Beyond stethoscopes and surgeries, the healthcare industry is evolving rapidly in how providers market their services. Who knows, creativity might impact the future success of our healthcare systems!
Here are a few healthcare industry trends that are reshaping how healthcare providers connect with their audiences.
1. Personalized Patient Experience in Healthcare Marketing
In healthcare marketing (like many types of marketing), people want personalized experiences. Creative folks like designers, storytellers, and marketers can leverage their unique skills to help healthcare brands connect more personally with their patients.
Relatable and Cohesive Stories
It’s crucial for healthcare brands to be relatable and caring to individuals. It’s probably no surprise that 72 percent of people prefer messages tailored to them!¹ I like feeling as if someone is speaking directly to me, and I’m sure you do too. Creative professionals can use their storytelling skills to make healthcare services more human, putting patients at the center of the narrative and making them feel cared for and understood.
Creatives can also tailor marketing strategies to fit different preferences—for example, customizing websites and applications to resonate more with a particular target audience. Beyond visual design, they can also create compelling content and engaging campaigns. All of this customization ensures that patients are more connected to the services they access.
Leveraging creativity is changing healthcare marketing by making it more personal and friendly. Using creativity, empathy, and innovation helps build better connections between patients and healthcare providers, creating more patient-focused healthcare services.
2. Digital Transformation and Omnichannel Marketing
Creatives can also help reshape how healthcare connects with its audience online, creating seamless and engaging stories for patients. Digital creatives are vital to this narrative by contributing to the channels patients engage with.
Telling Your Story Across Channels
It’s not just about being present online; it’s about creating a cohesive and relevant experience across different channels. For example, The Mayo Clinic does this well by sharing reliable health information online and using it for marketing.² This helps build trust and leads people to their other services.
A variety of creative individuals play a role in improving digital experiences by crafting campaigns across social media, healthcare apps, websites, and more. This gives everyone a cohesive brand experience, a reliable and connected system, and a comfortably familiar experience, no matter where they interact online.
Creative minds weave these platforms together, ensuring every interaction contributes to a compelling healthcare story. Ultimately, the work of these creative professionals breaks down barriers in healthcare marketing, making it easier for people to find the information and services they need. Their innovative ideas can make healthcare more user-friendly and accessible for patients across all digital platforms.
3. Rise of Healthcare Influencers and Thought Leaders
According to a WEGO Health survey in the US, patients trust brands by how they’re advertised, creating a significant change in how information is shared and relied on in the health industry.³ Here are the results:
- 14% trust a lifestyle influencer
- 51% trust healthcare patient influencers
- 85% trust pharmaceutical brands or advertising if promoted by a healthcare advocate
Influencers Within Healthcare
Partnering with healthcare influencers is a new way to share information. Imagine a trusted individual communicating healthcare messages in a way that’s more like a friendly conversation, telling a story, or sharing information that feels more relatable and less intimidating.
Creative and marketing pros have a special knack for bringing ideas to life. They can work with healthcare experts to create informative, engaging, and trustworthy content. Clinical experts may lean towards just sharing facts, but creatives can help them blend healthcare knowledge with personal stories and experiences to make a real connection with their audience.
Strategic partnerships and authentic storytelling are changing how healthcare information is communicated. This builds stronger connections with audiences seeking reliable guidance, fostering meaningful engagement and trust in healthcare messaging.
4. AI and Data-Driven Healthcare Marketing
Ever notice how online ads seem to pop up with exactly what you’re looking for? That’s AI in action! Data-driven marketing using AI technology is changing advertising in healthcare (and every other industry), using data to target patients with precise messages based on perceived preferences and needs.
Increasing Impact with AI
AI can assist marketing pros in their work by automating tasks like marketing optimization and healthcare data analysis. AI tools can also track how well a campaign is doing, find places where it could be better, and suggest changes for improvement in real-time.
Leveraging these tools can help healthcare marketers better allocate their budget, find outlets that work best, and fine-tune messages to have the most impact. Healthcare companies can improve campaign efficiency, improve AI-driven marketing options, and ultimately get better investment results.
Hand-In-Hand with Marketing Professionals
Marketing professionals are crucial in using AI and data-driven strategies in healthcare. They’re the real experts in understanding complex data and using it to create effective marketing campaigns. Along with crafting marketing strategies using AI insights, marketing creatives can create content that speaks to specific groups, offering patients what they truly need.
BOOST YOUR HEALTHCARE MARKETING GAME
You deserve marketing pros who can help you keep up with trends in your industry. This is where we come in! At Portfolio Creative, we are committed to helping you find and hire the best creatives to add to your marketing team. Whether you need to fill short-term or long-term contract roles or find full-time team members, we can help.
We represent a carefully selected group of creative talent with skills in copywriting, content creation, design, marketing, and many more. Get in touch, and let’s find the right team members to build your brand’s marketing!
- “10 Statistics: Why Personalized Marketing Is the Way to Go.” RRD, 24 Mar. 2022, www.rrd.com/10-personalization-statistics-you-need-to-know-why-personalized-marketing-is-the-way-to-go.
- Johnson, Saskia. “Omnichannel marketing in healthcare: a beginner’s guide.” We Are Amnet, 19 Sept. 2023, www.weareamnet.com/omnichannel-marketing-in-healthcare.
- Reed, Paul and Feilding, Basil. “The Rise of Healthcare Influencers and How to Effectively Engage with Them.” Pharmaphorum, 30 Nov. 2022, deep-dive.pharmaphorum.com/digital-health-2022/healthcare-influencers.