Digital Presence – In the context of clinical analysis laboratories, the importance of a good digital positioning is increasingly evident. Because they deal directly with people's health, these establishments face a dual need: to stand out in order to attract and inform the public, but also to maintain a rigor that guarantees reliability and ethics in the promotion of their services. However, day-to-day experience shows that, despite all the potential for visibility, there are several problems and tensions that hinder an effective presence on the internet.
1. Information overload and difficulty standing out
Although the online environment offers countless opportunities for expansion, it is also saturated with content. In our daily contacts with clinical analysis laboratories, we have noticed that many have difficulty differentiating themselves from other services and health portals that publish information about symptoms, diagnoses and treatments. The excess of available material means that the public is constantly bombarded with data, much of it conflicting or even of dubious origin. As a result, there is a feeling of unfair competition, where qualified information is diluted amid a sea of superficial or sensationalist content.
2. Public distrust of medical issues
When it comes to health, people's level of demand and caution increases considerably. In the laboratories we spoke to, there are frequent reports of patients arriving full of doubts and fears about the veracity of information collected on the internet. This creates an atmosphere of distrust surrounding any online content related to clinical exams, especially when there is no clear strategy for scientific basis and appropriate language. This negative perception is reinforced by the fear of being a victim of fake news or following erroneous medical advice, which puts laboratories in a delicate position: they need to communicate in an accessible way, but without losing the technical rigor that guarantees credibility.
3. Pressure for compliance and data privacy
Another common tension is related to the rules governing the disclosure of health information and the protection of patient data. In the daily routines of laboratories, the concern with complying with specific laws – such as those regarding medical confidentiality and privacy – generates fear when creating campaigns and informative content. The disclosure of images of exams, the use of patient testimonials and even the way to respond to comments on social networks raise questions about ethics and responsibility. Often, the fear of making mistakes causes the laboratory to miss opportunities for more open and close communication with the public.
4. Lack of consistency and internal alignment
A very common problem observed in the daily routine of laboratories is the lack of long-term planning for their digital actions. It is common to find poorly integrated teams, without clear guidelines on who is responsible for creating, approving and publishing content on social networks. This disorganization leads to spaced posts or posts without quality standards, which, in turn, conveys a feeling of amateurism and carelessness to the public. In addition, the lack of an editorial calendar that considers relevant dates in the health area, for example, means that important topics are not addressed at the ideal time, wasting the potential for engagement and credibility.
5. Lack of knowledge about metrics and return on investment
Finally, a point that often emerges in laboratory reports is the difficulty in monitoring the performance of digital actions and measuring the results obtained. Social media posts, email marketing campaigns and even website optimization end up being conducted “in the dark”, without adequate analysis tools or without a correct interpretation of the data collected. This makes it impossible to identify what is working well or what needs to be corrected, perpetuating investments without an effective return and damaging the perception of the value of digital marketing for the organization.
The current scenario requires clinical analysis laboratories to have a consistent and effective presence on digital platforms. However, in daily practice, problems arise that range from information saturation and public distrust to pressure for compliance and the challenge of measuring the success of actions. Without clear solutions to these obstacles, many laboratories end up with an online presence that is less than desired, limiting their ability to inform, welcome and gain the trust of patients who increasingly seek support and guidance on the internet.
Understanding these obstacles is the first step towards building a more solid, relevant digital positioning strategy that is aligned with the needs of those looking for reliable answers about exams, diagnoses and health in general in the virtual environment.
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Leonardo Lippel
Account Executive | Greiner Bio-One Service Tech