2024

HEALTHCARE
MARKETING
WINS

Marketing Strategies For Healthcare

Businesses That Made a Difference in
2023 and How to Leverage Them for
Future Growth in 2024..

@ March 2024

Author: Muhammad Bilal Amjad, Founder & Chief Executive Officer - InstaCare (Private) Limited
About the Author: Bilal Amjad

Bilal Amjad, a visionary leader and the driving force behind InstaCare,
has dedicated a decade to transforming healthcare through digital
innovation.

With a profound personal motivation stemming from a family tragedy

linked to healthcare inefficiencies, Bilal embarked on a mission to
overhaul Pakistan's healthcare system. His journey from contributing to a
leading E-Ticketing enterprise to founding InstaCare underscores his
transformative approach to healthcare, leveraging cutting-edge
technologies such as AI, machine learning, and telemedicine.

Bilal's accolades, including recognition by the President of Pakistan and

numerous awards, highlight his significant contributions to healthcare
digitalization.

His leadership at InstaCare has not only enhanced patient safety and
operational efficiency across thousands of clinics but also established
telemedicine's extensive network, ensuring healthcare accessibility in
underserved regions.

Through strategic planning, innovative solutions, and a commitment to

excellence, Bilal Amjad continues to shape the future of healthcare,
making it safer, more efficient, and accessible for all.

For feedbacks and Linkedin Connection

Email: [email protected]
Facebook: bilal.amjad
InstaGram: mbilalamjad
Threads: mbilalamjad
 WHAT’S
INSIDE

Table of content

Chapter 1: The State of Digital In Pakistan 01

Insights about digital marketing in Pakistan.

Opportunities for healthcare businesses.

Chapter 2: 2023's Healthcare Marketing Highlights 08

Key strategies and campaigns that defined

success in 2023.

Lessons learned from the most impactful

marketing approaches.

Chapter 3: Emerging Trends in Digital Marketing for 11

2024

Preview of upcoming trends in healthcare marketing.

Innovations expected to shape strategies in 2024.

Chapter 4: Crafting Your Marketing Strategy for 15

2024

Guiding principles for building a flexible and

effective marketing plan.

Incorporating past successes and future insights

into a cohesive strategy.
 Chapter 1

THE STATE OF DIGITAL IN

PAKISTAN
As Pakistan strides into the digital era, its healthcare sector stands at the
cusp of a transformative journey. The rapid adoption of digital
technologies across the country is reshaping how healthcare services are
delivered, accessed, and marketed. This chapter explores the current
digital landscape in Pakistan, highlighting key trends and statistics that
underscore the growing importance of digital strategies for healthcare
providers.

01
 Chapter 1: The State of Digital in Pakistan

Digital Penetration and Internet Usage

The digital landscape in Pakistan has seen remarkable growth, with

significant increases in internet penetration and mobile connectivity. As
of the latest reports, a substantial portion of Pakistan's population now
has access to the internet, facilitated by widespread mobile connectivity.
This surge in online access has profound implications for healthcare
providers, offering unprecedented opportunities to engage with patients
digitally.

Key Statistics:

111 million internet users in Pakistan in January 2024.

Pakistan’s internet penetration rate stood at 45.7 percent of the total

population at the start of 2024.

Kepios analysis indicates that internet users in Pakistan increased by

24 million (+27.1 percent) between January 2023 and January 2024.

Social Media Trends

Social media usage in Pakistan has soared, with platforms like Facebook,
WhatsApp, Instagram, and YouTube becoming integral to daily life. For
healthcare providers, this trend signifies the potential to leverage social
media for health awareness campaigns, patient education, and
community building.

Key Statistics:

Pakistan was home to 71.70 million social media users in January

2024, equating to 29.5 percent of the total population.

A total of 188.9 million cellular mobile connections were active in

Pakistan in early 2024, with this figure equivalent to 77.8 percent of the
total population.

71.70 Million Youtube Users 54.38 Million TikTok Users

Ads Reach: 64.6% Ads Reach: 49%

44.50 Million Facebook Users 30.21 Million SnapChat Users

Ads Reach: 40% Ads Reach: 27%

17.30 Million Instagram Users 12 Million LinkedIn Users

Ads Reach: 15.6% Ads Reach: 10%

4.5 Million X (Twitter) Users

Ads Reach: 4%

02
 Chapter 1: The State of Digital in Pakistan

E-commerce and Online Services

The healthcare landscape in Pakistan is witnessing a notable shift

towards digitalization, marked by the rise of online pharmacies and
telehealth platforms. These digital health services offer convenience,
accessibility, and expanded healthcare options for patients across the
country.

