Digital marketing is forging ahead of other traditional advertising channels. For example, it now makes up 44% of the global health care industry’s total advertising spends, pushing television into second place at 33%. By 2020 it’s anticipated this growth, in dollar terms, will have nearly doubled. There is also a distinct correlation between digital marketing spend and medical tourism growth so it’s not rocket science. Quite simply, it’s very apparent those countries (and businesses) that invest more in digital marketing are also experiencing far more rapid growth in this sector.
Effective Online Advertising = More Patients
Online advertising, which is simply marketing that utilizes digital technologies like the Internet and mobile devices among others, uses a range of channels. One of the most effective is social media, particularly Facebook –93% of advertisers now advertise regularly on Facebook. Why? Because it’s proven to work, or 93% of advertisers wouldn’t be wasting their money and time doing it! Many of these advertisers also make a point of backing up their advertising by consistently engaging with their customers to build trust. Trust typically translates into sales and new customers.
Take home message – if you aren’t using social media as part of your marketing portfolio, you are being left behind at the starting blocks. If you aren’t using social media EFFECTIVELY then you may have left the starting blocks but you’re floundering whilst your competitors (who use it better than you) race well ahead.
Search advertising is another very strong digital marketing tactic that’s giving businesses plenty of bang for their buck. Search ads are the ads that appear at the top of pages that list search engine results. Google search result pages are the best-known example. If you doubt the strength of this advertising medium, consider these interesting facts.
Internet users who use smartphones to search online, and that’s now 52.2% of internet users or over 2 billion people, only initially see the search ads when they do an Internet search. If they want to see more results they have to scroll down. Many don’t – they just click on the search ads. That could be YOUR ad, but at the moment it’s probably your competitor’s ad (ouch). Furthermore, of the more than 3 billion smartphone users worldwide, over half are in the Asia Pacific region – that’s your backyard! Sure, not all of them are yet online but every year more and more of them are.
Take home message – mobile phone users are tipped to reach 3.8 billion by 2021. Over half of them will still be sitting squarely in your backyard. Each year growing numbers of them will discover the benefits of joining the world wide online community ie they can look for medical treatment options online! They’ll be clicking on those search ads that come up because they can’t be bothered scrolling down to see the non-paid results, plus there’s the perception that these companies, being at the top, are more relevant to their search. Will it be your ads they’re clicking on, or your competitors’ ads? That is the question. Only you know the answer….
Still think digital marketing isn’t worthwhile?
Obviously there are other digital marketing methods as well but these are 2 that return results quickly for not a lot of work upfront. Although we would point out that your website and social media pages must also be up to scratch or the droves of people who will land on them courtesy of your vastly improved digital marketing strategies will simply go bouncy bounce!
At TopEngage we specialize in helping businesses in the medical and health care industries identify new markets and market your products and services effectively.
Contact us for all your medical marketing needs.