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Healthcare Marketing Trends

By 9 April 2024April 29th, 2024No Comments
healthcare marketing trends

How to Use the Latest Healthcare Marketing Trends to Grow Your Organization?

Healthcare consumerism is drastically changing how healthcare institutions market and provide their services. Hospitals, clinics, health systems, and medical practitioners must evolve their marketing strategies to remain competitive and ensure a constant flow of patients to their establishments. We saw a drastic change in the healthcare industry and marketing trends during the pandemic years. Practitioners are giving more emphasis on telehealth solutions and other technology-driven measures. When you have so many players in the industry, you need to prioritize brand awareness, patient volume, and existing patient engagement.

healthcare marketing trends

There was a time when people used to have fear and stigma with healthcare facilities. However, days are changing with the growth of the internet and more knowledgeable patients. Today, patients can search for any medical condition online and find relevant information within seconds.

Traditional marketing methods are no longer effective in the age of digital advertising. It is vital to consider the latest healthcare marketing trends in your campaigns. Post-pandemic recovery is also critical for medical organizations with a staff shortage and low funds. This blog will help you learn about the latest healthcare market trends in 2024. We will explore the evolution of healthcare marketing in recent years.

Set back and take out your notepads because we will talk business!

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The Evolution of the Healthcare Industry

What started as a noble industry to help people is now at the peak of consumerism. Perhaps, this consumerism is also the reason behind the countless innovations and breakthroughs we have achieved over the years. Today, the target audience of healthcare institutions is more than just patients. They are, in fact, consumers.

As the healthcare industry is becoming more consumerized, patients have more control of their health journeys than ever before. They expect to obtain the best yet affordable healthcare solutions while being more involved in their care choices. Even patients are reaching healthcare facilities with a consumer mindset. They want to extract the best care out of their investment.

It makes healthcare organizations consider their target audience as traditional consumers. They have to showcase that their services add value to patients. Furthermore, it creates the need to explain why patients should select their care over competitors in the market.

Healthcare market trends focus on providing access to care and more information than ever. Successful organizations are considering healthcare digital marketing trends to appeal to more customers and build trust.

Prioritizing cost transparency and easy-to-find information would be best while drafting your marketing materials. A price discrepancy could be the top concern for many patients seeking affordable healthcare solutions.

Almost every patient actively compares prices and prefers getting multiple quotes before taking care from a provider. Thus, cost transparency is one of the vital healthcare marketing trends that you need to follow. For better or worse, we are reaching the peak of consumerism in the healthcare sector. Yet, you need to follow the best practices you reach your organizational goals to remain competitive.

Also Read: HIPAA Compliant Print & Mail

What is Healthcare Marketing?

It is the strategic process to use traditional and digital channels to bring new healthcare consumers, retain existing ones, and build brand awareness. Healthcare practitioners have to engage their patients throughout their healthcare journey.

Today, almost every type of healthcare business follows the latest healthcare marketing trends to sustain itself. Hospitals, health systems, solo practices, pharmaceuticals, medical device manufacturers, consumer brands, and health plans are implementing their marketing plans.

Where do you stand?

Do you have a strong marketing plan for your healthcare business?

Successful healthcare organizations even implement multichannel, highly targeted, and specific marketing campaigns. All this helps in ensuring high performance and better return on investment.

Effective implementation of healthcare market trends can benefit practitioners and institutions.

Let us examine some of the common advantages.

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Advantages of Considering Healthcare Marketing Trends

  • Improve Patient Experience: Properly implementing marketing campaigns can drastically enhance patient experience.
  • Higher Patient Engagement: Effective advertising materials are great for engaging patients throughout their healthcare journey.
  • Providing Knowledge to Consumers: Healthcare institutions can educate patients by providing valuable information. This way, patients feel more involved in their care.
  • Increase in Consumer Base: The constant marketing efforts increase the reach of a healthcare business and customer base.
  • Attract Highly Qualified Leads: Healthcare marketers use highly targeted campaigns to lure highly qualified leads for successful conversions. 
  • Position Yourself as a Thought Leader: When you develop high-quality marketing content with exceptional value, you also establish yourself as a credible thought leader.
  • Gain Competitive Advantage: Implementing appropriate healthcare marketing strategies can help you gain a strategic advantage.
  • Spread Brand Awareness: Effective marketing helps healthcare organizations increase brand awareness and establish a name in the market.
  • Increase Your Online Reputation: Healthcare digital marketing trends help solidify the online reputation of medical professionals and institutions.

