The Internet , as has happened with so many other things, is also transforming the landscape of the health sector and, very especially, the way of acting of users who, at a given time, have a need that affects their health.
In this article I will discuss the changes that are taking place in the profile of consumers in this sector and how to implement marketing strategies in healthcare. Keep reading!
How is the consumer profile changing in the health sector?
The first thing that has changed is the way of getting information . It is kuwait data increasingly common for people to connect to the Internet to try to clear up doubts and investigate the different options for services and products that can help them solve an issue as important as a health problem.
health marketing
Before deciding to go to a particular clinic or medical professional, many users search the Internet for information about their symptoms, testimonies from people who have experienced a similar health problem, recommendations from doctors, professional associations and other health-related institutions.
There are many channels on the subject of health : health blogs, social media profiles, forums... Sometimes, the problem is distinguishing between accurate information and that which is inaccurate or even erroneous.
The 21st century user has been living with the Internet for some time now, and this has generated a culture of consuming very good content and information . Furthermore, in a subject as delicate as health, this profile of digital consumer is not satisfied with just anything: they look for quality, verified and rigorous information and, above all, they are reluctant and annoyed with content with a very commercial focus. They are clear that health is not a game, and in this field they want the best for their family and for themselves.
For all these reasons, it is becoming increasingly difficult to arouse the interest of this user profile and, above all, to gain their trust. And, of course, we are not going to achieve this with disruptive, annoying and aggressive advertising .
In the health sector, there has also been a pronounced paradigm shift in which the sales process has been completely transformed, bringing into play a new strategy: inbound marketing .
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