Like healthcare itself, the digital marketing landscape is ever-changing and introducing new ideas, technologies and strategies at a rapid pace. 2016 looks to be no different than past years, with more growth and more new ways to engage site visitors and potential patients.
Check out our Top Digital Marketing Trends in Healthcare in 2016 infographic that highlights the trends we see coming, and read this post for more information on where to focus your time and resources in 2016.
Consumerism
It’s no secret that the relationship between patients and their healthcare providers is changing. Minute Clinic, millennials, Dr. Google, online lab ordering, and telemedicine options are becoming more popular and are driving much of the conversation in healthcare. Driven by approaches such as the Triple Aim as well as changing incentives, healthcare providers are increasingly focused on improving health at the population level. At the same time, top consumer brands such as Starbucks and Amazon have raised the bar with their loyalty programs.
Transparency
Consumers are demanding more from organizations and brands. Healthcare is no exception and this year will see a continued rise of transparency-focused initiatives from hospitals and health systems.
Ubiquitous Search
Search has taken on a new life — and it is everywhere. From OS-integrated searching to virtual assistants like Siri, Cortana and Alexa, your data is being used in more ways than ever. While Google is still critical to being found, there are numerous other points to consider in the way your organization is discovered.
Email Automation
Many sources are indicating that 2016 will be the year of email automation and greater levels of personalization. We’re seeing that trend in healthcare as well. Gone are the days of the one-size-fits-all monthly newsletter. Savvy healthcare marketers are creating tailored email experiences designed to maintain engagement with healthcare consumers during critical decisions.
Content Marketing
Not a new concept, but healthcare marketers are reinvigorating their efforts and reimagining what a branded content hub means for their organization. Early forays into blogs and online magazines are taking a new turn. While some are headed toward Buzzfeed-style articles with attention-grabbing headlines, others are refining the approach. The next generation of healthcare content marketing promises to be more evolved, more audience-oriented, and less navel-gazing than ever.
Disruptive Innovation
With all of this disruption in the healthcare industry, we’re seeing increased focus on new kinds of innovation. Incremental improvement is no longer enough. Leading organizations are borrowing methodologies from startups — design thinking, minimal viable products, business model innovation — to be part of the disruption. Watch for new ideas and startups to grow from within the walls of healthcare organizations across the nation.
Check out the Top Trends infographic!
Want to learn more or share some of the trends with your colleagues? Check out the infographic below.
