Without wanting to tar it all with the same brush, the health and wellness industry is an industry that isn’t particularly good at change. Organisations in the health field know what they’re good at, do it well, and are comfortable with that.
We’ve spoken before about the indifference with which Big Pharma – some of the largest organisations in the world – has treated social media marketing. It surely has some sort of drip down effect – “if the big boys of the health industry are so nonchalant about this marketing malarkey, why would I bother?” the rest of the health industry might say to themselves.
But there is another, and potentially a better, way. Let’s look at three of the most basic marketing challenges that a player in the health and wellness industry may come across, and how they can be overcome:
Just Getting Your Online Marketing Up and Running
As we’ve already said, the sit-back-on-your-laurels attitude of the health industry may not be enough to cut it anymore. For years there has been a happiness to let word-of-mouth marketing do its work, or to use standard advertising methods like print or broadcast. But the rest of the world has moved on from these techniques, and sticking stoically to them may send a healthcare organisation careering backwards.
Solution: The good news is, it’s never too late! In fact, the fact that the whole industry is lagging means that by getting involved now, you may see yourself as more of a frontrunner in online health marketing than anything else.
There are a wealth of automated marketing solutions built specifically for this purpose, and for people who don’t have a jot of technical knowledge. For many you can make use of a free trial period to ensure it meets your needs.
Creating and Maintaining a Social Media Presence
People these days essentially have two lives – their touch and feel, breathe the air, taste the food real life, and their square-eyed, username and password, 100 likes on Facebook digital life. While the older methods of marketing may still be effective in a client’s real life, their online persona is getting completely ignored if you don’t utilise social media.
Solution: There are an inordinate amount of social platforms out there these days. Tumblr, StumbleUpon, Pinterest and Vimeo all certainly have their place, but why stretch yourself from the outset? Start with the basics – a Facebook page and maybe a Twitter account – and build from there. If you feel like a particular platform would really add value to your organisation, add it in.
While the setup of your organisation’s online persona may be simple enough, if you start to control an African plains style herd of social media accounts, the upkeep of all these channels simultaneously may be where you find yourself in a bit of strife. Again, an automated option may be your most hassle-free, easy to maintain solution. It can give you the option to schedule your posts and will give analytical feedback on what hits with your audience.
Being Personal With Your Online Marketing
One reason the health and wellness industry may be so tentative to jump into the world of online marketing is that it seems such a cold and impersonal way to connect. There’s no face to face style word of mouth to pass on a genuine recommendation. There’s no way to cater to each person as personally as you need to, right?
Solution: If you read the comments section of any YouTube video, you’d be forgiven for thinking that the internet is just a collection of angry people hiding their faces while they throw things. The truth is quite different.
In reality, the basic information that sites like Google and Facebook have on their users is more than enough to personalise marketing to your preferred audience, whether they be middle aged women, young gay men, or anything else you care to think up. And these sorts of sites could not make it easier to get in touch with your audience through their Ad services.
Whatever sector of the health and wellness industry you’re in, there’s really no excuse not to get involved in online marketing. The future is now, and unless you’re living in a “Back To The Future” style present day where faxes are still all the rage, you’re falling behind.
Without sounding like a Windows 95 Internet Explorer instructional, come surf the web, the water’s fine!