The growth of e-commerce in Pakistan includes an uptick in online health

services, such as pharmacy delivery apps and digital health platforms.
This shift towards online transactions reflects changing consumer
behaviors, with more Pakistanis willing to access healthcare products
and services online.

Online Pharmacies

Online pharmacies have emerged as a convenient alternative for

purchasing medications and healthcare products. Patients can now
order prescription medications, over-the-counter drugs, and healthcare
essentials from the comfort of their homes, eliminating the need for
physical visits to pharmacies.

Accessibility: Online pharmacies bridge geographical barriers,

especially for patients residing in remote areas with limited access to
physical pharmacies. This accessibility ensures that patients can
obtain essential medications without facing logistical challenges.

Convenience: The convenience of online ordering and doorstep

delivery saves patients time and effort. Moreover, it provides a
discreet option for purchasing sensitive healthcare products, fostering
privacy and confidentiality.

Expanded Product Range: Online pharmacies often offer a broader

range of healthcare products compared to traditional pharmacies.
Patients have access to a diverse selection of medications,
supplements, medical devices, and wellness products, catering to a
wide range of healthcare needs.

03
 Chapter 1: The State of Digital in Pakistan

Telehealth Platforms

Telehealth platforms have revolutionized healthcare delivery by enabling

remote medical consultations and virtual appointments. Patients can
connect with healthcare providers via video calls, phone calls, or secure
messaging platforms, receiving medical advice, diagnoses, and
treatment recommendations from the comfort of their homes.

Remote Consultations: Telehealth platforms facilitate remote

consultations with healthcare professionals, reducing the need for in-
person visits to clinics or hospitals. Patients can seek medical advice
for non-emergency conditions, receive follow-up care, and manage
chronic illnesses conveniently.

Accessibility to Specialists: Telehealth platforms offer patients

access to a broader network of healthcare specialists, regardless of
their location. Patients can consult with specialists in various medical
fields, including cardiology, dermatology, and mental health, without
the constraints of geographical boundaries.

Enhanced Continuity of Care: Telehealth promotes continuity of care

by facilitating seamless communication between patients and
healthcare providers. Follow-up appointments, medication
management, and post-treatment monitoring can be conducted
remotely, ensuring consistent and comprehensive patient care.

Online Lab Test Booking with Doorstep Sample Collection

In addition to pharmacies and telehealth, the integration of online lab

test booking with doorstep sample collection services is revolutionizing
diagnostic healthcare in Pakistan. Patients can now book lab tests online
and schedule sample collection at their preferred location, eliminating
the need to visit physical lab facilities.

Convenience and Accessibility: Online lab test booking offers

unparalleled convenience and accessibility to patients, especially
those with mobility issues or busy schedules. Patients can book tests
from the comfort of their homes and have samples collected at their
doorstep, saving time and effort.

Privacy and Comfort: Doorstep sample collection services provide

patients with privacy and comfort, reducing anxiety associated with
visiting traditional lab facilities. Patients can undergo tests in familiar
surroundings, enhancing their overall healthcare experience.

Timely Diagnosis and Treatment: By streamlining the lab test

booking process and offering doorstep sample collection, healthcare
providers can ensure timely diagnosis and treatment for patients.
Expedited sample collection and testing facilitate prompt medical
interventions, leading to improved healthcare outcomes.

04
 Chapter 1: The State of Digital in Pakistan

Opportunities for Healthcare Businesses

The rise of online pharmacies, telehealth platforms, and integrated lab

test booking services presents significant opportunities not only for
pharmacies, clinics, medical labs, and radiology service providers but
also for healthcare businesses lacking digital assets such as websites,
mobile apps, and social media engagement. Embracing digitalization
can help these businesses enhance their services, reach a broader
audience, and stay competitive in the evolving healthcare landscape of
Pakistan.

For Clinics & Hospitals

Telemedicine Integration: Clinics and healthcare providers can

integrate telemedicine services into their practice, offering virtual
consultations alongside traditional in-person visits. By investing in
telehealth technology and training healthcare professionals in
telemedicine protocols, clinics can extend their reach, improve
patient access to care, and optimize appointment scheduling.

