Healthcare advertising has been the most prominent way for Life Science and Healthcare (LSH) companies to boost their medical product sales. While traditional marketing methods remain ineffective, Healthcare marketing platforms provide an opportunity to reach a larger audience more effectively. Here in this blog, we have described some of the most notable marketing platforms for Healthcare Professionals (HCPs) & patients. Further, you will understand the importance of the omnichannel approach and its reporting capabilities.
Healthcare Advertising Platforms For Healthcare Professionals
Using a Healthcare marketing platform to connect with Healthcare Professionals online offers precision, efficiency, and scalability. In short, targeting HCPs with paid ads or through organic reach is a great option to engage them with your brand. The digital channels allow targeted outreach based on speciality (Job Titles), interests, and behaviours, ensuring your messages reach the most relevant audience.
Additionally, as Healthcare Professionals increasingly use online resources for knowledge and collaboration, digital advertising becomes a critical channel for brand visibility and thought leadership. Therefore, these platforms bridge the gap between Healthcare providers and LSH companies, promoting more informed and efficient Healthcare practices. Here are some platforms tailored to meet the Healthcare advertising requirements.
LinkedIn offers Life Science and Healthcare (LSH) companies direct access to a vast network of Healthcare Professionals. According to LinkedIn’s statistics, the platform has over 8.8 million Healthcare practitioners, and you can target them through the LinkedIn platform.
Using LinkedIn’s targeted advertising, LSH firms can precisely reach professionals to encourage collaborations and promote products or services. Moreover, you can build thought leadership, share industry insights, and initiate collaboration, solidifying your presence in the Healthcare ecosystem. Advertising on Social Media requires detailed insights and a structured approach, which you can learn more about here.
YouTube is the second-largest search engine in the world, making it a significant platform for Healthcare advertising. As a video-centric platform, YouTube allows Life Science and Healthcare companies to present complex information in digestible, visual formats. By producing high-quality content, LSH companies can educate Healthcare Professionals on new treatments, technologies, and best practices.
YouTube’s vast user base ensures broad reach, while its targeting capabilities enable precision marketing. Through YouTube, LSH firms can enhance brand awareness and showcase product demonstrations. Moreover, a study from Pew Research indicates that 51% of YouTube users claim to rely on it to learn new things, making it a valuable platform for Healthcare education.
Twitter provides Life Science and Healthcare companies with a real-time platform to engage with Healthcare Professionals. Its concise, fast-paced nature is ideal for sharing recent research, industry news, and product launches.
LSH companies can leverage Twitter’s hashtags and trending topics to boost visibility and engage in industry discussions. Additionally, Twitter’s advertising options enable targeted outreach. LSH firms can encourage networking opportunities and stay updated on industry trends through Twitter.
Google Ads offers Life Science and Healthcare (LSH) companies unparalleled reach and precision targeting. When a Healthcare provider searches for industry-related topics, LSH companies can position themselves prominently using search ads. Unlike patients, LSH companies must consider that HCPs use technical words in their search terms. Thinking like HCPs will enable you to target keywords and create a perfect strategy.
Display and video Google ads (Search Engine Marketing) further enhance visibility across various online platforms, boosting website traffic, promoting product awareness, and generating leads.
Geo-Fence enables Life Science and Healthcare (LSH) companies to target Healthcare Professionals based on specific geographical locations, like conferences, hospitals, or research centres. By setting virtual boundaries, LSH companies can deliver timely and relevant ads to professionals within the virtual boundaries. It works because when mobile users enter the Geo-fenced building, we track their location and send them the relevant ads. Besides, the whole process is strictly followed by the GDPR rules and regulations, ensuring no obligations are neglected.
This hyper-local targeting ensures that messages are relevant to the HCP’s interest. Using geofencing, LSH companies can boost event attendance, promote product launches, or tailor offers to specific regions.
Healthcare Marketing Platform For Patients
Healthcare advertising platforms are also pivotal in bridging the gap between Life Science and Healthcare companies and patients. According to Google Health Vice President David Feinberg, 70,000 searches per minute are health-related with topics such as specific diseases or treatments. Patient empowerment and digitalisation have enabled LSH companies to engage with patients better than traditional methods. Here, we have described the most prominent digital marketing channels to attract, engage and convert new patients.
Facebook allows Life Science and Healthcare (LSH) companies to reach diverse patient demographics. Its robust ad targeting will enable you to segment audiences based on interests, behaviours, or health conditions, ensuring relevance. You can share crucial health information and updates with engaging formats like video, carousel, or instant articles.
According to Datareportal, Facebook had nearly 3 billion monthly active users in 2023, making it an ideal platform for patient outreach. Through Facebook, LSH firms can enhance patient education, drive awareness campaigns, gather feedback via polls or comments, and encourage community-building among patients, thus solidifying trust and promoting more informed health decisions.
Instagram, with its visually-driven platform, offers Healthcare marketers a platform to connect with patients. Leveraging vibrant imagery, videos, and stories, LSH companies can convey complex health information in an engaging and visually appealing manner. It’s perfect for showcasing the human side of Healthcare, from patient success stories to behind-the-scenes looks at Healthcare facilities.
As Instagram is a part of Meta, like Facebook, you also get precise targeting, as Facebook allows firms to reach patients resonating with your target persona. Through Instagram, LSH firms can showcase patient testimonials, promote awareness campaigns with influencers, and even use features like polls on stories to gather feedback, resulting in enhanced patient engagement and patient empowerment.
Google Ads offers the Life Science and Healthcare industry outstanding access to patients seeking health information. LSH firms can position themselves at the forefront through patient-centric search queries for symptoms, treatments, or medical products.
Display and video ads further capture interest across diverse online touchpoints. With Google Ads, LSH companies can drive awareness, communicate educational content, boost website traffic, and respond to early patient queries.
Omnichannel Healthcare Marketing Platform Approach
Once you start advertising in more than one channel, focusing on the user journey experience across touchpoints is important. The Omnichannel advertising approach emphasises a seamless user experience across different channels, ensuring that the message and experience remain consistent whether a user engages with a brand on Facebook, LinkedIn, Instagram or Twitter. For Healthcare marketers, this ensures that patients’ & HCPs’ experiences and communications remain consistent and integrated across channels.
Omnichannel Healthcare Marketing Platform Report
To understand & optimise Omnichannel advertising strategies, Omnichannel Platform Reporting is essential. It provides insights across all channels, from social media to search engines. These reports will allow Healthcare advertisers to see the most effective platforms and strategies. Based on the holistic overview of data, marketers can refine their marketing efforts for maximum impact and return on investment.
We strongly suggest creating a designated dashboard each for patient acquisition and/or HCP, depending on your business goal. If you need any help, you can always contact us to set up such dashboards from scratch or consult the best strategies for engaging with HCPs and patients with digital marketing efforts.