In recent years, medical marketing has become a growing trend. With the aim of providing, on the one hand, better service and clear and transparent information to patients, as well as, on the other hand, to facilitate assistance and resources, numerous and varied digital technologies have begun to be used by medical centers, practices and health entities.
The ways of accessing health services and products have been particularly modified with the advance of this unparalleled technological era. First of all, it is our own consumption habits that have changed, shifting, fundamentally, towards the search for virtual solutions.
Today, experience, knowledge and specialization, as well as top-quality equipment, are not enough to reach our public. They also need to find us where they spend most of their time: on the Internet.
In this sense, an operationally efficient website, visibility and presence in social networks, as well as positioning in search engines, are aspects that should not be neglected, even in the broad field of health.
What is medical marketing?
Today, every patient is also a digital user. Our way of communicating, as health representatives and managers, must necessarily adapt to these new demands and provide a valuable and effective interaction in the currently relevant channels, such as, above all, the digital ones.
Medical marketing consists of a set of strategies and actions aimed, especially, at attracting those who want and need to access health services and products, in order to generate opportunities for promotion and satisfaction. It is about creating connections between entities in the medical field and the relevant public.
In fact, this does not imply doing digital marketing in an unknown or different way, but rather the adaptation and empowerment of marketing resources to this particular sector. Ensuring, in this sense, the fulfillment of the specific needs and demands that it imposes.
Among other important aspects, it involves the development of advertisements to publicize services and treatments, the definition of strategies to attract potential patients and the design of a comprehensive and satisfactory care experience.
In medical marketing, as in any other field, it is essential to build a solid and continuous relationship with patients. It must, therefore, include accompaniment and support before, during and after the need has been satisfied.
What are the benefits of medical marketing?
Medical marketing, also known as healthcare marketing or healthcare marketing, involves the promotion of medical services, pharmaceuticals, medical devices or any other form of medical care. Some of the benefits associated with medical marketing include:
Increased visibility and awareness: medical marketing can help make healthcare professionals and medical organizations more visible to the target audience. This can lead to increased awareness of the medical services and solutions offered.
Patient or lead generation: By utilizing effective marketing strategies, medical professionals can attract new patients or potential customers. This can include implementing advertising campaigns, using online marketing, search engine optimization (SEO) and participating in medical trade shows or events.
Patient loyalty: Medical marketing is not only about attracting new patients, but also about maintaining and building loyalty with existing patients. By maintaining constant communication with patients through newsletters, social media or other means, medical professionals can strengthen the relationship and build long-term trust.
Education and awareness: Medical marketing can help educate the public about health issues and raise awareness about diseases, treatments and prevention. This can be especially useful in promoting early disease detection, treatment adherence and healthy lifestyle changes.
Differentiation from the competition: In an increasingly competitive medical environment, marketing can help healthcare professionals and organizations differentiate themselves from their competitors. By effectively communicating their expertise, specialties and approach to patient care, they can stand out from the crowd and attract those seeking quality medical services.
It is important to keep in mind that medical marketing must be conducted in an ethical manner and in compliance with applicable healthcare regulations and guidelines. In addition, it is essential to maintain patient privacy and confidentiality, as well as to provide accurate and reliable information.
Medical Marketing: Legal Restrictions for Individual Physicians on the Internet
Individual physicians who wish to use the Internet as part of their medical marketing strategy must be aware of certain legal restrictions and regulations that apply in many countries. These restrictions may vary by location and local laws, but here are some common considerations:
Privacy and confidentiality – Physicians must comply with patient information privacy and confidentiality laws and regulations, such as the Health Insurance Portability and Accountability Act (HIPAA) in the United States. This involves not sharing personally or medically identifiable information without proper patient consent.
Misleading Advertising: Physicians should avoid making false, misleading or exaggerated statements about their skills, experience or treatment results in their online marketing activities. They should provide accurate and truthful information to avoid deceptive advertising practices.
Endorsements and testimonials: Regulations may limit or prohibit the use of patient testimonials or endorsements in medical marketing. Some jurisdictions may require that written consent be obtained from patients before using their testimonials or experiences in online marketing.
Licensing and credentialing: Physicians should ensure that any information about their licenses, certifications and accreditations is accurate and up to date. It is also important to comply with legal requirements for advertising recognized medical specialties.
Remote practice and telemedicine: If a physician offers remote health care services or telemedicine via the Internet, it is important to comply with the specific regulations and legal requirements in your jurisdiction. This may include obtaining additional licenses, complying with informed consent and data protection requirements, and ensuring the confidentiality of online communications.
It is critical for physicians to stay up-to-date on local laws and regulations that apply to medical Internet marketing. In addition, they may consider consulting with legal counsel specializing in the healthcare field to ensure compliance with all relevant regulations and marketing professionals.
Who develops a medical marketing strategy?
In MKT digital marketing we provide a complete service of innovative digital marketing solutions, backed by a track record of more than five years in the market.
We have a large professional team, specialized in different creative and technological areas, with the knowledge and skills necessary to cover 360º all areas (marketing strategy, audiovisual production, graphic design, SEO, adwords, web development, among others) and create a medical marketing strategy, comprehensive and customized, that fits the requirements of each of our clients.
To enhance the reach and positioning of your practice, medical center or health entity, contact us.