The key concept is to follow your patients’ lead when it comes to digital consumer trends
As more people are getting vaccinated, mask and travel restrictions are being lifted, and states are starting to open up their economies, we are slowly starting to regain some sense of a return to normalcy in our lives. At the same time, however, we must remember that some things that changed during the pandemic may not ever go back to the way they were beforehand. For example, digital consumer trends and consumer buying habits, which were mainly restricted to online purchasing during the pandemic, are still heavily trending in that same direction, with only some shift back toward in-person purchasing.
Although the majority of your bottom line still comes from seeing patients in person, there’s no denying that the pandemic shifted your revenue streams to virtually all-digital interactions. Even now, you are likely still seeing the same overall digital consumer trends. What are some of these trends, and how can you best take advantage of them? Read further, as we delve into a recent marketing survey to see how the pandemic changed consumers’ digital purchasing habits and what you can expect in the future.
Digital consumer trends: a sharp rise in digital consumption
According to a recent survey from global market racking company WARC Data, consumer digital consumption rose by more than 30% over the past year, which covered the majority of the pandemic. This should not be surprising, as the vast majority of people relied on online services to take the place of regular in-store purchasing, such as for groceries and medication. In addition, consumers relied more heavily on digital entertainment, as movie theaters, amusement parks, beaches and other outdoor recreation areas closed during the pandemic.
How can this increase in digital consumer trends benefit you? Most importantly, follow the lead of other advertisers to focus your marketing efforts in the digital realm. This can mean increasing the menu of products you sell, such as nutritional supplements or exercise equipment. You may also want to look at other types of online revenue streams, such as telemedicine.
E-commerce staying high
The marketing report showed that consumers spent an additional $900 billion at online retailers last year than in the previous year. This jump is expected to be permanent for some retailers, such as groceries, which saw a shift toward digital sales by as much as 75%. Although your practice cannot completely turn digital, there are still ways in which you can take advantage of these digital consumer trends for e-commerce.
Using online booking and virtual waiting room services are two such tools that combine the ease of scheduling with an added measure of safety for your patients. These services also provide a means to show your patients that you are invested in their well-being throughout the post-pandemic reintegration process.
More focus on entertainment-driven social media
The social media site TikTok, which features user-driven, video entertainment content, overtook Facebook, in terms of user engagement last year. As a result, advertisers are looking to shift more of their budget away from Facebook’s information-driven content, in favor of TikTok. The marketing survey showed that 44% of the brands surveyed were planning to increase spending on TikTok, as compared to only 39% for Facebook. YouTube, while more information-driven, is showing similar trends.
This increased interest in videos for entertainment and information can provide you with an opportunity to engage with prospective and current patients in new and different ways. You might consider online videos that focus on staying healthy during recovery from the pandemic. These might include at-home exercises, proper nutrition, and yoga and meditation routines.
The key concept is to follow your patients’ lead when it comes to digital consumer trends. In other words, look for where they are focusing their attention in the digital realm and then direct your marketing campaign in that same direction.