Integration of EMRs/EHRs: Adopting Electronic Medical Records

(EMRs) or Electronic Health Records (EHRs) is crucial for clinics and
hospitals to streamline patient information management, improve
clinical decision-making, and enhance patient care quality.
Implementing EMR/EHR systems allows healthcare providers to
access patient records digitally, track medical histories, manage
appointments, and facilitate communication among healthcare team
members. By investing in EMR/EHR solutions, clinics and hospitals can
optimize workflow efficiency, reduce administrative burdens, and
provide personalized care tailored to individual patient needs.

Mobile Apps for Service Booking: Developing mobile apps for service
booking enables clinics and hospitals to offer patients convenient
access to appointment scheduling, telehealth consultations, and
other healthcare services on their smartphones or tablets. Mobile
apps can feature user-friendly interfaces, real-time availability
updates, secure payment processing, and personalized notifications,
enhancing patient convenience and satisfaction. By providing
seamless access to healthcare services via mobile apps, clinics and
hospitals can attract tech-savvy patients, improve appointment
adherence rates, and differentiate themselves in the competitive
healthcare market.

Website for Information: Maintaining an informative and user-

friendly website is essential for clinics and hospitals to engage with
patients, provide essential information about services, specialties,
healthcare providers, and facilities, and facilitate online appointment
booking.

05
 Chapter 1: The State of Digital in Pakistan

For Pharmacies

E-commerce Integration: Traditional pharmacies can leverage e-

commerce platforms to establish an online presence and offer
doorstep delivery services. By partnering with online delivery providers
or developing their own delivery infrastructure, pharmacies can reach
a larger customer base and enhance customer convenience.

Medication Management Apps: Pharmacies can develop medication

management apps to help patients track their prescriptions, set
medication reminders, and access educational resources. These
apps foster patient engagement, improve medication adherence,
and strengthen the pharmacy-patient relationship.

For Medical Labs and Radiology Service Providers:

Online Test Booking Platforms: Medical labs and radiology service

providers can capitalize on the trend of online lab test booking by
offering convenient online platforms for patients to schedule
diagnostic tests and imaging procedures. By streamlining the booking
process and providing detailed information about test procedures
and preparations, labs can enhance patient experience and
satisfaction.

Doorstep Sample Collection Services: Similar to pharmacies, medical

labs and radiology service providers can offer doorstep sample
collection services, allowing patients to have samples collected at
their homes or workplaces. This service eliminates the need for
patients to visit physical lab facilities, making diagnostic testing more
accessible and convenient.

Expansion of Test Offerings: Medical labs and radiology service

providers can expand their test offerings to include a wider range of
diagnostic tests and imaging services. By staying abreast of
advancements in medical technology and investing in state-of-the-
art equipment, labs can attract more patients and differentiate
themselves in the market.

Integration with Telehealth Platforms: Medical labs and radiology

service providers can collaborate with telehealth platforms to offer
integrated services, allowing patients to receive virtual consultations
with healthcare providers and seamlessly schedule diagnostic tests
or imaging studies as part of their care pathway. This integration
enhances care coordination and ensures timely diagnosis and
treatment for patients.

06
 Chapter 1: The State of Digital in Pakistan

Healthcare Businesses Lacking Digital Assets:

Websites: Healthcare businesses lacking digital assets can invest in

website development to establish an online presence and provide
information about their services, locations, and operating hours. A
well-designed website enhances visibility and credibility, attracting
potential patients and facilitating appointment bookings.

Mobile Apps: Developing a mobile app allows healthcare businesses

to offer convenient access to their services and resources on
smartphones and tablets. Mobile apps can include features such as
appointment scheduling, medication reminders, telehealth
consultations, and health education materials, enhancing patient
engagement and loyalty.

Social Media Engagement: Active engagement on social media

platforms enables healthcare businesses to connect with their target
audience, share informative content, and build relationships with
patients. By creating engaging posts, responding to inquiries, and
participating in online discussions, healthcare businesses can foster
community engagement and strengthen their brand presence in the
digital sphere.

Patient Support Programs: Implementing patient support programs

and dedicated support teams is essential for healthcare businesses
to address patients' needs, concerns, and inquiries effectively.
Establishing channels for patient communication, such as hotline
numbers, email addresses, and online chat platforms, allows patients
to seek assistance and receive timely support from knowledgeable
staff members. Moreover, offering patient support programs
demonstrates a commitment to patient-centered care and fosters
trust and loyalty among patients, ultimately enhancing the overall
patient experience.

