Trends That are Transforming Healthcare Marketing

by | May 30, 2018 | Healthcare Industry Insights

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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