2. Targeting Niche Audiences
Hospital marketers who target focused audiences will have a better chance of competing for search ranking in today's oversaturated content marketing world, where Cleveland Clinic and WebMD dominate organic search rankings, the white paper states.
As such, marketers who create content for specific niche groups, like minorities, medical tourists, or young mothers, will be more likely to gain traction and traffic.
"Niche audiences tend to be more passionate about their specific interests, values, and hobbies. By adding a dimension of differentiation, you can zero in on specific audiences and better compete for their attention," the white paper reads.
Such differentiation might include an orthopedic campaign that targets older couples who regularly compete in pickle-ball tournaments and are at an increased risk of joint injury. Another example would be a cardiac campaign that targets Hispanic males who are at a high risk for heart disease.
"Your target audience may decrease in size, but your variables of engagement are going to increase significantly," the white paper states.
3. Location-based Advertising
In the year ahead, savvy healthcare facilities won't just be targeting patients by niche group—they'll also be targeting patients by their location.
Techniques like geoconquesting are gaining popularity, according to the white paper. Geofencing refers to the practice of defining a geographic region which, once entered, will trigger the ad copy to be displayed. Geoconquesting automatically directs consumers to a specific business when they are physically in a competitor's location.
These digital tools generate a deep pool of analytical data that hospital marketers can use to gauge how well their targeted offerings bring patients into their organization, the paper stated.
Geofencing and geoconquesting initiatives not only help drive awareness and build volume, but can also contribute to stronger relationships with patients, the white paper asserted.
"By exploiting a consumer's location, you can deliver content that may not have been sought after, but puts your organization on their radar."