Digitalization has also contributed to a profound renewal of the healthcare sector. Today, citizens use the web not only to find out about medical procedures and pathologies but also to directly book visits and tests. Consequently, to attract new patients it is essential that doctors and healthcare facilities implement initiatives aimed at improving online visibility.
When we talk about healthcare web marketing, we are referring to a wide range of activities, such as search engine optimization (SEO), online reputation management , digital advertising, but also the use of social platforms. These activities require technical skills in web marketing as well as knowledge of the healthcare sector, together with a deep understanding of data privacy and security regulations.
We talk about it with Dr. Raffaele Bisegna , CEO of Eccellenza Medica, a web platform that promotes the meeting point between doctors/health facilities and users and that allows access to high-quality and innovative treatments throughout Italy, moreover in different branches of medicine.
Who is Raffaele Bisegna?
Dr. Raffaele Bisegna, after obtaining a degree in Information Technology from La Sapienza University of Rome, enriched his educational path with an MBA obtained from Tor Vergata Business School. During his career he has acquired extensive experience in the management of the medical-health sector and advanced expertise in areas such as search engines , web marketing , CyberSecurity and Cybercrime. He has collaborated with numerous prestigious Italian and international companies, offering a significant contribution in the field of digital health and cybersecurity, combining technical and strategic skills thanks to which he faces the challenges of digitalization with courage and a spirit of innovation.
Raffaele, how do you become an expert in healthcare web marketing?
“ There is no clear and well-defined path, at least in Italy, that allows you to acquire the status of expert in marketing or web marketing for healthcare. As far as my experience is concerned, I can say that the course of study I have undertaken at an academic level has certainly been important but sooner or later you have to take action, come face to face with reality, with the challenges and also the difficulties that come with operating in a complex sector such as healthcare.
Certainly, working in web marketing for healthcare means being. Mentally predisposed to study and continuous updating . On the one hand, there is web marketing. Which is a world in constant evolution. In which everything we know or believe we master can be called into question. From one day to the next. On the other hand. You have to deal with the characteristics and peculiarities of a very delicate sector such as healthcare. Taking into account the regulations that govern it, especially in terms of privacy ”.
How has the web marketing industry Raffaele Bisegna: Face to Face with the Healthcare changed in the last decade?
“ Since I started working in healthcare web marketing, this sector has changed profoundly. In recent years I have mainly dealt with search engine optimization and. I must say that SEO has probably been the branch of web. Marketing that has undergone the greatest changes. But nothing different was to be expected. After all, SEO is by definition a dynamic discipline. If only for the fact that the goal of search engines is and will always. Be to provide the best results based on the user’s search intent. Among other things, the healthcare sector is always monitored. With great attention by Google.
Just think of the famous medic update, that is. The algorithmic update of 2018 that affected many sites. In the medical field and, in general, YMYL (Your Money Your Life) pages, that is, those sites that deal with sensitive topics. So to speak, and that, in some way, can cause repercussions on the health and economic conditions of families or individuals ”.
What are the main services offered by Eccellenza Medica and how are they useful for both patients and doctors?
“ Eccellenza Medica is a project born from the desire to create. A platform capable of facilitating the meeting point between supply and demand in the medical field. For patients, a platform like. Eccellenza Medica is useful to the extent that it is possible. Raffaele Bisegna: Face to Face with the Healthcare Essentially throughout Italy, to access. A wide range of medical services from a single website. In addition to providing the possibility of booking visits and tests Email List directly online. We also support users by phone or via WhatsApp. Providing them with all the relevant information and “accompanying” them until. The day of the visit or test. For specialists. Eccellenza Medica is a powerful resource because. It allows them to exploit the visibility , including on search engines. That we have acquired in recent years and that all the web portals in our network enjoy. Clearly, greater visibility translates into a higher probability of bookings and, in concrete terms, growth in turnover and customer share ”.
What are the emerging trends in healthcare Raffaele Bisegna: Face to Face with the Healthcareweb marketing that you think will be most relevant in the coming years?
“ Among the emerging trends, artificial intelligence (AI) is the one that will certainly play a key role in the coming years. First of all, this challenge must be addressed at the healthcare level, in the sense that it will be necessary to understand how healthcare can benefit from the use of AI to improve enhancing your previous email the quality of services offered and, in general, access to care. For example, the analysis of big data could help facilities optimize resources, improve appointment management and reduce waiting times. With the growth of digitalization of healthcare data, cybersecurity risks must also be considered. AI, in this sense, could be used to detect and prevent cyber attacks, protecting sensitive patient information. Furthermore, artificial intelligence agentemaillist could allow web marketing professionals to develop content that is increasingly tailored to patients. Only by staying on top of things and developing, if necessary, the new skills that the market will require will it be possible to continue offering cutting-edge services .”
