Healthcare Marketing Trends to Watch in 2021

BINEESH MATHEW | January 11, 2021 | 690 views

Healthcare marketing, for a healthcare provider, is challenging as a lot of technologies are emerging in the market. What matters is choosing the right healthcare marketing techniques and technology to market your products and services. The global digital health market size was USD 51.3 billion in 2015. According to Global Market Insights, this is expected to have a compound annual growth rate (CAGR) of 25.9% from 2016 to 2025. However, to compete with your opponents and to face the challenges of increasing patients buying your products and services, you need an excellent and well-designed marketing strategy with the latest healthcare marketing trends.

As we have entered a new decade, healthcare providers should look into developments in the healthcare marketing brought out by the year 2020. The global pandemic has changed all the practices in the industry, including the style of healthcare marketing and technology. Since the turn of the century, online marketing has been a part and parcel of healthcare marketing. However, healthcare marketing is witnessing a new era. This can be attributed to the increasing integration of various smart devices in the everyday lives of people and the introduction of artificial intelligence algorithms. Are you ready to leverage these technological transformations and changes?

This article discusses some of the major healthcare marketing trends to be integrated into your healthcare marketing strategies.

 

Reviews Matter

One of the important healthcare marketing trends that you can use is online reviews from happy patients. Healthcare providers have largely relied upon these online reviews— the patient sentiment—to establish a reputation and acquire new patients. These reviews are widespread across multiple online platforms and anyone can easily access them.

 A study conducted by Binary Fountain in 2019 claimed that 60% of people use online reviews to choose a healthcare provider. It also claimed that 75% are influenced by online feedback when they go for a healthcare provider. This shows how influential this healthcare marketing trend is. Thus, in 2021, healthcare providers should concentrate on acquiring positive reviews and replying to both good and bad reviews and feedback. It is crucial to respond to negative reviews for your online reputation management, as 70% of patients consider it important to address patient concerns publicly.

 

Content is King

Content marketing is yet another healthcare marketing trend that healthcare providers should focus on. Producing educational, entertaining, engaging, and high-quality content is crucial in increasing your online brand visibility and patient engagement. This aspect of online marketing came into existence ever since Google became the king in the search engine market and established their ever-evolving algorithms.

To leverage this healthcare marketing trend, healthcare providers should have a plan for creating content holistically and publishing it on multiple platforms in different forms. All content that goes online should be well-produced and authoritative. All forms of text-based content, such as articles, blogs, press releases, white papers, and case studies, should be well-written and have high-quality links. It is also good to add images to your content to increase engagement.

Within this healthcare marketing trend, video marketing is considered to be the most effective one because online visual content appeals to users more than any other form of content. To make the most out of your videos, you can run video ads on YouTube, share them on your social media pages, and post them on websites and landing pages.

 

Responsive, Fast Loading Websites

Among the online healthcare marketing techniques, it is very important to have a very responsive and fast loading website. Also, the navigation on the site should be smooth and easy. This is because the websites with these features win more patients.

Websites of healthcare providers with ads and pop-ups, navigation issues, and slow loading will make users leave the site in no time. This will be much realized in 2021 as patients expect websites to load instantly on all their devices, including their smartphones.

To increase patient acquisition, you may have to streamline and optimize your website for both mobile and desktop viewing. Here are some quick tips to make your website loading fast and navigation easy:

•   Decrease image size on your website

•   Switch to a faster web host

•   Clean up unnecessary code.

 

Growing Influence of Social Media

Having a strong presence on all social media platforms is an effective digital healthcare marketing tactic. The online presence of your healthcare organization should not be limited to your website. To maximize your brand’s reach and to have an impact in 2021, you may have to make full use of all social media platforms. In terms of lead generation, engagement, marketing, and reputation management, Twitter, Facebook, and Instagram, among others, are turning more influential nowadays. According to Statista, social media has 2.82 billion active users. More specifically, according to Hootsuite, as of 2020, 90% of older adults use social media to seek or share healthcare information.

This most influential healthcare digital marketing trend can be effectively used by creating and promoting targeted ads on all these platforms.  Also, by interacting with users through likes, comments, and shares and publishing content regularly, you can increase your organic reach. For any healthcare provider and marketer of 2021 and beyond, it is a massive mistake to neglect the power of social media.

