healthcare marketing covid19 crisis

The New Normal in Healthcare Marketing

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The coronavirus has changed the healthcare landscape all over the world. The COVID-19 outbreak has forced hospitals and other healthcare organizations to confront unprecedented challenges and has likely ushered a new era for the broader healthcare industry. There are many issues that healthcare providers across the U.S. have faced in recent weeks. These include limited medical equipment supply, clinical protections, and even market volatility. However, it doesn’t stop there. Healthcare marketing and advertising appear to be complex at these trying times. With all the problems that healthcare organizations face, where does medical care stand? Specifically, what can healthcare professionals do? 


The COVID-19 Crisis and How it Affects Healthcare Marketing

 The coronavirus pandemic still continues to invade many countries in the world. The number of cases is still rising with more than 2 million infected people. Businesses and other organizations have begun to find solutions to stay afloat despite the pandemic. The healthcare industry, however, is lucky as this is the time where most people would need medical assistance and consultation. What does this mean for your clinic? Well, as long as your medical practice exists and that people know that you are offering the services they need, your clinic will survive this global pandemic. 

Because traditional marketing may not be the best strategy to adopt in this situation, many healthcare organizations will definitely focus on digital marketing. This is a feasible marketing strategy as government officials have encouraged people to stay at their homes and avoid crowded places. Today, people are not just avoiding going to work but also social events which would require close physical contact or interaction. 

Because people are staying indoors, the best way to reach them is through the Internet. As the pandemic continues to affect people’s lives, more and more businesses are turning to digital marketing. This might become the new normal even after the coronavirus is gone. If that is the case, you need to learn the fundamental healthcare marketing elements to help you get started. 


Fundamental Healthcare Marketing Elements 

Digital marketing has a lot of benefits. It reaches a larger audience, has lower costs, and can easily be measured. It also enables you to use the preferences and interests of an individual client to send them a unique marketing message. If you will effectively use digital marketing, it can become an effective way for you to remain in touch with your patients during a pandemic. So here are the fundamental marketing elements that you should take into consideration:


  • Branding

According to Branding Mag, Branding, by definition, is a marketing practice a company creates a name, symbol, or design that is easily identifiable as belonging to the company. This helps to identify a product and distinguish it from other products and services.

Branding is about standing out from the crowd in a positive way. This means that your name or your product should be at the top of your patients’ minds. This means that everything you do should be in line with standing out from the rest of the competition. A powerful, differentiated brand for your medical practice is part of your reputation. However, it does not come easy. Proper planning is needed to come up with a strategy that expresses the right message for your patients. 


  • Social Media Marketing

Buffer defined social media marketing as the use of social media platforms to connect with your audience to build your brand, increase sales, and drive website traffic. This involves publishing great content on your social media profiles, listening to and engaging your followers, analyzing your results, and running social media advertisements. 

In this time and age, who doesn’t have any social media? Most of us have. We might even spend a quarter of our day scrolling through Facebook, Instagram, or Twitter. As funny as that sounds, that is now the reality. It’s time for your medical practice to take advantage of it. Since most people are staying indoors, concentrate your ads on social media. Posting relevant content on prominent social media sites can help you reach a wider audience without spending too much. This way, patients will still be aware that your medical practice exists amidst this global pandemic. There are a lot of reasons why you should incorporate social media marketing in your strategy and you should start now. 


  • Content Marketing

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action. It’s impossible to think of marketing without thinking of the content we produce. At the end of the day, we just want to reach more patients and inform them about what we can offer. This can be done through content marketing.

As we have mentioned in our blog entitled, Quality Content: What Does It Really Mean?, it is important to publish relevant and valuable content. This is to ensure that your website appears on the first page in prominent search engines. The websites that appear on the first page in Google’s search results for a specific search term are the ones that Google considers to be the most relevant and useful. This means that an updated website with good content has a greater chance of getting a higher Google ranking.



In these trying times, you need to put more effort into your marketing strategy. We have listed some of the areas you can start with. We do know that you have your hands full with all the patients that you have to take care of. If you’re looking for a full-service healthcare marketing company, Website4MD can help you. We are a full-service web development agency working exclusively in the healthcare industry. We combine years of healthcare industry expertise with objective-based strategy and stimulating creativity to build upon your brand so that it stands out, delivers, and grows. Schedule a meeting with us to know more!