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The healthcare industry’s slow adoption of digital solutions can be attributed to factors such as regulatory and compliance concerns, data privacy and security concerns, and providers’ resistance to change.
However, in the post-pandemic era, the healthcare industry is in a constant state of evolution. The COVID-19 pandemic has accelerated the adoption of digital solutions in many healthcare systems. As technology advances and patient needs change, so do the strategies employed by healthcare marketers.
As we approach 2024, several game-changing trends are set to redefine the healthcare marketing landscape.
1. Personalized Patient Experiences
In 2024, the one-size-fits-all approach to healthcare marketing will be a thing of the past. In fact, more than 75% of consumers want their healthcare experiences to be more personalized. Patients want to be treated like unique individuals with their own needs, challenges, and motivations. From outreach to care delivery, customized patient experiences can improve overall health outcomes.
Thankfully, with the rise of big data and advanced analytics, healthcare providers can tailor their marketing strategies to individual patient needs. This means more personalized content, targeted advertisements, and customized patient journeys. The result? A more engaged and satisfied patient base.
A good strategy is to develop a healthcare app or web portal that uses patient data to provide personalized health tips, medication reminders, and dietary recommendations based on individual health profiles and medical histories.
2. Virtual Health Interactions
As mentioned, the COVID-19 pandemic accelerated the adoption of digital solutions, including telehealth services. By 2024, virtual health interactions will not just be an alternative but a primary mode of healthcare delivery. This is especially true since Medicare telehealth coverage will likely be extended beyond 2024. Marketers will leverage this trend, promoting virtual consultations, online health assessments, and digital therapy sessions.
For example, a primary care clinic offers virtual consultations where patients can discuss their symptoms and receive prescriptions without visiting the clinic in person – this significantly improves the patient’s access to care. As such, patients in remote or underserved areas can access medical expertise that might not be readily available locally. Plus, with the ease of virtual consultations, patients can reach out to healthcare professionals as soon as they notice concerning symptoms, leading to early diagnosis and treatment.
3. Augmented Reality (AR) and Virtual Reality (VR) in Patient Education
Imagine being able to visualize a surgical procedure before undergoing it or understanding a medical condition through an immersive VR experience. By 2024, AR and VR will be pivotal in patient education, offering interactive and engaging ways to understand complex medical topics.
Instead of looking at 2D images or diagrams of the human body, patients can use AR glasses or VR headsets to explore detailed 3D models. For instance, a patient with a heart condition can visualize how their heart works, pinpointing areas of concern. In addition, Several studies have shown that VR can be an effective tool for pain management. Patients undergoing painful procedures can use VR headsets to immerse themselves in calming environments, distracting them from the pain.
Integrating AR and VR into patient education bridges the gap between medical jargon and patient understanding.
4. Voice Search Optimization
As voice-activated devices like smart speakers, smartphones, and even smart home systems become increasingly prevalent, the way users search for information is undergoing a transformation. Voice search, characterized by spoken queries, is rapidly gaining traction. For healthcare marketers, optimizing for voice search is not just a trend but a necessity.
Unlike typed searches, which might be short and keyword-focused, voice searches are often longer and more conversational. “What are the symptoms of the flu?” instead of “flu symptoms.” Healthcare websites need to incorporate content that aligns with natural language queries. Furthermore, voice searches are often conducted on mobile devices. Thus, a fast-loading, mobile-optimized website is crucial to ensuring users can access the information they need in a frictionless manner.
Voice search optimization is transforming healthcare’s digital landscape. As reliance on voice-activated devices grows for health queries, healthcare businesses must adjust their digital marketing strategies.
5. AI-Powered Chatbots
Artificial Intelligence (AI) has ushered in a new era of innovation in various industries, and healthcare is no exception. One of the most prominent applications of AI in healthcare is using chatbots. These are not just simple scripted tools, but advanced systems capable of understanding and responding to user queries in real time.
Unlike human staff, chatbots are available around the clock. Patients can ask questions, book appointments, or seek general information at any time of the day or night, ensuring continuous support. AI Chatbots also excel at streamlining organizational tasks. From scheduling appointments to processing insurance claims, chatbots can handle various administrative tasks, reducing the workload on human staff and minimizing errors.
6. Content Marketing with a Focus on Video
In today’s digital age, content marketing has become a powerful tool for healthcare providers to engage with their audience. While written content remains essential, video content is rapidly becoming the preferred medium for many users. In fact, many healthcare marketers are investing in short-form videos and increasing ad spending on video content platforms like TikTok.
Here’s why and how video is making waves in healthcare content marketing:
- Visual learning: Videos can demonstrate complex medical procedures, techniques, or concepts in a visual format, making it easier for patients to understand. A video showing a disease’s progression or the drug’s mechanism can be more impactful than a textual explanation.
- Patient testimonials: Real-life testimonials from patients discussing their experiences, recovery stories, or treatment journeys can build trust and credibility for a healthcare provider or facility.
- Virtual tours: Hospitals or clinics can offer virtual tours, showcasing their facilities, technologies, and services. This can be especially beneficial for patients planning surgeries or long-term treatments.
- Health and wellness tips/life hacks: Short video clips offering daily health tips, life hacks, exercises, or dietary advice can be shared on social media platforms, encouraging viewers to adopt healthier lifestyles.
Elevate Your Healthcare Marketing in 2024
The future of healthcare marketing is exciting, with numerous innovations on the horizon. As we move into 2024, the trends highlighted above will shape the industry, offering patients better, more personalized, and more efficient healthcare experiences.
For healthcare providers looking to capitalize on these trends, consider working with an agency partner. As your marketing partner, Cardinal Healthcare Marketing Agency will help you stay on top of healthcare marketing trends and develop scalable, strategic marketing frameworks that will ignite rapid growth.
Photo by National Cancer Institute on Unsplash