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Telemedicine has recently become one of the hottest trends. As more and more people seek out convenience via technology, app-based communication with doctors has increased in popularity. Just like any other tech-based company, telemedicine organizations must implement digital marketing into their overall marketing strategy, to increase awareness and drive user growth at an optimal rate.
Although using digital channels to gain awareness and conversions is crucial, it is also imperative to note that there are some unique challenges these tech-based medical companies face. In this post, I will dive into some ways to navigate these challenges through social marketing.
First, when laying out an overall digital strategy, it is important to look into a platform’s policies and know which platforms are off-limits. For example, Twitter explicitly restricts the promotion of health and pharmaceutical products and services.
That being said, some great social platforms to use are Facebook, Pinterest, and Quora. All three channels are used for different purposes and can be combined to hit all phases of the marketing funnel. For example, Quora can be used as an awareness channel and help the organization gain some credibility and earned media, while Pinterest can be used as a direct-response channel where someone can directly download your app. Facebook is another great platform to use, since it has the most available variety in ad types and targeting options.
Messaging & Creative
This is the fun part – trying to navigate the best way to appeal to customers, while abiding by a platform’s policies. For creative, having a video asset is a great way to explain the point of your service, the value it adds, and how it can be used. Additionally, a video allows for more flexibility, allowing the advertiser to add information or context about the service that would normally be flagged if it was text. For example, a video can walk a user through how to use your service and the type of illnesses or symptoms you treat. If these callouts were in the ad copy, the platforms’ policy teams would immediately flag them and your ad would not be able to run.
Other great ad types to test are carousel ads and canvas ads on Facebook and long-form pins on Pinterest. These ad types use a mix of creative and text in order to tell a story and fully explain the “why” and “how” of your service. Be aware of platform requirements for ad creative. For example, on Facebook it is important to note that the copy and text-overlay need to be product-oriented, rather than focused on the users and their experiences.
One of the biggest challenges organizations in the medical vertical face is seasonality. The majority of the time, people are not sick when they are served your ads, but it is important to educate them about your service, so your organization becomes top-of-mind when they start to feel unwell. To do this, it is important to figure out when your peak seasons are. Once this is determined, you can begin building a strategy around awareness in the off-season, and hone in on a retargeting, direct response-focused strategy during the peak. Moreover, you can shift budget across platforms based on your goals, in order to increase overall efficiency and provide the best user experience.
Hopefully, these tips help your overall marketing strategy and keep you top-of-mind. Want to learn more about paid social marketing for your health brand? Contact us!