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INTRO:- Use these digital marketing strategies to increase sales of health-related products.
Selling health-related goods is now commonplace in family medicine, dermatology, and even dentistry. Fewer healthcare practices have been successful at marketing their products online, despite the fact that most of those selling products have mastered the art of in-office promotions.
In this article, we share a few digital marketing strategies that medical practices should think about employing to market health-related products. We also explain why these healthcare marketing strategies successfully generate interest and sales.
With paid search advertising, you can buy advertisements on search engines like Google, Bing, and Yahoo. According to Statcounter, Google receives close to 93 percent of all search engine traffic, making Google AdWords the most widely used paid search platform.
Consider paid search advertising when promoting health-related products for a number of reasons. Your practice has an equal chance of ranking for highly competitive keywords, to start. This contrasts with organic rankings, which consider things like website traffic and mobile friendliness. In paid search advertising, the position at the top is always taken by the highest bidder.
Another reason to think about using this type of digital marketing is that paid search ads avoid the waiting period that frequently comes with achieving a high organic ranking, which gives you instant visibility in the end. Better visibility translates into more clicks on your product, more visitors to your healthcare website, and possibly higher product sales.
Thirdly, paid search advertising can help you reach your ideal patients because it enables incredibly precise audience targeting. You can target demographics like gender, age, and household income in Google Adwords, for instance. If you are aware that particular audiences would not be interested in a certain product, you can also exclude demographics.
2. Post blog entries that are product-focusedA digital marketing strategy known as blogging has been shown to raise organic search rankings and gradually increase traffic to healthcare websites. This is due to the frequent website crawling by search engines like Google looking for fresh content. Search engines assume that your practice is an authority on your products when you publish blog posts about them, so they are confident in directing searchers to your site. HubSpot claims that small businesses with blogs experience a 126 percent increase in lead growth over those without blogs.
Additionally, including blogging in your online marketing plan can help establish your medical practice as the local authority on a particular product. Additionally, blogging enables you to provide information about your products that may not be possible to include on a product page located elsewhere on your healthcare website. Additionally, you can provide a different viewpoint on products through blog posts, whether it be a comparison or a review.
For doctors and other pharmacy ad professionals, social media is the best digital marketing channel for promoting out-of-pocket products. Social media's widespread use and frequent access are one of the causes. 81 percent of American adults use YouTube, 69 percent use Facebook, and 40 percent use Instagram, according to the Pew Research Center. 54 percent of users of YouTube, 70 percent of users of Facebook, and 59 percent of users of Instagram access the sites at least once every day.
People want to hear what healthcare professionals and practices have to say, which is another reason to use social media for healthcare marketing. Two out of every five adults said they already follow or would like to follow their healthcare providers on social media, according to a survey by the American Osteopathic Association. According to a different survey, 60% of social media users prefer posts from their doctor to those from other sources.
Make an investment in sponsored content to ensure that people see your product posts. You can target very specific audiences with sponsored content, much like paid search advertising. You can specify demographics like gender, age, and location as well as interests and behaviors on Facebook, for instance. Sprout Social reports that 65% of users who interact with a social media advertisement click through to find out more information about the subject at hand.
4. Email clients with promotional materialMarketing to current patients is beneficial even though many healthcare practices only concentrate on bringing in new patients. This is because after a patient has an enjoyable experience with your practice, they are more likely to return and recommend your practice to others. Keep in touch with patients if you want them to return.
A tried-and-true digital marketing strategy for encouraging patients to make their first, second, and third purchases is email marketing (and so on). Since 97 percent of email users check their inboxes each day, there are plenty of opportunities to reach your patients.
Selling health-related products will always depend on display signage and other in-office promotions. However, you must engage in digital marketing if you want to reach more people than just those who visit your office. Start implementing these strategies right away to observe how they affect product sales.
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Digital communication, whether via smartphone, laptop, desktop, or tablet, is here to stay. This means that online pharmacy advertising will be critical to your pharmacy's growth and success in the coming year. In today's blog, we're here to help you with your pharmacy's digital marketing and more.
Pharmacies that previously relied on more traditional channels are discovering that digital marketing provides unprecedented targeting and reach. Any advertising or marketing conducted through digital channels, from websites and mobile apps to search engines and social media networks, is referred to as digital marketing.
