According at Adage, the healthcare industry is one of the 10 biggest categories of ad spending in the United States. As a leading ad spender, keeping up with the ever changing marketing world is important. With growing technological advances, many healthcare providers are ditching traditional approaches and shifting to digital media strategies. Some notable marketing trends in the healthcare industry are the rising strong social media presences, the implementation of mobile applications, and the utilization of data. As digital media continues to progress and transform, the healthcare industry is one board. A big trend in the healthcare industry is the utilization of data in marketing and media efforts. Data has become very important to Marketers. Marketers are analyzing user engagement and using it to create value. While healthcare marketers have to remain cautious when it comes to ad content, according to Adage.com, many healthcare providers are ditching traditional approaches and indulging in personal stories of doctors and patients across digital platforms with the belief that the content creates stronger patient loyalty and interest. It is no secret that social media can play a big role in branding and consumer interactions. Healthcare companies are increasing their presence on social media in order to generate brand awareness and connect with consumers. In fact, according to LinkedIn, 26% of hospitals in the United States participate in social media. Social Media is giving healthcare companies an opportunity to build relationships with current and new patients and network with providers. According to Forbes, 65% of chief marketing officers say they use social media to drive business and build a digital brand. Social media is allowing healthcare companies to gain trust and loyalty with users in an affective and personalized way. Adweek mentions, 60% of social media users are more likely to trust social media posts by doctors than any other group. Considering there are many young social media users, strong social and other digital strategies give the healthcare industry to reach a market that may have been a challenge before.
(Source: PEW Research Center)
Along with the rise of digital media, comes an increase of mobile app usage. More time each year is being spent on mobile apps (see chart below). According to comScore, mobile apps account for 57 percent of all digital media usage, and smartphone apps alone capture more than half of digital media time spent. More and more healthcare companies are implementing mobile applications to connect with patients and providers. Like social media, apps make users experiences easier and trackable. According to Forbes, by 2018, it’s estimated that 65% of interactions with healthcare facilities will occur by mobile devices. Mobile apps are a way for consumers to easily connect with healthcare companies and for healthcare companies to reach their goals, such as booking appointments or registering. MDLIVE, a telehealth provider, launched Sophie, an Artificial Intelligence chatbot. According to Business Insider, MDLIVE found that the chatbot was 50% more effective in gaining registration than traditional methods, such as email campaigns. With the adoption of artificial intelligence and chat rooms, there have been more effective interactions between patients and healthcare providers. (Source: eMarketer)
As the digital media world continues to grow, where will the healthcare industry go next?