Healthcare Marketing Trends to Consider in 2024

Successful healthcare professionals and institutions are taking innovative measures to stay ahead of the competition. The correct implementation of healthcare marketing trends is helping grow revenue, retain patients, and spread brand awareness. Let us explore some of the trends that can help your healthcare business grow;

1. Location-Based SEO Practices

As a marketer, you can use multiple methods to optimize your website for location-based search. Yet, we would specifically recommend these two steps;

  • Use target-based keywords for each location (e.g., dental clinic in Brampton)
  • It would help if you created exclusive pages for each area. (e.g., Qubec, Vancouver, Montreal)

Location-based SEO practices can help your patient base to find relevant content directly. It also provides a search vehicle for local searches. Remember to optimize your Google My Business Profile with the appropriate Name, Address, and Phone Number.

Local SEO is vital to your digital marketing strategy to increase web traffic. If you implement this approach, you can enhance your local visibility and increase organic traffic. When running a local healthcare business, there's no point in appearing at the top of a national search.

Effective search engine optimization needs you to consider what your patients are looking for. Optimize your local search to make your website more visible on Google Maps and other navigation applications.

2. Voice Search Technology is Getting Popular in the Healthcare Industry

Patients prefer voice search over traditional search to find healthcare services. PwC claims that 71% of online users prefer voice search over typing queries. It creates the necessity to optimize your digital presence.

Voice search technology has enormous potential for marketers in various industries, but it is gaining massive momentum in healthcare. The proliferation of voice assistants like Siri, Alexa, Google Assistant, and Cortana is taking Natural Language Processing (NLP) to the next level.

Many users pull out their phones and search for a healthcare term to find relevant services with voice. If you want your healthcare organization to appear in the search results, you must take voice search seriously.

Text-based search is still more dominant; voice search can have a different intent than traditional searches. Even Google says voice searches are 40 times more action-oriented than any other search. Take full advantage of this trend to help more patients and obtain higher revenue.

Users like voice search since they don't need to scroll through multiple information pages. Invest your time in SEO for voice search for an effective marketing strategy. Voice SEO is an emerging healthcare market trend that organizations should consider for growth.

3. Videos Drive Attention with Knowledge and Emotions

The use of educational videos is the most engaging form of online content. Besides spreading brand awareness, videos are a robust lead generation and nurturing tool. The State of Video Marketing 2021 also claims that over 86% of successful marketing professionals use video marketing in various industries.

However, you must take a professional approach while creating and publishing videos. Instead of using stock images and footage, I prefer using authentic content. For example, you can showcase the cutting-edge equipment and procedures you use in your facility.

Everything in your videos should make patients more comfortable choosing your services, whether it is a welcoming staff, a comfortable lobby area, or video testimonials of past patients. A video can speak much about your healthcare services and boost the conversion rate.

You can integrate your videos into your website, patient portal, or social media posts. Patient care can become more memorable when you implement helpful videos to the experience. It gives more opportunities for caregivers to showcase their expertise dynamically and interactively. 

Educational videos, patient testimonials, and promotional videos are great examples of video content. They are one of the most vital healthcare marketing trends today.

You need educational videos to provide more value to patients on topics such as health and wellness. At the same time, video testimonials are excellent for building trust and credibility among your target audience. On the other hand, promotional videos are perfect for highlighting your unique offerings and benefits.  

4. Optimize Your Website's User Experience

A website is an essential piece that every healthcare organization should have. Gone are the days when people used to rely on the Yellow Pages to find the nearest practitioners. Yet, an ordinary website without optimization can be a headache for your business.

