bg
close
close
INDUSTRIES
CAPABILITIES
NAVIGATE YOUR CONTENT

SELECT YOUR TOPICS
AND PRESS GO

Self-Care Is Transforming the Way Health Institutions Advertise

Consumers Search for Doctors Who Are “Near Me”

The desire to live a life more at home is becoming a reality for more and more people every year. Services like Instacart and AmazonFresh give consumers a way to do their grocery shopping on the couch. Tech companies like DigitalOcean and LivingSocial offer employees flexible hours and the ability to spend a huge portion of their work week at home. In fact, DigitalOcean claims 40 percent of their employees work from home.

Health apps have now entered the playing field and amplified the concept of “self-care” spawning a new way for consumers to engage with their health. This growing trend has medical institutions rethinking how they market to consumers who now prioritize services available at home or, most importantly, close to home.

Doctor “Near Me”

With all the perks self-care technology offers today, consumers are less willing to drive to a doctor to receive similar treatment. For a non-serious issue, more than 42 percent of patients said they weren’t willing to drive over 10 miles to visit a physician. Other attributes like the healthcare practice’s reputation and length of time to book an appointment were less important than distance to consumers.

This means that healthcare institutions should focus on marketing to consumers who live within roughly ten miles of their location, as those that live farther are unlikely to visit. Less than four percent of all patients said they would be willing to visit a doctor that is over 50 miles away.

Define the Target Market Area

Healthcare institutions have all the information they need to analyze their patient population. By looking at their current patients’ zip codes and addresses, they can map out how far their patients travel and if they are concentrated in a certain area. Examining these patterns will generate insights into who they are.

For example, a healthcare practice might find that their young, professional, single patients live within a few miles of their location and work around the block. Tailoring messages to target these consumers is called geo-marketing. Using this strategy with the help of patients’ data will assist healthcare institutions in fine tuning their marketing efforts.

Match Their Preferences

After analyzing the data, think of keywords consumers search for when seeking medical services. What illness is searched for the most? What types of products does the surrounding area buy? What are the patients’ lifestyles and are there common traits among them? Being able to answer questions like these will help a medical institution create an effective marketing strategy and rank in top search results.

Today’s tech lets us do more from home than ever before. We can grocery shop, refinance our home and even order an electric car. The ability to order products and services from home is growing in availability and popularity. A cultural shift is on the rise, and consumers want to do more from home. And what they can’t do, they want close by, including doctor’s offices.

Patients still visit their doctors, but they don’t want to drive as far as one might assume. With the rise of “self-care,” patients use their wearables and the Internet first to find answers.

Reviewing where patients live lets healthcare professionals unpack information that improves their marketing efforts and how they can use geo-marketing to tailor their messages to common concerns and desires of patients within the optimal ten-mile radius.

Evok keeps you up to date with monthly insight on Healthcare marketing trends. Click here to view more work from industry experts or scroll down for related articles.

Related Articles

Posted on November 14th, 2019

Healthcare, Marketing, Strategy

Top Digital Marketing Strategies for Healthcare in 2019 and Beyond

Medical treatments aren’t the only thing evolving in the fast-paced industry of healthcare. As new technologies emerge, healthcare marketing has become a moving target that challenges healthcare operators to keep up—otherwise, fall […]

Continue Reading

Posted on October 11th, 2019

Healthcare, Marketing, Strategy

Reshaping Healthcare Marketing to Target Millennials

Millennials are on the brink of surpassing Baby Boomers as the nation’s largest living adult generation. As early adopters of technology and avid content creators on social media, Millennials feel empowered to […]

Continue Reading

Posted on September 13th, 2019

Creative, Digital, Healthcare, Marketing, Strategy

Video Marketing: The Top Trend in Today’s Healthcare Marketing

Healthcare may be one of the trickiest marketing industries to entertain an audience to the point of retention. Taking the educational and informative elements and spicing it up into enticing creative is […]

Continue Reading

Posted on August 15th, 2019

Creative, Healthcare, Marketing

Why Visual Content is Proving to be Indispensable in the Healthcare Space

Google Favors Visual Content  Improving your site’s rankings starts with listening to Google’s wants and needs—and by listening to Google, you’ll quickly find that it starts with optimizing your visual content. Google’s […]

Continue Reading

Posted on July 1st, 2019

Digital, Healthcare, Marketing, Search Engine Marketing, Social Media

Optimizing Your Healthcare Institution for Local Search

The Patient Journey Starts at Search Engines Search engines have become a universal tool within the digital landscape, answering questions and curiosities sparked by everyday users within just milliseconds of hitting the […]

Continue Reading