Marketing in the healthcare industry is constantly evolving. In today’s age of digital disruption, here are 7 key marketing trends to watch in 2023-2024.
Personalization:
Patients are increasingly demanding personalized healthcare experiences, and this trend is reflected in hospital marketing. Hospitals are using data and analytics to create personalized marketing campaigns that target specific audiences with relevant messaging.
For example, I am in the 65+ demographic. I am very active (easy to find me on lists of exercise enthusiasts, skiers, hikers and bikers), which means I have crappy knees and am always injuring myself. Sending me a communication about orthopedic doctors and new technology in knee and hip replacements is relevant.
Social media:
Social media is a powerful tool for hospital marketing. Hospitals are using it to connect with patients, build relationships, and promote their services. Social media is also a great way to generate leads and drive traffic to a hospital’s website. Be smart about your social media and make it relevant.
People like to see their photos after an event and will click in. Social media scrollers also like to see other people. Feature your staff on Nurse Appreciation week or Doctor Appreciation Week. These can be great social posts for Facebook or Instagram.
BTW – make sure your hospital has a specific landing page for each of your campaigns. This helps you personalize and track.
Video marketing:
Video is a highly engaging form of content, and hospitals are increasingly using it to market their services. You can use video to educate patients about their health, meet doctors or showcase a hospital’s facilities (think giving people a tour).
This is also a great way to share success stories from patients and staff.
Telehealth:
Telehealth is the use of technology to provide healthcare services remotely. Nowadays, telehealth appointments are becoming increasingly popular, and hospitals are using it to reach patients who cannot or do not want to travel to a hospital for care. That means if your hospital offers telehealth, make sure it’s prominent on your marketing material.
Direct mail to new movers:
Direct mail to new movers is a great way for hospitals to reach out to new patients and introduce themselves. That’s because when people move to a new area, they are often looking for new healthcare providers.
Direct mail is a great way to get their attention and the #1 way to reach new families in your trading area. Make sure you use a professional mailing list from a quality mailing list company that includes people who have recently moved to your area. This will insure that your direct mail pieces are delivered to the right people. Click HERE to read more about New Mover Direct Mail to Hospitals.
Marketing the patient experience:
The patient experience is becoming increasingly important in healthcare, and this is reflected in hospital marketing. Hospitals are focusing on creating a positive and memorable patient experience through their marketing efforts, beginning with the first interaction. Remember what I just said about video marketing and giving tours? What could begin the pre-natal patient experience better than a warm and cuddly tour of the maternity wing, birthing rooms and baby viewing area? And, beginning with valet drop off and highlighting a candlelit dinner for the new parents.
Location-based marketing:
One of the newer hospital marketing trends is using location-based marketing. Location-based marketing is a type of marketing that targets people based on their location. This can be done through mobile devices or other tracking technologies. You may be familiar with the term geo-fencing. With location marketing, you can target people at their homes, at competitor’s locations, even as they enter or exit your building. Technology just gets better and better!
These are just a few of the top hospital marketing trends to watch in 2023-2024. If you want to stay up-to-date in your marketing, make sure you’re using the most effective marketing trends to reach your target audiences.