To launch your new telehealth services program, a tailored marketing approach is needed. Here are the five must-have components to ensure your marketing plan is crafted to maximize your marketing spend.
In telehealth, as with any new technology or product, it takes time to grow the market. The key to growing your telehealth brand is rooted in how well you anticipate and overcome common objections and leverage technology to market your new service.
Patients are open to trying new things to improve their health outcomes. However, the model of virtual medicine is still relatively unknown to many patients. As the emerging telehealth brand, you will need to make your value proposition very clear, or risk confusing your target audience into inaction.
How do you create an effective marketing strategy for your telehealth service?
Here are five components your telehealth marketing plan must include:
1. Develop targeted patient personas.
You must know who your target patient is. What conditions do they have? What value can they get from telehealth that they can’t get from traditional medical care? Where are they likely to live? What online channels are they using?
These are key questions you need to be able to answer. Your marketing must be specific and contain clear messaging to speak to your target audience with tailored information.
2. Outline the patient journey.
With a new service, anticipate the initial resistance that your marketing will immediately need to address. Leverage educational language that conveys the value, accuracy, and convenience of telehealth.
To make your marketing effective, you should map out the patient journey, from their initial contact through to the follow-up communication. You want to consider what questions, objections, feelings, or concerns the patient may have at each point in their journey. Then, crafting your marketing messages to address these at precisely the right times can be the easiest way to increase your marketing ROI.
3. Define your marketing goals.
Marketing is not successful marketing unless you can track your sales metrics. Which sales metrics to track exactly will depend heavily on what your marketing goals and key performance metrics are. At a bare minimum, you should be collecting the following:
- Website traffic sources
- Click-through rates
- Cost to acquire new customers
- Sales conversion rates
- Customer lifetime value
4. Create a campaign strategy to increase awareness and adoption.
Getting in front of your target customers can be done in several ways. The strategy begins in knowing what platforms your customers use the most.
Whether you choose to do an aggressive email marketing campaign or use paid social media posts to drive sales, whichever strategy you take, make sure it is backed with thorough market research.
Taking time to understand what compels customers to try a new service is vital in knowing what promotions you should be offering.
Offering discounts or free trials can be one of the most effective ways to get higher adoption rates, especially for health brands.
5. Develop a content strategy.
Telehealth brands have to look to educate consumers to establish credibility. Patients still prefer to visit a doctor in their office. Taking a content marketing approach will be very successful for telehealth brands to establish themselves as credible, reliable, and safe alternatives to traditional medical care.
Generating blogs, creating information-driven social media posts, and leveraging patient testimonials as much as possible will be key to driving more telehealth adoption.
As with any disruptive technology, telehealth serves to shake up healthcare as we know it. The challenge will be in how you market your telehealth brand to capture more of the patient market. Invest time now in crafting a strategic telehealth marketing plan and you could carve out a sizeable share of the wellness market.