The biggest healthcare marketing trends for 2023

Two healthcare professionals look at a tablet to consider marketing trends for 2023.

The world of healthcare marketing is always changing as new technology and methods become available.

Healthcare organizations need to leverage the latest trends in healthcare marketing to develop dynamic strategies that help them stand out from competitors.

In this article, you’ll learn more about the current marketing trends in healthcare, including:

The continuing consumerization of healthcare

Healthcare organizations’ target audience members are not just patients — they’re also consumers. As the healthcare business model becomes more consumerized, patients are increasingly taking control of their own health journeys.

Patients want access to high-quality yet affordable healthcare resources and are becoming more involved in care choices. Patients now approach healthcare with a consumer mindset. As a result, healthcare organizations must market to their target audience like they would traditional consumers.

This means demonstrating how an organization’s services add value to patients’ lives and explaining why patients should choose one care network over another.

This healthcare marketing trend is being fueled by increased access to care. Modern patients can access more care options and information than ever before. Successful organizations will capitalize on this shift by proactively appealing to customers through marketing and working to build trust.

When creating marketing materials, healthcare organizations should prioritize cost transparency and make information easy to find. Price transparency is one of the top concerns for patients who are witnessing increasing care costs.

In response to rising costs, patients are actively comparing prices and obtaining multiple quotes before seeking care. If your organization presents this information transparently, you can make your services more appealing to patients.

Telehealth is essential

Since the start of the pandemic, telehealth use has increased significantly. Even as the world has mostly returned to normal, telehealth continues to be an in-demand service.

This is no surprise since telehealth services are affordable, convenient, and accessible. While the demand for telehealth services dipped slightly in 2022, many patients expect at least part of their care experience to occur via telehealth services.

For instance, patients may want to receive appointment reminders via telehealth technologies or engage in live chats with medical staff to discuss test results. According to Sykes research, 88% of patients want to use telehealth to address non-urgent matters.

When showcasing these services in your marketing content, be clear that it is not the only option for care. Instead, explain that telehealth is one of several care pathways you provide to meet your patients’ needs. When you frame it this way, you keep the focus on the quality of the patient care experience while also demonstrating transparency about your care model.

Evolved SEO efforts

In the early days of search engine optimization (SEO), its primary purpose was funneling prospective patients to your website and ultimately into your practice. However, SEO has now evolved into an integral component of the broader customer experience.

Patients often search for medical information so that they can self-diagnose before deciding to visit a healthcare provider. Many patients or prospective patients frequently look for informative content to answer general medical questions they may have for various reasons.

Your organization can capitalize on this healthcare marketing trend by making informative content part of the overall care process. Creating pages for frequently asked questions and blog posts that provide patients with information of value will build trust and help people develop a sense of loyalty toward your brand.

When creating this content, meeting the needs of patients based on their search intent is critical. Additionally, you must incorporate local keywords to increase your visibility among area patients. Ensure that your organization’s address and contact information are up to date so that prospective patients can get in touch with you easily.

Voice search has also become a major part of SEO. Plenty of patients conduct searches for care providers via Google Home, Siri, or similar platforms. You should focus on incorporating natural language into your webpage content. Conversational language and long-tail keywords can be especially useful for increasing visibility in voice searches.

88% of patients want to use telehealth to address non-urgent matters.

Prioritize user experience

As patients begin to embrace their roles as consumers of healthcare products and services, their expectations regarding providers have shifted. Specifically, they expect to receive fast, frictionless healthcare experiences.

There are several steps that you can take to recognize and meet these preferences. Your organization should strive to allow patients to correspond with you via their preferred channel — whether it’s phone, SMS messaging, online chat, or email.

Additionally, your website needs to load quickly and be easy to use. Steps you can take include optimizing the layout of your home page, making your content visually appealing, and adding simple navigation menus to each page.

If you want to leverage this trend, work on digitizing the patient’s entire experience as efficiently as possible. Allow patients to book appointments online, access test results or other records, and chat with your staff.

You should also consider launching your own healthcare app or leveraging a third-party system. With a mobile app, you can unobtrusively send push notifications, health updates, and other timely content.

Improved personalization

Today’s patients want to feel like they’re visiting a small family practice when they go to an appointment. However, they also want the entire experience to be efficient, productive, and value-driven.