A healthcare website should have easy navigation and provide patients with the necessary information. The future is waiting with the importance of healthcare UX design. Follow these tips to follow healthcare market trends;

  • Develop a clear structure and smooth navigation
  • Ensure response design for maximum compatibility with every device
  • Focus on creating clear messaging and helpful content for your target audience
  • Provide customer support tools like chatbots, email, helpline, and more
  • Optimize your web pages to rank higher on search results
  • Ensure quick load-up times for high performance

All the information on your website should be in simple categories and logical order. Ask your team to test the UX of your website to ensure a seamless experience and quick navigation. These best practices will help you create a more accessible website for your healthcare company. Consistency is necessary to achieve your goals of increasing visitors and conversions. Be consistent with your optimization approach, from branding to colors to font selection.

5. Building a Smooth Digital Experience Should be Your Priority

A smooth digital experience is one of the emerging healthcare marketing trends. Providers are also putting the patient's experience first. A poor digital journey can have a severe negative impact on your customer base and patient loyalty.

New players are constantly disrupting marketing with innovative technology. It drastically improves the patient experience, makes transactions more efficient, and provides personalization capabilities. The introduction of digital technology also enables patients to determine their care plans and understand their financial obligations.

The use of telehealth solutions is becoming more common in recent years. The COVID-19 pandemic contributed to this sudden shift in the healthcare sector. People want to avoid visiting physical clinics and hospitals for medical consultancy. They want to connect with physicians on a one-to-one basis.

6. Use Electronic Health Records 

The use of traditional paper-based health records will be obsolete in 2024. It's only possible to manage patient data with electronic health records effectively. When you use EHRs, it becomes easier to manage patient data on medications, health problems, and treatment plans.

You can integrate your EHR system with any healthcare solution and streamline your workflow. There will be less paperwork, and your physicians will have more time to focus on providing care.

Patients can access their data on the go for greater involvement in their care journey. EHR management has a tremendous positive impact on clinical, organizational, and societal results. However, train your team to avoid the challenges of implementing Electronic Health Records in your organization.  

7. Reputation Management is the Key to Building Trust Among Patients 

In a highly competitive industry, a good reputation could be the answer to getting new patients, retaining existing ones, and spreading brand awareness. Patients will also turn up to someone with a good reputation in a critical need like healthcare.

Effective reputation management is about enlightening your audience about your practice and making them comfortable considering your services. It is also one of the most critical healthcare marketing trends. Your organization needs to ensure a consistent reputation across all channels.

As a healthcare marketer, you must understand that potential patients can come from any channel. Review management, blogs, video testimonials, direct mail newsletters, press releases, and public forums are some best channels to build and maintain your firm's reputation.

Indeed, there will be some negative reviews on the way.

Don't get disappointed too soon; work harder to resolve them with the highest priority. It will show your professionalism and how much you care about your patients. Be active on Google reviews and other review websites.

Use professional communication to highlight patient success stories and core values on your website. It's always a good sign of trust. A dedicated reputation management team will help your online presence.   

8. Develop a Social Presence to Showcase Proof of Work 

Social media sites will be the social proof of work. Your patients must learn about the specifics of your practices, who will be their physicians, their credibility, records & recognitions.

If you get creative with social media, the possibilities could be endless. A savvy marketer can showcase patient reviews, event highlights, testimonials, success stories, and more. It will build your brand and attract new patients. 

Most people rely on referrals or recommendations from friends and family while making a purchase decision.   

Social proof can have a profound psychological impact on people. They will start doing what others prefer to do.

For example, if 100 patients prefer visiting a dental clinic in an area. The subsequent 100 patients may also have the motivation to stay with the same clinic for treatment. Social proof is an essential factor in building a solid brand.

Social media is currently at the top of healthcare marketing trends. From building trust to enlightening people about medical care, these platforms do noteworthy work for healthcare marketers. However, this approach means more than creating plain social media pages.

You must have a consistent and proactive presence while interacting with your audience and posting engaging content.

You can run contests and trivia to engage more people with your social media channels. However, go for more than gaining popularity for your brand. Give more priority to ensuring engagement. A highly motivated audience will increase your conversion rates.

