10 Healthcare Digital Marketing Trends for 2022

Here are 10 healthcare digital marketing trends for 2022. This list will help your healthcare business strategies for patient acquisition.
healthcare digital marketing trends 2022

The digital age is constantly evolving, and the healthcare industry is no exception. Therefore, the ways in which patients and doctors interact with each other and receive care is changing rapidly.  And, businesses in the healthcare industry need to keep up. Here are 10 trends to look out for in 2022 when it comes to digital marketing in the healthcare industry.

1. Healthcare providers will continue to invest in digital marketing

As technology advances, healthcare businesses need to move their advertising dollars as well. The majority of healthcare providers are expected to have a website by 2022. And, many will be using targeted ads and SEO techniques to reach patients. Doctors can use digital marketing to increase their online presence and attract more patients. Other tactics such has content creation or social media campaigns will continue to be effective.

2. Healthcare Social Media

While there are many social media platforms, Facebook continues to be one of the most popular. Healthcare marketers use this site for brand awareness and increasing sales. For instance, connecting with their audience through posts on platforms like Instagram or Twitter. All while gathering data from those interactions.

Social media is a constantly changing landscape. Therefore in 2022, healthcare practices will adjust their strategies for more authentic content that appeals to target audiences. For example, this could mean less sales-y promotional ads online. However, posts which offer an inside look at how medical professionals operate on daily basis will be effective. This is done by sharing personal anecdotes from real life experiences. In addition, you may include links or resources where people can learn about new treatments, courses, etc.

In 2021 we saw repetitive advertisements like those promoting company products go out of style quickly. This was due to social media users looking elsewhere for personalized content. Patients want to see you, your team and practice. So why not promote it using photos that are authentic? Stock images are outdated in today’s digital world. They lack the authenticity needed for patients who can’t relate or trust them because of their excessive use on social media platforms with the same stock photos. Patients need something real.

3. Video marketing for healthcare companies

Medical video content is the perfect way to demonstrate your skills and results for similar patients. The average person has absolutely no idea what their healthcare involves. However, videos can be easier to understand how you help them feel better when they’re sick or injured. Patients love researching practices before committing. Therefore, practices like yours may use this as an effective marketing tool. For instance, by posting informative clips on social media sites such as Facebook and YouTube. This is where followers receive feedback from liked friends about whether those posts were useful based off likes alone.

Video marketing for doctors is an excellent idea to boost your practice’s credibility. In addition, it will make it more likely that potential patients will book appointments. When producing videos, it allows people the opportunity of meeting face-to-face before deciding on what services they need or want from their doctor. Making these types of high quality professional productions goes alongside other strategies such as social media integration. As a result, viewers are able to get engaged right away when watching one video after another because there’ll always be something new coming up next week.

4. Healthcare marketers will need to become more data-driven

As data becomes more prevalent in healthcare, we are seeing that it can be used for better outcomes. Therefore, healthcare professionals will continue to explore ways of analyzing patient care. And, gathering information from electronic health records (EHRs). The use of big analytical programs like neural networks has already proven successful at identifying trends within datasets which could help improve your practice.

Since many individuals have growing concerns about safety and privacy issues when interacting with technology, this approach might become increasingly popular going forward.

5. Content strategy is key

Healthcare organizations should take advantage of content marketing to help strengthen their brands and communicate more effectively with patients. Content can be created in many different forms, including blogs posts or videos on social media platforms like YouTube or Vimeo. It’s up to the discretion of each company as what will work best for them. Understanding your audience is crucial to any marketing campaign. Knowing what they want, need or interest in can help guide you on the right path for success of that product/service.

Think about the last time you were on social media for an extended period of time. Did someone post something that really resonated with your interests, such as a video or article related to what they posted? As engaging content becomes more and less prominent in our everyday lives, this is just another reminder why knowing who’s reading can help dictate where these posts can go.

6. The Growth of Telehealth

As the COVID-19 pandemic has shown, healthcare marketers need to create seamless telehealth experiences for patients. Healthcare providers have seen a 78% increase in appointments since this event. Meanwhile, other countries are still struggling with low patient adoption rates. And, difficulty getting care from doctors due how far they live away from urban areas where services exist.

The demand on your company will only grow as new technologies like virtual reality come around. Therefore, you want make it easy for people who crave convenience by making every step of scheduling an appointment frictionless. For instance, sending prerecorded messages or video chat sessions when someone answers their phone (even if its late at night).

7. OTT / CTV advertising for Healthcare

Healthcare advertising has never been more competitive. And, today’s television commercials just don’t provide the ROI that organizations are looking for. However, you can reach prospective patients who stream TV content online by connecting your campaign with CTV or OTT ads. These boosters will help spark a performance increase in healthcare campaigns like no other.

OTT advertising is a new form of digital marketing that has been gaining momentum in recent years. It’s distinguished from traditional TV commercials by its mode. Therefore, either over-the internet (OTT) or through satellite/cable subscriptions like CTVs. The key difference between the two? One relies on content delivery while other depends entirely upon transmission method. However, both have one thing else common. They’re alternatives to advertise via various sectors like mobile, tablets, and smart TVs.

Healthcare companies need to be aware of this shift in advertising and viewership. More people now watch streaming services instead of traditional TV. Therefore, this presents a unique opportunity for healthcare marketers to present their content on demand at any time anywhere.

8. Data Restrictions

The healthcare marketing industry has been growing steadily, but there are risks to this growth. The increasing number of data restrictions on private health information may make it difficult for marketers.

Digital marketing is all about targeting the right audience. However, it can be difficult to know who these people are. Cookies provide a necessary level of transparency for many marketers because they keep track on your browsing habits from website visits or app usage. However, recent changes by Apple has made this approach less effective due in large part due iOS 14’s limitations. This restricts what information companies may collect via certain means like Safari browser cookies.

9. Health Apps

The global healthcare IT market is booming with more than 100 million people worldwide having downloaded at least one consumer digital health app. These programs focus on general or fitness-related topics. However, many also offer specific treatments for diseases like cancer and diabetes as well. Therefore, making them a top choice among consumers who want quality care without going through traditional channels of medicine distribution. Consumers use these apps because they’re accessible from anywhere there is an internet connection available.

The healthcare system is in times of innovation and change. Therefore, the potential for a medical app to improve quality of life has never been more attainable. Creating a healthcare app can place you on top of an upcoming trend in digital marketing.

10. Website UX

Healthcare marketers should shift their focus in the next year from website design to improving user experience and ease of patient’s digital needs. The homepage is a crucial component because your patients usually interact with it first. Therefore, you must make sure that this area provides an excellent browsing environment for all visitors.

Your website should cater to patients’ needs and ensure they are able find information easily. In addition, engage with tools such as email support or chatbots. Site structure that makes navigating simple while providing value-added content will help create a better user experience which leads directly onto increased conversions.

In Conclusion

Technology has been changing the healthcare industry for years. And, it doesn’t seem like that trend will slow down anytime soon. With new innovations on the horizon, including artificial intelligence-powered patient engagement tools, we recommend you start considering how to integrate your digital marketing strategy with these changes in mind. Have any of these trends caught your eye? If so, let us know! Our team of experts is ready and waiting to partner with you create a stellar SEO or marketing plan that drives sales.
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