The Impact of the Internet on Healthcare Marketing


Even before the pandemic, many sectors across all industries have already been conducting online operations. Healthcare is among them. Nowadays, booking a doctor’s appointment doesn’t even require a call. You can simply use patient engagement software. If your health issue isn’t urgent, your checkup can be done remotely as well.

This innovation has allowed healthcare providers to treat more patients. Patients, on the other hand, have had easier access to healthcare services. Overall, the internet enhanced healthcare marketing, making the industry a lot more approachable and, for some, affordable.

Different fields in healthcare, such as medtech, also benefited from digital marketing. Below, we’ll explain how exactly the internet changed healthcare marketing.

Access to Data Became Easier

Before the internet, doctor’s offices were full of filing cabinets filled to bursting. If they needed to find a patient’s record, they had to sort through hundreds to thousands of files. Without a doubt, this practice wasted time and created inefficiencies. Now, finding a record may not even take five minutes.

One of the biggest advantages the internet gave to healthcare is quick and easy access to data. If a doctor or assistant needs to check a patient’s record, they’ll just open software and type the patient’s name. Instantly, that patient’s record will show up, providing the information the seeker needs.

Connecting to the internet may not even be required at times. If a clinic uses spreadsheets, for example, they don’t need Wi-Fi to access it. But electronic health records offer more efficiency and convenience. It shows a patient’s medical history, diagnoses, medications, immunization dates, lab test results, and others. As such, it allows doctors to make faster decisions about a patient’s condition because they already have everything they need to see. The patients themselves can also see their data. This can help them be more invested in their health because they don’t need to make guesses anymore about their conditions.

Communications Improved

One of the most challenging factors in the doctor-patient relationship is communication. Often, patients are asked to wait in long lines before they can see their physicians. The physicians themselves can also be hard to reach. Many of them are burdened with administrative tasks, leaving them little time to connect with their patients.

But thanks to the internet, more efficient methods to communicate became available. Electronic health records come with a patient portal, interface patients can use to stay informed about their conditions and treatments. Doctors can upload data on the patient portal, helping their patients understand their diagnosis or tests’ findings. Patients and doctors can communicate through the portal alone. As a result, virtual checkups became possible, and it’s easily accessible.

medtech company

Medtech Companies Boosted Their Leads and ROI

When the pandemic hit, most trade shows and conferences were canceled, affecting medtech companies. But they quickly shifted to an online model, conducting virtual events and product launches. According to McKinsey, 80% of the medtech companies surveyed used social media and e-mail campaigns to launch a new product in 2020. Sixty-five percent launched products via online conferences.

As the healthcare sector embraced remote interactions, medtech companies increased their use of digital marketing to generate leads. McKinsey’s survey revealed that 45% believed that e-mail campaigns were the most effective. Another 40% chose social media campaigns. In addition, medtech companies that increased their digital marketing budgets said that the return on investment (ROI) was higher.

Calling for Study Volunteers Became Easier

Labs, hospitals, and other healthcare facilities often conduct clinical studies to improve medications and treatments for certain diseases. They also conduct market research periodically to determine if their strategies are working. Both clinical and market research require participants, who must volunteer themselves. Thanks to the internet, calling for study volunteers became quick and easy. Interested volunteers can simply search for paid market research studies online, and find themselves a potential gig. Those who would like to volunteer themselves for clinical trials, on the other hand, may talk to their doctor directly or visit a specific health center’s website.

Online Education Created More Healthcare Workers

In the past, any degree related to healthcare was taught to be expensive and thus only for the rich. But because of affordable online healthcare courses, people from low-income households are now given the chance to become healthcare professionals. Students can complete their courses purely online, allowing them to save money on transportation and food. They can also take it while working, so it won’t take away their means of earning.

These changes in the healthcare industry have significantly improved their services. Though the system is still far from perfect, what’s more important is that it’s meeting goals. That is, to get more people to keep track of their health. With healthcare becoming more affordable and accessible, deaths from preventable diseases could decline over time.

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