Marketing funnel: understand the consumer journey in the healthcare sector
Posted: Tue Dec 24, 2024 8:12 am
Searching for leads symbolizing with magnet pulling
In the dynamic and complex world of healthcare, understanding the consumer journey is essential to developing effective marketing strategies. The marketing funnel, a classic tool, is perfectly suited to this scenario, helping healthcare companies attract, engage and convert potential customers.
Therefore, in this content, we will explore how the marketing funnel applies to the healthcare sector, detailing each stage of the consumer journey. Keep reading.
Consumer Journey
Have you ever heard of the famous consumer journey ? It consists of creating a lead canada whatsapp number database strategy and is widely used in digital marketing. The goal is to monitor and nurture this individual with content so that their initial interest turns them into a final customer.
The approach is strongly based on the study of consumer behavior, which has evolved significantly over the years. Nowadays, the process of purchasing or contracting services does not expect the consumer to approach you directly, however, it is essential to demonstrate why they need what you offer.
See also : 7 effective strategies to generate qualified leads and convert them into loyal customers
How does the healthcare marketing funnel work?
But how does this work in the healthcare sector? If the marketing is aimed at a medical professional or a clinic, for example, the aim is to convince the potential patient that they are a reference in the subject and in the field . This way, it is possible to gain credibility and their preference. Let's understand the steps of this process better!
Define the persona (target audience)!
First, before you start thinking about and creating a customer journey, you need to understand who your audience is . This includes gender, age, social class and interests. But it also includes where they are, what their problems and pain points are and how you can help them.
Learn more : What is it and how to strategically define your target audience? 5 tips
1. Discovery
The journey begins when the patient searches for information on the internet , whether because they have a symptom, receive a diagnosis or have a general health question. They use specific keywords to find relevant content. So, if you maintain an updated blog, active social networks and rich materials such as e-books, you are already on the right track to getting noticed.
For example, this happens when a patient has a symptom, has been diagnosed with a disease, or simply has a general question about their health. So, they go online and do some research on the subject. Now, they are not looking for your service , but rather for quality and reliable information .
Check out : Quality health content: learn how to produce and engage to promote your brand
2. Consideration
With the initial information he had gathered, he realized that the symptom could mean a disease that needed treatment . Or, that his condition required specific care that he was unaware of.
He understands that there is a problem that needs a solution . So, he seeks to delve deeper into the subject. This can be done through your content, if you are offering even more information on your networks for him to access.
3. Decision
The patient is already certain that there is a health problem and that he needs to do something about it. Whether it is treating the possible illness, finding out more about his condition or undergoing preventive health exams to avoid a disease.
He is considering the options he has . You have the solution to his problem and he trusts it because so far he has consumed the correct information that you have given him. In the best case scenario, he ends up deciding to close the deal with you.
Marketing Content Strategies for the Healthcare Funnel
Producing content that educates and informs is essential, but it’s equally important to optimize that content for search (SEO). This includes strategic use of keywords, building backlinks , and ensuring that your website is both user-friendly and search engine-friendly.
See also : Know 6 common SEO mistakes you should avoid
Additionally, understanding how to use effective calls-to-action (CTAs) can help guide consumers to the next step in the funnel. For example, after an article about diabetes symptoms , a CTA like “Book a Diabetes Assessment Appointment” can be the push they need to convert.
In the dynamic and complex world of healthcare, understanding the consumer journey is essential to developing effective marketing strategies. The marketing funnel, a classic tool, is perfectly suited to this scenario, helping healthcare companies attract, engage and convert potential customers.
Therefore, in this content, we will explore how the marketing funnel applies to the healthcare sector, detailing each stage of the consumer journey. Keep reading.
Consumer Journey
Have you ever heard of the famous consumer journey ? It consists of creating a lead canada whatsapp number database strategy and is widely used in digital marketing. The goal is to monitor and nurture this individual with content so that their initial interest turns them into a final customer.
The approach is strongly based on the study of consumer behavior, which has evolved significantly over the years. Nowadays, the process of purchasing or contracting services does not expect the consumer to approach you directly, however, it is essential to demonstrate why they need what you offer.
See also : 7 effective strategies to generate qualified leads and convert them into loyal customers
How does the healthcare marketing funnel work?
But how does this work in the healthcare sector? If the marketing is aimed at a medical professional or a clinic, for example, the aim is to convince the potential patient that they are a reference in the subject and in the field . This way, it is possible to gain credibility and their preference. Let's understand the steps of this process better!
Define the persona (target audience)!
First, before you start thinking about and creating a customer journey, you need to understand who your audience is . This includes gender, age, social class and interests. But it also includes where they are, what their problems and pain points are and how you can help them.
Learn more : What is it and how to strategically define your target audience? 5 tips
1. Discovery
The journey begins when the patient searches for information on the internet , whether because they have a symptom, receive a diagnosis or have a general health question. They use specific keywords to find relevant content. So, if you maintain an updated blog, active social networks and rich materials such as e-books, you are already on the right track to getting noticed.
For example, this happens when a patient has a symptom, has been diagnosed with a disease, or simply has a general question about their health. So, they go online and do some research on the subject. Now, they are not looking for your service , but rather for quality and reliable information .
Check out : Quality health content: learn how to produce and engage to promote your brand
2. Consideration
With the initial information he had gathered, he realized that the symptom could mean a disease that needed treatment . Or, that his condition required specific care that he was unaware of.
He understands that there is a problem that needs a solution . So, he seeks to delve deeper into the subject. This can be done through your content, if you are offering even more information on your networks for him to access.
3. Decision
The patient is already certain that there is a health problem and that he needs to do something about it. Whether it is treating the possible illness, finding out more about his condition or undergoing preventive health exams to avoid a disease.
He is considering the options he has . You have the solution to his problem and he trusts it because so far he has consumed the correct information that you have given him. In the best case scenario, he ends up deciding to close the deal with you.
Marketing Content Strategies for the Healthcare Funnel
Producing content that educates and informs is essential, but it’s equally important to optimize that content for search (SEO). This includes strategic use of keywords, building backlinks , and ensuring that your website is both user-friendly and search engine-friendly.
See also : Know 6 common SEO mistakes you should avoid
Additionally, understanding how to use effective calls-to-action (CTAs) can help guide consumers to the next step in the funnel. For example, after an article about diabetes symptoms , a CTA like “Book a Diabetes Assessment Appointment” can be the push they need to convert.