Traditional marketing hasn’t been able to adapt to changes quickly enough for today’s evolving healthcare landscape. Due to its reliance on conventional tools such as targeted ads and physical outreach campaigns, it is slower than what marketers need now.
According to the latest statistics, 60% of customers thoroughly research before scheduling a medical appointment. Traditional healthcare marketing often fails to appeal to modern customers and address their needs.
Traditional health tech marketing initiatives rarely use marketing automation platforms, affecting overall efficiency and productivity.
This article explores how marketing automation for healthcare can be a viable option for healthcare organizations today.
What is Automation in Healthcare Marketing?
Healthcare marketing automation is an emerging strategy for marketing teams in the industry. According to Google, search is the most preferred way for customers to sign up for a healthcare provider online. Compared to non-search methods, search brings three times more traffic to hospital websites.
By leveraging a marketing automation platform, healthcare marketers can accurately target potential customers, disseminate content more quickly, measure successful campaigns, and increase ROIs.
In recent years, health tech marketing automation has steadily grown in popularity due to its ability to use data from sources such as customer surveys and electronic health records to personalize campaign messages for prospects.
Through automation, healthcare marketing teams can gain insights into what strategies are needed to improve results and maximize returns. By incorporating marketing automation into their operations, healthcare marketing teams can create opportunities that result in better outcomes for organizations.
How to Use Automation in Healthcare Marketing?
Healthcare marketing automation involves new-age digital technologies and communication startegies that promote personalized customer-brand engagement. For instance, a marketing automation software can automate email and text messages (including promotional ads, product-related information, etc.) to individual customers or a whole buyer segment. By leveraging predetermined behavioral data, healthcare companies can automate their marketing campaigns, identify new opportunities, and detect latent problems.
Such insights help health tech marketers to realign their growth strategies, solve challenges, expand market reach via the right channels, and reduce the scope for errors.
In the long run, automation helps streamline martech operations by aligning sales and marketing goals for scalable growth.
Here are some effective marketing automation platforms that companies can leverage to improve health tech marketing efficiency:
Marketo’s marketing automation platform is uniquely designed to help health tech firms achieve their marketing goals. With its specialized marketing tools, healthcare marketers can create marketing campaigns tailored to their specific needs, such as patient acquisition and customer retention.
Marketo allows healthcare marketers to track customer behavior and engagement on health-focused websites and automatically generate reports for further optimizations. Through its efficient marketing automation capabilities, Marketo has become the go-to solution for marketing in the global healthcare industry.
Furthermore, Marketo comes with integrated analytics that utilizes powerful algorithms to ensure that marketing efforts are appropriately targeted, and actionable insights are delivered in real time.
With its robust set of features, Campaign Monitor makes it easy for healthcare marketers to create, send, and monitor email marketing campaigns. It gives marketers insights into how well their campaigns perform, allowing them to tailor their marketing messages to different population segments.
HCPs can also use Campaign Monitor’s analytics dashboard to track the performance of campaigns and make adjustments as needed. Campaign Monitor integrates with other marketing automation systems like Salesforce and Marketo to give healthcare marketing teams a complete view of all activities.
Campaign Monitor combines the power and simplicity of marketing automation in one easy-to-use system that helps healthcare businesses reach new heights in patient engagement and marketing success.
One of the eminent names in marketing automation services for healthcare tech, Zoho makes health-tech marketing automation simple yet effective. It enables marketing departments to track campaigns from start to finish and create workflows that only respond to pre-defined customer behaviors.
Zoho also helps healthcare marketers manage, measure, and improve marketing efforts using real-time data insights into user behavior. This allows businesses to effectively plan marketing campaigns and promote products or services based on customers’ interests. Zoho’s marketing automation functionalities ensure customers get the right message at the right time and on the preferred channels.
Mailchimp is an industry-leading marketing automation platform that helps healthcare organizations streamline marketing activities and reach their business goals faster. The platform’s marketing automation tools allow healthcare companies to customize automated marketing campaigns.
This includes personalized reminders for patient appointments, personalized messages for feedback surveys, and effective marketing campaigns for attracting new patients. The tool allows health tech marketers to optimize their marketing efforts and better engage with the target audience.
HubSpot is one of the best MAP platforms with a suite of automation capabilities tailored to meet the needs of the healthcare industry. Companies in this space can benefit from HubSpot’s marketing automation services to streamline marketing workflows, organize content assets, increase reach, and optimize marketing ROI.
Using HubSpot, healthcare companies can design personalized marketing strategies targeted to specific buyer personas. It offers workflow automation, analytics tracking, content marketing tools, and more—all of which can help generate leads, increasing sales volume and ROI.
With its commitment to providing tailored marketing solutions for the healthcare sector, HubSpot is an integral part of any successful health-tech marketing automation strategy.
Emma enables marketing teams to save time and automate tedious marketing processes, allowing them to focus on more strategic initiatives. By consolidating all data in one place, Emma makes it easier to measure ROI, allowing marketers to plan their next steps accordingly.
In addition to marketing automation capabilities like email monitoring, subscription management, and marketing analytics, Emma provides features tailored to the healthcare industry, such as webinars, doctor resource pages, and medical content distribution.
Emma’s automation capabilities can streamline marketing strategies and enable smarter results tracking.
Benefits of Healthcare Marketing Automation
Healthcare marketing is about communicating the right message to clients at the right time. Marketing automation powered by the right digital health technology and healthcare SaaS enables medical organizations to reach prospects by disseminating crucial information about their services, products, doctors, and treatments.
Some of the benefits in a nutshell:
1. Increased reach: According to the latest study, 90% of patients rely on online searches and reviews to evaluate HCPs. Healthcare marketing automation helps reach a larger audience with automated campaigns tailored to varying demographics, interests, and preferences.
2. Improved efficiency: Automating the marketing process frees more time for human resources to focus on other business areas.
3. Improved analytics: Brightlocal study suggests that 98% of people read online reviews for local businesses. Converting new patients requires a solid review management system. Automation solutions provide detailed insights into customer behavior, allowing HCPs to better target and personalize campaigns for greater success.
4. Improved ROI: 41% of healthcare marketers have offered or anticipate providing enhanced care experiences due to growing conversation intelligence throughout the company. Automated campaigns are more cost-effective, enabling you to maximize the return on investment.
5. Increased engagement: According to Deloitte’s 2020 Survey of U.S. Health Care Consumers, 42% of Medicare Advantage (MA) plan subscribers, used technology to enhance their healthcare services. That percentage will rise for those who sign up during the next ten years. Automated campaigns can be personalized and tailored to each customer, increasing engagement and loyalty.
Leveraging digital technologies is key to staying relevant in the competitive health tech market. It is crucial to position your business as the authority in this industry to attract potential customers, both locally and internationally.
However, new health-tech automation, including marketing automation systems, can be challenging to implement. Marketing software platforms like HubSpot can help you any day to increase your traffic, enhance your conversion rate and run marketing campaigns.
Partnering with a marketing agency like The Smarketers will help you gain exclusive insights into prospects, close bigger deals, and make optimal use of your marketing automation platform.
Our comprehensive suite of HubSpot services encompasses initial onboarding, training, technical setup, database management, and long-term strategy and optimization. We implement proven Inbound+ABM strategies to unlock HubSpot’s full potential and attract the right prospects at the right time.
If you wish to optimize marketing automation with HubSpot, talk to an expert Smarketer today!