8 Digital Marketing Strategies to Survive and Overcome COVID-19 Crisis in Medical Travel

Nationwide lockdown and travel restrictions are common scenarios during the COVID-19 crisis across the globe causing a virtual standstill of many sectors. One of the worst affected sectors is health tourism as the bookings have stopped and there is uncertainty when travel will resume. Even if the travel restrictions are lifted after the worst effect of the pandemic is over, people will still fear to travel for leisure or treatment. This is a tricky situation, as you may be perceived as insensitive if you promote your business hard. Again, if you don’t do anything, you will face the risk of being left behind when travel restrictions will be lifted.

The target of proper marketing is constantly moving in the time of coronavirus. You must be very well aware of the market conditions and adjust your approach as the situation starts improving. One thing is certain that the priorities of the customers will change. To meet these changing priorities of the patients, you have to adjust pricing and offers, re-evaluate your target markets and fine-tune your messaging.

In the times of social distancing, lockdown and home quarantine, people have increased spending time in digital media. This is where you have to target to survive and overcome the COVID-19 crisis and you can do this with correct digital marketing strategies. Here are 8 digital marketing strategies that can help your healthcare business.

1. Recognize the Priorities of the Customers

Understanding the concerns and priorities of the patients is crucial. Earlier a patient was probably more concerned about the added facilities apart from the treatment like luxury transport from/to airport, comfortable accommodation for self and accompanying person, etc. Now, the priorities will dramatically change to concerns about safety and travel restrictions.  

Some of the key questions bothering your customers would be like:

  • Is it safe to travel your destination for treatment?
  • Is your healthcare service open?
  • Will there be any need for self-isolation upon arriving at your destination or returning home?
  • What safety and sanitization measures you are following at your medical center/hospital?
  • Will it be possible to cancel or postpone my booking?

While you use digital marketing, you must make sure that your prospective customers get answers to these questions.

2. Keep Customers Informed and Updated

Now, the biggest concern of everyone is when the spread of the virus will stop. Only then people will start planning for their health travel. So, this is not the time for hard-selling your services. What you need to do is keep the prospective customers informed about changes regarding fees, appointment booking, cancellation policies, etc. On your website, you can create a dedicated page where visitors can post their inquiries directly and you have to regularly update information. Also, include a link to the page that will redirect to booking appointments.

3. Visual Messaging

Check what visual messages you are giving out through your website, social pages and other digital channels. If it just shows happy patients, hospital building or medical team success stories, it is time to replace them. Consider using pictures showing sanitizing and cleaning efforts being implemented at your healthcare facility. Add a video by top doctors at your clinic describing what hygiene measures are taken at your facility to ensure the safety of the patients. Such visual messaging will leave a positive impact on the mind of customers and encourage them to travel when the restrictions are lifted.

4. Reducing Marketing Costs is NOT the Solution

Curbing marketing costs at the time of such a crisis is very common, but you must be very careful before you drastically reduce spending. According to a study, businesses that spent significantly on marketing during the 2008-2009 recession, performed much better in terms of revenue and profitability than the organizations spent less after the market stabilized. If you continue to invest in marketing, your brand will exist in the mind of your potential customers, which will generate demand in the future. In the long run, this will put you in a better position for recovery.

5. Think Local- Re-evaluate Target Markets

Even when the travel restrictions will be lifted, there will be reservations to travel to distant countries for treatment. Things will take time to get back to normal. However, the first ones to seek your services will be the local customers or patients from neighboring countries. You can expect more of these customers to help you generate steady revenue so you have to re-evaluate your target markets and stress on promoting your services for them.

6. Explore Digital Channels where People are Spending More Time

Identify where people are spending more time while self-isolating. Some of these key digital channels include social media, video streaming, television, gaming and podcasts. You can use these channels to highlight your services or what you are doing to support the community. This will help you to create and maintain brand presence.

7. Promote Offers/Plans that Matters 

What matters most to your customers now? They are more concerned about the safety and protection of their health, cost savings, flexibility to make booking changes, etc. Let the patients have the confidence to book your services and one solution could be allowing date changes and cancellations within a certain timeframe without penalty. You have to be flexible and demonstrate empathy and transparency with your offerings. This will win the trust of the prospects, which will reflect in bookings.

8. Promote Direct Online Communication 

Communication is very important to manage any crisis. At the time when patients are not considering traveling for medical treatment, you can adopt strategies that can help them receive some service excluding the need to travel. For example, you can provide online consultation or second opinion services. Patients can seek the second opinion on their diagnosis and treatment or consult with expert doctors right from the comfort of their home. Similarly, you should also adopt direct communication digital tools like ChatBot, AI, WhatsApp, etc. to directly interact with people to assist them with information on treatment, booking, safety, etc.

To get over this crisis, you need visionary solutions combining effective marketing strategies and technology integrations. As the leading global medical tourism marketplace, PlacidWay can help you with top-notch digital marketing solutions where you can promote your medical center, doctors, packages, testimonials, videos, blogs and other services. We are to help you build the best digital marketing strategies to survive and overcome COVID-19.

 

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