Marketing

IVF Marketing Plan and Media Strategies: What Really Works?

Marketing and media had been an essential part of any organization’s growth from the very beginning. The field of medicinal practices is not untouched by the influence of marketing. The picture had constantly transformed with time and a lot of people as a result of the same start seeking medical information and consultation on the web.

“72% of internet users said they looked online for health information within the past year” depicted by 2013 Pew Research Center Report. This clearly states that doctors, practices, and hospitals need to develop their presence online to get along with moderns generation information interaction model.

One might lose a lot of business due to their unavailability over the internet, the most widely used information interchange network. There are several marketing platforms like referral MD that can provide a lot of exposure to your healthcare facility and highlight the medical facilities that you offer by making you appear in top results of Google and other search engines when searched by users and other referring doctors. If you are running an IVF hospital, you need an IVF Marketing Plan and IVF Marketing Strategies that displays your platform to the potential customers.

As per the result of a survey held in the year 2008 including 12,000 physicians, the percentage of physicians whose financial position of practices determined “healthy and profitable” was only 17 percent. That concludes that the remaining 83% of the physicians were not making any profits. Another fact providing light on the same issue is published in a recent Wall Street Journal article by Dr. Sandeep Jauhar in which he reports that the “return on educational investment for primary-care physicians, adjusted for differences in the number of hours worked is just under $6 per hour”. This number is even less than the average federal minimum waging.

In order to increases the profits and salaries, here is some IVF marketing plan and IVF Marketing Strategies doctors and medical facilities need to consider

Emotionally-Compelling Offline Media

In this online marketing age, the importance of TV, print, and outdoor media cannot be neglected in the healthcare industry.  The very reason behind this is different media preferences of every person. People often interact with both offline and online modes of media before coming to a conclusion. A Google Hospital Study in the year 2012 enlightened the fact that 84% of patients use both online and offline channels to look for information. Of those patients who used offline media 32% use TV, 20% use magazines, and 18% use newspapers.

This figure simply proves that offline media is still in action despite the online marketing havoc. In other words, Digital IVF Marketing Plan can become as powerful as online media if approached correctly.

Let’s take example Saint Francis Hospital’s Orthopedic Center into consideration to analyze the impact of offline media in the market. The hospital employed a marketing agency to develop and run emotionally compelling TV commercials, print media, and outdoor ads. The output of this campaign in Saint Francis’s primary and secondary markets resulted in 75% market penetration. In order to make this campaign intriguing, the agency first analyzed their targeted audience and makes themselves aware with the pain and problem they were facing.  After this, they came up with a positive, informative, and resonated IVF marketing campaign directly influencing target audience mind and soul. In addition to all this, a call to action entity providing a phone number to directly get in touch with the patient has an enormous response.

Search Engine Optimized (SEO) Blogs & Websites

Yellow pages were one of the effective ways of print advertising at a time. In last few years, the number of users relying on yellow pages for information is decreased giving birth to newer and more efficient yellow pages, Google. A research by Pew Internet states that 77% of online health seekers look for symptoms, causes, and treatment related information over search engines like Google, Bing, or Yahoo. Google itself constantly updates its search algorithm very frequently to provide the user with more specific and useful information. One can literally search for medical specialists for a particular cause or symptom by simple crossing it through the Google search box which provides a list of the most authoritative medical specialists available nearby or offering those specific medical services.

Now you must be confused by the word “authoritative”. Here are the two factors on which Google rank your website or pages:

Authority, defined by a number of people who share or link back to your content.

Relevancy, defined by the quality of content associated with the relevant keywords that user type in the search box of a search engine. Websites and blogs which contain relevant content that is likely to be viewed by internet users and gets shared are deemed as being authoritative.

Dr. Wendy Sue Swanson MD, MBE of Seattle Children’s Hospital had set a great example of marketing herself by creating highly relevant and authoritative content. Starting a blog named “Seattle Mama Doc” sharing her story about being a physician and to giving moms health advice for child care resulted in a network of over 26,000 Twitter followers. Her social media tweets were even featured as TIME’s Best Twitter Feeds of 2013.

Incorporating Social Media and Referral IVF Marketing

With a larger population interacting on social media networks like Twitter and Facebook, a marketing plan needed to be developed incorporating social platform for marketing too. DC Interactive Group’s Rising Use of Social Media and Mobile in Healthcare Infographic depicts that 41% of people would choose a health care provider based on their social media reputation. One-third of the population included in the survey found to be using social media sites like such as Twitter, Facebook, YouTube, and online forums to acknowledge themselves with health-related matters. The content getting the most engagement from users is relevant to care provided at a hospital or medical facility, and a specific doctor, nurse, or healthcare provider and the reviews of people for the same who had a positive or negative experience with it.

However social platforms can be accumulated in numerous ways rather than engagement with patients online. This LinkedIn case study of Philips Healthcare is a great example of using LinkedIn to establish “thought leadership” and expertise in the respective field of healthcare and lighting by a healthcare organization.

