Predicting the future in healthcare marketing is difficult. The constantly evolving target is hard to hit because you have to factor in two separate industries: marketing and healthcare. Whenever the marketing industry undergoes reform, marketing has to transform to keep up.
Here are five trends that are changing healthcare marketing:
Influence of technology on patients and doctors
The impact of our big data and technology-driven world is not new to healthcare. However, it affects operations, patient-doctor interactions, and treatment options greatly. Patients are now approaching their treatment and health issues quite differently: they research their health conditions and treatment options before and after visiting the doctor’s office.
Doctors have also been empowered with a new level of information and accessibility. They now have instant access to patient records and resources, resulting in a greater level of collaboration and speedier treatments.
Evolution of marketing
Marketers are more responsible for revenue than ever before, and it is no different in the healthcare industry. Guiding buyers through the sales funnel and managing relationships is no longer enough. The consumer now has the tools and control to influence his own decisions.
It is important for brands to give their customers memorable experiences that promote emotional connections in today’s marketing landscape. This is especially true for the healthcare industry, which is emotionally driven. As the healthcare industry changes, so does the marketing industry.
Certain policy changes have put emphasis on a patient-centric healthcare approach. The focus of the healthcare industry is also shifting from the management of symptoms and diseases to overall health management. This mindset shift has changed how doctors look at the patient as a whole.
Moreover, patients are changing their approach to why, how, and when they receive treatment. This is causing a shift in business models in the healthcare industry.
Shifting business models
Patient-centric and outcome-based approaches have brought along regulatory pressures, causing healthcare facilities to adopt scalable and streamlined approaches to their workflow. The shift from disease and symptom management to holistic treatment has also led to staffing changes. Hospitals are increasingly being forced to employ well-rounded and diverse work personnel.
For healthcare marketers, the business models are also changing. With technology innovation, policy changes, as well as a potent millennial influence that drives behavioral shifts in healthcare professionals and patients, it is also fair to say that audiences are changing from a marketing perspective.
Audiences are highly informed and no longer bound by locations and geographical backgrounds. Engaging the audiences with useful content across all platforms is essential in today’s marketing era.
Rise of preventative and precision medicine
The healthcare industry is shifting from treatment-based approaches to preventative ones. There is a greater focus on wellness, vaccinations, screening, and exercise, which indicates a shift to the holistic approach.
Precision medicine is a major breakthrough in the improvement of individual health as well as disease treatment and prevention. It prevents and treats illnesses based on a person’s environment, genetic makeup, and lifestyle.