Geofencing is a form of programmatic advertising that uses geofencing technology to target potential prospects of a particular area. It is a location-based marketing tactic that creates virtual boundaries around targeted locations by using GPS, Wi-Fi, cellular data, or radio frequency identification (RFID). 

Geofencing in healthcare marketing is when a potential prospect with a mobile device crosses or enters this predetermined geographic area with a virtual boundary, they receive notifications of a product or service of those brands who have set up geofencing for their business. 

Geofencing marketing can be activated in the form of in-app notifications or ads, social media ads, and push notifications. 

Various Uses of Geofencing in Healthcare Organizations

Geofencing for healthcare professionals 

Geofencing is used by healthcare professionals in some of the following ways:

• Geofencing is used to streamline the clinical workflow of employees in healthcare organizations. 

• Organizations can geofence certain departments, cabins, medical equipment & asset rooms, or any geographical area of which they want to keep track.

• For instance, geofencing can be used to enhance patient safety by restricting unauthorized people from entering restricted areas.

• Geofencing can be used to track assets or valuable medical equipment. One can track if the asset moves out of the geofenced area. 

• Geofencing also helps in streamlining clinical workflows. If a medical professional enters the geofenced area, the system can automatically update patient records, send patient history through wearable devices, etc. 

Geofencing in Healthcare Marketing

Geofencing marketing is a primary marketing mix for healthcare organizations as they can target potential prospects in their geographical area.

How does geofencing marketing work for healthcare organizations? 

During medical needs, a customer does not think of traveling 10 or 100 km far to fulfill their medical needs. Instead, they search the medical services nearby so that they can consult and follow up now and then at their convenience. 

But many of the consumers will not be aware of the medical services available in their neighborhood. They might miss out on recent updates, discounts, specialties available, consultation process, etc. 

By enabling geofencing healthcare organizations can target the local consumers around them and keep them updated about their services and offers and customized messages by analyzing the online behavior of consumers. 

Advantages of Geofencing Marketing for Healthcare Organizations

1. Highly-Targeted Marketing Campaigns 

Organizations can use geofencing to create geographically targeted marketing campaigns. Healthcare organizations can fence neighboring communities to inform or create awareness among their prospective consumers about medical facilities, the addition of new equipment or specialty physician, pharmacy discounts, community health programs, etc. 

2. Increased Lead Generation & ROI 

We discussed highly-targeted marketing campaigns above. In continuation, when healthcare organizations launch targeted marketing campaigns, it reaches a specific audience who have shown their interest or need in healthcare services. Geofencing eliminates random targeting of the audience and reaches out to those who can be potential customers. This likely increases lead generation and ROI for healthcare organizations. 

3. Personalized Approach to Building Awareness 

Healthcare organizations need to build strong brand awareness among neighborhood customers. Because people might not choose a healthcare organization that takes hours to reach. So it is important for healthcare organizations to convert their consumers from nearby communities into customers. 

Geofence marketing with its targeted campaigns helps to build brand awareness and pushes personalized notifications according to consumer behavior. 

4. Target the Competitor’s Customers

One can enable geofencing building by building or to a particular geographical area without any restrictions on size. You can geofence the location of your competitors, and send messages, discounts, and USPs through notifications. Geofencing is one of the most effective ways to target customers visiting your competitors. 

5. Access to the Relevant Target Audience 

Generalized marketing campaigns take a lot of effort, time, and resources along with high uncertainties. But geofence marketing will help healthcare organizations to reach out to nearby communities. These target audiences are relevant and interested consumers who need the services/products of healthcare organizations.

Conclusion

Geofencing marketing can contribute to a personalized patient experience by providing location-specific information and notifications. Overall, geofencing marketing for healthcare organizations can drive positive outcomes, help healthcare organizations build connections with communities in less time, and increases conversions.