Importance of data in Healthcare e-Marketing

data for healthcare internet marketing

Big data analytics is very important for the success of any business. Data gets collected from different marketing activities like surveys; roadshows, emails, advertisements, etc., which helps to measure the performance of each campaign which is analyzed further to find out the leads or potential customers. However with the growing trend, gradually every industry is moving from traditional marketing to digital marketing and the importance of data analytics has become more evident now.

As per one of the surveys – the healthcare industry is facing a challenge as they are running a year behind than any other industry when it comes to healthcare e-marketing.  Most of the healthcare professional thinks that they already have “capacity to full” at their clinics or hospitals and not really need a website or a online marketing strategy and therefore they lack behind in making their online presence and utilization of useful healthcare data (patient needs, queries etc) to serve the patients more efficiently e.g. a visitor or patient searches on the internet for his medical needs and if you are not available online or in reach then you may not get the benefit to understand your online medical audience.

As very much noticeable that patients are usually searching online for their medical needs these days on search engines like Google, yahoo, bing, etc. using laptops, smartphones – but they can see only those healthcare companies who utilize online marketing tactics and ranks higher in search engine results than their competition. The healthcare companies who do not have a web presence or not running online marketing activities probably miss on to capture their prospects’ data like patients searching for a respective doctor or solution for their medical problems but unable to locate them on the internet.

To fully utilize the digital technology – data plays a very important role, with a right data in place it will help you in right audience targeting and communication with them without any delay as well as increase patient engagement and builds trust. Data-driven marketing can help you to understand, attract, engage and retain patients on your websites or patients portal.

Once you make your online presence huge data is available on the internet related to you or your practice eg: queries from patients, concerns about medical treatment, etc. Healthcare companies can use tools like CRM  to capture the data generated using various online marketing channels like social media, search engine results, AdWords, etc. With the implementation of the healthcare CRM system one can analyze the data on the basis of consumer behavioral patterns like social, demographic, interest, etc. This allows healthcare professionals to access real-time data and getting more leads into their CRM system.

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About The Author

Garvita Sharma is a great initiator and dynamic personality. She has around 16 years of experience in information technology sector into product development, training, digital marketing, fertility & hospital management software. As an entrepreneur she has successfully launched ARTwebnet – A Digital Marketing Company with special focus on ART/IVF clinics and healthcare sector. The company is also providing gamut of software solutions to IVF clinics.


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