Healthcare Digital marketing continues to evolve in the wake of the pandemic. In a way, the pandemic brought new light to an industry that many took for granted.
In fact, new technology has partnered with healthcare to bring innovation, and it is from this joint venture, and the attention from COVID-19, that several trends have emerged in the healthcare industry.
In this article, we will do a quick review of some of the hottest trends making waves in 2022 and beyond.
1 – Telehealth
During the pandemic, telehealth took on a life of its own. It proved to be a vital tool but now that COVID protocols have been relaxed, the need for telehealth is being questioned.
Research shows that it is at an interesting crossroads. On one side, evidence of telehealth use shows a huge decrease from peak pandemic days. On the other side, patients have grown so accustomed to telehealth that they are choosing providers that use it over those that don’t.
The bottom line is that healthcare consumers value convenience. Telehealth is the most convenient way a patient can receive quality health care in their home.
2 – Personalization
It may seem like an old-school approach, but by personalizing healthcare marketing, you increase engagement. More engagement spells greater patient counts.
Patients today have little patience for generic healthcare contact. Some will bolt to providers who focus on personalization.
Why is personalization so important? Even if all you do is ensure that an email or newsletter is addressed to the patient by name and is not part of a mass anonymous mailing, it shows you care and that they are not just numbers to you.
We all want to feel part of something and personalization in healthcare marketing speaks directly to the patient.
3 – Content
There was a time when website content and eBooks you sold or offered as free downloads were basic in content. Now, you need a large library of information so that your site becomes a reference tool.
More and more people use the internet as a first source of information on an ailment. Healthcare providers need to step up their content and provide current and prospective patients with content about conditions and solutions for ailments from the common to the obscure.
The goal is to have a product in place so that anyone searching online for specific information will find you even if they have never heard of you before. Essentially, you are aiming to create a full-service experience that crosses all marketing channels and reaches the largest possible audience.
4 – User Experience (UX)
Building a website that focuses entirely on information and images is no longer the norm. In 2022 and beyond, healthcare organizations will have to retool their digital footprint to better meet the needs of their patients.
This means paying particular attention to something Google refers to as page experience. Instead of marketing your services or products as the main goal of your website, you now need to shift that to creating a website that helps your patients in every way possible.
By building a site through the lens of patient needs, you improve the overall UX. And a better UX means more patients engaging with your site and you.
5 – Conversion Rate Optimization (CRO)
As much as you may need to retool your website to meet new UX expectations and be a reference-type site, you still have it online for conversions. After all, you want visitors to your online properties to do something. You want to convert them into patients.
The most effective way to do that is still going to be the standard this year and into the near future. That is with calls-to-action (CTAs). Your website and paid ads’ CTAs must be easy to see and contain simple, yet engaging messages to entice someone to click and proceed. But you need CTAs on all of your landing pages too.
A small increase in the number of conversions your website produces this year can translate to a large part of your revenue stream, so it is worth it to put some extra effort into CMO.
6 – SEO (Search Engine Optimization)
While we’re at it, one trend that will never go away in digital marketing is SEO. But to remain competitive in the post-pandemic world of 2022, you have to apply a new approach to healthcare SEO.
Think of it as a slightly tweaked version of SEO. Search engine algorithms continue to change and adapt to how we look for things online, and that means your SEO has to catch up to keep your site relevant.
The key to meeting those needs still revolves around a few items including high-value, authoritative content, search best practices that are both semantic and conversational, user-friendly web pages that load quickly, and keyword strategies that are more entity-focused.
7 – Marketing Tech
One of the most interesting healthcare digital marketing trends to watch is the changes to come in marketing tech. This will include digital platforms that collect and analyze data that give you valuable insight into how your digital marketing campaigns are doing.
You have many ways to address this but the best approach to marketing tech is to consider three things. First, you have to look at patient access. This means using tools that help patients get what they are seeking. Second, call tracking is key. This gives you data related to what triggers a callback. It may be from an email, social media, a landing page, or a keyword. This information gives you the data you need to make adjustments to your marketing efforts instantaneously.
And finally, you should factor in marketing attribution. This is where you track and identify what media channel influenced a patient’s response.
Final Thoughts
Healthcare digital marketing will continue to evolve into the future. But for now, there are a few trends to be aware of as we approach the end of 2022. Though the list above is far from comprehensive, it does include a few hot marketing tools that are currently trending and adding influence to the digital marketing of healthcare services.
To stay current, you may want to apply some of these trends to your existing marketing strategies. They may give you the competitive edge you need.