9. Create a Membership/Subscription Model for Repeat Patients

Membership and subscription plans are a classic strategy to build a loyal customer base and long-lasting relationships. Yet, introducing digital technology is taking things to the next level.

When you use subscription plans, you allow patients to pay an agreed-upon amount in advance to get your services. It means they will stay for a while if everything goes right. 

It could be an ideal solution for repetitive services like dental care. Individuals need to go for dental care treatments regularly. Create dynamic and flexible plans with monthly, quarterly, or yearly options. The proper use of membership and subscription is one of the healthcare marketing trends. Use suitable offers to retain your patients for an extended period.

You can even upsell solutions whenever possible to generate additional revenue for your organization. There are high chance people might consider buying them to obtain the highest value.

Many clinics and hospitals implement this model to encourage more patients and establish a loyal customer base. Even some healthcare clients build subscription plans or loyalty programs to engage their patients. They use direct mail collaterals to engage them with appropriate communication and marketing messages.

10. Run Healthcare Advertising with Google Ads 

Organic marketing can take time and consistency to show positive results. If you are impatient and need immediate results, consider paid online advertising. Google Ads are the peak of healthcare market trends in 2024. This tool is helping countless practitioners and national DTC brands to bring more patients.

A decent budget of $50-100 daily will help you scale your marketing campaigns effectively. It begins with selecting the right keywords to create a campaign to shoot at the appropriate time. Be watchful while you choose the keywords for your campaign. There could be some keywords that don't yield any results or lead to low-quality conversions.

Marketers should also focus on conversion tracking to get the best knowledge of their ROI. Google primarily optimizes ads through data and AI. You better set up a proper conversion funnel to yield superior results.

11. Build a Strong Google My Business Profile 

The first thing we receive while searching for a company or service is a Google Business Profile. Healthcare marketers must proactively optimize their GMB profile for effective reputation management and information.

People look for contact information, email addresses, and addresses to reach a business. Prioritize local search and optimize your GMB profile with the latest data. Remember, patients will be free to give feedback on your care and services. A higher rating and approval mean a higher placement in local search queries.

Patients now have higher control over their health journey than ever before. It means they will look for various resources to research and read reviews to build a perception of your organization.

Google My Business is one of the leading healthcare marketing trends you must follow. It is vital to note that Google's algorithm can even read the keyword content from your reviews. They can prioritize their search rankings based on the number of keywords.

For example, if you have the phrase “great service” in multiple services, Google will rank you higher. However, things can go in the opposite direction if there are negative keywords. Take proactive steps by helping customers with their concerns or bad business reviews.

12. Focus on Personalization Elements

For years, people used to feel fear and reluctance to visit a medical facility. There were so many stigmas and horror stories which further added spice to the equation. Yet, things are changing with personalized experiences that feel like visiting a small family practice.

Personalization elements make the patient experience efficient, productive, and value-driven. Patients expect you to fulfill their experience with customized aspects according to their needs.

For example, a generic landing page will yield negative results for your marketing campaigns. At the same time, landing pages for each type of audience will make the patient feel essential to consider your services.

Today, personalization is one of the emerging healthcare marketing trends worldwide. From creating personalized patient portals to one-to-one communication, you need to consider personal preferences in every stage of the healthcare journey.

You can launch personalized ads to target specific groups of individuals who are more likely to consider your services. User data could be your greatest ally in creating relevant campaign content. Yet, remember to adhere to appropriate privacy requirements.  

Adhere to HIPAA Compliance in their Digital Marketing Efforts 

The regulatory requirements are constantly changing for this industry. You could avoid legal trouble if your marketing team considers how you share healthcare information.

It is not permitted to use tracking capabilities that could result in the disclosure of PHI. HIPAA rules are a wake-up call for marketers that carelessly manage patient data for marketing purposes. Many proactive healthcare providers reevaluate their marketing strategies to adhere to HIPAA compliance

This adherence is necessary through all your marketing and communication channels. Whether using direct mail marketing or digital marketing tools, always follow the HIPAA guidelines.