For healthcare businesses lacking digital assets, including websites,

mobile apps, social media engagement, and patient support
programs, there are ample opportunities to enhance their digital
presence, improve patient engagement, and deliver high-quality
healthcare services in Pakistan. By investing in digital health solutions
and implementing patient-centered support programs, healthcare
businesses can effectively meet patients' needs, increase
accessibility to healthcare services, and build stronger relationships
with their patient community.

07
 Chapter 2

2023'S HEALTHCARE
MARKETING HIGHLIGHTS IN
PAKISTAN
The year 2023 marked a pivotal moment for healthcare marketing within
Pakistan, spotlighting the resilience and innovation of local healthcare
providers in the face of unique challenges. Amid a rapidly evolving digital
landscape and growing patient expectations, Pakistani doctors, hospitals,
medical labs, pharmacies, and pharmaceutical companies embraced
novel marketing strategies to enhance patient engagement and expand
their reach. This chapter delves into the successful strategies and
campaigns that stood out in 2023, offering valuable lessons learned and
a pathway forward for healthcare professionals and organizations across
Pakistan.

08
 Chapter 2: 2023's Healthcare Marketing Highlights in Pakistan

Embracing Digital Health Solutions

The adoption of digital health solutions saw a significant uptick among

Pakistani healthcare providers in 2023. With over 40% of clinics and
hospitals integrating digital health solutions, a notable shift towards
digital consultations was observed, catering to a wider demographic and
ensuring continued patient care amidst varying circumstances.
Marketing these digital services effectively became a cornerstone for
success, highlighting the convenience and accessibility they brought to
patient care.

Educating and Engaging Patients Through Content

Marketing

Content marketing has emerged as a powerful tool for healthcare

providers aiming to educate their audience on a variety of health-related
topics. Through blogs, social media posts, and educational videos,
healthcare entities have been able to address common health concerns,
discuss preventive measures, and introduce the latest healthcare
innovations. This strategy has been instrumental in building trust and
establishing healthcare providers as authoritative sources of health
information.

Leveraging Social Media for Broader Reach

Social media platforms have been vital in expanding the reach of

healthcare messages and engaging with a wider patient base across
Pakistan. By leveraging platforms widely used in the country, such as
Facebook and Instagram, healthcare providers have shared valuable
health tips, patient testimonials, and information on health awareness
initiatives. This approach has not only helped in humanizing healthcare
brands but also in significantly expanding their reach, especially in
regions with limited access to healthcare facilities.

Personalized Communication and Patient Care

The adoption of data-driven marketing strategies has allowed for more

personalized communication with patients, enhancing patient
satisfaction and engagement. Tailored health reminders, appointment
confirmations, and health tips have become more common, reflecting an
understanding of the individual needs and preferences of patients. This
personalized approach has underscored the importance of building
strong patient-provider relationships.

09
 Chapter 2: 2023's Healthcare Marketing Highlights in Pakistan

SEO and Online Presence Optimization

Optimizing online presence through search engine optimization (SEO)

has become increasingly important for healthcare providers seeking to
improve their visibility online. By enhancing their websites and online
listings, healthcare entities have been better positioned to be found by
patients seeking healthcare information and services online, thus
improving accessibility and patient engagement.

The landscape of healthcare marketing in Pakistan in 2023 was

characterized by swift adaptation to digital mediums, a focus on
patient education, and strategic use of personalized communication.
These strategies have provided valuable insights into effectively
engaging with the digitally savvy Pakistani patient population,
highlighting the importance of accessible, informative, and
personalized healthcare marketing approaches. As the healthcare
sector continues to evolve, these lessons from 2023 will serve as a
foundation for navigating future challenges and opportunities in
healthcare marketing, promising improved patient care and business
growth.

10
 Chapter 3

EMERGING TRENDS IN DIGITAL

MARKETING FOR 2024
In the dynamic world of digital marketing, staying ahead of trends is not
just a strategy—it's a necessity, especially for the healthcare sector in
Pakistan. As we step into 2024, the digital landscape is evolving with new
technologies and changing consumer behaviors, shaping the way
healthcare providers, including clinic and hospital owners, pharmacy
owners, pharmaceutical companies, and doctors, connect with their
audience. This chapter delves into the trends and innovations expected
to shape digital marketing strategies in the healthcare sector for the
coming year.