Patients expect the entire care experience to be tailored to meet their needs. This expectation extends to the marketing materials they encounter. When creating digital marketing content, make sure to use unique landing pages for each type of patient. Additionally, adjust your messaging based on the type of care or service being provided. This curation will make every patient feel important, regardless of the type of care the patient seeks.

You can also use personalized ads or target specific groups of people that are relevant to your practice. Before you attempt to use ad targeting, clearly define your target audience and the various segments within it. From there, you can provide personalized health recommendations and appointment suggestions.

While data is your greatest ally when creating personalized ad content, you need to adhere to all relevant privacy requirements. You must work proactively to protect your patients’ data so that you don’t run afoul of HIPAA regulations and other statutory requirements.

Social proof matters

Patients — and consumers in general — frequently look for social proof prior to purchasing a product or scheduling a service. Reviews from past patients can have a strong influence over an individual’s decision-making process when they’re seeking a provider.

If your organization has numerous positive reviews, you’ll be able to build trust with patients and attract new clients. Conversely, if you have a few glaringly bad reviews, some patients may avoid your organization and turn to one of your competitors.

Social proof like online reviews has largely replaced word-of-mouth referrals. However, this is not the only form of social proof that potential patients seek out. They will also look at testimonial content, which you can create and showcase on your website.

Compiling testimonials and reviews on your website is an excellent way to convince hesitant patients to book an appointment with your providers.

Patients want access to high-quality yet affordable healthcare resources and are becoming more involved in care choices. Patients now approach healthcare with a consumer mindset. As a result, healthcare organizations must market to their target audience like they would traditional consumers.

Expanded marketing scope

Every patient’s healthcare journey is unique. Recognizing this reality, healthcare organizations are diversifying their marketing campaigns to appeal to a wider range of prospective clients.

If your organization intends to do the same, start by breaking away from traditional marketing channels. Plenty of potential patients pay little to no attention to these avenues, which means you’ll miss out on opportunities to acquire new clients if your marketing scope is narrow.

You’ll also need to create marketing content for prospects at various stages of their journeys. Content for a consumer not familiar with your brand should be different from materials for someone actively seeking out the type of services you provide.

Ideally, you need a marketing campaign that integrates multiple channels. This setup will help you capture more potential clients and target your marketing toward people at various stages of the consumer journey.

Social media and video are king

Social media and video-based content are currently at the top of the proverbial marketing mountain. If your organization isn’t using social media channels heavily in its marketing campaigns, it’s well past time to start.

This strategy means more than just creating social media pages. You must be proactively interacting with followers and regularly posting high-quality, original, and engaging content.

Video content holds the key if you want to truly harness the power of social media channels. Using video can dramatically increase your reach and engagement and help you rapidly grow your social media following.

An eye-catching video on your home page will grab your audience’s attention, convey your message, and demonstrate your expertise in your field.

Marketing technology continues to improve

As marketing technology evolves, so do the marketing capabilities available to healthcare organizations. Modern platforms are now built to handle the nuances of marketing healthcare services.

These platforms allow providers to use multichannel attribution tools to pinpoint exactly which avenues are helping them acquire new patients.

Advances in telehealth and online portal technologies allow providers to effortlessly connect with patients more frequently. Internet of Things (IoT) and artificial intelligence solutions further revolutionize access to information. These technologies also allow providers to offer patients a higher quality of care and a more seamless treatment experience.

Automation technology is also a boon for healthcare marketing. These technologies allow someone to be on call 24/7 to receive patients. Automation solutions can be used to perform repetitive or simple tasks like appointment scheduling, which reduces the burden on staff members.

Modern automation tools streamline the customer experience, eliminate friction points, and pave the way for better health outcomes.

Getting started with healthcare marketing

All of these trends in healthcare marketing will continue to have a major impact on the industry in 2023. Prioritizing the user experience and expanding telehealth services will be particularly important drivers of success for healthcare organizations in the coming year.

If your organization is ready to start embracing these healthcare marketing trends, Adobe can help. Adobe Experience Cloud for Healthcare improves outcomes by enabling organizations to create new service offerings while personalizing patient, member, and provider experiences.

Modernize your healthcare experience delivery and make digital healthcare experiences personal with Adobe Experience Cloud for Healthcare. Watch the overview video to learn more.