 

Data-Driven Healthcare Marketing

In 2021, to personalize outreach campaigns, healthcare providers and marketers will have data and tools. Adhering to HIPAA regulations, healthcare providers can design various marketing materials according to key demographics, such as key health concerns, income levels, age range, etc. This is the more granular approach to reach new patients and to keep your regular and current patients loyal to your brand. This personalized healthcare marketing technique will make patients feel that they are treated well and slowly build up trust in your brand.

A customer relationship management (CRM) tool, which is reliable and healthcare-specific, can store relevant patient data. To optimize your marketing strategy, insights from the stored data can be considered. Thus, this important healthcare marketing technique—data-driven healthcare marketing—helps you personalize your healthcare marketing campaigns.

 

Turning to Telemedicine Technology

Demanding physical processes and spatial barriers are not yet a big restriction for healthcare providers.  Artificial intelligence, telemedicine, automated systems, and IOT contribute a lot to make healthcare more efficient and accessible. Highlighting these features in healthcare also becomes an effective healthcare marketing technique.

Using telemedicine software, healthcare can be provided remotely, which eliminates the need for an in-house visit.  Although this breakthrough happened at the start of the century, it will become more accessible, viable, reliable, and will be used widely than ever before in 2021. Patients with mobility and transportation issues prefer using remote healthcare services and adding these facilities to your services can be considered a part of healthcare marketing tactics. So start offering remote healthcare services, if you have not started yet. This will eventually increase your brand reputation and build up trust.

 

Self-Serving Technologies-  Patient Profiles, Chatbots, and Appointment-Scheduling Modules

As part of healthcare marketing plan and strategy, patient profiles, chatbots, and appointment-scheduling modules are incorporated by providers in their websites. These additions provide more awareness and control of their health to the patients. Updating your website to include these self-serving technology will help you improve the patient experience online.

Look forward to the new developments in healthcare marketing technology to improve your healthcare marketing, which is suitable for you. Embracing all of these changes and transformation in healthcare marketing strategy will help you stay ahead of your competitors with effective healthcare marketing campaigns strategies.

 

Frequently Asked Questions

What are technological advances in healthcare?

The year 2020 witnessed a lot of technological advancements in the healthcare industry due to the pandemic. Some of the major ones among them are personalized medicine, telemedicine, blockchain, artificial intelligence, and machine learning.

 

What technology is used in healthcare marketing?

Blockchain, artificial intelligence (AI), chatbots, voice search, and augmented reality are some of the major technologies used in treatment and marketing in healthcare in 2021. However, the technology in healthcare marketing is ever-evolving as new trends are set every moment.

 

Why is technology important in marketing?

Technology is very important in businesses and marketing as technology helps businesses grow. It also creates relationships and it is necessary for communication between the customer and the organizations. Technology is an essential part of any business for development and growth.

 

What is the most effective healthcare marketing technology?

There are many existing and emerging healthcare marketing technologies in the global market. However, the most effective marketing technique is social media; generating leads through social media and websites.

Spotlight

Hospicelink

Hospicelink is the leading Durable Medical Equipment Benefit Management (DBM) Solution. The Hospicelink DBM Solution™ comprises of a national network of DME suppliers, web-based technology platform, an expert consult team, and real-time reporting analytics. We are not a hospice care provider or a DME supplier; we are the only truly independent, unbiased industry advocate for both.

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Article | June 22, 2022

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Article | July 5, 2022

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Article | May 30, 2022

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Article | May 11, 2022

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Essentia Health Selects Press Ganey as Patient Experience and Nursing Excellence Partner

