A lot of businesses have been affected worldwide due to the COVID-19 pandemic that struck the world since the 11th of March 2020. This has caused some rapid changes in the way of doing business for a lot of industries. Marketing and sales strategies have changed and things are just not the same anymore. The healthcare industry is not exempted from this, as a lot of things have also changed in pharma and the way it conducts business.
This is precisely why we will be taking a look at the marketing strategies in the time of COVID-19, and how different they are now from what they used to be.
Healthcare has always had to adjust, adapt, and evolve with the fast changing business scene globally and it needs to do so now more than ever. It simply cannot continue to use the same techniques as before the pandemic hoping they’ll work. Those techniques are no longer as effective as they used to be.
The Market before Covid
Previously, before the COVID-19 outbreak, patients favored physical inquiries of health challenges and problems over other methods of inquiries. They would rather visit the hospitals to see healthcare practitioners personally to seek opinions on health challenges or dosages. They would set up weekly checkups with their doctors for even mild health problems which answers can easily be gotten online. This was good for healthcare as most companies did not have to spend a lot of time and money on marketing as their clients usually come to them.
However, since the start of COVID, patients now turn to online sources for answers to health problems. They no longer feel the need to visit hospitals or setup long meetings with Doctors.
This huge surge of online inquiries in healthcare has changed the healthcare business scene and the way the industry conducts its business. They now have to adjust to this development.
Four New Marketing Strategies for Healthcare in the Time of COVID
Healthcare has had to improve on their marketing strategies to meet new customers and improve the strength of their brand. So here are some of the marketing strategies that can use in the time of COVID:
1. Be Consistent in Product branding and Marketing: One of the most important things in marketing is consistency. People tend to identify and patronize consistent brands in marketing.
This is also true in healthcare.
It’s the consistency of your product that makes people continue to remember your business and its products thereby increasing their purchase of your products.
A lot of brands out there continue to make the mistake of rebranding over and over again each time they want to bring in a new product, but this makes the patients question the products and therefore they lose sales. Patients need a brand they can identify with and would rather stick to a brand that is consistent and they feel they can trust.
2. Build a Strong Online Presence: So this is another marketing strategy that healthcare would want to take advantage of in this time of COVID-19. Aside from building a consistent brand, another marketing strategy would be to establish a strong online presence.
It’s no secret that a lot of patients are turning to the internet for healthcare solutions now and there are millions of websites out there. Building a strong online presence is paramount to marketing to an online community and this can only be done by understanding the user experience of your patients. Healthcare companies need to create online platforms through which they can interact with their target audience. Intelligent conversations can be held on these platforms as regards new products, the benefits of the products, and then get feedback from the audience on how the product is working for them.
The website must be built in a way that is appealing and catchy to the audience that visits them and they must convey a strong feeling and connection that would make the customers come back and stay with the brand.
3. Make Use of Traditional Options: Traditional media options include televisions, radio channels, and even newspapers. A lot of people are home now and spending a lot more time on these platforms. It would be wise to take advantage of them.
4. Create a Fast Support System for your Customers: This strategy is one that is currently sweeping multiple industries, including the healthcare sector. A lot of people are using fast healthcare responses and making use of chatbots as a system of automated replies.
Since there is a lot of demand for online information on healthcare, making use of chatbots would increase customer trust and engagement especially on your website as it will provide fast and accurate information.
These are some of the marketing strategies that would be useful in the time of COVID-19.