Why You Can’t Solely Rely on Geofencing for Your Healthcare Digital Marketing Strategy

Medical clinics are continuously seeking innovative marketing techniques to engage with their target audience, especially in today’s rapidly changing online space. One popular option for bringing in new patients is Geofencing, a location-based marketing tool. Geofencing is a powerful strategy to engage consumers at the right place and time. However, it should never be your only healthcare digital marketing strategy.

In this article, we’ll explore the concept of location-based marketing, its potential benefits, and the need to understand its limitations, all while emphasizing the importance of integrating it into a comprehensive marketing strategy.

 

Understanding Geofencing

Geofencing is a marketing approach that involves setting virtual boundaries around a specific physical location, also known as “geofences.” When a potential customer enters or exists in this targeted area, businesses can trigger targeted ads, personalized content, or notifications to be served to that user (granted that they have their location services enabled!) For example, if a coffee shop wanted to promote its services to those in the area, it could put a geofence around its location and then serve ads to people that passed by. This can help the business connect its brand and potential customers seamlessly.

 

Limitations of Geofencing

While geofencing has its advantages, it also comes with its limitations. Relying solely on geofencing as your clinic’s only marketing technique will not yield the results you want as people might opt out of sharing their location, receiving notifications, and data can be varied. It also has a limited ability to provide full customer insights. While it can identify location-based behavior, it has a harder time understanding the consumer’s intent and motivation. Basing your customer profile just on location doesn’t give you the full picture so it’s important to have additional data sources in place to gain the full view of your target audience. 

 

Geofencing and HIPPA

Another limitation when it comes to location-based marketing and medical practices is privacy when it relates to HIPPA (Health Insurance Portability and Accountability Act.) HIPPA is a set of laws designed to protect an individual’s health information and confidentiality. Using geofencing gives clinics the ability to collect and use location data, which can be sensitive information, which is a violation of HIPPA. Medical practices must make sure that they have proper consent from individuals before tracking their location, have strong data protection, and that it is only used for the intended purpose to avoid violating HIPPA.

 

The Importance of a Complete Marketing Strategy

Geofencing is a great marketing tool but it should be incorporated into a comprehensive marketing strategy. Using geofencing with other marketing channels like social media, email outreach, and content marketing is crucial to giving your customers a full experience and reaching them in multiple areas. Having other strategies in place allows clinics to make data-driven decisions to continue to optimize their campaigns and make adjustments.

 

Best Practices for Effective Geofencing Campaigns

 Knowing what geofencing can do as well as the limitations it has can help define your goals. When getting started with geofencing, it’s crucial to make sure that you set clear goals and objectives to help you measure the success of your campaign. Another key point is making sure that you’re tailoring your offers based on what your audience wants and what is relevant to them to ensure engagement. Throughout the length of your geofencing campaign, continue to utilize the analytics so you can make decisions and improvements to get the best return on your investment.

 

Geofencing for Medical Practices

Geofencing offers a great way for you to engage with your target audience at the right time and place but shouldn’t be used as your only marketing strategy. While it can be beneficial for urgent care clinics and medical practice, it comes with its limitations including a full picture of customer data and HIPPA restrictions. Leveraging it with your other marketing strategies like medical SEO, Paid Advertising, and social media can create great marketing campaigns and help you connect with your ideal audience.

 

Get Help With Your Healthcare Digital Marketing

Want to make an effort to improve your digital marketing? Patient Care Marketing Pros is here for your unique medical marketing needs. No matter your goals, we can help you bring new patients into your practice and increase your revenue. We believe in data-driven, mobile-first, and lead-generating marketing without the fluff or vanity metrics. Patient Care Marketing Pros can create a customized digital marketing plan that will give your clinic the visibility it needs to compete in today’s competitive landscape. Schedule a call to learn more about how we can help you triple your revenue and provide an exceptional patient experience for your medical practice.

 

Learn more about Geofencing

Want to learn more about how you shouldn’t only rely on Geofencing? Listen to Episode 86 of our podcast, Walk-Ins Welcome. Walk-Ins Welcome is here to help you change the way you’re marketing your medical practice. With helpful tips, inspiring stories + interviews, and insight into the world of digital marketing, you’re sure to listen and feel motivated every week.