trends digital marketing health IT marketing

What Does The Future Of Healthcare Marketing Look Like?

By Chinmay Sahu

There was a time where artificial intelligence, data-driven marketing, and voice search engine optimization, or VSEO, were all ambitious concepts. Today, they are some of the most innovative digital marketing trends in healthcare. Here are five healthcare marketing trends that will help healthcare companies not just succeed, but survive in this age of innovation.

Artificial intelligence

If it isn’t evident already, the dominance of AI is finally here and will not be going away anytime soon. It will surely be the heart of healthcare marketing in the near future, and it has already begun to take over simple marketing tasks. 

One of the top reasons why healthcare organizations are adopting artificial intelligence is to sustain a competitive advantage over other healthcare companies. It is a healthcare marketer’s responsibility to adapt to the changes in the healthcare industry. As a result, it is good to start by slowly implementing the use of AI in daily operations as a healthcare marketer.

Chatbots

Chatbots are an integral part of healthcare marketing in 2021. Chatbots are AI-based technologies that chat in real-time with customers and site visitors. 

Customers prefer talking to chatbots since they are very responsive and are available 24/7 for consultation. They also give prompt answers, can accurately recall buying history, and don’t lose patience. 

A great example of chatbots in the healthcare industry is GYANT. This chatbot asks patients questions in order to understand symptoms and then sends data to doctors who can then provide a diagnosis and provide medication in real-time. Similarly, a healthcare marketer could use chatbots to understand the customer’s needs and let the chatbot guide the customer to where they need to go. 

Conversational marketing

With the use of chatbots, one thing has become very clear about modern healthcare marketing: it’s more conversational. The people want it that way, so healthcare marketers should start reacting. 

Conversational marketing facilitates a one-to-one, real-time connection between the marketer and the customer. Unlike some of the traditional strategies, conversational marketing is available on multiple platforms. It allows healthcare marketers to meet customers on their terms: on devices, schedules, and platforms that work best for them.

Ultimately, the goal of conversational marketing in healthcare is to enhance the customer experience through a feedback-driven model that facilitates higher engagement and customer retention.

Video marketing

Video marketing is still one of the most important marketing trends today and likely will be for the next 5-10 years. Take a look at this chart below to see how customers like to learn about a new product or service:

How customers prefer to learn about new product/service

As far as videos go, don’t just think about YouTube. There are plenty of other ways to drive a higher engagement with video marketing. For example, a healthcare marketer can make a video post or start broadcasting live on most social media platforms..

Video marketing in healthcare can not only connect with patients and other customers, but it can also draw the curtain into healthcare organizations. Doctor’s offices have a tendency  to feel isolated   or disconnected, so video marketing can help customers feel important and connected to those offices

Personalization

In order to stand out, healthcare marketers should tailor their marketing strategies to each customer.  

Healthcare marketers can take these key statistics to understand why personalization is important in healthcare marketing:

  • 63% of customers are annoyed with generic advertising blasts
  • 80% are more likely to do business with a company that offer personalized experiences
  • 90% of customers are attracted to personalization

One way healthcare marketers can conduct personalized marketing by properly segmenting customers. Healthcare marketers can share targeted content that’s most relevant to their target audience to develop long-lasting relationships in the industry. If your healthcare company is looking to create long-lasting relationships especially during COVID-19, check out these 4 quick tips to get a headstart!

 

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by Chinmay Sahu

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