11
 Chapter 3 : Emerging Trends in Digital Marketing for 2024

Personalization at Scale

The future of digital marketing lies in personalization. In 2024,

advancements in AI and machine learning will enable healthcare brands
to deliver personalized content, offers, and experiences at scale. For
healthcare providers, this means the ability to tailor communication with
patients based on their specific health needs, preferences, and behavior,
enhancing engagement and loyalty.

Video Marketing: A Must-Have Strategy

Video content continues to dominate digital marketing, offering a

powerful way to engage and inform patients. In 2024, expect to see a
surge in live video sessions, virtual tours, and educational content that
provides value to patients. Healthcare providers should leverage video
marketing to showcase facilities, explain complex medical procedures,
and share patient testimonials, making their services more accessible
and understandable.

Influencer Partnerships in Healthcare

Influencer marketing is not just for lifestyle brands. In 2024, healthcare

providers will increasingly partner with trusted health influencers to reach
wider audiences. These collaborations can help demystify healthcare
topics, spread awareness about diseases, and promote healthy living.
Choosing the right influencers who align with your healthcare brand's
values and audience is key to authenticity and impact.

Chatbots and AI for Customer Service

Chatbots and AI-driven tools will become increasingly sophisticated,

providing instant support to patients and freeing up human resources for
more complex inquiries. These technologies can guide patients through
appointment scheduling, answer FAQs, and provide personalized health
tips, improving the overall customer experience.

Social Media for Community Building and Support

Social media platforms will continue to be a vital part of digital marketing

strategies for healthcare providers. In 2024, leveraging these platforms to
create supportive communities, share valuable health information, and
engage directly with patients will be critical. Social media offers a unique
opportunity to humanize your brand, showcase success stories, and build
a loyal patient base.

12
 Chapter 3 : Emerging Trends in Digital Marketing for 2024

Marketing Automation for Efficiency

Marketing automation will become an indispensable tool for healthcare

providers, enabling them to streamline communication and operational
tasks. This encompasses automated appointment reminders, follow-up
emails, and patient satisfaction surveys. These tools don't require
advanced technical knowledge to implement but significantly enhance
patient engagement and operational efficiency.

Content Marketing: Educate and Engage

Content marketing remains a cornerstone of digital marketing, offering a

direct line to engage and educate patients. In 2024, focus on creating
accessible, easy-to-understand content that addresses common health
concerns, prevention tips, and wellness advice. Blogs, newsletters, and
simple infographics are effective ways to deliver valuable information
while enhancing SEO and establishing your healthcare brand as a trusted
authority.

Local SEO: Be Seen Where It Matters

For healthcare providers in Pakistan, local SEO is more relevant than ever.
Ensuring your business is visible in local search results and on platforms
like Google My Business can make a significant difference. Simple
strategies like using local keywords, updating your online listings with
accurate information, and encouraging satisfied patients to leave
positive reviews can improve your visibility to those seeking healthcare
services in their area.

Mobile Optimization: Accessible Information on the Go

With a high penetration of mobile users in Pakistan, ensuring your website

and digital content are mobile-friendly is crucial. This doesn’t require
advanced technology but a simple acknowledgment that most users will
access information via their smartphones. Optimizing for mobile includes
fast loading times, easy navigation, and responsive design that adapts to
various screen sizes.

Utilizing WhatsApp for Business

In a market like Pakistan, where WhatsApp is widely used, leveraging

WhatsApp for Business can be a game-changer. It offers a direct and
personal way to communicate with patients, share health tips,
appointment reminders, and updates about your healthcare services.
This platform can be particularly effective for reaching an audience that
may not be active on traditional social media but uses messaging apps
extensively.

13
 Chapter 3 : Emerging Trends in Digital Marketing for 2024

Email Marketing: Personalized Communication

Email marketing remains an effective way to reach and engage patients.

Segment your email lists to offer personalized content tailored to various
patient needs and interests, from general health tips to information
about specific services. Regular newsletters or health tips can keep your
audience engaged and informed, fostering a sense of community and
trust.

Digital marketing in 2024 for Pakistan's healthcare sector is about

balancing innovation with accessibility. By integrating both advanced
and straightforward strategies, healthcare providers can effectively
reach and engage their target audience, regardless of their tech-
savviness. Automation, content marketing, local SEO, mobile
optimization, simple interactive tools, personalized email
communication, and the strategic use of messaging apps represent
a multifaceted approach. These strategies are not only about staying
ahead in the digital marketing game but also about making
healthcare more accessible and engaging for everyone in Pakistan.

