Why interactive marketing can improve patient engagement and outcomes

These days, most people consider themselves online shoppers, whether they initially find a product online and purchase it later in a store, or they choose to complete the full process online. With that in mind, people are turning to the Internet for their health care information too. From learning more about a surgical procedure to seeking out a proper diagnosis, people tend to feel comfortable with the information presented online. That's why it's important for health care professionals to create an interactive marketing strategy that can help develop brand recognition and encourage patient engagement.

When it comes to internet activity, seeking out health care information tends to be a pretty popular choice. According to Binary Fountain, researching health care information is the third most common Internet activity, aside from checking emails and using a search engine such as Google. Approximately 80 percent of people initially go online to seek out health care information, according to a survey from the Pew Internet Project and California HealthCare Foundation. The survey revealed that many searches were related to finding information about a doctor or health care professional, while other inquiries were about hospital or facility data. These statistics prove that it is important for health care companies to be mindful of their online marketing strategies. 

While the general user may think they are more knowledgeable about medicine thanks to the Internet, usually they aren't. Though much medical information is out there, only some of it can be trusted. If medical companies show they're a reliable source of knowledge they can gain a patient's trust and improve their engagement. Companies can prove their expertise by posting insightful videos, tips and how-to guides that boost brand recognition and patient outcomes. Of course, including referral numbers, calls to action and quick links can make the process even easier. These tactics will cause users to reference medical companies' sites more frequently than seeking out other sources of information.