Marketing plays a crucial role in the healthcare industry and that too in this digital age where the most of the patients booking journey begins online. So crafting digital strategies and maintaining a strong online presence is very important. That too when you are strong enough in traditional marketing and mixing it with digital marketing the output is 10x better.  

The 4ps of marketing has been updated to 7ps of marketing. By understanding this 7ps of marketing and mixing it with the digital marketing you can maximize your marketing spend returns because online marketing reaches more people than offline marketing especially in healthcare. Before reading this blog read some of the important stats in healthcare marketing that shows why digital marketing is needed in healthcare more than offline marketing.

You can create a strong competitive advantage, solid online reputation and increase your online visibility for your healthcare center when you are using the 7p’s framework to design your digital marketing strategy. 

7 Ps of Marketing and How They Can Be Applied Effectively in Healthcare Digital Marketing

James Culliton in 1948 introduced 4ps of marketing which was then developed into 7p’s framework by Jerome McCarthy In his book called “Basic Marketing: A Managerial Approach”  in the 1960s.

The 7p’s of marketing are,

1. Product
2. Price
3. Promotion
4. Place
5. People
6. Packaging
7. Process 

The fundamentals of these 7p’s in marketing are explained along with how you can use it for healthcare digital marketing.

1. Product

Your customer wants to be satisfied and that can be done only with one thing and that is your product or service. It must meet customer needs and provide value. In marketing, a product can be tangible (physical goods) or intangible (services and experiences). 

In healthcare you need to provide excellent service and loyalty so that your customer gets satisfied and you may build a strong reputation. No matter how good your marketing strategy is, your success only comes when the customer gets satisfied by using your service.

How to Use It in Healthcare Digital Marketing

In the healthcare industry, the product is primarily the medical services offered. These can include,

• Telemedicine and Virtual Consultations: Making healthcare accessible remotely.
• Health and Wellness Apps: Offering digital tools for monitoring and managing health.
• Online Health Programs: Providing disease management and lifestyle improvement programs.
• Educational Content: Blogs, videos, and webinars that provide reliable health information.

2. Price

Price refers to the amount customers pay for a product or service. It should be competitive and reflect the value provided while also being accessible to the target audience. 

For example in the healthcare industry pricing strategies from the 7Ps can be applied by creating attractive offers and packages like teeth whitening + a free consultation as a bundled package to increase perceived value.

How to Use It in Healthcare Digital Marketing

Healthcare pricing should be transparent and competitive to build trust with patients. Digital pricing strategies include,

• Create a clear online pricing model by displaying prices for virtual consultations, lab tests, and treatments.
• Offer a subscription and membership model to your customers.
• Encouraging patients to use your services by offering discounts and packages.

3. Place

Place refers to the channels through which products and services are distributed. Businesses must ensure that their products are available at the right locations where customers can access them conveniently.

As in today’s digital world all the healthcare service providers should have their digital presence as most of the bookings journey start from online. So being on social media, Search engine, youtube and other online platforms is very important as a healthcare service provider.

Even a 2019 study on marketing strategies in healthcare found more than 80% patients use online to find the healthcare providers and love to consult with them.

 

How to Use It in Healthcare Digital Marketing

In digital healthcare, “place” refers to the online platforms where patients can access medical services and information. In such places you can use the below mentioned strategies to enhance the user experience and satisfaction. That includes,

• Optimizing healthcare websites to ensure that services are easily accessible via mobile-friendly websites.
• Developing telehealth and mobile apps for the patients so that you can expand access to medical services through digital platforms.
• Ensuring healthcare providers appear in search results for local patients and for that building strong local SEO strategies is important.

4. Promotion

Promotion involves advertising and communication strategies to inform customers about a product or service. This includes social media marketing, email campaigns, and traditional advertising. Digital marketing also helps create awareness and attract potential customers by using targeted messaging as healthcare clinics and hospitals can leverage social media platforms, content marketing, and sales funnels to monitor the patient’s journey and can convert them into loyal customers.

How to Use It in Healthcare Digital Marketing

Healthcare organizations can promote their services effectively by creating digital strategies and using,

• Social media platforms like Facebook, Instagram, and LinkedIn to run targeted healthcare ad campaigns.
• Create a strong influencer marketing strategy in healthcare by collaborating with medical influencers and professionals to build credibility.
• Sending newsletters with health tips, appointment reminders, and offers.

5. People

People refer to the employees, staff, and customer service teams that interact with customers. Their expertise, professionalism, and attitude impact the brand’s reputation and customer experience. 

So recruiting the best talent in people management and giving training on how to treat people is important. 

How to Use It in Healthcare Digital Marketing

In healthcare the trust and loyalty from providers is crucial. The both can be attained using best people management and digital strategies like

• Featuring healthcare professionals on websites and showcasing medical experts on social media to humanize the brand.
• Creating AI chatbots and live support to Provide instant responses to patient queries.
• Ensuring virtual consultations are as effective as in-person visits by giving professional telehealth training.

6. Process

Process refers to the steps customers go through when interacting with a company. A seamless and efficient process improves customer satisfaction and retention.

How to Use It in Healthcare Digital Marketing

Healthcare providers can optimize the patient journey by implementing the below mentioned most successful updates that worked for Clients in Harvee Healthcare,

• Providing easy booking options through websites and apps.
• Using emails and text reminders to reduce no-shows and improve patient care.
• Offering easy access to medical history to enhance continuity of care.

7. Physical Evidence

Physical evidence includes the tangible and intangible aspects that assure customers of the brand’s credibility, such as branding, packaging, and testimonials.

In a healthcare setting physical evidence can be reinforced through a modern, clean clinic environment, well-designed brochures, and professional staff uniforms. 

For enhancing and strengthening the online reputation in healthcare you can use physical evidence like Patient testimonials, before-and-after images of treatments, and certifications. 

How to Use It in Healthcare Digital Marketing

In healthcare, digital presence plays a crucial role in trust-building for that you need to have a well-structured website with positive reviews and virtual consultations that further strengthens credibility. To achieve that you need to achieve below tasks,

• Encouraging satisfied patients to leave online reviews for building a strong testimonial.
• Develop a clean and professional website to enhance credibility and user experience.
• Maintain uniform branding across websites, social media, and advertising materials.

Takeaway

The 7 Ps of marketing provide a comprehensive framework and when you implement it in your healthcare digital marketing strategies you can get successful with a good number of marketing spend returns. Also focusing on Product, Price, Place, Promotion, People, Process, and Physical Evidence not only improves your revenue but it builds a strong online presence.

Contact Harvee Healthcare for implementing a successful healthcare digital marketing strategy. You can choose us because we are a leading healthcare marketing agency over a decade by providing successful returns to our clients.