pressganey | July 07, 2022

Press Ganey, renowned leader in patient, member, employee and consumer experience across the healthcare ecosystem announced it has entered into a multi-year agreement to provide technology, counsel and additional knowledge resources to Essentia Health, an integrated healthcare system serving patients in Minnesota, Wisconsin and North Dakota. Effective July 1, Press Ganey will support Essentia Health through rapid patient experience transformation and nursing excellence across the health system’s 14 hospitals, 72 clinics and 12 care facilities. “The best collaborations create something bigger than the sum of what each partner can create on their own, and I’m incredibly excited to see the great, industry-leading work that the Essentia Health and Press Ganey teams are going to do together,” said Lanie Dixon, Vice President of Patient Experience, Essentia Health. “Press Ganey’s unparalleled expertise in healthcare industry benchmarking, leading-edge technology and wealth of knowledge and resources will help us drive meaningful organizational change for our patients, physicians, and nurses, as Essentia continues its journey to Magnet Recognition® status.” Press Ganey partners with 98% of hospitals recognized by the American Nurses’ Association’s Magnet program, which recognizes excellence in nursing. Press Ganey will support Essentia Health through an integrated, multifaceted approach, including Dynamic Surveying: Customizable, digital surveys tailored to patients’ unique experiences. Narrative Dx: Artificial Intelligence (AI)-driven Natural Language Processing (NLP) to quickly and efficiently derive insights from patient feedback. National Database of Nursing Quality Indicators® (NDNQI®): Press Ganey’s proprietary national database of 250+ nursing measures and quality indicators to get unit-level analysis to help improve patient outcomes. Transparency: A technology platform that publishes authentic ratings and reviews from real patient experience surveys to provider profiles and directories, helping earn patient trust and driving appointment scheduling. Reputation Management: A cutting-edge, purpose-built for healthcare tool that captures patient sentiment and comments from reviews and social media sites into one consolidated dashboard to enable fast responses to online feedback. “We’re thrilled to partner with and support an industry leader in Essentia Health as they track their end-to-end patient journey and improve nursing excellence system-wide. Our integrated technology platform will provide the award-winning Essentia team with the ability to monitor the connections between patient and consumer experience and high-quality care, so they can continue to serve their communities in profound ways.” Dan Litwer, chief client officer, Press Ganey About Press Ganey Press Ganey invented the healthcare performance improvement movement over 35 years ago. Today it offers an integrated suite of solutions that address safety, clinical excellence, patient experience and workforce engagement. The company works with more than 41,000 healthcare facilities in its mission to reduce patient suffering and enhance caregiver resilience to improve the overall safety, quality and experience of care. About Essentia Health Essentia Health is an integrated health system serving patients in Minnesota, Wisconsin, and North Dakota. Headquartered in Duluth, Minnesota, Essentia Health combines the strengths and talents of 14,100 employees, including more than 2,100 physicians and advanced practitioners, who serve our patients and communities through the mission of being called to make a healthy difference in people’s lives. The organization lives out its mission by having a patient-centered focus at 14 hospitals, 72 clinics, six long-term care facilities, three assisted living facilities, three independent living facilities, six ambulance services, 20 retail pharmacies, and one research institute.

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HEALTH TECHNOLOGY

Innovaccer Announces Connected Digital Health Solution for Biopharma and Medtech

Innovaccer and Health Cloud | July 07, 2022

Innovaccer, the Health Cloud company, announced its Connected Digital Health solution, a new way for life sciences companies to rapidly deliver next-generation digital apps that surround therapeutics and devices with highly engaging patient experiences, improve clinical outcomes, and generate valuable real world evidence. With Innovaccer’s Connected Digital Health solution, biopharma and medtech companies will be able to speed time-to-market of patient-centric apps that connect patients to their care teams and deliver real-time health insights into their physicians’ workflows. Providers and patients alike will be able to act on these insights to improve care management and adherence, factors proven to enhance the quality of care. In addition, Innovaccer’s Connected Digital Health solution will enable patient- and population-level RWE to be generated and delivered to biopharma and medtech brands for indicating their real-world use, benefits, and potential target populations; identifying label expansion opportunities, supporting clinical trial designs and observational studies—ultimately providing crucial insights for further drug and device innovation. “Creating digital health apps with a unified brand-provider-patient workflow is the next great vista for pharma brands and we can help them cross it. In an increasingly crowded market, launching another ‘me-too’ app isn’t enough for brands to succeed. Pharma brands must surround their products with ‘sticky’ experiences that exceed patients’ expectations when compared to the disconnected, point-solution apps patients typically ignore. With Innovaccer, pharma will be able to put an end to health app abandonment with connected health applications that patients really want to use.” Kanav Hasija, chief customer officer and cofounder of Innovaccer As a proven leader in value-based care and population health management, Innovaccer is ideally suited to help biopharma and medtech companies unlock the full value of their innovations by integrating them within care workflows, in partnership with providers and health plans. To date, Innovaccer has unified patient records for more than 39 million people across more than 1,600 care settings, including EHRs, labs, pharmacy, telehealth, remote care, devices, and more. “Digital health app abandonment is a real problem for the industry,” says Abhinav Shashank, CEO and cofounder at Innovaccer. “There are over 350,000 digital health apps today, yet 83% were installed fewer than 5,000 times. They’re not compelling to patients because they work in isolation from the patient’s EHR, care team, and in many cases, the therapeutic brands themselves. We will change that by wrapping a brand-provider-patient workflow around the therapeutic or device that sends clinical insights into provider workflows, creating an end-to-end disease management system. Insights from digital apps will be actionable within the care workflow to everyone: the patient, the provider, and the pharma brand. Innovaccer’s Connected Digital Health solution represents the next generation of digital disease management.” About Innovaccer Innovaccer Inc., the Health Cloud company, is dedicated to accelerating innovation in healthcare. The Innovaccer® Health Cloud unifies patient data across systems and care settings, and empowers healthcare organizations to develop scalable, modern applications that improve clinical, financial, and operational outcomes. Innovaccer’s solutions have been deployed across more than 1,600 care settings in the U.S., enabling more than 96,000 providers to transform care delivery and work collaboratively with payers and life sciences companies. Innovaccer has helped its customers unify health records for more than 39 million people and generate over $1B in cumulative cost savings. Innovaccer is the #1 rated Data and Analytics Platform by KLAS, and the #1 rated population health technology platform by Black Book.

