When it comes to healthcare, engaging and attracting male patients can be challenging. Men are often less likely than women to get regular checkups or to seek medical advice. However, a targeted digital marketing strategy can help bridge this gap, encouraging male patients to take proactive steps towards their health. Following are just a few specific digital marketing tactics designed to attract and engage male patients.
Leverage Social Media Platforms
There is a misconception that more women than men are active on social media platforms. The reality is that men are very active on social media. Aside from Pinterest, which only has a 17% male usage, most all other social media platforms have a male usage rate of 50%+. X (formerly Twitter) and LinkedIn lead the way in male users with 63% and 56%.
(source: Sprout Social, February 2024)
Utilizing social media is key when it comes to sharing relevant content specific to men’s health concerns such as prostate health, cardiovascular fitness, and mental health. Whether it’s through organic social posts or targeted social ads, you will want to use engaging visuals and infographics that highlight statistics and health tips. For example, a post about the importance of regular checkups can include a striking statistic about early detection rates for prostate cancer. You can also explore partnering with male influencers or public figures who advocate for men’s health while promoting your practice and encouraging their followers to prioritize their health.
Provide Educational Content
Set up a section of your site that is specific to providing men with educational content that addresses common health issues they face. This section should include things like blog posts about “men’s health tips,” fitness for men,” “how to maintain a healthy diet,” “etc” as well as videos, downloadable guides, and interactive tools like health risk assessments. Doing this not only provides them with valuable information but it also helps position you as a trusted source but will engage your audience and encourage them to book an appointment for a professional health evaluation.
Email Marketing Campaigns
Email marketing is still an effective way to communicate with existing and prospective male patients. Providing them with personalized and quick-to-digest health information on a regular basis helps reinforce to them the importance of being proactive with their health. Strategize and build out an entire campaign out where one email is about a specific to men’s health topic like “prostate cancer screening.” Do another email that focuses on upcoming health events local to them and another that focuses on offering special promotions or reminders for health screenings and checkups.
Utilize Video Content
Video content is highly engaging and is a great way to educate and motivate male patients to take charge of their health. One way to leverage video is through interviews with healthcare professionals where they discuss common men’s health issues and preventative measures. Also, promoting patient testimonials where male patients discuss their positive experience with your practice. There’s a lot of options for video content. The most important thing to remember is to keep the content relevant, engaging and easily digestible. Once you have your content created, share it everywhere you can – your website, social media channels, etc.
Final Thoughts
Attracting and engaging male patients requires a thoughtful and targeted digital marketing approach. By leveraging social media, creating a dedicated content hub, utilizing email marketing, and producing engaging video content, healthcare providers can effectively reach and motivate men to prioritize their health. Implementing these strategies, as well as paid advertising and site optimizations, will not only enhance patient engagement but also contribute to improved health outcomes for male patients.
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