As we move further into the 21st century, healthcare is quickly becoming a digital industry. From online doctor consultations to e-prescriptions, healthcare is moving away from traditional methods and embracing new technologies. This shift has led to a corresponding growth in healthcare digital marketing. In this article, we’ll explore the trends that are shaping healthcare digital marketing in 2023 and beyond. We’ll also discuss how marketers can prepare for these changes.
What is Healthcare Digital Marketing?
Healthcare digital marketing is the process of creating a marketing plan that uses digital channels to reach and engage patients, providers, and other key stakeholders. This type of marketing spans a wide range of activities, from managing website content to developing targeted online ad campaigns. The healthcare industry is complex, with a variety of stakeholders. For example, patients, providers, payers, and pharmaceutical companies. As such, healthcare digital marketing must be carefully planned and executed in order to be effective.
Trends & Predictions
As healthcare providers strive to keep up with the ever-changing landscape of digital marketing, it can be difficult to know which trends to implement and which to ignore. Here are 10 trends and predictions for healthcare digital marketing in 2023:
1. Increased use of data and analytics
In healthcare, data is collected in a variety of ways. Therefore, patient medical records are perhaps the most important source of data. Healthcare data may contain information on diagnoses, treatments, and outcomes. However, providers also generate data through billing and claims processing, laboratory testing, and other activities. In recent years, there has been a growing trend towards using data and analytics to improve healthcare marketing.
Data-driven healthcare marketing is not only more effective, but it can also help to improve patient care and outcomes. By understanding how patients search for and interact with information online, marketers can develop targeted campaigns that deliver the right message to the right audience. In turn, this can lead to better patient engagement and compliance with treatment plans.
2. Personalized medicine
In healthcare digital marketing, we are seeing a shift from generalized content to more personalized content. This is in response to the ever-changing healthcare landscape and the needs of patients. In order to be successful in healthcare digital marketing in 2023, organizations will need to find ways to tailor their marketing messages and offerings to meet the needs of individual patients.
Patients are no longer willing to accept a one-size-fits-all approach to healthcare. They want treatments and services that are tailored to their specific needs. In order to meet this demand, healthcare organizations will need to create personalized content that speaks to the specific needs of each patient.
3. The rise of AI
Healthcare organizations increasingly look for ways to automate tasks and improve efficiency. Therefore, tools such as chatbots and virtual assistants powered by artificial intelligence (AI) will become increasingly common. Chatbots can provide automated customer service, engagement, and support. Furthermore, virtual assistants can help with complex tasks like appointment scheduling and follow-up care.
4. The growth of Telehealth
Telehealth is the delivery of healthcare services via telecommunication technology. It allows providers to consult with patients and provide care remotely. Telehealth services are expected to continue to grow in popularity as patients seek convenient care options. In 2023, healthcare digital marketing teams will need to be prepared to market telehealth services to patients.
There are a number of reasons why telehealth is becoming increasingly popular. First, it offers patients greater convenience and flexibility. They can consult with their provider from the comfort of their own home or office. This is done without having to take time out of their busy schedules to travel to a healthcare facility. Secondly, telehealth can help reduce costs by eliminating the need for expensive office visits or hospital stays. Finally, telehealth services are often more accessible than traditional healthcare options.
5. Increasing focus on value-based care
Value-based care is a delivery model that focuses on providing quality care at a lower cost. Therefore, healthcare providers will need to focus on prevention and wellness. Furthermore, identify and manage chronic conditions. Digital marketing can help healthcare organizations to reach and engage patients in these initiatives. Additionally, it can help track and measure outcomes, as well as compare the cost of care across different healthcare providers.
6. The rise of patient-centricity
Patient-centricity is the healthcare marketing approach that focuses on providing care tailored to the individual needs of each patient. This approach is based on the understanding that each patient is unique and has different needs. Therefore, providers that are focused on patient-centric care are striving to create care plans and treatments. As a result, this will provide better overall care and improve health outcomes for their patients. Patient-centricity has always been a goal of healthcare organizations. Therefore, it has become even more important in recent years.
7. Increasing use of social media
Social media will continue to be important for healthcare, as they look for new ways to reach and engage patients. For example, Facebook, Twitter, Instagram, TikTok and YouTube will be the most popular in the new year. The healthcare industry is expected to spend 4.5 billion dollars on social media by 2023. These platforms provide healthcare organizations with an opportunity to create a dialogue about patient health. Additionally, social media will allows providers to share educational content and raise awareness about preventative care and health maintenance. As a result, social media marketing helps providers to meet the needs of their patients and create a more robust healthcare ecosystem.
Here are a few ideas for healthcare digital marketing content you can include in your social media platforms in 2023:
Live video are only going to become more popular in the healthcare industry. They are a great way to engage with your audience. In addition, it can give patients a behind-the-scenes look at your healthcare organization.
Patients are at the heart of healthcare. Therefore, it’s important to share their stories. Patient stories humanize your healthcare organization and help potential patients see that you provide quality care.
Interviews with healthcare experts are a great way to provide valuable information to your audience. In addition, they can promote your organization as an authoritative source of information.
People love visual content. Therefore, infographics are an excellent way to communicate complex information in an easy-to-understand format. When it comes to healthcare, infographics can be used to explain everything from medical procedures to the importance of preventive care.
8. Greater focus on data security
Data breaches are becoming more and more common. According to HIPPA Journal, from July 2021 to June 2022, 692 large healthcare data breaches have been reported. In addition, the records of 42,431,699 individuals have been exposed or impermissibly disclosed. Therefore, healthcare organizations will need to prioritize data security in their digital marketing efforts.
Data security is important because it helps to protect patient information from being stolen or leaked. For example, one way to do this is by using encryption methods to protect patient information. Encryption is a process of transforming readable data into an unreadable format. This makes it difficult for hackers to access patient information. Another way to secure healthcare data is by creating a secure login process. This can help to prevent unauthorized access to patient information. healthcare organizations should also consider investing in data loss prevention software. This type of software can help to detect and prevent healthcare data breaches.
9. Expansion into new markets
In 2023, healthcare digital marketing will continue to expand its reach by targeting new markets in geographic areas outside of their traditional service areas. This expansion will be driven by the need to provide services to a wider range of patients. In addition, the desire to tap into new revenue streams. For healthcare providers, this trend will present both opportunities and challenges.
10. Increased use of omnichannel marketing
In order to reach and engage patients across multiple channels, healthcare organizations will need to use an omnichannel approach. For example, using online, offline, and mobile channels. Some examples of successful healthcare marketing channels include email marketing, social media, website, and blog.
An omnichannel approach allows healthcare organizations to provide a consistent and coordinated experience for patients across all channels. By using a mix of channels, they can reach patients where they are most likely to be receptive to messaging. Additionally, it allows them to track patient engagement and tailor their messaging accordingly. This is important because it helps to create a positive patient experience. In addition, it builds trust with the healthcare organization. Furthermore, an omnichannel approach can help save time and money by reducing duplicate efforts across multiple channels.