It’s a new year, a new budget and new trends in healthcare marketing. Generative artificial intelligence (AI) and patient experience trend at the top of most lists. Other trending tactics—data and analytics, creativity and content, and social media—also amplify brand awareness, push messages and direct decisions in 2024.
AI is here to stay.
Whether used to jumpstart a press release or increase CRM automation, AI is a trend that continues to revolutionize healthcare marketing.
In this year of transformation, 2024 seems to be coming off the blocks at full speed with a strong AI tailwind. If you’re hesitant to integrate AI over fears about automation, job security and inaccuracy, you may be left at the starting line.
Consider AI as an additional employee. Utilize it to extend marketing efforts by:
- Providing inspiration;
- Creating content and images;
- Personalizing patient messages;
- Enhancing websites and blogs;
- Increasing reach of media placement;
- Boosting search;
- Analyzing data.
Integrating AI into the marketing plan also creates a need for employee upskilling. A World Federation of Advertisers survey shows more than 70% of respondents plan to train staff on effectively using AI for marketing.
Personalize the patient experience.
Boosting patient experience remains a focus of healthcare marketing, with the need growing increasingly important since 2020. Consumers no longer passively accept generic brand messaging. They want relevant information, authenticity, and personalized attention to their healthcare needs.
According to Google, 3-in-4 people in the US turn to the internet first in their search for health information. Considering that anyone with a computer or mobile device can become Dr. Google heightens the importance of optimizing information in the digital space for speed, accuracy and user experience. Ensure that users find the information they’re searching for in all channels. Replace descriptive content with factual, easily digestible information on websites, blogs, newsletters and social media.
Look at ways to improve online appointment and physician search features to better match patients with relevant providers. Utilizing tools to direct them to the right level of care at the right time drives service line volume. Including simple content such as a guide to primary care, urgent care and emergency care can boost patient experience.
Utilize analytics and data.
Patient behaviors and preferences continually change. A robust social media presence and the addition of AI can influence those change. Tracking and monitoring data and detailed analytics from your various platforms can provide a deep understanding of your audience and guide marketing strategies.
Despite the plethora of information about patients and markets, statistics show that as much as 60% to 73% of all available data may not actually be used. There’s no reason for guesswork with comprehensive data at your fingertips.
Data and insights should support the strategy for all marketing tactics from ad placement and content to SEO and AI implementation.
Content and creativity are king.
Bill Gates once famously declared “Content is king” when discussing the ability of anyone with a computer and modem to create and publish content. However, that doesn’t mean all content is accurate and credible.
The volume of information that floods the marketplace 24/7 creates a crowded and chaotic space where your content must compete and break through. To do so, creating new, interesting and credible content that resonates with your audience is a top priority.
A strategic healthcare content plan can educate, retain and engage current and potential patients. The plan also requires presenting content creatively. In a competitive digital landscape ruled by algorithm updates and constantly changing features, your content must stand out to resonate with your audience. Utilize video with all channels.
Shift social media strategy.
Continued distrust of social media platforms, particularly during the 2024 election year, indicates as much as 50% of consumers are likely to abandon or significantly decrease interactions with social media by 2025.
Despite the decline, social media remains the top investment channel for digital marketing. One area where healthcare brands can shift focus is by increasing use of social channels for customer service. This requires consistent monitoring of platforms and streamlining communications between the marketing and other key departments to respond in a reasonable time. Reels and other short videos are useful for responding to FAQs and general questions.
Consistent communication connects with your audiences for improved patient experience. Empathetic, authentic marketing and quality, informative content are trends that carry over year after year in healthcare marketing.
TotalCom is a full-service marketing agency helping brands like yours tell their story to the right audiences. Email Lori Moore or call TotalCom Marketing Communications at 205.345.7363 to see how TotalCom may be the right fit for you.