Healthcare Marketing Trends for 2017
We’re now well into the year 2017. With seven months under our belts, we’ve so far witnessed the 45th President of the United States getting inaugurated. Peggy Whitson set a record for most days spent in space by a United States astronaut. The New England Patriots, the Golden State Warriors and the Pittsburgh Penguins all brought in championship trophies… again! And, in just three weeks, portions of the United States will be able to see a total solar eclipse. Whew! What an exciting year in pop culture, in the sports world and in science.
It is also a memorable year in the healthcare industry. The advancement of technology has created change; good change. Here are four marketing trends in the healthcare world in the year 2017:
1. Consumers Readily Conduct Research – According to a Pew Research study, one in three American adults have gone online to figure out a medical condition. Patients are no longer solely depending on their physicians to diagnose them. Sites like WebMD are the new thing. Healthcare marketers have a unique opportunity to market directly to the consumer. Capitalize on the opportunity for digital ads on these high traffic websites.
2. Reviews Rule the World – Physicians are more likely to be chosen based on their online reviews as compared to a blind referral; therefore, physicians have to market themselves more than ever. What do you represent that your online review does not show? Your unique services are what helps you stand-out among your competitors and aside from your online rating. Listening to feedback and managing your online reputation are paramount.
3. Physicians Are Still Your Audience - Ogilvy CommonHealth Healthcare Marketers Trend Report 2016 says 93% of pharmaceutical, biotech, medical devices and diagnostic companies state physicians are the most important target group for their marketing efforts. The same report says this statistic isn’t surprising; physicians have always been the healthcare marketer’s primary audience. Insurance companies and patients are the second target group. With that being said, healthcare marketing materials must appeal to a wide audience while still feeling personalized to each group’s needs. .
4. Digital Healthcare Marketing Equates to Multi-platform Direct Marketing – Yes, digital ads are popular. Yes, online reviews are extremely prevalent. However, do not forget to retarget and hit your target audience on multiple platforms. Consumers have access to dozens of physicians and providers, but your ability to touch them multiple times is what will help you succeed in 2017.
DMN3 says there is a growth in marketing budgets, and they predict tons of digital marketing ads will soak up some of that budget. Don’t go head-to-head with your competitors; stand out by creating a multi-platform direct marketing campaign with L & D Mail Masters.