Emerging Trends, Actionable Strategies, and Future Directions in Healthcare Marketing

A recent report by Verified Market valued the U.S. healthcare industry at $360 billion as of 2023, projecting it to reach $780 billion by 2030, making it the largest industry in the U.S. However, with factors such as government regulations and political influences, it remains one of the most complex sectors to navigate.
‍

So as a healthcare marketer, how do you bridge the gap to cut through the complexities and create simpler, consumable content for your target audience?
‍

In healthcare marketing, it is crucial to ensure that end users receive accurate and trustworthy information. Unlike general marketing, healthcare marketing demands strict adherence to regulatory compliances, such as The Health Insurance Portability and Accountability Act (HIPAA), making it a unique and challenging field. However, this does not mean you have to forgo creativity. Whether it's introducing new healthcare innovations, educating and attracting patients, or promoting services and facilities, getting your marketing right is essential for success.
‍

This article explores the latest trends, practical strategies, and future prospects of healthcare marketing, offering actionable insights for healthcare providers to optimize their healthcare marketing efforts effectively.
‍

The Importance of Healthcare Marketing to Patients and Consumers

‍

The healthcare industry is highly competitive, underscoring the essential role of healthcare marketing in raising awareness for your organization. It is crucial to recognize that marketing in healthcare differs significantly from other fields, emphasizing the unique challenges and requirements of this sector.
‍

Therefore, it is important that you build on marketing strategies that:
‍

• Increase competitive advantage
• Amplify visibility
• Create a solid, positive reputation among patients
• Understand the expectations and needs of consumers

‍

Healthcare marketing plays a significant role in enhancing patient engagement and satisfaction by providing timely and relevant information, enabling communication, and building trust between patients and healthcare providers. Effective marketing strategies ensure that patients are well-informed about their health options and the services available to them, leading to more proactive and engaged healthcare consumers. This, in turn, can improve health outcomes and patient satisfaction.

‍

Aligning with Modern Consumer Expectations to Create a Better Patient Experience

‍

With a wealth of online healthcare information readily available and new industry standards centered on patient satisfaction, patients are more empowered than ever before in their healthcare choices. 

‍

Patients and consumers are looking for answers and using the internet to source this more than ever, so with increased marketplace competition it is important that you stand out as a credible and authoritative source of information. A study conducted by CDC that gathered statistics from the National Center for Health Statistics found that 59% of U.S. adults used the internet to look for health or medical information, 42% used it to communicate with a doctor or doctor's office, and 46% used it to look up medical test results.

So how can healthcare marketing improve consumer engagement?

Key Healthcare Content Marketing Strategies
‍

To answer this question of how to improve consumer engagement, you need to have an understanding of the five stages of the patient engagement journey.

‍

Awareness: How do we increase awareness? By meeting consumers where they are: online. A study by PewResearch.org showed 59% of U.S. adults have looked online for health information. One of the best ways to leverage modern healthcare marketing is through paid search like Google Adwords and Bing, display advertising, and social media such as Twitter, Instagram, TikTok, and Facebook.

‍

Consideration: This is the stage of engagement where consumers are consciously choosing between healthcare providers either for themselves or a loved one and possibly looking at solutions for a particular health condition. At this stage, marketing strategies can leverage the effective nature of emotive and educational content, making long-form content such as blogs combined with social media campaigns so effective. The Mayo Clinic is a great example of this. The content that can be made available at this touchpoint can take many forms depending on your strategy objectives:

‍

• Videos
• Infographics
• Patient stories
• Podcasts
• Newsletters
• Health articles 
• Targeted events 
• Webinar
• Brochures

‍

Strategically created content can improve patient engagement and in turn lead to better clinical and financial outcomes. As well as positioning you as an industry leader, constructing a SEO keyword strategy for your content assets can help boost your healthcare organization's search engine rankings.

‍

Selection: Previous tactics aimed at raising awareness ultimately direct traffic to your website, which serves as your online sales representative during the crucial stage of patient engagement. It's imperative for every healthcare organization to possess a well-constructed, professional website that maximizes conversion through effective copywriting. By employing proven conversion copywriting techniques, your audience can seamlessly navigate through their desired journey, whether it involves downloading additional information or contacting your institution. This can also be achieved through landing pages.

‍

‍

At the bottom of Omron's webpage is an example of a well-executed landing point that introduces the Omron Connect app. With its clean and straightforward layout, the section clearly and simply outlines what the app is for and guides the reader towards one clear goal, which is to 'learn more'. 

‍

• Clear and relevant headline which appeals directly to target audience pain point. 
• Clear single call to action (CTA) so the target audience is not distracted by multiple options. 
• Simple and intuitive design

‍

Treatment: This is where your brand makes good on the promises of your marketing campaign, although it is far from where patient engagement ends. This is where you need to switch into early retention mode to ensure that the patient is not only receiving the best service but also that communications are still a top priority. For instance, using text reminders and providing personalized treatment information are essential strategies.

‍

Loyalty: Engagement extends beyond the completion of treatment and the patient leaving the clinic. It's crucial that your healthcare brand remains top-of-mind for patients, whether they need further care or when recommending services. Implementing email marketing campaigns and sending periodic newsletters are effective strategies in healthcare marketing. These initiatives can feature patient stories, adapting to the evolving regulatory environment to maintain engagement and trust.

‍

Two examples of well-executed healthcare marketing strategies are:

‍

Dana-Farber Brigham Cancer Center

‍

Campaign: You Have Us

‍

In a powerful campaign, the Dana-Farber Brigham Cancer Center crafted the tagline, "Right now you may have cancer. But what your cancer doesn't know is -You Have Us." This message resonated deeply with their audience, demonstrating a compassionate approach in their cancer treatment programs.

