In the dynamic world of healthcare marketing, there’s a new rhythm to the year proving to be incredibly potent — micro seasons.
At Avily, we’re leveraging this trend to maximise digital marketing efforts, but here’s how you can too.
What are micro seasons?
You’re likely already familiar with the concept of seasonal marketing; it’s why flu shot campaigns ramp up in autumn, New Year’s often brings a surge of new gym memberships, and allergy medication ads seem to be everywhere come spring. Micro seasons take this concept a step further, breaking the year down into even smaller segments.
Micro seasons can be influenced by many factors: weather patterns, cultural events, holidays, health observance months, even changes in social media algorithms. By tailoring your marketing efforts to these smaller, more specific periods, you can capture patients’ attention more effectively and stand out in a crowded market.
Micro seasons in healthcare
Healthcare has always been subject to seasonal fluctuations. From the ‘cold and flu’ season to ‘sunscreen season’ and ‘mental health awareness month’, there’s often a significant shift in patients’ healthcare needs as the year progresses.
However, these shifts are becoming more pronounced in today’s fast-paced digital world. With the introduction of telehealth and online health resources, patients are now more proactive and dynamic in managing their health.
This new behaviour presents a golden opportunity for healthcare marketers to tap into these ‘micro trends’.
The power of the right place at the right time
One of the main advantages of micro-seasonal marketing is that it allows you to reach your audience when they’re most receptive. For example, during Men’s Health Month, male patients may be more open to messages about preventative care.
On World Diabetes Day, people living with diabetes are likely to be more responsive to information about managing their condition.
By aligning your marketing efforts with these micro seasons, you’re not only making your message more relevant — you’re also reaching out at a time when your audience is more likely to be open to your message, increasing the chances of engagement.
How to leverage micro seasons in your healthcare marketing
At Avily, we’ve honed our strategies to effectively capitalise on micro seasons. Here are some key approaches:
1. Use predictive analytics
Predictive analytics can enable you to identify potential micro seasons in advance, enabling you to develop a proactive marketing strategy.
By analysing data from past years, you can predict when specific health topics are likely to trend, allowing you to prepare your campaigns accordingly.
2. Create relevant content
Your content needs to resonate with your patients’ current needs. During a mirco season, tailor your blog posts, social media updates, and email newsletter to reflect the health issues of the moment. This not only drives engagement but also positions you as a timely and relevant source of information.
3. Optimise for SEO
Lastly, don’t forget about Search Engine Optimisation (SEO). Trends during micro seasons often correlate with search engine queries.
Use SEO tools to identify trending keywords related to the current micro season and incorporate them into your content to boost your visibility online.
By staying on top of the dynamic healthcare landscape and embracing the power of micro-seasonal marketing, you can ensure your practice remains relevant, timely, and in tune with your patients’ needs.
With Avily’s expertise in digital healthcare marketing, we can guide you through this complex yet rewarding process, ensuring you’re always reaching the right patients at the right time. Get in touch to start your marketing journey today.