13 Best Healthcare App Marketing Ideas: The Ultimate List for 2019
Working on a new medical app? Imagine it becoming the next Epocrates of today. Easier said than done, right? Some products in this niche just fail to take off.
The lack of traction is in part caused by the poor marketing effort on part of the app. The value you bring to the table is not enough of a signal to put you on the map.
To tackle this common issue we have prepared the 13 best healthcare marketing ideas that are actionable, effective and specific to medical software.
Here is some advice on how to promote a new app properly and avoid this.
Just like any digital product, your healthcare app needs to make a positive statement in order to find its customer. You can find more than 47 000 healthcare apps in the Apple App Store. The same figures on Google Play are 32 000. Healthcare is largely dominated by fitness apps owning almost 50% of the market by the sheer numbers.
The other half is equally distributed among women’s health, disease management, nutrition/diet as well as lifestyle. The combined revenue from all healthcare products amounts to 23 billion in the U.S. By 2025 each of these types is expected to multiply at least by 6. All accompanied by the emerging healthcare provider and payor apps you cannot see today but you will see tomorrow.
Without further ado, here are some of the top healthcare marketing ideas to get through to your audience.
Dealing with people in person is a whole different cup in contrast to dealing with an app. Sensitive as it is, eHealth comes with its own gamut of trust issues that you need to deal with in order to persuade your customer medium that it’s worth it.
The first item on our list is security as a competitive advantage. It goes without saying that safety is important for any digital product that is setting itself up for success. In terms of healthcare marketing trends, this issue is even more relevant for obvious reasons for dealing with health data. People feel especially vulnerable about Electronic Health Records used by most online healthcare providers. If you are in this business, you have probably taken the extra measures needed for your product to be safe from all potential issues, both external and internal in their nature. As for marketing, the guarantee of security has its own important place in your pitch. Be explicit about the security guarantees of your app. Tell about it in your landing page.
2. Medical Experts
Personal branding goes a long way in medical marketing. This is why it will be a huge benefit for your app to involve a renowned physician to do some promotion. Ambassador medical experts will create a memorable impression about your product and earn the needed trust on part of your potential audience. One of the keys to winning these names over will be the value of your product and this outreach will put it to a true test.
3. User Reviews
People believe other people. This is why one of the best healthcare marketing tactics is to ask some of your users to give you a review. Put these reviews at the bottom of your main page. Get their consent to accompany these testimonials with their photos if possible. The testimonials won’t write themselves. Be outgoing about obtaining them. Combine the efforts in social media and healthcare marketing to get these results. Ask your audience about the individual aspects of your services. Of course, with complex medical subdivisions like ePrescribing, E-Mental Health or cyber medicine, user reviews are not 100% to all types of health services, but if they are working for you, do try them out.
4. International Regulations
Aside from the expert advocacy that we’ve discussed above, you should appeal to the authority of international regulations. If you are creating an app that, one way or another, has to do with healthcare, you should be familiar with the following acronyms. These are HIPAA and GDPR. In and of itself HIPAA or Health Insurance Portability and Accountability Act is a set U.S. government regulations. Aside from health coverage retention within the United States, it protects the integrity of user data, namely EMR or EHR. Electronic Medical Records have been in the center of multiple incidents. In the wake of user data abuse scandals, it has been followed by a more recent HIP (Health Information Privacy) legal framework in Europe called GDPR – General Data Protection Regulation. It is even more unequivocal about the fair electronic information exchange. Both the GDPR and HIPAA badges get huge in terms of healthcare digital marketing trends. They will provide huge benefits for credibility of your product and thus are a must-have for your healthcare marketing strategy.
MARKET BEFORE LAUNCH
You should warm up the crowd before diving neck-deep. Promoting your product long before the launch is as intuitive as it is important. Find the most relevant channels for app launch promotion and use them to gain recognition, so that when your product is out, it gets a warm welcome.
5. Study Your Audience
It’s highly important to know the people you are trying to reach in course of your healthcare digital marketing plan. Different types of health services are more popular among specific demographics. Learn these nuances. They will help you to better understand their needs. With this data, you can even make better decisions when choosing the design types. For example, the older the demographics, the more they would appreciate conservative visuals. One-gender-prevalent audiences will show a preference for specific visuals and pallets.
6. Make a Press Kit
Press kit is the best-unified source of information about your product available to journalists and press in a neat and organized fashion. When working on this kit, make sure that it’s not missing any essentials. These include:
- Review guide with highlights;
- and, of course, Video.
All in all, a press kit is a great composed source of information on your product that you can have readily available to people upon request. An indispensable asset to your medical marketing and media efforts.
