An effective marketing strategy in any industry relies on your ability to leverage existing opportunities with consumer-focused trends. For health & wellness, marketers can use several innovative promotional-platforms to connect with individuals who are more eager than ever for a healthy, energized, and pain-free lifestyle.
I’ve put together a brief list of valuable and effective marketing ideas for your health & wellness business in 2017. Read through each of the following tips and see how you can apply them to grow your business or practice…
Social media is no longer a marketing afterthought for successful businesses in 2017. Every major brand is present across the major social media platforms, and they are actively planning strategic campaigns around social activity. Social media clearly has an edge, but does it fit within the growing field of health and wellness? It absolutely does!
By definition, wellness practitioners are open to using inclusive, holistic approaches that empower patients in pursuing their own care; and the connection from practitioner to patient on social media is immediate! Your business posts are listed directly within the feed of user-generated content, allowing you to create content as personal as those from friends and family. Additionally, wellness practitioners actively listen and rarely use the one-size-fits-all approach that traditional medicine is known for, and on social media that personal touch fits right in. It’s now possible to build one-on-one trust with a client/patient if they are regularly exposed to reliable, helpful information coming from your page directly to theirs. In a recent study, 41% of people claimed that social media affects their choice of a specific practitioner, or health treatment facility (source: Demi & Cooper Advertising and DC Interactive Group).
1) Give Your Organization a Voice
Health and wellness organizations can sometimes come across as a bit sterile and bland, but they certainly don’t have to be when communicating with patients and the public.
Leverage social media to interact and engage with your patients or customers by using your unique brand personality. Humanize your organization’s social presence and ensure that your profiles attract users to the type of community you’re proud to have built. Be sure to respond to reviews and inquiries promptly.
2) Educate Your Audience in a Fun and Interesting Way
Social media is a convenient way to spread the word about relevant health issues. Come up with unique campaigns that you can run in your local community to raise awareness of an issue, such as the famous “ALS Ice Bucket Challenge”. You should limit the self-promotional posts and instead focus on ways that you can add value to your audience, since your page is not strictly used for selling a service.
Keep in mind, there is a lot of misinformation circulating on the Internet about health and wellness—which creates an opportunity for your organization to combat this and use social media to positively impact the health of patients, clients, and the public as a whole.
3) Stir up conversations on Social Media
People now perform more online searches for health-related information on their mobile devices than for any other topic. This fact suggests that consumers are more dependent on digital resources for information regarding symptoms or health management than ever before.
One way to make your business more relevant and accessible online is to stir up conversations on social media by using hashtags in your posts. Decide on a given service or condition in which you specialize, and include a memorable and effective hashtag in your post. Then incorporate a call to action directing users to engage in the conversation.
Times have changed. Most people are not reading the morning paper or watching commercial-ridden TV, and if they are, they’re scanning through their Facebook page on their mobile device simultaneously. You should advertise where your customers are spending the most time, and right now that’s on social media, and the internet. Because healthcare has been slow to catch this trend, fewer healthcare organizations are buying up ads, so the cost to run them is likely lower than in other industries.
Use hyper-targeted social media advertising to raise brand awareness in your local area and to drive the most qualified leads to your page or website so that you can guide them with your content into becoming patients or customers. Your social media ads must be highly relevant to your target audience, well-written, and accompanied by a unique and engaging image or video to cut through the noise and grab your audience's attention.
1) Update and Clean Up Your Email Database
Your email list is only as good as its accuracy. A giant address book is not very impressive or useful if only a third of your contacts are valid. “Cleaning up your database” means you should regularly test your send-list and remove undeliverable, duplicate and incorrect email addresses. If the outbound emails get excessively flagged with spam reports and unsubscribes, you can risk having your account suspended.
An updated email database is also very important for list segmentation, which in turn affects your marketing efforts across social media. If you want to effectively expand your business reach by hyper-targeting users, we suggest updating your email list on a regular basis to eliminate bad data and unsubscribe requests.
2) Use Email to Re-Engage Current Clients
Email is still one of the best channels for consistently staying top-of-mind for clients/patients. However, there’s a big difference between sending a few promotional offers or updates each month and optimizing an email sequence for conversions. It takes a fair amount of work to design an effective email sequence with the proper timing, frequency, and content to motivate your current clients to come in more often. Thankfully, there are tools available to help make the process easier and more streamlined.
If you have not yet optimized your website for mobile devices, you could be losing out on customers. The following statistics explain why:
- 66% of email opens occur on mobile devices
- Facebook has 1.57 Billion mobile daily active users as of June 2017.
- Over 60% of online traffic is now generated on mobile.
- Google now ranks mobile-optimized sites higher in search results. This change occurred in April 2015. Google actually has a website where you can test the mobile-friendliness of your webpage and see how your website appears on mobile devices.
If you want to test your site, click on this (test mobile-friendliness) link.
Marketing success for your health and wellness business depends on reaching new customers where they are spending their time (online) and staying in front of your current clients to generate repeat business and referrals. A successful marketing strategy for 2017 and beyond will no doubt include social media marketing, email marketing, and mobile search optimization. If you would like any additional ideas or help, reach out to us at Vitality Inbound Marketing to learn more about how we can help your business succeed!