As new methods and technologies are available, healthcare marketing is constantly changing. Healthcare organizations must incorporate futuristic marketing trends to stand out from the crowd.
Healthcare marketing strategies should focus on finding unique ways to get new leads and convert them into clients who are loyal to the brand. But thanks to new regulations, technology changes, and increased competition, it is never an easy job and is becoming tiresome.
But here is what CMOs in healthcare brands can do. They can leverage new healthcare marketing technologies to stay ahead of competitors.
Incorporating recent marketing tech trends will help healthcare organizations convert leads, outpace competitors, and increase customer retention and satisfaction.
Here are a few new healthcare marketing trends that healthcare organizations can leverage to gain more clients.
Voice is the Future of Search
Voice search has a high impact on healthcare marketing. According to the Smart Audio Report by national public media (npm), more than 43 million people in the U.S. has a smart speaker. According to Alpine, as of January 2018, there were one billion voice searches per month (https://www.wordstream.com/blog/ws/2018/04/10/voice-search-statistics-2018). So, healthcare marketers cannot avoid creating a marketing strategy for ever-evolving voice search.
Healthcare marketers can start by including natural language as a part of their SEO strategy, considering the questions the patients may ask Siri, Alexa, or Cortana and how they ask them. Typically, voice searches are longer than text searches. And voice search uses the words such as how, where, why, and when more often. Marketers can create content that answers common health questions. The content created for text search can be used as a base for voice search, and there is no difference in both content styles. However, it should be easy to read, concise, easy to digest, and high quality.
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Telehealth is The New Normal
The use of telehealth has increased since the start of the pandemic. Although the world has returned to normal, telehealth service is still in demand. It is not surprising as telehealth is very convenient, affordable, and accessible.
Patients often use telehealth services to receive appointment reminders or to chat with medical staff to discuss test results. According to the report by Sykes research, How Americans Feel About Telehealth: One Year Later, almost 88% of patients use telehealth to consult for no-urgent matters.
Although it is not the only option for care, it has become a healthcare marketing trend to highlight telehealth services in the marketing content of healthcare organizations. Adding this strategy to the marketing will make you stand out from the crowd by following innovative futuristic trends.
Reputation Management to Convert New Patients
Potential users search the internet daily to find skilled healthcare professionals. And researches show that people trust online reviews more than personal references. This is why user-generated online content has the upper hand in search engines today. A healthcare brand may lose patients if they don’t use the new healthcare marketing trend of reputation management as part of its healthcare marketing strategy. Now is the time to leverage this healthcare marketing trend to stay ahead of competitors.
Collecting patient reviews for boosting conversions and search rankings is very easy. To follow up with the customers, marketers can implement an email campaign and ask them to review the organization on popular sites and make them take a patient satisfaction survey as well. Besides using these reviews to improve search rankings, marketers can also use the survey data to find trends and implement new things suggested by users. Automating patient feedback and communication gives healthcare marketers more time to identify problems, develop solutions, and dive into data.
Organizations can expect to receive more reviews by creating an excellent patient experience and stewarding them after first appointments. By providing a superior digital experience through clear, constant, and simple communication, an organization can make the patients return and refer online and by word of mouth. Healthcare marketers can also include a rating field in their patient satisfaction survey to calculate patient satisfaction scores and highlight them in various marketing materials.
Personalization is the Key
This is another healthcare marketing trend to stay in power in 2023. Personalization seems to be having a gold standard. Per the report, Need-to-Know Marketing Statistics for 2019, by Salesforce, 92% of marketers believe that prospects and customers expect personalized experiences. As expectations are that high, it is evident that patients are likely to go elsewhere if they do not get that desired customized experience. Thus, it is high time for marketers to consider what steps they can take to leverage personalization in the coming years.
Video Content to Drive Engagement
Since the dawn of television, marketers have effectively utilized videos for marketing. Videos are essential content forms to attract the target audience. It has become a healthcare marketing trend as videos can explain healthcare services and products well. Videos allow prospects to understand its components and features quickly, so marketers can visually represent healthcare organizations and products.
Customers are likely to buy products only when they understand how it benefits them and how it works for them. As videos are a very stimulating and compact way to tell stories, healthcare markets can utilize them highly to talk about their services for healthcare in a very appealing and attractive way. The freedom to create anything attractive and connect emotionally gives a better engagement with patients. Technology has made videos easy to create and consume, one of the main reasons videos continue to outperform.
Marketers must ensure that they are sharing videos on a platform where they can find more members of their target audience. Moreover, creating and sharing an informational video that discusses every aspect of your healthcare organization to drive engagement and increase brand visibility is essential.
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Summing Up
All of these healthcare marketing trends will have a high impact on the healthcare industry in 2023. In the coming year, expanding telehealth services and prioritizing the user experience will be crucial for healthcare organizations to gain leads. It will be more about creating a more enhanced patient experience on mobile and online as the healthcare industry is slowly but surely transforming into a digital world.
Commitment to prioritize patients is inherent in all the healthcare marketing trends listed above. When more information is available, patients will feel empowered to make more informed choices and increase loyalty, reducing care aversion instances. Healthcare marketers should pursue patient-centric marketing strategies, and those who keep up with them will outperform competitors.
CMOs should urge healthcare marketers to follow the right healthcare trends and use the right tools to boost brand recognition and help stay connected with people that need healthcare solutions. Thinking about healthcare marketing today and getting ready for the upcoming trends will help healthcare organizations to cut through the noise and stay ahead of the curve.
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