‍

The campaign successfully established trust by employing traditional channels like television and radio, alongside sharing impactful videos on social media.

‍

Carilion Clinic

‍

Campaign: #YESMAMM

‍

The "Yes, Mamm" campaign was started by the Carilion Clinic of Virginia's Roanoke Valley in order to bring light to the importance of early detection of breast cancer.

‍

This was a masterclass in direct engagement with their target audience and the power of hashtags to start a movement. The strategy involved using the hashtag #YESMAMM to answer questions about breast cancer in a Twitter chat. The chat also drove traffic directly to the Carilion Clinic website to make a mammogram appointment. Simple but effective.
‍

‍

5 Future Healthcare Marketing Trends to Look Out For in 2024
‍

Marketing has come a long way over the last ten years, and numerous marketing trends have significantly transformed the healthcare sector. These trends include the following shifts:

‍

• From a mass marketing approach to a more target approach, e.g. email marketing.
• From image marketing to service marketing.
• Evolving from a “one size fits all” strategy to personalization.
• Shifting the focus from isolated health episodes to building long-term relationships.
• From disregarding the market to leveraging market intelligence.

‍

Staying ahead in healthcare marketing trends is crucial for ensuring that healthcare organizations remain competitive, relevant, and effective in meeting patient needs. It is important that healthcare organizations and healthcare marketers are not only abreast of marketing trends but can innovate to help differentiate themselves in an overcrowded industry. Furthermore, being proactive with trends allows organizations to have tools in place to create an agile response in a rapid manner to any changes in regulations, industry, or patient expectations. So let's take a look at some healthcare marketing trends we are likely to see from 2024 and possibly beyond.
‍

1. Personalization in Healthcare Marketing

‍

According to Think with Google, 90% of leading marketers say personalization significantly contributes to business profitability.

‍

With patients expecting tailored experiences, successful healthcare marketers are leveraging data to deliver personalized content, from targeted emails to interactive online resources. But how can you think beyond conventional segmentation to create tailored marketing strategies? The answer lies in focusing on data analytics to leverage user information, targeting data such as preferences, behaviors, and demographics.

‍

There is also a great advantage to using generative AI in the context of healthcare brands. AI can streamline content creation, enabling the development of personalized content for individual users. This approach enhances the understanding of users' purchasing decisions and achieves a balance between automation and human expertise.

‍

2. Make HIPAA-compliant Marketing a Priority

‍

Healthcare marketing trends are increasingly focused on safeguarding patient data and maintaining compliance with stringent regulations such as The Health Insurance Portability and HIPAA. As concerns over data privacy and security continue to grow, it is crucial for healthcare organizations to prioritize the protection of users' health information and sensitive data. Compliant marketing strategies are essential in this regard, emphasizing the importance of respecting patient confidentiality and the integrity of healthcare providers. These strategies involve leveraging anonymized data, implementing advanced encryption techniques, utilizing blockchain technology for secure transactions, and obtaining explicit consent for data usage. By adhering to these practices, healthcare marketers not only ensure legal compliance but also build trust with patients by demonstrating a commitment to data security and care. This approach not only mitigates risks associated with data breaches but also enhances the credibility and reputation of healthcare organizations in the eyes of their patients and the broader community.
‍

3.Building Communities with Social Media Marketing

‍

As we continue through 2024, social media remains a powerful tool for engaging directly with your audience. It informs patients about current healthcare trends and promotions. Platforms like TikTok can build communities, showcasing an organization's expertise and personal aspects of your organization as you meet the team or invite viewers behind the scenes. Additionally, platforms like LinkedIn and Facebook can be used to share valuable content, cultivate a loyal community, disseminate authentic medical and awareness narratives, and create meaningful discussions on pertinent health subjects.
‍

4. Reputation Management is Key

‍

In the digital era, online research plays a crucial role in choosing healthcare physicians with 94% of patients using online reviews for evaluation. This marks a significant increase from just 25% in 2013. Reading reviews is a straightforward way for prospective patients to assess your healthcare organization and is often overlooked as a marketing tool for your organization.

‍

To build a strong reputation, marketers need to closely monitor patient experiences. Negative feedback can deter potential customers, while positive reviews can generate leads when paired with social media and testimonials. This data can also be instrumental in making improvements, allowing healthcare providers to enhance services, provide patient-centered care, and strengthen their brand's reputation.
‍

5. Enhancing Patient Relationships through Automated Healthcare Marketing

‍

Another trend to look out for is enhancing relationships with patients and consumers through being responsive to patients' inquiries and proactively addressing their concerns. By using a single-source marketing platform, healthcare organizations can efficiently manage their print, digital, and video marketing efforts, resulting in measurable engagements and added value for patients.

‍

It is beneficial to use automation in healthcare marketing, including the use of advanced analytics to adjust and coordinate communications, staying HIPAA compliant, and reducing administrative costs. This approach helps improve brand awareness, lead generation.
‍

Conclusion

‍

In summary, if there is one thing we can rely on is that the landscape of healthcare marketing will constantly be shifting and evolving with emerging trends and innovative strategies shaping the future of the industry. The rise in the importance of online reviews, the need for compliance with data protection regulations, and the shift towards personalized and automated marketing are all pivotal elements that healthcare marketers must employ. By embracing these trends, healthcare organizations can improve patient engagement, enhance their reputation, and ultimately provide better care.

‍

Staying ahead in healthcare marketing trends is crucial for maintaining a competitive edge and meeting the ever-changing expectations of patients. By adopting personalized marketing, prioritizing HIPAA-compliance, building communities through social media, managing online reputations, and enhancing patient relationships through automation, healthcare marketers can navigate the complexities of the industry effectively.