In a game of who has the better marketing campaign, where will your brand stand? The National Association of Insurance Commissioners reported the largest 125 U.S. health insurers collected $713 billion in 2012 premiums, with the top 25 accounting for nearly two-thirds of the total. It’s clear, the health care market is saturated with organizations offering similar products and services. This factor alone causes a competitive increase in the fight for market share. In a sea of similarities, as a health care organization you must look for ways to differentiate yourself from competitors. When you look at the situation, it comes down to who’s implementing the right marketing tactics.
There’s been a major shift in the industry that now offers new services, disease awareness, education and prevention. Promoting prevention and wellness in the workplace has become the focus of health care organizations. As health care insurers shift their focus to services, they must also start developing a new strategy to reach their target market. So how have the top U.S. health care providers held onto their market positions? They’ve adopted some fundamental Internet marketing tactics that quite frankly are the key to building a successful online marketing campaign.
Compelling Content via Blog
An estimated 63 million Americans are actively using the Internet to find online health content, presenting health care companies with a large online market. Developing content that your audience will find educational is a great way to exhibit your knowledge and experience, but wait! There’s a bonus: you’re also driving more traffic to your website. According to the Content Marketing Institute, just 58 percent of health care organizations are using blogs. Although only half of the industry is taking advantage of this tactic, blogs have become an effective way to differentiate your brand from competitors who may not be fully utilizing them.
How does one stand out in a crowded room? Is it style? You bet. Believe it or not, your website is acting as a first impression. It’s through your website that your brand builds its credibility. You must project a sense of experience, stability and professionalism. Now, factor in that your site must be visible to a substantial portion of your target audience at any given time — mobile optimization. The versatility of your web page becomes crucial since Americans are now spending more time browsing on their mobile phones. As roughly one-third of patients search using tablets or mobile devices on a daily basis, if your audience cannot find what they’re looking for quickly, they tend to go elsewhere. Make it easier for users to find your services and increase engagement with a dedicated mobile design.
The top 5 to 10 listings in any search get 90 percent of the visits. So, getting your health care organization to the top of the Google search may seem like you’re climbing the great Mount Everest. The sporadic changes to algorithms of search engines can sometimes make this climb seem never-ending. Defining your brand by more than just its name allows your organization to become more searchable across the web. An advanced search engine optimization strategy will give your brand the power to use products and services as keywords that will cast a much wider net in relevant searches.
If you take into consideration the growing pace of the U.S. population, about one person every 13 seconds, as reported by the United States Census Bureau, there will be a continual fight for market share. Now may be a good time to assess your marketing strategy, and begin taking advantage of some game changing Internet marketing tactics.