Location matters to healthcare consumers, and it’s essential to your local marketing strategy. Fortunately, advances in geospatial technology give health leaders access to a huge range of tools. Location-enabled geospatial solutions, like the MapQuest for Business platform, can improve the patient experience and increase health brand recognition.
In this article, we’ll explain the meaning of location-based marketing (LBM), provide three reasons why leaders use location-based services, and offer suggestions for implementing location-based marketing in your healthcare system.
What Is Location-Based Marketing?
Location-based marketing uses data derived from mobile devices to target consumers based on location or behavioral clues. It leverages real-time and historical information to deliver personalized, relevant messages. Other terms for location-based marketing include geolocation marketing and geomarketing.
Geographic data helps administrators understand patient populations at the granular level. In return, they can adjust marketing communications to support the patient’s lifecycle. The main types of location-based marketing consist of:
- Geofencing: Healthcare providers define a perimeter around a facility, allowing them to serve ads or push notifications, based on real-time locations, to individuals using location-aware devices.
- Geoconquesting: Organizations create perimeters around competitor facilities and target individuals with ads promoting a better alternative.
- Geotargeting: Health services use historical data to target patients who have visited specific sites, such as another healthcare facility, pharmacy, or gym.
- Proximity marketing: Health marketers employ near-field communication (NFC), beacons, or augmented reality (AR) to offer check-in and wayfinding content to patients within a few feet of an indoor or outdoor site.
3 Reasons Healthcare Leaders Use Location-Based Marketing
A purposeful LBM strategy can help healthcare systems improve brand recognition, forge better relationships, and assist patients throughout their healthcare journey. Moreover, geographic information system (GIS) mapping supports virus and vaccination tracking, making it an incredible tool to protect patient populations.
1. Get in Front of Your Community With Tailored Messaging
Although local advertising is effective, it often falls short on personalization. With location-based marketing, healthcare leaders can discover places individuals visit and the frequency of visits. This data provides details about the usage of competitor facilities, personal interests, and much more.
With MapQuest for Business’s location intelligence, marketers can develop compelling campaigns to target current and potential patients with highly relevant messages. In doing so, health systems realize greater brand awareness and improved patient engagement.
2. Help People Find Facilities and Access Care During a Public Health Crisis
During COVID-19, searches for testing and vaccination facilities skyrocketed. However, many individuals were confused by new guidelines for where to go or how to make an appointment. With location-based marketing and location-enabled tools, health leaders can deliver messages to help people find services in real-time.
Healthcare systems use MapQuest for Business mapping and routing tools to direct patients to the nearest testing facility, offer instructions for where to enter, and details about how to check-in via a mobile phone from the safety of their car.
3. Integrate With Healthcare Applications
There’s a growing need to break down silos between health departments to ensure the free flow of information and devise better patient experiences. Location-based services, such as MapQuest for Business, integrate with your Epic or any electronic medical record (EMR) system.
The MapQuest for Business integration works with all Epic modules so your healthcare system can identify population health needs, design safe check-in processes, and communicate effectively with patients throughout their healthcare journey.
3 Tips to Implement Location-Based Marketing
It’s critical to select services that offer modern features yet come with mature APIs. Furthermore, your developer teams should have access to technical support at every step. With MapQuest for Business, your organization can discover system-wide benefits and achieve goals at the local and regional levels.
1. Understand the Impact on Your Whole Organization
Location-based marketing has a noticeable effect on your entire health system. Historical and real-time data allow health leaders to derive valuable insights for decision-making, scheduling, route optimization, and marketing. Moreover, each geospatial data set provides details to enhance the patient health journey with personalized support that today’s consumers demand. When working with MapQuest for Business, health organizations can start with one facility and scale with ease, making it easier to roll out a long-term plan without switching vendors.
2. Define Your Organization’s Strategic Goals
Goal-setting is vital to see a faster return on investment (ROI). Setting clear objectives and defining metrics helps health professionals make a business case for location-based services and demonstrate the benefits over a specified timeframe. Although your goals will differ between facilities and departments, in most cases, leaders select MapQuest for Business to:
- Grow your patient base
- Increase response rates
- Boost patient engagement
- Develop insights about patient needs and interests
- Improve ROI for marketing and advertising
- Raise local brand visibility and recognition
- Reduce operational costs
- Enhance traveling caregiver productivity
3. Work with MapQuest for Business
Partnering with the right provider gives you peace of mind while ensuring developers and marketers can quickly implement mature APIs and techniques into existing processes. With decades in the industry, MapQuest for Business has a proven history of working with healthcare systems to provide excellent patient experiences and reduce operational inefficiencies. The top reasons health leaders select MapQuest for Business include:
- Ease of use and implementation
- Backoffice and in-route mapping tools
- Technical support
- Epic integrations
- Consumer-facing navigation tools
Next Steps: Plan Your Location-Based Marketing Strategy
Is it time to go beyond the usual platforms for advertising? Perhaps you want to entice local gym users to take advantage of your fitness application or preventive care services. With MapQuest for Business, health leaders can highlight multiple areas for improvement and take immediate action. Learn how MapQuest for Business can help your health system by getting in touch with our team.
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