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FUTURE OF HEALTHCARE

Bumrungrad International Hospital, Southeast Asia's Largest Hospital to Deploy Lunit's AI Cancer Screening System

Lunit | July 06, 2022

Lunit, a leading medical AI provider, announced that it has signed a contract with FujiFilm Thailand and Microsoft to supply AI cancer screening products to Bumrungrad International Hospital, located in Bangkok, Thailand. Under the agreement, Lunit INSIGHT CXR, a CE-marked chest x-ray analysis AI software, and Lunit INSIGHT MMG, an FDA-cleared AI solution for detecting breast cancer in early stages, are deployed in Bumrungrad hospital. Lunit and FujiFilm Thailand supply AI solutions to Bumrungrad hospital using Microsoft Azure, a global cloud computing platform. Lunit and Microsoft have been partnering to deliver state-of-the-art medical AI technology to more diagnostic practices globally. Based on previous collaboration experiences, Microsoft Azure will enhance the operation of Lunit's software at Bumrungrad hospital. Bumrungrad, the only Thai hospital named as 'World's Best Hospitals 2022' by Newsweek, is one of the largest private hospitals in Southeast Asia, with 580 beds and treating 1.1 million patients annually from more than 190 different countries. Currently, the hospital is actively using Lunit AI solutions in its check-ups, intensive care units, emergency rooms, and more. Lunit INSIGHT CXR and Lunit INSIGHT MMG analyze more than 100,000 medical images that are annually taken in the hospital. Through AI, Bumrungrad aims to provide better services by timely detection of chest abnormalities and breast cancer. Lunit plans to further support Bumrungrad to drive groundbreaking medical innovation across Southeast Asia. "Bumrungrad International Hospital, widely recognized as an international medical destination, has been creating innovative clinical experiences that can serve patients' needs and solve pain points for nearly four decades. We are delighted to introduce our AI solutions to Bumrungrad, which strives to ensure a healthier life for patients. We also expect the partnership with Microsoft, a leading cloud service provider, will expand the reach of Lunit INSIGHT CXR and Lunit INSIGHT MMG into further sites across the world so that our INSIGHT suite supports more hospitals detecting critical findings." Brandon Suh, CEO of Lunit "Medical imaging has been another area of healthcare identified as 'highly potential' for artificial intelligence (AI) applications. AI would be a support tool for human decision-making, providing a second opinion for doctors' consideration during the diagnostic process. An additional benefit we anticipate for the AI system is its ability to speed up the learning curve for junior doctors with less experience in reading images," said Dr. Teeradache Viangteeravat, Director of Research and Development at Bumrungrad International Hospital. "Lunit is a world leader in this space and can provide a suite of integrated AI solutions, which support our strategic objectives. We are proud to be working with Lunit to implement world-class medical AI imaging solutions to continue delivering high-quality support that fits our patients' and clinicians' demands."

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