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KNB’s marketing experts weigh in on the do’s and don’ts of healthcare marketing trends in 2022

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In the world of marketing and public relations, it is crucial to stay up to date with the latest trends. People are constantly changing and technology is constantly advancing, so marketing must evolve to satisfy customer and client needs. This is especially true in the healthcare industry where innovation is key to offering the best value-based care. People want the best when it comes to their healthcare, and marketers are the connection between patients and choosing their healthcare providers.

So what healthcare marketing trends should you and shouldn’t you be incorporating in your 2022 marketing strategy?


    1. Build social proof

      Social proof including, case studies, online reviews, and client testimonials, play a huge role in building client trust with your brand. Clients love seeing examples of what you can do for them and hearing positive reviews from past clients is arguably one of the best ways to market your services. Pursuing online reviews has become an integral part of purchase decisions especially among millennials. Social media is a popular place for client testimonials with ambassadors showing their loyalty to brands on platforms such as LinkedIn, Facebook, Instagram, Twitter, and more.

      "Healthcare has embraced social media over the years. In the past, social media has been seen as more of a platform for the younger generation versus a professional way to connect. It has become a major means for healthcare companies to attract new clients, spread awareness and engage with the public."

      -Tiffanie Smith, Marketing Coordinator at KNB Communications

    2. Use “entertaining” forms of marketing

      Millennials are quickly becoming decision makers, and they are all about the internet, so healthcare providers are finding new ways to engage and entertain consumers via social media. Frequent users of ‘Tik Tok’ know that it is not uncommon to see a healthcare professional pop up on your page offering medical advice. This may seem like an unconventional way to market healthcare, but it works. In the digital age, online presence has a great influence on customers choosing healthcare providers.

      “Providers are now using ‘entertaining’ forms of marketing. Mainly, I see doctors using social media and engaging with their following. Who would have thought a doctor dancing into the OR would lead to internet fame? Healthcare marketing used to be very conservative and straightlaced, and physicians did not manage it themselves. Now it’s a free-for-all.”

      -Amy Roberts, VP of Communications + Client Services at KNB Communications

    3. Move toward a full service marketing scope

      A full-service scope includes new web design, SEO, content, and digital advertising. Not all healthcare journeys are the same— meaning that not all clients will engage with your company the same way. A full service marketing scope can lead consumers through their buyer’s journey, giving them the right information at the right time.

    4. Create a meaningful experience

      Providing an experience for consumers has become a large part of marketing. Healthcare brands must set themselves apart and they can do this by giving potential customers a unique experience that goes beyond any product of service. A meaningful experience will push consumers to advocate for their brand.

      “The Experience Era of marketing is here, and it has affected almost every industry, including healthcare. Essential components from each marketing era are still prevalent in holistic marketing campaigns today, but now consumers expect an experience. These experiences turn potential customers from strangers to buyers and eventually to promoters of their brand.”

      -Laura Hill, Marketing Manager of Client Services at KNB Communications


    1. Rely on single channel

      It is important to promote the same brand message across multiple platforms. Technology is more prevalent than ever before, but not everyone uses the same media platforms. Promoting across multiple channels such as email, social media, and the internet will ensure that you reach the biggest audience possible. Your brand will also make a more significant impact, if potential customers see your message across many different platforms.

    2. Use drab, text-heavy executions

      Healthcare marketing has adopted a more elevated style to make their messages appeal to a broader audience. Marketing is focusing on creative and unique designs to capture attention versus text-heavy advertisements with minimal color.

      “As healthcare consumerism increases--meaning, as patients become much more involved in their healthcare decisions--the style of content and ad creatives has adapted, even in the B2B space. In the past, healthcare marketing was stoic, almost sterile. Now, I'm seeing more elevated styles with some creatives even making a nod to current design trends.”

      -Beth Cooper, VP of Marketing + Sales at KNB Communications

      Healthcare companies that recognize and embrace these tips and changes will be at the forefront of healthcare communications in 2022. KNB Communications would love to help you get started on your 2022 marketing strategy. Give us a call today!


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