Philips built a group for the subject Innovation in Health over LinkedIn to incorporate discussions and maintain their credibility by connecting with their target audience directly which includes medical, healthcare, and technology professionals. This group has now crossed the milestone of 100,000 members globally.

Cost-Effective Paid Advertising: PPC Campaigns

The most common faced challenge a lot of medical practitioner’s faces when it comes to marketing is the lack of time. With patience to see and a lot of paperwork to process, you are already working over 8 hours a day. In this daily hectic schedule, it’s difficult for one to find time to write a blog or interact through social media.  As a professional in healthcare marketing, I came to understand the importance of time too which made me shift focus on Online Paid Advertising (often termed as PPC). Setting up paid ad campaigns over Google Ad words, LinkedIn, and Facebook saves a lot of time and is a proven cost -effective method to gain more patients info, referrals, and recognition for your practice. Another major advantage of Paid Ads or PPC campaigns is their flexibility to set up the budget and target customers as per your convenience and professional relevance.

This is the reason why many medical practitioners shifting towards PPC. In 2012, Geocentric’s How Health Consumers Engage Online Infographic enlightened the fact that Google processes over 1 billion medical related search requests daily. Of those people sending those requests, 44% searched for doctors and 81% on a sponsored link while looking for health related information.

Therefore, if you’re looking for a fast and affordable way to generate more business, consider implementing a PPC campaign. This Now Care Dental case study demonstrates how by using PPC they were able to generate 25.5% conversion rates from clicks to phone calls, which led to 86 tracked calls in just 45 days! If you received 86 more calls in 45 days that led to higher profits, would it be worth investing a few dollars in a PPC campaign?

Targeted Email Marketing Campaigns

Phone and Social Media aren’t the only way of communication developing a link between doctors and patients. About 62% physicians and other healthcare providers choose communication via email over direct mail, phone calls, and in-person visits, a statistics briefed in MedData Medical Technology Marketing Industry Trends Report. So if you’re trying to generate more referrals, then implementing an email marketing campaign can be very helpful. On the contrary, if you do not engage yourself in E mail Marketing practices to reach out to your patients, you are probably part of the remaining 40% of healthcare companies mentioned in that report.

In E Mail marketing, you need to make sure that the E Mails you send are easily readable on every device as most of the users are accessing their E Mail accounts via mobile phones and tablets in caparison to laptops or desktop computers. The days of pinch to zoom and constantly scrolling through the screen are over. As a medical professional, you also know it’s bad for eyes. Even if we drop the eye health issue, mobile devices become popular amongst people because of their ease of use. A lengthy non-device responsive E Mail may not be a very convenient to read.

So if the doctor or patient who you’re trying to reach hasn’t responded to your voicemail messages, try sending an email instead.

Mobile Marketing for IVF Doctors

The advancement in Mobile devices technology features a lot more things rather than checking the e mails only. One can look up for almost everything he/she is looking for over the internet. The enhancement of mobile hardware and software is a result of the dynamic shift of internet users over mobile devices to look for information.

A skin Clinics case study is excellent of reaching the targeted audience through a mobile marketing campaign which resulted in 42% increase in calls for product inquiries.

Skin Clinics created a click-to-call mobile campaign driving potential customers to a free consultation requesting web page through which Skin call center executives will get in touch with them. The skin has understood that their targeted audience is mostly on -the go. The best way to reach them was by having a consultant call them directly after they filled out the free consultation form.

How can IVF Marketing Strategies boost up your business?

A well IVF Marketing Plan from recognized and expert IVF Marketing Strategist can without any doubt earn enormous business exposure thereby establishing the brand. It is a process focused on providing best Digital visibility among the targeted audiences of the business in concern for healthcare platforms.

Mobile marketing isn’t only beneficial for marketing IVF Services. 52% of smart phone owners use their phone to look up for medical information, affirmed by the Pew Research Center Mobile Health 2012 Report. It’s obvious that everyone is looking for hair removal treatments, but other health information like doctors and specialists in their area/network as well. So whether want to increase product sales or doctor referrals, you should go mobile.

Video Marketing

Well, your journey to online marketing doesn’t stop on Mobile marketing only. There is one more key element to boost your IVF marketing strategy known as Video marketing. Online videos on channels like YouTube are proven effective in many IVF marketing campaigns.

The Pink Glove Dance contest, which started in 2009 to raise funds for breast cancer took video marketing for Pomona Valley Hospital Medical Center to another level where their staff choreographed dance sequence to Pharrel Williams’ song “Happy” as their entry. Pomona Valley Hospital Medical Center also won the contest in 2014. Online video has become a pivotal component for hospital research and branding.

If you’re not marketing your practice online, you, my friend, are losing a whole lot of audience.

IVF Marketing Plan

About the author

Yagvendra Singh Kumpawat

Yagvendra Singh kumpawat is the Head/Chief Digital Officer at Indira IVF Group with extensive 7 Years experience in Digital Marketing, Startup Consulting and has worked for global MNCs as well as startups.

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