Certainly, the marketing of health services is a complicated and extremely sensitive field to approach, which contributes to improving the health of the population. Given the fact that it is a service with an immaterial character, related to emotional and extremely sensitive aspects (because it also involves patients' fear of doctors), constant communication is required, building a relationship of trust, as well as ensuring the tangibility of the service. Thus, three more are added to the four standard components of the marketing mix (price, product, promotion, distribution): process, personnel, and physical evidence.

The marketing of health services can be applied to private and public hospitals, dental clinics, laboratories, pharmacies, medical tourism companies, public institutions, etc.

How should the strategy for the promotion of medical services be built?

You can go for 2 approaches in online marketing of medical services namely:

• Promotion of the global product - as a whole you will deal with the promotion of the medical services offered by your institution.
• Segmented promotion - of distinct components using messages specific to each component (promotion of services and programs).

Here are the communication channels of the marketing message that work when it comes to promoting health services:

1. Your location on Google Maps: To make the navigation path to your location visible so people can easily find you with a simple Google search. Your Google Maps profile must be compiled with the following data: company name, business type, quality images, business hours, phone number, website link, customer reviews, and recommendations.
2. Google Ads: will position you in the first results of Google searches. With PPC you pay, in particular, for each real click, obtained from a well-chosen and well-targeted target audience. You can also use remarketing campaigns to remind those who have been to your site to schedule a consultation or ask for details if they are unclear.
3. Content marketing and communication about the results - first of all you need to build a friendly communication strategy, encourage your audience to focus on health, do their analyses, and go to the doctor when the situation demands it. To convince them of the impeccable quality of your services, you can place on the website well-documented and anonymized case studies, or you can even ask for reviews from cured patients. Also, here is the case to present the friendly style of approach to patients from your staff, and the relaxing atmosphere in the institution: to ensure that people will feel good benefiting from your services.
4. Focus on your competitive advantages - just like in other niches, the medical one knows the fierce competition. If you have modern medical equipment, the latest-generation technologies, highly experienced and highly renowned doctors, or you have constant collaborations with external doctors, emphasize these assets in your marketing message, thus you will attract qualified leads.
5. Be vocal and present at events, both as a guest and as a sponsor - by offering business cards and promotional brochures, you will easily become known in the area where you provide services.
6. If you need to increase the number of leads, offer free consultations - this way, you will certainly increase the number of potential patients. Be careful, however, this strategy must also have a clear expiration date, because you cannot work for free for too long.

Do you need help for a quality promotion of your medical services? We have more than 7 years of experience in business marketing! Call us at +373 69 809 235 (Moldova), +40 721 536 067 (Romania) or leave us a message at info{@}seolitte.com.