Published on January 22nd, 2021
After a year marred by the coronavirus and public health emergencies, just how is it that advertising and healthcare–particularly virtual health care–are linked? It’s arguably through SEO and digital marketing efforts.
Search Engine Optimization
As Manick Bhan said, “No modern business can survive without showing up in Google.” Bhan is the CTO and founder of Linkgraph, a Search Engine Optimization (SEO) platform designed and intended to help advertise various companies through the use of key terms that will force a brand to appear higher on a search query list.
Working with companies of all sizes, but largely to grow startups to moderate businesses, the job of SEO consultants is to know all about search algorithms and stay ahead of them in order to put the company into the public consciousness.
Businesses such as Linkgraph operate solely in the digital domain, replacing the typical method of advertisements that have traditionally incorporated print, radio, and televisual forms.
In fact, in many ways, an SEO agency is not normally creating ads at all, despite still being a form of digital marketing.
They aim to put the company or product directly in front of the user, based on similar searches that they’re running. Instead of relying on gimmicks or slogans, the person visits the website after having their interest piqued directly from what is being marketed to them at the time.
SEO is getting the message out.
In addition, unlike typical marketing, enticing people to visit a particular site is not always for retail purposes. Much of the time, this form of advertising is used to promote an idea as well as a purchasable item.
One recent example of this is when information about the coronavirus pandemic needed to reach as many people as possible in light of a public health emergency.
By putting the guidance on how to avoid catching COVID-19 in as many places as possible on the world wide web, people were able to get information on what to do and how best to go about it almost without realizing it.
Also as a result of the public health emergency that was declared due to coronavirus, was the advice for all people to stay at home–including those seeking medical or healthcare.
In a bid to stem the numbers of viral transmissions, doctors’ offices and hospitals began to implement a no visitation policy, and they dissuaded patients from visiting with anyone directly.
However, getting this message out proved to be difficult, as there needed to be a replacement service that was equally communicated to the general populace.
Telemedicine incorporates video calling and doctoral appointments to allow for remote healthcare. Originally developed in the 1960s, person care over communication devices has seen a rapid growth of late in lieu of physical exams during the pandemic.
For some services, including cancer care telemedicine, remote care has grown to include prognosis, treatment via video chat, and consultations on cancer care going forwards, right up until the point that virtual care is no longer effective. Still, it prevents unnecessary contact until then.
A New Global Norm
This is not a United States specific practice, and telemedicine has seen global use. According to the British Medical Journal, for UK citizens, telemedicine is going to continue.
In the United States, Telemedicine is expected to grow significantly in the next four years. But the argument as to whether this growth is down to marketing and advertising, or is born of a simple necessity will continue for longer.
As COVID-19 restrictions attempted to relieve hospital and doctor practices’ waiting times, as well as diminish the number of people in physical attendance of any healthcare providers, almost 50% of patients in the United States now using telehealth services.
There is a clear increase in a short space of time that argues both for and against how effective marketing really was in this instance.
Simply put, it’s unknown if the growth of telemedicine was always intended by healthcare practices in the U.S. or if it’s just another consequence of the Coronavirus pandemic.
Either way, in the words of the BMJ, telemedicine is “here to stay.”