6 Health Care Marketing Trends

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The medical field is experiencing a stage of playing catch up with other enterprises that have years of experience in marketing goods and services. With several health care innovations emerging, untargeted mass media advertising no longer helps care providers meet organizational objectives. As a result, health care administrators are navigating a learning curve while developing marketing campaigns that are cost-effective, personalized, and speak to patient needs. [1]

With this in mind, the following six health care marketing trends exemplify a few of the changing aspects of promoting brands for health care organizations.

Value-Based Strategy in Health Care

Service volume is no longer a feasible goal for health care providers. In the current health care marketplace, the degree of success to which providers produce positive patient outcomes can make or break an organization. This shift requires health care administrators to change how they strategize plans, execute initiatives, and measure organizational performance.

Modern medical marketing campaigns must extend beyond service offerings. Health care administrators are now tasked with communicating brand value rather than simply extolling organizational benefits.

Data-Driven Marketing with the Help of Health Care Professionals

Metrics are taking the place of creativity in marketing for health care administrators who are working on promoting their organizational brand. Instead of entertaining or intriguing future patients, administrators must focus on data.

More data becomes available as manufacturers introduce a continuous stream of sensors and digital devices into the health care field. Now, administrators can draw on this information to glean valuable insights about potential patrons. Additionally, they can cross-reference economic data with patient information to produce marketing content that shows that a brand offers value.

Patient- and Consumer-Centric Thinking

Health care administrators now realize the value in improving patient satisfaction and engagement. Although apparent, this is still relatively new ground for administrators. [2] As an example, many health care organizations have yet to leverage social media to engage patients. However, they will not be able to do so for much longer in the new patient-oriented health care marketplace. With easy access to information via the Internet, consumers will increasingly search online for information about care provider organizations.

Social Media and Digital Marketing in the Realm of Health Care

Care providers without a digital marketing strategy are virtually invisible. Duly, health care administrators develop digital strategies with engaging content that is search engine optimized and presents service providers as value- driven, approachable entities.

Nearly half of all patients trust social media as an information source for making health care related decisions. No matter what stage an organization is in with its social media planning and execution, health care administrators can find an ample audience online. However, as organizations’ marketing efforts mature the cost to market their brands decreases.

Live video and Telemedicine

Live video has a stronger influence on prospective patients compared to text based marketing messages. Care providers organizations can offer this content on their public websites or through social media. The technology allows physicians and other medical professionals to host live video chat sessions with current and prospective patients. Using this resource, patients can find answers to their questions in seconds rather than days or weeks.

Another video innovation, telemedicine, is growing in popularity among patients and care providers. By delivering treatments through this resource, care providers can build rapport with patients while increasing profits and efficiency.

Blogs and Quality Health Care Content

Health care administrators are learning the value of providing original, informative content to patients. As an example of this content, physicians might write about diagnoses, symptoms, and treatments for various conditions. Blogs are a powerful tool that administrators use to educate consumers. If planned correctly, this content can rank high in organic search results, which aids in attracting new patients.

Modern patients demand high-quality content written by credible authors and published on reputable websites. Additionally, authors must present their narratives in a way that compels readers to connect with the organizational brand. By delivering intelligent content in nontraditional formats such as infographics, health care administrators can attract attention to their organization in a highly competitive health care marketplace.

Modern provider organizations need digitally savvy health care administrators who can build effective marketing campaigns quickly and make adjustments just as fast, if not faster. [1] As new technology emerges at a lightning fast pace, organizations can discover changing trends faster than ever. While information is taking front stage, health care organizations need administrative marketers who can strike a balance between metrics and creativity in order to gain audience share.

Learn More

At Regis, we give you more pathways to pursue your goals in healthcare administration. As a dedicated leader of health administration education, we welcome ambition-driven, self-motivated professionals like you from all health care settings. Gain special insight into areas like management, communications, health informatics, and health policy through our Online Master of Health Administration.

Recommended Readings

Telemedicine: An Emerging Medical Advancement 4 Challenges Facing the Health Care Industry
Improving Patient Care through Clinical Integration
3 Things to Know About National Patient Safety Goals


[1] AdAge.com
[2] Practice Builders