14
 Chapter 4

CRAFTING YOUR MARKETING

STRATEGY FOR 2024
In the rapidly evolving landscape of healthcare, digital marketing stands
as a beacon for clinics, hospitals, pharmacies, and pharmaceutical
companies in Pakistan looking to expand their reach and enhance their
brand's visibility. This chapter is dedicated to crafting a comprehensive,
engaging, and highly effective marketing strategy for 2024, tailored to the
unique needs and technological comfort levels of the Pakistani
healthcare sector. Through practical examples, we will explore how to
integrate these strategies into your marketing efforts for impactful
results.

15
 Chapter 4 : Crafting Your Marketing Strategy for 2024

Understanding Your Audience

Example: A clinic in Lahore aims to increase its patient base by targeting

young families. By conducting surveys at community events and
analyzing feedback from existing patients, the clinic identifies key health
concerns and preferences, using this data to tailor its messaging and
services.

Strategy: Start by conducting market research to understand the

demographics, preferences, and needs of your target audience. Utilize
patient feedback, surveys, and social media analytics to gain insights.
This foundational step ensures your marketing efforts are directed and
relevant.

Establishing Your Online Presence

Example: A Karachi-based pharmacy starts by creating a user-friendly

website detailing its inventory, including a blog with health tips and
medication information. They also claim their Google My Business listing,
encouraging satisfied customers to leave positive reviews.

Strategy: Your digital footprint begins with a professional website and an

optimized Google My Business listing. Ensure your website is mobile-
friendly and contains useful information about your services, location,
and contact details. Positive reviews on your Google listing can
significantly boost local SEO and credibility.

Leveraging Social Media

Example: A hospital in Islamabad uses Facebook and Instagram to share

patient success stories, health tips, and information about their medical
staff. They engage with their audience through regular posts, live Q&A
sessions, and health awareness campaigns.

Strategy: Choose social media platforms popular among your target

audience. Create content that educates, engages, and inspires.
Interactive posts, such as polls and live sessions, can foster community
and provide valuable insights into your audience’s preferences.

16
 Chapter 4 : Crafting Your Marketing Strategy for 2024

Email Marketing

Example: A dental clinic in Rawalpindi sends monthly newsletters to its

patients featuring oral health tips, clinic updates, and exclusive offers for
subscribers. They segment their email list to tailor content for families,
elderly patients, and those undergoing specific treatments.

Strategy: Collect email addresses through your website, in-person visits,

and social media channels. Use email marketing to send personalized,
valuable content to different segments of your audience. This direct line
of communication keeps your brand top of mind and encourages repeat
visits.

Content Marketing

Example: A pharmaceutical company creates an online resource center

on its website, offering articles, infographics, and videos on medication
management, disease prevention, and healthy living. They ensure the
content is easy to understand and shareable across social platforms.

Strategy: Develop a content marketing strategy that positions your

brand as a thought leader. Create valuable content that addresses
common questions and concerns of your target audience. Ensure your
content is accessible, engaging, and shareable to extend your reach.

Community Engagement

Example: A clinic in Faisalabad partners with local schools to provide free

health screenings and workshops on nutrition and hygiene. They share
highlights and photos from these events on their social media channels,
showcasing their commitment to community health.

Strategy: Build strong ties with your local community through health
camps, educational workshops, and partnerships with schools and
businesses. These initiatives can significantly enhance your brand’s
reputation and visibility within the community.

17
 Chapter 4 : Crafting Your Marketing Strategy for 2024

Partnership with Highly Growing Platforms

Example: A medical lab specializing in pathology, radiology, MRI, and CT

scans establishes a partnership with InstaCare.pk, a rapidly growing
healthcare platform in Pakistan. This collaboration involves listing the
lab's services on InstaCare.pk, complete with detailed descriptions,
certifications, and pricing, making it straightforward for patients to
discover and access their specialized services.

Strategy: For medical labs offering pathology and radiology services,

partnering with a leading healthcare platform like InstaCare.pk is a
strategic move to expand their reach and accessibility. The strategy
involves creating a comprehensive profile on the platform that highlights
the lab’s expertise, technology, and range of services. This profile should
also include patient testimonials and certifications to build trust. By
leveraging InstaCare.pk's extensive user base and marketing channels,
the lab can significantly increase its visibility among potential patients.
Additionally, the lab should actively engage with the platform's features,
such as online appointment scheduling, to enhance patient convenience
and satisfaction. This partnership not only drives more patients to the lab
but also aligns with modern consumers' preferences for finding and
booking healthcare services online.

