If there is anything that every marketer in the industry would agree upon then it is definitely going to be the saying “Content is king”. Content drives everything. No matter which industry your belongs to. Healthcare is no exception here. Whether it’s an advertisement on television or just a random post on social media, if you want to gain traction, then you must use powerful and the right content and most important of all, the right targeting. Had it been 15-20 years ago, we would have all bombarded our customers with loads of spam mails and made huge promises on low prices.
But today’s consumers are a whole lot smarter. They have a pool of resources at their end. For the same reason it is important to use content that addresses the pain points of the consumers and at the same time makes them feel empowered. However, in such a competitive scenario, marketers are leaving no stone unturned and have reached out to both potential and existing audiences. While there are traditional tools, marketers are also making use of digital marketing techniques like search engine optimization, social media optimization and lead generation.
While content is king, targeting is its empowering queen. As a Digital Marketing Agency for Healthcare, it is extremely important to know your target audience. The content you create is not for everyone. It is for people who are relevant to your brand. It is for people who matter to your brand. Imagine a brand like Nanavati Hospital. We all know their target audience are patients and relatives of patients. That is the power of targeting. You can reach out directly and indirectly to the audience group you wish to communicate with. This has been made even more easier with the Internet. Because almost all your customers are present on the Internet, it has become an extremely important mode of targeting and communicating with customers.
There are many forms of content that exist on the internet. Blogs, images, videos, infographics, case studies, eBooks to name a few are some of the forms of digital content can be used that can help in improving the performance of your brand by improving your rank with search engine optimization. The competition in the digital world is dense. And if you want to stay in the running, you need to have the nitty gritty to grab the attention of the client. According to a research by Hubspot, videos have been projected to claim more than 80% of all web traffic. Also, out of the total time spent online, one third has been dedicatedly spent to watch videos.
Just as it goes for comeback, so it is in marketing. The right words, people, medium and the right time. The thing is that everything depends on time. Have you ever noticed the type of TVCs that are shown during the prime time on television? That is because prime hours have the largest viewing audience. You must have also heard
Now, we can say that in marketing you just have to do things right. To make things simpler, follow this easy formula:
f(Digital Campaign ROI) = A+B+C+D
Where,
A= Content
B= Targeting
C= Medium
D= Timing
One such example is the recent campaign run by a digital marketing company, HashTAGit that has leadership in the Healthcare sector along with Education and Retail. HashTAGit had created a campaign to mark the occasion of World Heart Day on 29th September. The content for the video was conceptualized and created by playing around with the tagline of the agency, You Are What You Share. The key points highlighted were the most basic things anyone can do to take care of their heart’s health. This was done to exaggerate the fact that taking care of the heart is not that difficult. Taking a different route, the campaign was targeted to Marketing and Brand Managers in the Healthcare sector. The video was created using graphics sans human faces. The video was posted a day before World Heart Day so that they could be the first ones to reach out to the audience.
Marketing is all about finding the right blend of resources. Once you find it, you are sure to do wonders.
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