Healthcare marketing is constantly changing. These changes are driven by a number of factors, including patient behavior, technology, demands, legislation, etc. It’s important for healthcare organizations and healthcare marketing companies to stay up to date on the latest trends as they influence ways to attract new patients and encourage lasting relationships. Here are some of the biggest healthcare marketing trends that are impacting the industry in 2024.
1. Personalization Driven By Artificial Intelligence (AI)
One of the biggest healthcare marketing trends that is currently influencing the industry is AI-driven personalization. Patients are continuing to expect more personalized communication, so marketing professionals must create materials and communications that drive constant engagement and nurture customer loyalty. Today, AI-powered analytics are being used to segment groups based on important criteria. AI can quickly analyze electronic health records, behaviors, patient histories, etc., to make marketing messages more engaging and relevant to each patient. This technology also allows healthcare marketers to better focus marketing resources to create targeted campaigns, anticipate future trends, and take proactive action in ever-evolving patient care.
2. Multi-Channel Marketing
This year, more healthcare organizations are realizing the importance of reaching and engaging with patients across multiple channels. Multi-channel marketing involves using the same messages across popular platforms and tools, and it increases opportunities for connection. Patients can respond and engage with content on their preferred devices any time and from any location. This gives healthcare organizations more exposure than relying on single-channel marketing campaigns, and it provides the ability to reinforce messaging in ways that interest the patient. Using multi-channel strategies is one of the current healthcare marketing trends, allowing organizations to maximize their marketing resources and deliver content based on demand and behavior in ways patients prefer to consume information. This type of strategy also allows organizations to collect, analyze, and optimize patient information collected through marketing efforts to provide even more targeted communications.
3. Local and Location-Based SEO
Patients rely heavily on search engines to find the healthcare services, equipment, and care they need and want. This is why a sound healthcare SEO strategy is a must in 2024. Healthcare SEO marketing strategies must be centered around the patient and utilize keywords that the patient would use. Establishing credibility through link building to high-quality sources is also essential. Local and location-based SEO improves opportunities to attract patients in the local community that a healthcare organization serves and sells to. Having a Google Business Profile is also vital so local patients can efficiently find important contact information and locations using Google and Google Maps.
4. SaaS Healthcare Marketing Platforms
There is a lot of information that is shared between healthcare organizations and patients. Patients seek answers when they reach out, and organizations need to be prepared to respond to and anticipate patient concerns. One of the current healthcare marketing trends is utilizing a single-source marketing platform to manage every part of print, digital, and video marketing strategies. These campaigns can be finely tuned to focus on creating measurable engagements and providing value to patients. This automation of healthcare marketing offers the benefit of innovative analytic tools to confidently use data and coordinate communications with patients while staying HIPAA compliant. By streamlining marketing, healthcare organizations can reduce administrative costs and better allocate resources across print, digital, and video channels.
5. Video Content
Video has become a preferred method for consumers to get information. That’s why one of the biggest healthcare marketing trends today is finding new ways to use video content to drive engagement. In the healthcare industry, video can be used to simplify the more complicated aspects of care and medical equipment, and it allows patients to access information when it’s convenient for them. Creating video and animated content is inexpensive and helps highlight services and provide education on websites, social media, and even through QR codes and augmented reality, or AR. Video is also an effective method of introducing products and services to busy healthcare providers via webinars and video demonstrations.
6. Reputation Management
Reputation management has become a crucial aspect of healthcare marketing. Healthcare organizations are held to high standards and hold positions of importance, so it’s necessary to make managing their reputations a high priority. Today, it should be expected that a prospective patient will seek out reviews and recommendations online before starting a relationship with an organization. That means healthcare marketers must be vigilant in keeping an eye on online reviews and discussions to prevent one person’s unpleasant experience from driving others away. This also means positive reviews can be very beneficial and act as a source for lead generation and brand appeal. In 2024, the best healthcare marketing strategies prioritize managing these engagements and utilizing reviews to improve visibility and gain search page rankings. A current healthcare marketing trend is encouraging online reviews to broaden their community and build trust.
7. Website User Experience
In today’s digital age, having a well-designed and responsive website is essential. Websites need to be easy to navigate, always provide relevant content, and invite active participation between organizations and patients. A website should serve as a direct line between patients and their providers with features such as online appointment scheduling, two-way chat, directions, emergency contact information, hours, etc. Other helpful features include prescription refill requests, access to lab and medical records, billing, and other health information that is protected through HIPAA-compliant patient portals. Having a website that is developed around the user experience means healthcare staff can spend less time answering phones and managing clerical tasks and have more time to see patients, thus reducing wait times and improving patient care. Additionally, websites need to provide added-value, educational content in formats that consumers prefer, such as video and animation, to make the user experience as engaging as possible.
A Healthcare Marketing Company That Keeps Up with the Trends
In the healthcare industry, it can be a challenge to keep up with current trends and the latest consumer demands. That’s why it’s important to partner with a healthcare marketing company that can do this for you. By working with a knowledgeable, experienced healthcare marketing agency, you can trust that your organization’s marketing is up to date and working for you. You can spend less time online and more time focusing on what you do best: patient care. Here at GrowthPharm, our goal is to help you grow your business through effective, personalized marketing solutions. Find out what sets us apart from other healthcare marketing companies and how we can make a difference for your practice.
If you’re ready to start growing your healthcare business and want to see long-lasting results, schedule a free consultation call today to get started!
