The healthcare industry, along with every other major industry worldwide, has slowly been shifting towards more virtual forms of engagement. With VR headsets becoming cheaper and easier to use, the demand for more engaging content has increased as well. This constantly shifting environment means that healthcare providers need to stay up to date with the needs of modern consumers if they want to stay competitive.
Here is a quick look at how healthcare marketing is evolving in the virtual age and how companies can adapt to the changing needs of most consumers.
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Virtual Reality (VR) Continues to Grow in Popularity
An important thing to remember about VR is that it has skyrocketed in popularity as headsets have become much cheaper. Furthermore, they require a lot less effort to set up, which means that they cater to a much larger demographic of people. So, with even more people starting to use VR, there is a new market available for companies to effectively advertise their services. Furthermore, the introduction of the metaverse also allows healthcare providers to reach a brand new demographic or people.
A Greater Focus on Video Content
As VR continues to improve and becomes more accessible, there is a much greater focus on video content that takes advantage of the virtual format. While educational YouTube videos can still be very engaging and informative, VR can allow for more interactive ways for people to learn about the body and different medical procedures.
Along with teaching patients about how certain procedures work, VR can also help them better visualize how certain types of therapy can help. Procedures like an endoscopy become much easier to understand when learning about them in a virtual environment.
Moving on from the consumer side, this new form of digital health marketing can also allow companies to show off various prototypes for their machines. They can teach relevant medical staff how to effectively use certain types of machinery without spending time and money to gather them in a single place.
Podcasts Become an Integral Form of Engagement
Podcasts are another form of engaging content that has skyrocketed in popularity, as people are interested in learning about medical procedures in a less serious environment. Podcasts are not just engaging for their more relaxed and laid-back feel, but they also allow patients to see doctors as people. So, even when they talk about complicated medical procedures, it does not feel like a lecture or a seminar.
It also helps that podcast hosts can be very funny and can help move the conversation along to keep it from dragging or becoming too boring. Since podcasts generally engage with people on a much deeper level, products or services advertised during these segments are more likely to get more attention. They are also more likely to have a higher click-through rate.
Increased Augmented Reality (AR) Learning
Augmented reality (AR) can also have its benefits when compared to VR. For instance, the motion sickness that VR causes is likely through AR since there are still aspects of the real world present. Seminars and educational videos can become a lot more engaging with the help of a good AR learning service. Marketing to investors can also become a lot easier, as the product or service can explain to them how it works as they are testing it.
AR also allows for more dynamic material to use during sales presentations, giving investors a much deeper look into how certain products or services work. This is especially effective in helping them understand how some complicated machines work and affect the body.
Detailed Tours with Virtual Reality (VR)
VR is not just a good tool to help educate patients and medical personnel about different procedures, but it can also be used to give detailed tours to both patients and likely investors. They can get a more detailed look at the rooms and the healthcare building without even having to visit it.
In fact, some hospitals are currently using VR to give a more in-depth tour to patients. These 360-degree tours allow individuals to see every aspect of the hospital in great detail, which will then allow them to make a more educated decision when choosing where to stay. The feature is also great for people with mobility issues or people who are scared of hospital superbugs, which are strains of bacteria or fungi resistant to most medicines.
Increased Data Collection
Healthcare marketing can become more specific and can gather even more information from patients using VR. For instance, they can record gestures and eye movements to consider how likely someone is to make a decision. Whether that includes sharing a post with their friends, buying the product, or even just visiting the page, you can gather all of that information and more.
Monitoring human behavior through VR also means that other, more cumbersome methods of data collection will no longer be relevant. Instead of needing to track a visitor’s history online, healthcare providers can instead focus on how they react to these ads to see if people would be interested.
More Interactive Ways to Give Feedback
Finally, VR allows patients to give more interactive feedback to a healthcare provider. Along with getting more information out of their patients through VR, patients can also offer better feedback than just a simple tick on a survey. They can leave voice feedback or a short video about what issues they experienced.
This in-depth feedback can also help healthcare providers better optimize their marketing strategies and get more direct feedback on why certain people are not responding to their specific strategy.
As virtual reality continues to increase in popularity, the healthcare industry has an opportunity to advertise to its target audience in a new and more effective way. With more engaging virtual tours of different hospitals and clinics and better educational videos, virtual reality allows for new and creative ways of marketing. Along with more creative ways to market to individuals, the inclusion of VR and AR also makes for more dynamic sales presentations and displays of prototypes.