7 Marketing Tips for Doctors, Clinics and Hospitals

[shukla7789]

Integrated Communication , Digital Marketing , Posts About Digital Marketing , Posts About Social Media and Networks , Posts About Online Advertising
We have already talked about the importance of marketing in healthcare . Companies and professionals working in this sector also need to be aware of the changes and needs of their target audience.

Good marketing for doctors, clinics and hospitals involves understanding how patients from generations Z and Alpha act: what methods do they use to seek treatment? What do they expect from clinics? Where do they look for information about the symptoms and illnesses that torment them?

Therefore, we will give you 7 unmissable tips to help you vk database out in this market.

Before anything else, stay up to date with the new CFM rules
Before we move on to the tips themselves, it is important that the doctor is aware of the new advertising rules established by the Federal Council of Medicine, on September 13, 2023.

The CFM changed several laws that regulated marketing for healthcare institutions and professionals on social media, websites and other communication channels. Many of these changes have made life considerably easier for marketing professionals working in the medical field, loosening restrictions that previously caused headaches for advertising work.

Now, it is allowed:

Publish before and after videos, as long as you have the patient's permission;
Disclosure of photos of the clinic and equipment used in operations;
Posting positive results;
Selfies with famous patients, as long as there are no sensationalist promises;
Indication of medicinal products, as long as it is in an educational manner and not for the purpose of sales;
On the other hand, the new CFM rules prohibit the use of image editing programs to enhance images and require specialist qualification registration (RQE) for professionals who call themselves specialists. Read our article on the new marketing rules for doctors to learn more.

1. Understand the peculiarities of the sector
First of all, you need to understand that marketing for doctors and healthcare institutions has its peculiarities. The main one is that it doesn’t fit well with more traditional, aggressive and commercial promotional strategies .

We are talking about people who suffer from illnesses or may develop one. Several areas, such as Gynecology, Urology and Psychiatry, deal with issues that cause embarrassment. Not to mention that taking advantage of the population's fear to create hype and sell products encourages unhealthy hypochondriac behavior – something that even brings punishment.

In such a delicate sector, the best path is to follow an inbound marketing strategy . In other words: invest heavily in digital marketing , producing informative content that is relevant to your target audience, that answers common questions and can help people find you or your clinic on their own, during searches on Google or social media. In the following topics, we will show you how to do this.

2. Study your target audience
Since marketing for doctors and healthcare institutions should be as non-invasive and non-aggressive as possible, the focus here is to reinforce your credibility and position you or your clinic as a reliable source of information within your medical field(s).

Many people use the internet to ask questions about health issues. For example: what could this headache be? What is the best way to maintain vaginal health? What are the symptoms of Alzheimer's?

Your first mission is to discover the issues that most affect people seeking your type of treatment. To do this, conduct an in-depth study of your target audience and build a branding persona . Understand the behavior of your potential patients, what questions they usually have about the subject, what types of media they consume, what their lifestyle is like…

3. Invest in informative content on social media
Social media is the most widely used communication channel by people today. To reach your target audience, you need to have a strong presence on it.

Here, the ideal is to focus on informative content, with posts about issues within your area of ​​expertise that generate questions or interest in the public. For example: if you are a pediatrician or offer this service in your clinic, post posts with tips on children's health, prevention for children, diseases that affect little ones...

Post for the Campos Care Clinic, with an illustration of a doctor next to a child (on the right corner) and the following sentence: "How often should a child go to the pediatrician?".
Two formats you should invest in are carousels and videos, which allow you to delve deeper into the topics covered. Not to mention that they generate more engagement on Instagram . See some examples of posts of this type that we produced for our client Dr. Luís Cláudio Barbosa:

Print of a video of Dr. Luiz Claudio Barbosa explaining the importance of following post-operative recommendations.
Post with a woman holding one of her breasts and the following sentence: "How long after breast augmentation can I return to my activities?"
Remember: don't use the public's hype and fear to sell your services. Social media imposes very strict rules on medical pages, restricting their reach and even deleting sensationalist posts. Focus on showing that you understand the subject and have expertise in your field.

4. Create a blog
When we talk about marketing for doctors and clinics , we cannot fail to mention blogs . As we mentioned earlier, people search the internet for health issues, whether to investigate the cause of a symptom, find out the best treatments for a type of disease or discover ways to prevent it. At this point, they are looking for more in-depth and reliable information.