Your healthcare marketing strategy deserves its own wellness check. As patient expectations shift and digital engagement evolves, it’s time to take stock.
Review KPI and Behavior Trends
From patient inquiries to scheduling patterns, your Q1 and Q2 metrics reveal what’s connecting. Use dashboards to break down conversion funnels and channel lift.
Refresh Your Media Mix
Explore channels like Reddit (targeting health, wellness and, condition-specific communities), OTT streaming, and DOOH displays for more targeted, flexible placements. With no long-term commitments, these offer test-and-learn agility.
Advantages of Reddit:
- Reaches untapped audiences who are not active on other social platforms, extending your reach through this unique channel
- A range of ad formats, from standard display ads to video and carousel formats
- A unique community-driven environment, where users are looking for advice and recommendations
- Targeting tools that enable brands to reach users based on interests, location, device, and engagement history
Advantages of OTT streaming:
- Highly targeted ad placements across digital platforms, including podcasts
- Reaches target audiences based on real-time listening behavior
Advantages of DOOH displays:
- Uses mobile and behavioral data for location- and audience-specific targeting
- Enables anonymous mobile recognition when users pass digital displays, allowing for retargeting with relevant ads and video content across other digital platforms
- Real-time optimization based on triggers like weather or traffic
Reclaim Your Visibility in Search
Traditional SEO has taken a hit: AI Overviews are crowding the search engine results page, and zero-click searches are on the rise. Consider: Are your web pages optimized with schema mark-ups? Are you using reviews, Google business listings, and Wikipedia to future-proof your AI SEO strategy?
What Else Can You Do?
- Update your web pages regularly to make sure information is accurate/current.
- Align keywords to real-world searches, including voice queries, which tend to be more conversational.
- Write for both AI and humans, answering common questions.
- Create video and visual content.
- Audit your brand regularly by asking AI why people should choose your brand.
Humanize Influencers With Storytelling
Real-world patient stories and partnerships with local health professionals drive engagement and build credibility.
Why Align With an Influencer?
- People are following influencers two or three times more frequently than brands, indicating a powerful shift in consumer trust and attention.
- Working with micro-influencers in your geographical area can unlock highly engaged, localized audiences, maximizing your campaign’s relevance and impact.
- Over 60% of Gen Z and millennials are following influencers. These are key consumer demographics increasingly making health and wellness decisions.
- Influencer campaigns provide an invaluable direct line to your audience through real-time comments.
Personalize Content to Segments
Use predictive segmentation and audience behavior to tailor messaging, from preventive care reminders to wellness education, to make sure it’s reaching the right audiences where they are – and addressing their needs and pain points so you can begin to build trust and relationships.
Strengthen Your Online Reputation
In healthcare, patient trust relies on peer validation. But just a few negative reviews, or a lack of feedback, can turn potential patients away. LIGHTSTREAM helps healthcare systems and clinics grow their online reputation across departments and locations using QR tools, branded signage, and gamified staff engagement. By making it easier for satisfied patients to leave reviews, we help you create a consistent stream of positive feedback. Encouraging reviews isn’t just good marketing; it’s part of building a healthy patient experience. Reputation management can be done manually or with automated tools, depending on your preference.
Ready to strengthen your outreach strategy? Let’s refresh your healthcare marketing methods for better engagement and stronger outcomes. Contact LIGHTSTREAM today.