7. Prepare the Support
Rest assured that when your product hits the market, people will start having usability questions in course of their onboarding. Some things may be unclear, underexplained or simply missed by the user. You have to be ready to hit another point on our healthcare marketing checklist, which is to strike a good impression by addressing these questions in a timely and comprehensive manner. Make sure that all the required support capacity is in place when your website gets flooded with traffic on the opening month.
The mobile expectations for any kind of digital product are especially high today. Make sure that the mobile app launch strategy of your product is stellar even if you envision it to primarily be used as desktop-web. Here are a few key points when creating a perfect mobile experience for your healthcare app.
8. Stellar Performance
As in any industry, a highly important part of marketing in the healthcare industry is the amount of frustration the app would generate in your user. A highly important aspect of the mobile onboarding process that always comes up for us, is how fast does it run. We are talking milliseconds. These milliseconds are a difference between on and off when it comes to user experience. The more waiting time, the less eager the user will be to stay within your app. It’s a delicate balance. This is why we always recommend building a separate native Android and iOS version for your app. Ensuring superior performance is one of the most potent medical marketing ideas you can come up wtih.
9. Push Notifications
Push notifications are a motherlode of outreach capability. However, the correct use of this powerful feature can be tricky. Very often push notifications are treated similarly to email marketing. Mobile notifications are a different beast that should offer unique value to your users. It is in part the best way to market a new app to inactive users, but you should view push notifications as an integral part of your interaction strategy for the product as a whole. Make sure that your push notifications are bringing some true value to the table.
Healthcare industry trends are very explicit about this one. Novelty is very much pivotal to the decision-making process when users are offered to try your healthcare app. This is why your app would reap immense benefits from including a piece of technology that is new to the market. Portable devices are a great medium to integrate new technology. This can be voice assistants, IoT support, even useful geolocation capabilities. Including these features into your unique trade proposal will have a hugely positive effect on your adoption rates.
With medical apps, a lot of marketing effort is simply keeping your UX/UI free from its own potential roadblocks. Your bounce rate will depend on how complicated your product is to get into. This is inevitable as far as sales funnels go as well as marketing in healthcare industry. Even if your app would potentially be life-saving for your audience. Create the most streamlined introductory process you can.
11. Easy Website
Your app may be strictly mobile, but the website is highly important for new app promotion. Make sure that users get exactly what they need with maximum ease when they come to learn about your product. Elucidate the common questions and answer them right on the page. Use analytics to see where users usually stumble and improve their navigation.
12. Intro Video
A video on how to use your app will prove much more effective as opposed to a text guide. It is unquestionable that video outreach is dramatically more effective in comparison to plain text. The same way multimedia ads as part of your healthcare content marketing strategy are more effective than text ads, your website intro video will get you many more leads than anything else. Explain what your platform is and show how easy it is to use. Your lead generation will see a massive spike through this simple feature.
13. Not Going Too Deep
Or I guess we should say “too medical”. If you are aiming at wide patient demographics, using too many terms will turn them away. The same goes for excessive use of data as part of the marketing strategy for new app adoption. As it was proven by the success of the NM Mychart App, you don’t need every tiny piece of available data to create a comprehensive picture. There may be a lot of necessary information but it’s how you break it down that will make a difference. Focus on the 2 tips given above and try to limit the technicalities as much as you can while keeping the substance.
On the other hand, if your app is targeted towards medical practitioners, it is perfectly okay to go full-on with terms and data charts. Just remember that your app should make their life easier and not harder.
BONUS TIP: Use PPC Campaigns
Simple goods are not the only thing people tend to entrust to Google. It’s also crucial aspects like health-related products and issues. This is why some of the best healthcare marketing campaigns are paid advertisements. It’s so great to step up your search engine presence. One of the viable ways to do so is PPC or Pay-Per-Click advertisement. In other words, paid traffic. Google offers you a number of healthcare advertising opportunities to get in the client’s face with paid search results that show up on top of the organic ones. Plus, through PPC you get hold of the precise targeting instruments that aim at the exact audience you are looking for as part of your healthcare marketing campaigns. If you are running a medical institution, you may use geographic-based targeting and even get paid placements via Google Maps for your medical practice marketing. How good is that?
Right now, 4 out of 10 consumers in the U.S. are taking it for granted that any interaction that can potentially be held online should be available online. A trend in increasing expectation that all businesses and institutions have to keep up with and include in their thinking pattern. This makes for a huge window of opportunity namely in healthcare as this medium is still very slow to take patient trust into the online space. With the increasing demand for Healthcare Information Technology the time for your future healthcare app is ripe.
This healthcare marketing plan sample is truly great. The nuances given above have helped us create and promote a number of great HIT products for our clients as well as to tap into some great insights in online medical marketing. These products include HIPAA Video, PetRealTime and others. All obtained from experience, these medical marketing strategies are a sure way for your healthcare app to break through to your audience.