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Changing patient behaviours are changing the way healthcare is delivered and marketed. Patients are paying more of their own medical costs, are more informed about treatments, and are asking more insightful questions than ever. In the same way that Uber and Lyft have reshaped the taxi industry, new technologies are upending the healthcare industry. In this post, we’ve discussed the top 7 healthcare marketing trends in 2023.
Reputation management is an important part of healthcare marketing. In the age of social media, patients are turning to online resources to learn about medical professionals’ reputations. Developing a positive reputation can make or break your practice. It’s important to create a consistent brand story to reassure prospective patients. This can be achieved with articles, blog posts, press releases, and social media.
Initially, focus on building positive reviews on Google. Then, aim to grow these reviews on other review platforms. Ideally, you’ll have an ideal, balanced online image across all review sites. You can also focus on identifying and responding to negative reviews.
A strong online presence can distinguish a medical practice from the local competition and increase brand awareness. A powerful online presence will attract more patients, boost profits, and improve the reputation of the community you serve. As more people turn to the internet to research healthcare providers, an effective online presence will help your practice stand out from its local competition.
A healthcare website needs to load quickly and be easy to use for patients. Optimising the content on a homepage and adding simple navigation menus can help. The trend of personalization can be leveraged by digitising the patient experience. This can include providing online resources to help patients schedule appointments, access test results, and chat with staff. The healthcare website can also launch its own mobile app or use a third-party mobile system to send push notifications and timely content.
In healthcare, people are taking more responsibility for their health, and expect experiences tailored to their preferences, behaviours, and history. For example, a busy working mother may want to know where she can get a flu shot, while a retiree on Medicare wants to be reminded to schedule preventive screenings. By personalising the experience, organizations can understand their consumers better and provide solutions that are more relevant to them.
Patients are increasingly relying on digital resources for referrals. A recent survey found that more than half of patients rely on patient reviews for physician referrals. Patients who read positive reviews about their experience online will likely return to that provider. For this reason, healthcare practices must develop a strategic plan and be ready to pivot as the patient’s habits change.
Privacy protection is one of the top trends in healthcare marketing. Consumers today expect proactive communication and a digital experience. According to a recent report, 40 percent of consumers switched health care providers to get an earlier appointment. Similarly, 46 percent of urgent care patients cited the speed of access as a factor in choosing a provider.
Keeping privacy policies in mind is essential in the healthcare industry. Regulatory changes in privacy laws will continue to affect healthcare marketing. In addition, healthcare organizations will have to comply with new laws and regulations related to electronic protected health information (PHI) and data sharing.
As the healthcare industry heads towards a critical runway for annual brand planning, marketers need to prepare for the next wave of multichannel marketing. An agile toolbox, clear flight paths, and a multidimensional segmentation model are all essential to delivering great experiences to consumers.
Telehealth is an increasingly popular solution for many types of healthcare needs. Its growth is being driven by several factors. For example, telemedicine has the potential to help doctors treat patients in remote areas. It can also help reduce the workload of hospital physicians. With the advent of more technologically advanced devices, telehealth is becoming a popular option for healthcare providers.
While telehealth is still a relatively new technology, its adoption is increasing at an incredible rate. In fact, a recent survey by Sykes found that a majority of US consumers have used telehealth and want to use it in the future. In addition, a recent report from Research and Markets revealed that the global telehealth market will reach USD 167 billion by 2025.
The telehealth industry is expected to undergo rapid technological evolutions over the next three years. Artificial intelligence (AI), Machine Learning, and Big Data will continue to power the industry. Furthermore, new devices will be available that allow remote monitoring and will incorporate electronic health records into telehealth solutions.
The healthcare sector is experiencing a digital transformation that is changing the way healthcare is delivered. The industry is leveraging digital technologies to make healthcare more accessible and affordable. Ultimately, the goal is to make healthcare more effective and efficient. However, the transformation must be supported with resources.
The healthcare industry faces numerous challenges, but the adoption of digital technology will help streamline operations and build trust. Digital communications will provide healthcare providers with valuable data that can help them better understand their target users. As a result, healthcare providers must ensure that they’re using these technologies effectively. The digital transformation journey can be long, so they must be prepared to create frequent checkpoints to measure their ROI.
Modern digital marketing platforms offer a wealth of features, including robust content delivery and profiling capabilities. With these capabilities, healthcare marketing teams can personalise content for their prospects and customers. For instance, automated chatbots can track prospect behaviour on Facebook and use this data to provide them with relevant content. They can also offer them a discount or a free consultation.
In the future, it will be important to use the latest search engine optimization techniques for health-related websites. There is a constant flow of change in SEO, and Google makes sure to update its algorithms at least twice a year. This means that a healthcare website needs to keep updating its SEO strategy or risk losing rankings.
One of the most important search engine optimization strategies for health-related content is video. In fact, a recent Wyzowl study showed that 75% of marketers said video content helped boost their sales. Adding video to your website can boost your healthcare SEO strategy and attract new patients. The best practice is to optimise your videos for search engines and incorporate the right keywords into the video title and description. You can use a tool like TubeBuddy to find out what keywords people use most to search for videos on YouTube.
Many healthcare marketers are increasing their SEO and content creation efforts. Moreover, 49% of them plan to increase their budgets for these strategies in 2023. It is estimated that the use of mobile applications and text messaging for health-related content will increase. As a result, it is important to optimise your website for mobile users.
