How digital marketing boosted South Kolkata's healthcare industry

Local marketing in healthcare has become an essential strategy for clinics to attract and retain patients. With increasing digital platforms and the rising importance of regional audiences, targeting the local audience has proven to be highly effective in driving patient traffic.

For example,a majority of patients from our neighbouring country Bangladesh as well as north-eastern states come for affordable healthcare treatment to reputed hospitals in South Kolkata. Some of them are Fortis Hospital- Anandapur,Amri Hospital-Dhakuria,Rabindranath Tagore International Institute of Cardiac Sciences-Mukundapur,Medica Superspeciality Hospital,Mukundapur,the Calcutta Medical Research Institute,Alipore,Woodlands,Alipore,B.P.Poddar Hospital & Medical Research,New Alipore,Shraddha Health Care Pvt.Ltd,New Alipore to name a few. Such healthcare organizations enhance their presence online, build strong relationships within the community and successfully reach and engage with their target audience. The influx of patients from our neighbouring countries and states for quality healthcare services boost the economy of this State and has now spawned a robust healthcare framework.

Healthcare Marketing in India-Current Trends

Lets discuss some key digital marketing strategies of established and new hospitals and health clinics deploy to attract and increase footfalls.

Best Marketing practices of South Kolkata Hospitals and Healthcare Clinics

• Maintaining a professionally managed Website: Maintaining a professional website with essential information about healthcare services, doctors, location, and contact details is a must. Here high quality images from a professional photographer is a must. Sometimes hospitals incorporate a well-made video highlighting the interiors and treatment facilities. Videos immediately connect with the target audience and helps immensely in amplifying marketing messages across various social media channels like Facebook,Instagram and Twitter.
• Defining target audience: Identifying the specific demographic and geographic characteristics of the patients is critical. Understanding the target audience will help tailor the marketing messages and select the most relevant channels to attract them.

• Search Engine Optimization: Focussing on optimizing the hospital's presence in online listings and web directories is vital. This includes location-specific keywords, meta tags, and content that reflects the locality where the hospital is situated.Presence in online directories and review sites like Google My Business, Just Dial and Sulekha and regularly updating the listings with accurate information is cruicial.
• Online reviews and reputation management: Patients are encouraged to leave positive reviews about their experiences on popular review platforms. Testimonials can significantly impact reputation and attract more patients. Monitoring and responding to online reviews, addressing any negative feedback promptly and professionally is absolutely critical.

• Targeted advertising: These hospitals also invest in targeted online advertising campaigns. Platforms like Google Ads and social media platforms allow to target specific geographic locations and demographics, ensuring the advertisements reach the right audience. Compelling ad copy and landing pages with appropriate visuals  highlight the  unique value propositions and result in high click through rates.
• Local partnerships and collaborations: These healthcare organizations forge partnerships that complement the healthcare services, like local gyms, wellness centers, or community groups. They do event collaborations, sponsorships, or joint marketing initiatives to increase  visibility within the local community.

• Community involvement: For  new health clinics in this locality, participation in local events, health fairs, and workshops to raise awareness are common. Free health screenings or educational sessions are on offer to showcase expertise and to engage with potential patients. A strong presence in the community can generate positive word-of-mouth.
• Referral programs: A referral program that incentivizes existing patients to refer their friends and family to a clinic are frequently active. For this rewards or discounts for successful referrals are offered, which can motivate patients to spread the word about your services.

• Direct mail and local print advertising: Consider targeted direct mail campaigns to reach residents in specific neighborhoods or ZIP codes. Additionally, local newspapers, magazines, and community newsletters can be effective platforms for advertising your clinic's services.
• Social media marketing: Leverage social media platforms like Facebook, Instagram, and Twitter to connect with the local community. Share informative content, health tips, success stories, and updates about your clinic. Engage with followers, respond to inquiries promptly, and encourage patients to share their experiences.

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