Everyone is talking about the rapidly growing telehealth market. There are smartphone apps crowding the app stores. And there are stats galore that validate this point and forecast huge growth potential.
Namely, Beckers Hospital Review reported this forecast: the telehealth market value is predicted to hit $36.2 billion by 2020.
The question isn’t whether telehealth is going to be a gamechanger. The question is – how can you use telehealth marketing strategies to ensure that it’s a gamechanger for you?
Display Drives Downloads for Telehealth Apps
One of the most direct ways you can start better marketing your app today is through the Google Display Network (GDN).
Set up a display campaign that’s geared toward app downloads. It’s actually deceptively simple, but getting the targeting right is more challenging as these ads aren’t based on keyword targets. The targeting is more behavioral, so understanding your audience is critical.
Because you’re going to spend time on your targeting strategy, this is also a great time to focus on how to build the actual creative. It’s really important that your offer and message match up in a meaningful way to the audience base you’re targeting. If the ad isn’t relevant and persuasive, it’s not going to disrupt the user and prompt action.
This is where a lot of brands mess up display – they focus on creating really pretty ads with aspirational language. Good design is aesthetically pleasing, but it doesn’t correspond to the goal – which is to convert viewers into app users.
Optimizing your ads for conversion requires direct response creative, not brand fluff.
Event Marketing To Increase Telehealth App Downloads
In sharp contrast to the surgical approach of display targeting, you can leverage live events as a way to get instant buy-in. By incentivizing event attendees with some type of reward or exclusive experience (early admission, a free concession), you can get results in real-time and have more interaction with your app. For example, some hospital systems are using gamification – like using a giant smartphone to engage users through a quiz that helped them identify the best time to contact emergency care vs. using urgent care or utilizing telemedicine.
Make the Most of Owned Media
Your website and social media profiles are also great places to educate your audience about your telehealth app. If you’re not making the most of your owned channels, you’re missing out on what is basically “free digital real estate.” Some ways to easily move on this strategy would be to message patients within your patient portal, email patients who’re opted into your email program, or update the messaging and featured image on your organization’s homepage.
Activation via Word of Mouth & Print
As a result of getting the word out through marketing tactics online, you can also try spreading the word about your app in-person at your offices. Let patients or customers know about your app through printed collateral – brochures and signs.
Also, make sure the announcement of the app is displayed prominently inside your facility.
Lastly, socialize it! Get your people talking about the app. Get your staff to educate patients on the app when they’re in the office or hospital. You can also incentivize your staff to download and use the app and even share it on their own social media channels.
Actually show people how it works. Education is a great way to seed grassroots conversations to help increase the value added from your app.
These are just a few ways I’d recommend promoting your telehealth app. There are obviously a myriad of marketing channels and ad placement opportunities we could discuss, but you’ve probably got enough to think about without all that information overwhelm. And if you’re stuck and need some help figuring out your next step, send me a note.