- Pramod Goel
- Jul 20, 2023
In the medical tourism industry, healthcare providers focus on delivering solutions to patients by using various marketing strategies. However, it is not always easy for providers to use data to identify and target their customers correctly. What most of them end up doing is send non-relevant emails, ads, or phone calls that the audience ignores. Suppose a person visited your website and searched for All on 4 dental implants. If you send ads or emails about teeth whitening to that person, will that help? Certainly not! This is where behavioral marketing plays an important role.
What is Behavioral Marketing in Medical Tourism?
A robust method used to gather consumer behavior data is called behavioral marketing. This can be very useful in the medical tourism industry as it allows the providers to target and segment international patients effectively. This marketing focuses on the engagement patterns of a patient on a website and suggesting relevant solutions based on that behavior.
How Behavioral Marketing Works?
The method of behavioral marketing works by targeting audiences based on their behavior, geolocation, interests, intentions and other metrics using search history, cookies, web analytics and other insights. When healthcare providers segment patients finely based on particular behaviors, they can provide relevant solutions rather than general messages.
Tips of Behavioral Marketing Segmentation
Data from Website Visit
If a patient visited your website before or for the first time, this information can be generated from this data. If the patient is a repeat visitor to your website, then you can offer more relevant solutions to that person or make a better treatment package that can entice the patient to go ahead with the booking. Website data helps in segmenting visitors by the number of visits, which helps further in the process of behavioral marketing.
Demographics
Demographics or geolocation tracking can be very useful for healthcare travelers to design a behavioral marketing plan. Due to tracking sensitivity, it is possible to know the user is located in which continent, country or region. This helps them to make efficient local targeting of customers. For example, the patient is from a region where you have partnered with a hospital. You can contact that patient and suggest that he/she can get the required medical solution locally by visiting your partner facility in that region. This will help the patient to get a quick solution locally, which will boost overall patient care and patient experience with your service.
User Intent
The intent or motivation of the website visitors can be analyzed by their browsing behavior. Suppose two different patients from the same location can search for the treatment sections of the website. However, which treatment they are searching for can differ. So, the provider can not only analyze the location of the users but also their respective intent. This helps the providers to know which treatment solutions those users were particularly looking for.
Improve Customer Engagement
Behavioral marketing helps to understand consumer habits. Thus, the providers can identify if audiences have specifically engaged with a treatment procedure, doctor profiles, second opinion, online medical consultation or other healthcare solutions. This also helps providers to offer solutions as per the engagement level of the audience. When the user receives relevant offers, it increases their trust towards the provider and enhances their intent to book treatment.
Behavioral Marketing Success
The success of behavioral marketing in medical tourism depends on how long and often the users visit the website. That is why showcasing your healthcare brand in an extensive global network of PlacidWay can help.
Being the leading global online marketplace, PlacidWay is helping thousands of renowned medical centers from more than fifty countries worldwide with the benefits of a global patient base. By taking advantage of PlacidWay’s in-depth marketing opportunities which include clinic profiles, promotional packages, videos, doctors’ profiles, before and after pictures, testimonials and reviews, among others, providers can showcase their medical practices to inform patients about their brand. So, if you want to make the maximum advantages of consumer behavior to design a suitable marketing program, PlacidWay can help in a big way.
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