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Advertising in Digital Health

Acorns
March 23, 2023

Patient Acquisition is not Customer Acquisition

Digital health solutions, such as telemedicine and app-based care, have revolutionized the way healthcare is delivered to patients. With the increasing adoption of digital health, there is a growing need for digital health companies to adopt effective digital marketing strategies. In this blog we will explore how digital health companies are currently approaching digital marketing and suggest how they should approach it to mitigate regulatory risks and capitalize on the substantial upside of digital marketing, including investing in digital advertising through meta, Google, and programmatic channels to reach customers on connected TV, streaming audio, and other digital platforms.

The State of Advertising in Digital Health

Digital health companies typically rely on digital marketing channels to reach their target audience, including social media, search engine optimization (SEO), email marketing, and paid advertising. However, many digital health companies need help differentiating themselves in the crowded digital space. There is a whole world of companies suffering from the classic leaky-bucket that marketing can become.

Moreover, digital health companies face unique regulatory challenges when it comes to digital marketing. For instance, the Health Insurance Portability and Accountability Act (HIPAA) requires that all electronic communications of protected health information (PHI) be secure and encrypted. Failure to comply with these regulations can result in substantial fines and reputational damage.

How Digital Health Companies Should Approach Digital Marketing

To overcome the challenges and maximize the potential of digital marketing, digital health companies should consider the following strategies:

  1. Develop a Unique Brand Identity

Digital health companies should focus on creating a unique brand identity that sets them apart from their competitors. A strong brand identity can help build trust and credibility with potential patients, resulting in higher engagement rates and conversions.

  1. Invest in Content Marketing

Content marketing is an effective way to establish thought leadership and engage with potential patients. Digital health companies should invest in creating high-quality content that provides value to their target audience. This can include blog posts, white papers, and webinars.

  1. Leverage Influencer Marketing

Influencer marketing can help digital health companies reach a wider audience and build trust with potential patients. Digital health companies should consider partnering with healthcare professionals, patient advocates, and influencers in the healthcare space to promote their products and services.

  1. Invest in Digital Advertising through Meta, Google, and Programmatic Channels

Digital advertising through Meta, Google, and programmatic channels can help digital health companies reach a wider audience and improve their targeting capabilities. By investing in digital advertising, digital health companies can reach customers on connected TV, streaming audio, and other digital platforms.

  1. Ensure Compliance with Regulatory Requirements

Digital health companies should ensure that their digital marketing strategies are compliant with regulatory requirements, including HIPAA and the Federal Trade Commission (FTC) guidelines. This can help mitigate the risk of fines and reputational damage.

In conclusion, digital health companies should adopt effective digital marketing strategies to capitalize on the substantial upside of digital marketing while mitigating regulatory risks. By developing a unique brand identity, investing in content marketing, leveraging influencer marketing, investing in digital advertising through Meta, Google, and programmatic channels, and ensuring compliance with regulatory requirements, digital health companies can differentiate themselves in the crowded digital space and reach their target audience effectively.

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