The major disruptors of the last few years have all arrived within industries where people thought things could never be different.
The healthcare industry seems to trail behind other industries when it comes to marketing—especially online. And it makes sense, right? There are more important matters at hand than marketing like a patient’s overall health and wellness.
Then when you factor in issues like UK-GDPR compliance regulations about how patient information needs to be stored and restrictions as to how healthcare organisations can market their products, marketing and web development don’t always get the attention they deserve.
In an industry that’s so regulated, why spend precious energy on trying to analyse and understand rapidly changing marketing trends when someone’s health is at stake?
The truth is that you can be game-changers in the healthcare field and be digital marketing gurus too—and HubSpot can make it happen. Here are some of the main factors that make HubSpot an important tool in healthcare digital marketing.
1. Create an Intuitive, User-Friendly Website
Many healthcare organisations are holding onto websites that are clunky and impossible to navigate. What’s the problem with this? Patients have taken notice. As it stands, 42 percent of those surveyed shared that they wanted to book their clinic appointments online, but only 17 percent said they had the option to do so.
Additionally, 60 percent of those polled want a call to be reminded about upcoming appointments.
The takeaway here? A digital experience is important to patients. Healthcare providers can no longer stay stuck in the dark ages. As shared in Healthcare IT News, “Digital technology, if made right, could be the antidote to countless pain points that physicians encounter every day, leading to more efficient and satisfied doctors, happier patients, and more patient referrals.”
The best place to start? A responsive website.
Having a responsive website means that your screen size adapts and shifts to fit the size of the device being used. The elements of the site adjust to fit the aspect ratio of the screen and browser, making the page cleaner and easier to navigate.
Having a responsive website also benefits your search engine optimization (SEO) score and lowers a page’s bounce rate, which means that responsive design makes it easier for patients to get the information they need from you.
In HubSpot, responsive web design comes standard, making it simple to make your website accessible for all. Why does this matter?
Fifty-seven percent of all online web traffic comes from mobile devices and 51 percent of all emails are opened on mobile devices. What’s more? Fifty-two percent of consumers look for medical providers online before they engage with a medical professional. Your potential patients are out there, interacting with your website. Is it ready for them?
If you think your patients aren’t looking for you online, you can think again.
You can help patients make sense of their health, but only if your website is intuitive and easy to use. HubSpot can make it happen without lengthy, expensive web development costs.
2. Use HubSpot Tools to Market Effectively and Stay UK-GDPR Compliant
There are all kinds of stipulations to follow to stay compliant with the U.K.’s General Data Protection Regulation (UK-GDPR). Data is stored across all kinds of platforms:
- Electronic medical records systems
- Marketing tools
- Email subscription databases
- Patient portals
- Social media platforms and apps
But this data can’t really intermingle if you want to keep patient data secure. Organisations need to take all kinds of precautions to prevent “cross-contamination.”
HubSpot helps make this possible.
In HubSpot, organisations can create all different kinds of lists to access different kinds of information. Even so, those in healthcare can’t ignore digital marketing. Ninety percent of healthcare patients source online reviews when looking for healthcare providers. Industry professionals need to have a presence online. It’s essential.
HubSpot allows users to create custom properties with dropdown forms where organisations can control what information is collected. This can be severely limited to omit information that’s not compliant with the UK-GDPR to create a contact database that is completely separate from a patient database.
Once contacts become patients, their information can be transferred from a contact list to a patient list to ensure that any additional information that’s connected about their health goes through their electronic medical records or a patient portal, not stored in your CMS.
HubSpot can also support one-way integration so that information can be sent from HubSpot to a patient’s EMR, not the other way around.
In the past, it may have felt like UK-GDPR compliance was holding you back. With HubSpot, you can keep information segmented and compartmentalized so you aren’t putting yourself at risk of mishandling data.
3. Connect with Leads and New Patients at Every Stage
HubSpot is designed to connect with leads. In fact, that’s what HubSpot does best.
Five percent of Google searches are health-related. And what HubSpot understands is how to help organisations capture these leads. In their quest to find answers to their health-related questions, HubSpot has tools to connect potential leads with your organisation and stay connected, build relationships, and build patients for life. Lead generation is one of the things that HubSpot does best at every stage of conversion:
- Attract with blogs, keywords, and social publishing
- Convert with forms, calls-to-action (CTAs), and landing pages
- Close with email, workflows, and customer relationship management (CRM) tools
- Delight with surveys, smart content, and social monitoring
The truth is that global healthcare advertising spending is projected to rise by 4.3 percent in 2021. This increase in ad spend has been happening since 2018, and it’s only expected to continue climbing. What’s more? This increase is all happening digitally.
This year, healthcare digital advertising spend will top healthcare television ads, accounting for 46 percent of all healthcare ad expenditure. HubSpot can help healthcare providers keep up with this increase in digital marketing spending with an all-in-one, unstoppable lead generation machine.
With the tools available in HubSpot, your leads can find the answers they are looking for through the search engine optimized content on your website, then you can lead them through the sales funnel with tools like forms, CTAs, and landing pages, and collect their information as you close with user-friendly CRM tools.
Hub Masters understands what it takes to modernise your healthcare website and CRM platform. When your healthcare organisation is ready to make the leap to a forward-thinking digital marketing tool that’s optimised for:
- Access from anywhere and on any device
- Marketing and data compliance
- Generating new leads and converting them into lifelong patients
Want to learn more about how Hub Masters can help you use HubSpot to transform your operations? Start by finding out how your current healthcare website is performing then connect with our team today!