Get ready to dive into the future of B2B healthcare marketing - with a twist! As the healthcare industry flies through the digital age, it’s not just about keeping up; it’s about standing out. Here’s your insider guide to the top 10 B2B marketing trends in the healthcare and health tech industries for 2024 that are reshaping the way we connect, communicate, and convert in the health and health tech spheres.
01. tailor-made experiences
In healthcare, health tech, biotech, or life sciences, tailor-made experiences mean leveraging data, advanced analytics, and AI to create highly personalized content to show your service, solutions, or product meets each client's unique needs. This approach is crucial in creating meaningful engagements, fostering loyalty, and driving conversions by making every interaction feel like that content was tailor-made for them.
The inside scoop
Forget the one-size-fits-all approach. We’re talking laser-focused personalization, where every single interaction feels like it was crafted specially for your target. All you need is a little data wizardry and brainy AI, and you can predict what your prospects, clients, and target audiences need before they even know they need it. Ensure your messaging and content address your target customer's pain points, motivations, goals and objections. Ultimately, your messaging should be about your prospect and your prospect’s needs.
The big takeaway?
Customization isn’t just king. It’s the whole royal court. When you make your clients feel like royalty, loyalty will naturally follow—and your engagement rates will make you feel like you’re living in a fairytale!
Example in action
A Marketing Manager at a biotech company employs a sophisticated AI algorithm to analyze the purchase history, engagement patterns, and feedback of their clients. Based on this data, they create highly personalized newsletters featuring articles, product updates, and offers that directly address the interests and needs of each segment, resulting in increased open rates and client engagement.
Forget the one-size-fits-all approach. We’re talking laser-focused personalization, where every single interaction feels like it was crafted specially for your target.
02. ABM: your BFF
Account-based marketing (ABM) is all about focusing your marketing and sales efforts on a very carefully selected list of target accounts that have the highest potential and impact on your business. It’s making every single detail of a campaign specific to that particular target. In healthcare and health tech, where decisions and sales cycles are incredibly long, ABM aligns resources to aim for each decision-maker within the target company with highly personalized messages and solutions.
The inside scoop
ABM is like your BFF, someone who knows exactly what you like, how you like it, and when you like it. It’s all about wooing your dream customer with the VIP treatment aligning your squad (sales + marketing) for the match-made-in-heaven partnership.
The big takeaway?
With ABM, every client gets to feel like your BFF. Focus all your energy (+ positive vibes) on the ones who matter most and create campaigns that make them feel like you’re their other half.
Example in action
A Marketing Manager at a health tech company identifies hospital networks as the prospects with the highest potential impact on their business. They collaborate with the sales team to develop a targeted campaign that addresses each network’s specific challenges, such as patient data integration. They identify the decision-makers to ensure all the right eyes see their content. The campaign includes personalized emails, custom webinars, and dedicated support, leading to more engagement and successful partnerships.
Account-based marketing (ABM) is all about focusing your marketing and sales efforts on a very carefully selected list of target accounts that have the highest potential and impact on your business.
03. lights, camera, action!
Video content stands out in healthcare marketing because it’s one of the easiest ways to catch attention and explain complex information in a digestible way. Whether you are showcasing success stories, demonstrating a product or device, or explaining an intricate solution for an intricate problem, videos can significantly boost brand awareness and credibility while also educating and persuading your target audience.
The inside scoop
Video content is the golden ticket in healthcare marketing. From testimonials that tell a story to the explainer animations that demystify the mystifying, video is the way to make your campaign a blockbuster.
The big takeaway?
Invest in eye-catching video content to captivate, educate, persuade, and engage, making your brand the absolute A-lister of the healthcare industry.
Example in action
A Marketing Director at a medical device company creates a series of explainer videos demonstrating how their newest device improves patient outcomes. These videos are posted on social media, embedded in emails, and featured on the website, which attracts the attention of healthcare professionals and decision-makers.
Whether you are showcasing success stories, demonstrating a product or device, or explaining an intricate solution for an intricate problem, videos can significantly boost brand awareness and credibility while also educating and persuading your target audience.
04. mobile game-changer
With healthcare professionals relying more on smartphones and tablets in their work stack, it is necessary to ensure your digital assets are optimized for mobile. A mobile-friendly experience ensures your website and content are easily accessible. A seamless user experience can significantly impact engagement and lead generation.
The inside scoop
You’re in big trouble if your content is struggling on mobile. With everyone glued to their phones, your marketing needs to be quick, slick, and easy on the eyes, no matter the screen size.
The big takeaway?
Your mobile is already your bestie, so make sure you remember that is the case for most human beings when crafting a mobile experience. If your mobile experience is swipe-right-worthy, it can be the difference between a Super-Like-level lead and a swipe-left-lost opportunity.
Example in action
A Marketing Manager for a healthcare app makes it a priority to ensure their product website is fully responsible and the app demo works flawlessly on various mobile devices, especially Apple and Android devices. They also make sure all the email campaigns are optimized for mobile viewing, which leads to higher engagement rates from their target audience.
You’re in big trouble if your content is struggling on mobile. With everyone glued to their phones, your marketing needs to be quick, slick, and easy on the eyes, no matter the screen size.
05. hey, Siri! / okay, Google!
Voice search optimization is becoming increasingly important as more healthcare professionals use voice-activated assistants on their cell phones and tablets to search for information. Use natural language and question-based phrases to optimize your content for voice. This makes it easier for your target audience to use voice commands and find you and what you offer.
The inside scoop
Voice search is like the cool new kid on the block whom everyone wants to chat with. Be sure to optimize your content for those “Hey, Siri” / “Okay, Google” moments with conversational keywords. That’s the new banter that SEO just loves.
The big takeaway?
