Healthcare Marketing Trends in 2024

Author: Karthik Ravindran

Emerging Healthcare Marketing Trends – 2024 

The healthcare industry is seeing profound transformation and is embracing improved healthcare marketing strategies to meet the evolving expectations of healthcare consumers. Below are some of the emerging healthcare marketing trends for 2024 and beyond.

Healthcare Content Becomes More Authentic, Credible, and Patient-Centric

Modern-day consumers are updated and aware of using healthcare resources and as a result, there are nearly 70,000 health-related searches per minute. Audiences are actively consuming healthcare content and are reliant on the resources that educate them on a day-to-day basis.

As an emerging healthcare marketing trend in 2024, marketers need to invest in quality and creative content for each of the audience segments.

In the case of B2B healthcare marketing, the primary focus should be on the quality of the content represented using different content formats. The content can include detailed case studies, creative infographics that simplify the data and facts, easy-to-understand, and detailed how-to guides regarding a specific product/service.

In the case of B2C healthcare marketing, the primary focus should be on engaging the audience with informative and educational content. Healthcare organizations can provide patient-specific guidelines for maintaining their health conditions, informative booklets on the healthy routines post-surgeries where elderly patients can rely on it whenever they find it difficult to follow their post-surgery routine, etc.

Likewise, healthcare content is going to be a primary aspect where healthcare businesses and organizations invest. Also, healthcare marketers are increasingly investing in leveraging short-video content formats to keep the audience engaged for the long term by providing information in bits and pieces.

Generative AI 

As discussed above, producing relevant and credible healthcare content is going to be the biggest support for healthcare businesses and organizations to keep their audience satisfied and engaged.

To fulfill this need for healthcare content, businesses are going to embrace generative AI in a fulfilling way that instead of replacing human expertise generative AI will be actively leveraged in decision-making and content formation that later can be calibrated with facts, stats, and intense insights by humans.

Generative AI is an important aspect of emerging healthcare marketing trends. Marketers and healthcare organizations will not hesitate to invest in Generative AI that helps to generate coherent and contextually relevant texts, images, video, and audio that help to enrich healthcare marketing efforts.

Apart from healthcare marketing, generative AI will be leveraged in various ways including drug discovery, patient data generation, medical image analysis, disease prediction and preventive healthcare, enhanced natural language understanding capabilities for electronic health records (EHRs), generating personalized treatment plans by analyzing patient data, etc.

Additional Read: Healthcare Email Marketing – Strategies, tips, and best practices

Personalized Patient Experience

Personalization is not a new demand in the healthcare industry. Healthcare target audience demands personalization as it justifies the fundamental principles of a patient-centric approach, improved personal care, enhanced patient satisfaction, and patient empowerment.

Personalization is one of the biggest emerging healthcare trends for healthcare technology companies and businesses are consistently trying to leverage various technologies to provide seamless personalized experiences for their target audience.

As the emerging healthcare marketing trend, organizations will leverage the best possible solutions including AI to provide personalized and precision medicine as per the individual lifestyle and genetic factors.

Healthcare is inherently personal and healthcare organizations will effectively leverage this need of the target audience. They initiate providing individual and tailored experiences more legally and ethically, along with transparently addressing the privacy concerns of the target audience.

Improved Access to Virtual Health and Telemedicine

The integration of virtual health into healthcare marketing strategies is one of the essential healthcare marketing trends for hospitals. Patients will increasingly use telemedicine and take the benefits of virtual health.

Although the concept of telemedicine and virtual health became popular during the times of COVID-19, patients are embracing telehealth facilities due to the convenience and easy process.

In the upcoming years, healthcare organizations will effectively plan their remote care process and invest in technologies and trends of virtual health. Some of the trends that will add value to telemedicine marketing strategies include digital therapeutics, remote monitoring of patients, taking care of the elderly using virtual health and limiting hospital visits, AI-powered virtual care solutions, inventing case-specific wearables, etc.

Enhanced Efforts in Social Validation 

Healthcare decisions can be complex and intimidating for patients and consumers and often they seek validation from their peers, family, and friends before opting for a healthcare service/product.

Providing social proof to your target audience is going to remain relevant for the years to come and every year healthcare organizations brainstorm new and updated ways to gather social validation.

Healthcare organizations become more proactive in planning social validation and focus on humanizing their healthcare brand with positive testimonials, success stories of patients overcoming critical health conditions, showing the treatment process, etc.

Healthcare organizations will embrace the power of leveraging the influence of real people including patients, physicians, and experts to build trust and credibility of the healthcare brand.

Additional Read: How to Build a High-Converting Landing Page for Healthcare Campaigns

Embracing Wellness and Mental Health Technologies 

Mental health and its treatment is always a challenge for healthcare organizations as patients hesitate to talk about their mental health and often it is misconceptualized as mood swings among themselves and patients remain unaware of their mental health status. To effectively address these concerns, many healthcare organizations are effectively adapting technology and AI to create user-friendly applications, treatment processes, and diagnosis methods of mental health.

Niche healthcare organizations that specifically focus on mental healthcare products/services will invest in mental health technology solutions that ease their process of interaction with the patients, remove the stigma of mental health, and give patients easy accessibility to mental health services.

There are numerous ways for healthcare organizations to explore mental health solutions including applications that track sleep cycle, wellness apps that interact and record patients’ speech patterns, apps to monitor stress levels, virtual mental health help centers to provide convenience and ease of access, mental health wearable’s, therapeutic gaming, etc.

Conclusion

Healthcare marketing trends predominantly depend on the location, lifestyle, cultural aspects, and healthcare system. While many healthcare trends talk about leveraging AR (Augmented Reality) and VR (Virtual Reality), healthcare organizations continue to invest in marketing strategies that are easy to implement and effective for patients/target audiences.