You can meet your patients based on the devices and platforms they use every day, establish an online presence, and market yourself across multiple channels by shifting your focus.
Here are a few ideas for attracting digital customers:
Branding assists you in developing a memorable identity for your pharmacy ad business, which includes a mission and vision statement as well as a brand story. Pharmacies that stand out also have a distinguishing feature or value proposition. Cost, convenience, location, or specialty products and services are some examples.
While a strong brand and problem-solving solutions can help you stand out, you still need a solid advertising strategy for your pharmacy.
Increase your patient base with the following pharmacy advertising ideas:
1. Advertise Your Pharmacy on Google My BusinessGoogle My Business (GMB) provides free online profiles to brick-and-mortar businesses to attract local foot traffic, an important part of local search engine optimization (SEO).
Anyone looking for local pharmacies can find you by adding your profile to Google Maps and search results pages. Encourage patients to leave reviews on Google for your pharmacy so that their referrals appear on your profile.
Aside from Google, there are hundreds of local business directory websites. These include search engines such as Yahoo and Bing, as well as Facebook and business listing sites such as YellowPages and the Better Business Bureau.
Include your pharmacy in as many of these as you can. Sites like Moz Local and Yext can help you manage and update your listings in all major directories from a single platform for an annual fee. The more guides you appear in, especially high-traffic ones, the better your local SEO will be.
Each listing should contain you:
The information provided by each pharmacy should be consistent across all platforms. Similarly, check and update those listings on a regular basis, especially if your hours change or you have seasonal offerings.
Facebook is one of the top 10 most-visited websites in the world along with YouTube, Twitter, and Instagram. Creating and maintaining active social media accounts can thus assist you in building a following and engaging your patient base.
Make the most of your social media presence by doing the following:
With highly targeted ads on Facebook, you can advertise your pharmacy to potential patients.
Each ad campaign can be tailored to and shared with a specific audience. On Facebook's Ads Manager platform, you can choose from a variety of parameters such as age, gender, location, relationship, and child age. For example, Facebook's ad network includes Instagram, Facebook Messenger, and Audience Network, allowing you to reach a wider audience.
Creating effective ads for your pharmacy does take practice, but Facebook's paid campaigns are an effective way of reaching a much larger audience online.
5. Organize Virtual Events.Hosting a virtual event, which can range from live videos and wellness classes to educational webinars and industry conferences, is a low-cost way to expand your online audience. Virtual events can help you market your pharmacy by doing the following:
They also make it simple to generate potential leads for your company by collecting attendees' email addresses when they sign up.
Partner with local businesses and community members to spread the word about your pharmacy.
Other healthcare businesses and practitioners can facilitate trade agreements and mutual referral programs. You can also collaborate with local small businesses, distributing product samples and making service announcements. You can offer to stock their products in exchange.
Another way to advertise your pharmacy to your local audience is by sponsoring local events, from health fairs to community outings. Check your local Chamber of Commerce website for businesses that might be good partners. Similarly, keep an eye out for upcoming events in your town to find ways to get involved in the community.
While your pharmacy should prioritize digital marketing, keep in mind that some patients, particularly those who are homebound, prefer a different approach.
Use colorful self-mailers such as postcards, leaflets, or letters to introduce your pharmacy and services to your local community. Include a limited-time offer or coupon with each one to entice people to visit you.
Provide digital refills or no-contact services such as prescription delivery and curbside pickup. Include information and instructions so that patients can begin using your pharmacy from the comfort of their own homes.
8. Provide Free Health ScreeningsGet patients in the door by providing free clinical services to seniors and their families. They connect you with the local community and allow you to demonstrate the value of your services and generate long-term business.
You could provide the following types of free screenings:
Health screenings can also be used to promote other healthcare services, such as senior immunizations for conditions such as shingles and pneumonia, or flu shots.
Consider running a Facebook ad campaign or adding a Local Post event to your Google My Business profile to help spread the word.
Email marketing allows you to stay connected with and build on your current patient base. You can keep your audience up to date on what's going on at your pharmacy, promote special offers, and share relevant health content by sending out regular email newsletters.
Begin by getting patients to sign up for virtual events, free health screenings, digital tools like a pharmacy mobile app, or updates on upcoming promotions.
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Pharmacy Advertising Platforms