Last year, COVID-19 changed the landscape of digital marketing as we know it, especially for healthcare. Chatbots, mobile advertising, and interactive content were at the top of many industry prediction lists for 2020. But when COVID-19 hit, changes in consumer behavior meant healthcare businesses had to pivot online marketing to keep patients engaged.
A few of 2020’s key digital marketing trends included:
- Personalized content
- Voice search for mobile users
- Local search engine optimization (SEO) for small businesses
- “Live” videos on social media
- Contactless offerings and the need to communicate them online
As you focus on growing your pharmacy business in 2021, here are the top 5 digital marketing best practices to make the most of recent trends and optimize your marketing strategy this year.
1. Focus on Local
COVID-19 has really put the importance of local business and customer service in perspective. As your patients continue to stick close to home and shop around online, you’ll want to boost your local SEO to make sure your location pops up when they search for “pharmacies near me.”
Keep your Google My Business profile regularly updated with business information and posts. The tool’s newest in-map messaging feature can also help you connect instantly with potential customers who have found your business on Google Maps.
2. Engage on Social
Changing COVID-19 restrictions still drive consumer needs for online healthcare information. Social media marketing has become an essential strategy for pharmacies to engage with and keep customers.
Start maximizing your social media efforts by sharing business updates, offering health-centered resources, and interacting with patients on your Facebook business page. Depending on your patient base age and demographics, posting on other popular channels like Twitter, Instagram, or YouTube could also be a good fit for your marketing plan.
3. Target and Personalize Your Marketing
With individualized healthcare on the rise, it’s crucial to offer multiple touchpoints for direct patient communication and care. Digital engagement tools like direct secure messaging allow you to initiate 2-way conversations with patients and exchange information on a HIPAA-compliant platform.
They can also help you identify subgroups within your patient base by age, condition, and adherence, allowing you to provide more targeted care and intervention.
4. Experiment with Short-Form Video
Watch time for live content increased by as much as 250% last year on YouTube, according to Think With Google. Live short-form videos, from Facebook Live to Instagram Live, Twitter’s Periscope, and TikTok, offer businesses a way to humanize their brands.
Try creating a quick live event on your most popular social media channel to build a personal connection with your audience. Keep it simple by offering a short service or product update or by giving your audience a behind-the-scenes look at your location.
5. Track and Measure Success
The best marketing plans are the ones that improve and evolve over time. And there’s no better way to determine what’s working and what’s not than keeping tabs on all your digital efforts.
These free tools will help measure your marketing:
- Google My Business Insights: See how often your profile has been viewed, how many people have clicked through to your website, and the keywords they used to find you.
- Google Search Console: Measures website search traffic and performance and helps you identify and fix issues so you can stand out in search results.
- SEMRush (free version): Offers limited competitor domain analytics, keyword analysis, site audits, and SEO ideas.
If you’re a Digital Pharmacist digital marketing client, take advantage of the analytics and reporting tools at your fingertips, from ad performance to newsletter clicks and opens.