13. Develop Patient-Centric Content to Ensure Engagement

High-quality content is necessary for both branding and higher SEO rankings. The content requirements of Google are getting stricter with every update. It demands healthcare providers develop high-quality and authentic content for their target audience. Optimized content is also one of the most critical healthcare marketing trends in 2024.

Google aims to influence brands to make content more relevant and helpful to consumers. In this pursuit, they are penalizing spammy content with negative rankings.

Traditional marketing methods like direct mail and content are more important to build brand awareness. For example, your newsletter needs precise and engaging content to retain your readership and spread brand awareness.

Our clients use an authoritative voice in their marketing messages to build credibility. Your content shouldn't be only about advertising your services but also about providing value and knowledge to your audience.

14. Brainstorm About Improving Your Organic Search Results 

Healthcare is an industry where people constantly seek answers to their queries and concerns. “Helpful content” is more important than any other type of content. It will help you rank higher on search results, increase brand awareness, and boost conversion rates.

Put extensive efforts into improving your organic SEO strategy to provide comprehensive answers to your customers. Spam or too salesy content could harm your online rankings.

If you use traditional marketing channels like direct mail, provide more value through your content. People must have a reason to open mail pieces and read the entire text. You can consider developing topics like;

  • How to control diabetes?
  • Adding top tips to maintain your dental health at home
  • Mentioning the benefits of a clean & healthy diet
  • Best lifestyle tips to control blood pressure
  • Sugar boost is a killer of heart health
  • Types of bone diseases common in men below 30

This type of content will be great for both offline and online marketing. It will increase your reach and establish you as a thought leader in your domain. Educational content is also among the top healthcare marketing trends

15. Implement Multichannel Marketing for Higher Engagement and Streamlined Patient Journey 

Multichannel advertising is going beyond the traditional healthcare marketing trends. You never know where to find potential patients and fulfill their healthcare needs. Presence on multiple channels ensures consistency in your communication with your patients. 

It can be helpful to engage them at all stages of their journeys. You can help potential patients, new patients, people currently receiving your care, and past patients. Consistent marketing on multiple channels can build trust, legitimacy, and authority.

Use digital marketing and direct mail automation to expand your reach and interact with more people for successful conversion. For example, direct mail can help you reach older generations who need to be more tech-savvy to understand digital ads.

16. Consider Automated Solutions for Marketing and Communication 

Healthcare organizations have tons of responsibilities and everyday tasks. Automation becomes necessary to maintain a strong presence on multiple channels. Search for automated patient solutions to provide convenience and efficiency to your patients.

It can also give you a competitive edge while providing exceptional patient experience. You can consider the following solutions for reducing friction in the onboarding and scheduling process;

  • Automated text message notifications
  • Trigger-based direct mail solutions
  • Patient portals
  • Live chat
  • In-app messaging

17. Use Direct Mail Automation

There's a common misconception that direct mail is an obsolete marketing and communication medium. Yet, the introduction of automation in direct mail is making it more relevant than ever. Physical mail has a significantly higher response rate than any other channel.

There could be many use cases of direct mail marketing in the healthcare industry. Many marketers believe this channel to be one of the most influential healthcare market trends in 2023.

From sending newsletters to patient appointment reminders, you can do a lot with direct mail automation. PostGrid Direct Mail API can automate sending your marketing mail and documents in a reliable, secure, and timely manner.

Reasons to consider PostGrid direct mail automation:

  • Highly Personalized: Healthcare marketing professionals can personalize individual mail list with the recipient's name, address, and other relevant information. It creates a more personal impact on your marketing campaign.
  • Secure & Compliant Marketing: You don't need to worry about HIPAA regulations or other regulatory requirements. We fully comply with HIPAA, PIPEDIA, GDPR, and SOC-2 guidelines.
  • Smooth Integrations: There's no need to spend hours integrating or learning coding to integrate your existing systems. PostGrid can easily integrate with any tech stack, CRM, and over 1600 tools.
  • Multichannel Marketing: Healthcare marketers can launch trigger-based mail campaigns with PostGrid direct mail API. It provides a much broader coverage of the market and multichannel marketing opportunities.

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