Spark the conversation with voice search. Make your content sound like it’s coming from a friend and not a tobot to keep the conversation going with your ideal target audience.
Example in action
A Marketing Director for a health tech solution company incorporates voice search optimization into their content strategy by creating frequently asked questions (FAQ) pages that answer common questions target audiences might have about their latest solution. This approach improves the visibility of their health tech solution in search results, which makes it easier for their target audience to discover the solution.
Spark the conversation with voice search. Make your content sound like it’s coming from a friend and not a tobot to keep the conversation going with your ideal target audience.
06. ESG: the trendsetter
Demonstrating a commitment to environmental, social, and governance (ESG) principles is incredibly important in distinguishing your company in the healthcare market. Companies that prioritize sustainability, ethical practices, and social responsibility enhance their brand’s reputation but also appeal to clients and partners who are like-minded.
The inside scoop
Everyone knows it’s not just what you sell but how you sell it. And it’s not just what you buy but also how you buy it! Showcase your commitment to being socially responsible, ethically sound, and eco-friendly. It matters!
The big takeaway?
Flaunt your ESG cred. Be loud and proud when showcasing your commitment to ESG principles. It’s also magnetic and will attract clients who prioritize meaningful action for the planet and its people.
Example in action
A life sciences company publishes an annual sustainability report that details its efforts to reduce environmental impact, support community health initiatives, and maintain very high ethical standards. The marketing department highlights these ESG principles and efforts in their marketing materials, client and prospect communication, and social media, which attracts clients who value corporate responsibility.
Flaunt your ESG cred. Be loud and proud when showcasing your commitment to ESG principles. It’s also magnetic and will attract clients who prioritize meaningful action for the planet and its people.
07. AR: the WOW factor for product demos
Augmented reality (AR) is an innovative way to demo products. It allows clients to explore benefits and features in an immersive and interactive environment. In healthcare and health tech, AR can help a target visualize the effects of pharmaceuticals or simulate the use of medical equipment, which enhances the users’ understanding and engagement with the product.
The inside scoop
AR tech is turning heads by turning the ordinary into the extraordinary. Show off your products in a way that’s seen and experienced.
The big takeaway?
Make jaws drop with AR. Don’t just showcase your product. Make an unforgettable impression with AR!
Example in action
The Marketing Director at a medical equipment manufacturer develops an AR app for surgeons that simulates the use of surgical tools in various procedures. This hands-on experience helps surgeons understand the product’s value. The surgeon becomes an enthusiastic advocate for the brand and wins over the decision-maker with the help of the sales team. The Marketing Director also gets a raving testimonial from its latest conversion.
Make jaws drop with AR. Don’t just showcase your product. Make an unforgettable impression with AR!
08. data security fortress
In an industry where data security and privacy are paramount, it’s important to emphasize your company’s commitment to protecting client information. This builds trust with your clients and prospects. Marketing efforts should highlight the robust security measures in place so clients and prospects know their sensitive information is safe with you.
The inside scoop
Data is everything, right? But when that data is stolen, data isn’t the only thing you lose. Your brand’s trust and reputation go along with it. Build a data security fortress to make your clients feel safe and sound.
The big takeaway?
When clients trust you with their info, they will be more likely to trust you with their business. Make data security a priority.
Example in action
A health tech company’s Marketing Manager develops a campaign focused on the company’s data encryption and compliance with health data protection standards. They build trust with healthcare providers because the company showcased their commitment to data security. This leads to even more partnerships.
When clients trust you with their info, they will be more likely to trust you with their business. Make data security a priority.
09. content collabs
Amplify your reach and lend credibility to your content by collaborating with influencers, thought leaders, and other organizations. In the healthcare sector, building partnerships with respected professionals, institutions, or even other companies can enhance your content’s value, which provides your audience with insightful, authoritative, and credible perspectives.
The inside scoop
Two heads (+ more) are better than one, especially when it comes to creating content. Collaborate with influencers and thought leaders to spice up your content game.
The big takeaway?
Teaming up can help you stand out. Collaborative content broadens your reach and adds extra sprinkles of credibility and creativity. Just be sure to do your research before teaming up with an influencer or organization!
Example in action
A biotech company’s Marketing Manager sets up a partnership with well-known researchers to co-author articles on the latest biotechnology advancements. These collaborations are published in industry publications, shared on social media, and featured on all the companies’ websites that are involved, which expands their reach and bolsters their reputation as a thought leader and innovator in the field.
Collaborative content broadens your reach and adds extra sprinkles of credibility and creativity.
10. the predictive analytics crystal ball
Predictive analytics helps companies effectively anticipate trends, understand customer behavior, and personalize marketing efforts. In healthcare, this can mean predicting the need for certain medical devices, products, or solutions before the demand arises. This enables the marketing team to create more targeted and efficient marketing strategies.
The inside scoop
Predictive analysis is your marketing crystal ball that helps you foresee your clients’ wants, needs, motivations, challenges, and objections. With predictive analytics, you can tailor your strategies like a wizard.
The big takeaway
Predictive analytics is like having future-telling powers…but with data. Sounds pretty nice, right? Use predictive analytics to read the room or even the market.
Example in action
A pharmaceutical company’s Marketing Manager uses predictive analytics to identify emerging trends in the healthcare industry that may impact drug demand. The Marketing Manager creates marketing campaigns to address these trends and positions the company as the best partner, which leads to increased marketing share and customer loyalty.
Predictive analytics is like having future-telling powers…but with data. Sounds pretty nice, right? Use predictive analytics to read the room or even the market.
AI disclosure
In alignment with our commitment to transparency, we want to disclose that this blog post was substantially generated with the assistance of artificial intelligence technology. Our team of healthcare experts collaborates closely with AI to ensure accuracy and relevance for our valued readers in the health tech and life sciences sectors.
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