Leverage Paid Ads & Performance Marketing

Example: A leading medical lab that offers a wide range of diagnostic

services, including pathology tests, radiology, MRI, and CT scans, decides
to implement a performance marketing strategy by partnering with
InstaCare.pk. They create targeted ad campaigns on social media and
search engines, focusing on the specific services they excel in, such as
their state-of-the-art MRI technology or their rapid test results for
pathology. Each ad is linked to a landing page on InstaCare.pk where
potential patients can learn more about the lab's services and directly
book appointments.

Strategy: Performance marketing is an effective strategy for medical

labs to directly link their marketing efforts to tangible outcomes, such as
increased appointment bookings or website visits. Begin by identifying
the key services you want to promote and develop clear, compelling ad
creatives that highlight your lab's unique selling points. Utilize platforms
like Google Ads and social media to target specific demographics or
individuals searching for related healthcare services. Implement tracking
mechanisms to measure the performance of each campaign, focusing
on metrics like conversion rates, cost per acquisition, and return on ad
spend. By partnering with a healthcare platform like InstaCare.pk, labs
can direct potential patients from the ads to a trusted platform where
they can easily access more information and book appointments. This
not only optimizes the patient journey but also ensures that marketing
spend is directly contributing to increased bookings and revenue for the
lab.

18
 Chapter 4 : Crafting Your Marketing Strategy for 2024

Developing Consumer Healthcare Apps

Example: Recognizing the need for direct engagement with patients, a

pharmaceutical company decides to develop a consumer app that
offers medication reminders, health tracking, and information about
various medical conditions and treatments. To achieve this, they acquire
the services of InstaCare Technologies, leveraging their expertise in
creating user-friendly, engaging healthcare applications. The app also
includes a feature to directly connect users with healthcare providers for
consultations and prescription services, making it a comprehensive tool
for patient care and engagement.

Strategy: For pharmaceutical companies and hospitals, building a

consumer healthcare app presents an opportunity to tap directly into the
patient base, offering them valuable services right at their fingertips. The
strategy involves identifying key features that would benefit your target
audience, such as medication management, health monitoring,
teleconsultation, or educational content. Partnering with a technology
provider like InstaCare Technologies ensures that the app is developed
with the latest technology standards and user experience design
principles in mind. Marketing the app through various channels, including
social media, email campaigns, and through partnerships with
healthcare providers, will drive downloads and engagement. By providing
a direct value to the consumer, such as health tracking or medication
reminders, the app can increase patient loyalty and brand recognition.
Additionally, integrating e-commerce functionalities for OTC (over-the-
counter) products or supplements can open up new revenue streams for
pharmaceutical companies. This approach not only enhances patient
engagement but also positions the brand at the forefront of digital
healthcare innovation.

Crafting your marketing strategy for 2024 requires a blend of

understanding your audience, establishing a strong online presence,
leveraging social media, and engaging directly with your community.
These strategies, exemplified through relatable scenarios,
demonstrate that effective marketing doesn't always require the
latest technology but rather a thoughtful approach to connecting
with and serving your audience. As the healthcare landscape in
Pakistan continues to evolve, these timeless strategies will ensure
your brand not only grows but thrives in the digital age.

19
AN EXCLUSIVE
OPPORTUNITY FOR
READERS
As we conclude "2024 Healthcare Marketing Wins - Marketing
Strategies For Healthcare Businesses That Made a Difference in 2023
and How to Leverage Them for Future Growth in 2024." I invite you, our
esteemed readers, to an exclusive opportunity to accelerate your
healthcare brand's growth.

Understanding the dynamic landscape of healthcare marketing can

be challenging, but you don't have to navigate it alone.

I, Bilal Amjad, am offering a limited number of bonus marketing and

brand-building consultation sessions.

This is your chance to receive personalized advice tailored to your

unique needs, leveraging my decade of experience in transforming
healthcare businesses digitally. To book your session and embark on
a journey toward unparalleled growth and success, please visit
https://s.instacare.pk/meet-bilal or contact us directly at
[email protected].

Let's build a healthier future together.

BOOK NOW