healthcare system digital marketing strategy
… Healthcare systems are strategically enriching their digital doorstep for consumers and patients …

Health System Marketing For The New Normal

Healthcare provider organizations are retooling competitive digital strategies as they battle COVID-19


John G. Baresky

Health system consolidation across the nation is changing the clinical and commercial landscape of the healthcare industry. The larger healthcare systems grow, the more patients they must attract and retain.

As the nation progresses through the pandemic and the new normal is established, growing healthcare systems are clinically and commercially sharpening a competitive edge with their digital resources.

These are 5 pivotal areas where hospitals and health systems are optimizing their digital marketing strategies.

A consumer-focused digital doorstep

To increase access to information and lower costs, healthcare systems are improving the usability of their websites. Consumers and patients easily navigate them and avoid having to call to get answers to their questions.

The fortification of the digital doorstep embraces the user experience and positions the healthcare provider organization to make better use of technology continually. These are 5 pivotal areas they are concentrating on to optimize their digital marketing strategies.

Refreshed, relevant content

Healthcare systems are becoming more proficient in updating their content and improving its value. Content management and dynamic content creation are leading priorities to attract and retain patients — as well as new medical and administrative staff in a tight healthcare labor market!

Whether it’s web page content or downloadable assets, consumers and patients find better resources they can use, including multilingual formats, provided by healthcare systems. These websites are also serving as strategic recruiting assets.

SEO is integrated throughout the design of the website and its contents

Unless a patient is very remotely located or their care needs are exquisitely unique, healthcare is largely something consumers and patients access locally.

Health systems are aligning content with local SEO attributes so medical care-related searches by consumers and patients (customers!) are steered to them and not to another local competing healthcare provider organization.

As healthcare systems get larger, they are investing more in their digital marketing strategies

Strategic digital advertising and marketing campaigns centered on medical specialties as well as achievements and awards

Healthcare systems are making it known to the area they serve when they launch or enrich a particular healthcare service such as optimizing telehealth or fortifying medical specialties with new staff, technology or other resources. Their digital marketing and promotional campaign strategies are planned and deployed more effectively.

They are also strategically communicating NCQA and other accreditations, patient satisfaction awards plus positive rankings published by 3rd party evaluations.

Digitally, clinically and commercially competing with other community healthcare provider organizations

More than ever, large medical groups, hospitals and healthcare systems are competitively evaluating other patient care providers in their surrounding area. This includes website surveillance, selection of patient services plus top medical and administrative staff additions or exits.

Healthcare systems are seeking to regain a new focus and competitive edge as they manage the persistent threat of COVID-19. A multi-faceted strategy is necessary is to gain traction and achieve goals sooner. Digital resources amplify their capabilities.

Moving forward into the new normal

Health systems are looking forward to fully deploying the 5 strategies and tactics above without the harmful and costly interference of a prolonged pandemic.

Those persons who remain unvaccinated by choice are a threat to themselves and others plus pose a dangerous distraction to the progress that can be made in the overall healthcare industry.

There are many more attributes consumers and patients will benefit from as healthcare systems compete against one another without the burden of COIVD-19 holding them back.

Thank you for reading this story

Read my other articles about medical and healthcare business trends, content marketing and digital strategy, brand and product management, consumer wellness, managed care and market access strategy. Contact me today for your healthcare content writing and content strategy needs for medical, business, academic, patient and consumer healthcare audiences.

I have over 20 years of experience in the healthcare industry producing valuable healthcare content for audiences and customers spanning physicians, nurses, pharmacists plus pharmaceutical companies, medical technology manufacturers, healthcare provider organizations, managed care, investors, consumers and other stakeholders.

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