Effective marketing in the digital age is a complex and multifaceted task. Rather than simply creating and broadcasting a single, uniform message through traditional media, success in today’s communication landscape requires marketing professionals to understand how consumers want to receive their information. It means meeting your target audience where they are, not where you want them to be.
This philosophy is especially true when it comes to healthcare digital marketing — a field that includes unique concerns, restrictions and objectives. Tried and true marketing principles still apply but must be adapted to the particular circumstances of a healthcare setting. That’s where an online Master of Business Administration (MBA) in Healthcare Management program — like the one offered by Fitchburg State University — proves useful. Fitchburg State’s program gives students the foundational knowledge necessary to build expertise in digital marketing while equipping them with the skills to find effective solutions to challenges in the ever-shifting healthcare landscape.
What Is Healthcare Digital Marketing?
Marketing professionals must understand what sets healthcare apart from other areas that require strategic outreach to consumers. According to Cured, a company specializing in healthcare digital marketing, this kind of marketing refers to the strategies and tactics healthcare organizations use to reach consumers and patients via digital channels, with an emphasis on ease of use. It is about getting consumers the information they need in the way they want to hear it, whether over the web, through social media, by email or via text message.
“Patients expect personalized and engaging digital journeys with their providers,” according to Cured. “Organizations must invest in digital marketing to prioritize patient outreach and build those relationships to meet changing consumer needs.” This messaging can help engage consumers and, if done right, attract and retain patients.
Leverage Marketing Knowledge in a Digital Landscape
While it is important to have basic knowledge of marketing principles, what matters more is their application in particular circumstances, such as the rapidly shifting world of online content creation. According to Foleon, a few crucial ideas to leverage to conduct a successful healthcare digital marketing strategy include building a patient-centric website and leveraging social media.
Every healthcare digital marketing strategy should include plans for a website that patients find easy and intuitive to navigate. “It is the digital gateway for potential patients, providing essential information about healthcare services, medical professionals, and patient resources,” per Foleon.
Social media is more than just a one-way communication: It is an opportunity to deepen relationships with consumers and create a sense of community. Foleon suggests that marketers use social media to amplify the authentic voices and experiences of satisfied patients, which can help establish trust between your healthcare business and potential new patients.
The Challenge of Healthcare Digital Marketing
Marketing professionals working in healthcare also need to be aware of the specific constraints and regulations that may affect their work. According to Cured, the federal Health Insurance Portability and Accountability Act (HIPAA) is particularly vital to consider, as it restricts the kind of marketing communications that can be sent to patients. “HIPAA compliance and security should be top priority when evaluating digital marketing platforms,” Cured states.
What Will an MBA Program Teach Me About Marketing?
Digital marketing in the healthcare space continues to increase in prevalence and importance, especially for businesses that focus on medical technology (medtech). A 2021 survey conducted by consulting firm McKinsey & Company found that 84% of medtech companies in the U.S. had invested more of their budget into digital marketing than they had five years previously. “What’s more, about one in five of this group had redirected at least 50 percent of their marketing budget to digital marketing,” according to McKinsey & Company.
These trends suggest that students with business acumen and knowledge of marketing principles will be well positioned to succeed. Fitchburg State’s online MBA in Healthcare Management program offers a Marketing Management course, which introduces students to the processes involved in creating a mixed marketing strategy and controlling and assessing marketing efforts. In the Healthcare Management course, students explore how marketing principles correspond with healthcare management decision-making. Students who pursue an MBA in Health Management from Fitchburg State benefit from a program that recognizes the professional value of having foundational marketing knowledge.
Learn more about Fitchburg State’s online MBA in Healthcare Management program.
