Three more of the industry's best and brightest minds forecast trends that are transforming healthcare marketing and will shape strategies into the future.
It's important that marketers continuously stay on top of new developments, technologies, tools and trends that are transforming healthcare marketing. Below, you can explore sentiment and perspective from three healthcare thought leaders. They identify future healthcare marketing trends they believe will have the greatest impact on strategies in the years ahead.
Lisa McCluskey, Vice President, Marketing & Communications, CHI Memorial
AUTOMATED REPUTATION MANAGEMENT. Over 70% of patients use online reviews in choosing a doctor, and they are coming back to use the sites to post or review feedback. More review sites are getting into the doctor review business—Yelp, for example. More consumer-focused specialties, like dentistry, have this down to a science, yet traditional healthcare is slow to adopt reputation management software solutions that help physicians manage their online presence and use them as patient attractors.
VOICE-ACTIVATED SEARCH. By 2020, analysts at comScore predict 50% of all searches will be voice searches. Getting content ready to adapt and how we think about content as we build new capabilities are paramount. The rate at which this accelerates will be impacted by the adoption of voice activation in common household items, like voice‑activated TV remotes, Alexa, Google Home, etc..
DIGITAL HEALTH. Do we embrace devices and apps as approved suites of services much like the Good Housekeeping Seal and use them as marketing tools or new channels in which to provide care to patients? Are physicians who embrace apps and wearable devices more marketable to the millennial segment?
Amanda Todorovich, Senior Director of Content and Creative Services, Cleveland Clinic
VOICE AND VOICE SEARCH. The impact of this on how people seek and consume health information, as well as on how they choose a facility and level of care, will dramatically change as more searches are done via voice tools like Alexa, Google Home, Google Assistant, Siri, etc.
LIVE CHAT AND CHATBOTS. Clearly there is an increasing demand for inpatient beds (both juvenile and adult) and outpatient centers, but a shortage of providers and low reimbursement discourages systems from growing this business. Organizations that can create new models of care (specialized EDs, for example) will provide their communities an invaluable service.
INTERNAL COMMUNICATIONS AND CULTURE BUILDING. Successful mergers, acquisitions and partnerships depend on more than a strong P&L. Transparency, targeted and strategic communications, and a focus on cultural fit are also strong determinants of success. The loyalty and commitment of employees, physicians, community leaders, patients, etc., are critical to achieving value via a merger.
RECRUITING AND RETAINING TALENT. Our marketing, communications and relationship-building skills will help elevate our partnerships with HR teams and Operations as they recruit and retain staff.
Jared Johnson, Manager of Marketing Technology and Analytics, Phoenix Children’s Hospital
ON THE MARKETING SIDE, I SEE VOICE SERVICE—Alexa, Google Assistant, etc.—as a major disruptive force. I love the blending of search marketing and the Internet of Things.
ON THE TECHNOLOGY SIDE, I LIKE BLOCKCHAIN. Why, you ask? Because people much smarter than me tell us we should be paying attention to it. It is unique in that it can be used for both cybersecurity and peer-to-peer marketing.
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