This will also leverage your communications to be specific to that target clientele.

• Social Media
  Your social media presence is a viable part of keeping your organization on the minds of consumers. For every unit you are advertising, there should be separate social media vehicles to enhance your healthcare digital marketing efforts. Twitter, Facebook, Pinterest, YouTube and any other tools you utilize for the main corporate entity should be done for the separate business units that your team designates as needing to be featured. Instagram would be a useful way to highlight real-time happenings, which would engage a younger set of clientele. Using social media throughout each unit is a perfect way to keep consumers engaged and enhances cross-promotional opportunities.

• Community partnerships
  There is value in promoting local engagement. These partnerships can prove useful in helping to attract and retain customers. Offering discounts on your site for a healthy meal restaurant could be an option that is featured on your wellness center site. Additional partnerships could include discounts at the sporting goods store or at the local pharmacy for health-related items related to diabetic care, nutrition or items that would pertain to another unit. Discounts on baby items or diapers would work well for your maternity and OB/GYN unit sites.

The main focus is to have each unit advertised as an independent of the whole. Cleriti can help! Branding across the board, with a clickable logo of the main entity will keep the entire brand in mind, while giving consumers options on why your organization is the best. Consumer engagement in healthcare digital marketing is crucial to the longevity of your business and the brand. To be remembered in a variety of ways, you must employ a variety of methods. Think of your brand as one song with a multitude of melodies. The end result will guarantee an increased client base and positive ROI.