Digital Marketing And Health: The Case Of Orthopedics

For a while it was common to hear topics such as health does not need to be sold or health discounts should not be made. But, why this view so pejorative of marketing in health? The moment we overcome these clich├ęs, we realize that the current moment offers an excellent opportunity for private companies in the field of health to promote products and services through online advertising and that this is not only beneficial for them, but also for patients. 90% of Internet users use the Internet to search for services or content related to health. 63% seek information on specific diseases. 44% are looking for diets and nutrition, and 36% are informed about physical exercise.

Thus, we can consider that the area of health, in which orthopedics is located, has a sufficiently large audience on the Internet for companies to consider investing in digital marketing.

What concrete benefits does health marketing generate?

The advantages of online advertising are not minor in the area of health. Investment in this field of marketing contributes to the awareness of healthy lifestyles. Meanwhile, the company offers a better service with a more personalized approach for the patient. Besides, it allows it to differentiate itself from its competitors with the possibility of making an attractive value proposition for potential customers. With the right visibility, it is possible to discover to our audience needs that they did not know they had, generating new demand.

Why digital marketing and orthopedics?

Orthopedics can meet the needs of millions of potential clients. Of all of them, we can focus on a large group as is the guild of athletes. The objective is to place orthopedics at the same level as other health sectors.

E-Commerce allows us to increase our field of action, improve the catalog and position the brand. Some of the most successful marketplace in Spain, such as Amazon, sell orthopedic products. So, why not do it from the website of our clinic or orthopedic center? We must emphasize certain products that are more in demand by the general public and by athletes in particular, while we advertise our site on Google, perform loyalty tasks on social networks and work on the value proposition.

In the long run, we will achieve the impact on our target audience of the investment made in marketing, managing to introduce orthopedics in recreational spaces such as sports and reaching more people who do not yet know what we can offer them. Our brand and value proposition will make us differentiate ourselves and thus become a benchmark in the sector.

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