With 2024 upon us, you've already outlined your organization's revenue
goals for the coming year. But have you figured out how you're going to achieve
them? The healthcare market gets more crowded and competitive each year.
However, there are key strategies you can implement to ensure that your message
reaches the right consumers at the most opportune time(s) to drive more
patients to your practice. Below are several top healthcare marketing trends to
help you and your team meet and exceed your goals for patient acquisition,
revenue, and growth for 2024 and beyond.
Implementation of an Integrated Communications Strategy: In today's fiercely competitive
healthcare market, an effective healthcare marketing strategy requires the
seamless implementation of an omnichannel approach and an integrated
communications strategy. The omnipresence of new media, from streaming services
to diverse social platforms, necessitates reaching target consumers across a broad
spectrum of channels. Engaging with audiences at every stage of their journey is
crucial for success. You must reach potential health consumers who:
- Have never heard of you
- Have heard of you but don't need your services right now
- Those who DO need your services and are currently considering their options
- Those who are in the decision-making phase and are ready to schedule an appointment.
- Those who've engaged with you in the past but who have become unengaged.
By approaching communications and marketing in an integrated,
comprehensive way across all the most popular channels in your target market,
you'll increase your reach as well as your rate of return on your marketing
dollars spent via:
- Traditional media (TV & Radio)
media (websites, social media, digital marketing)
- Streaming ads
- Email marketing
Simultaneously, aligning marketing
efforts with a broader communications strategy is essential. Integrating
marketing within this framework enhances brand awareness, ensuring consistency
across various communication channels. The integrated communications strategy
encompasses media relations, both earned and paid, for amplifying messages
beyond the existing audience. It extends to internal and external
communications, covering announcements, speeches, employee communications, and
newsletters. Advertising plays a role in general awareness, while marketing
targets specific audiences, engaging and converting prospective consumers into
patients. This integrated approach optimizes reach and return on investment,
reinforcing brand strength across the evolving media landscape.
- HIPAA compliance is more
critical than ever, and the impact of HIPAA on healthcare marketing in
2024 cannot be overstated. Due to increased, ever-changing regulations
throughout 2023 and ongoing, HIPAA dramatically changes healthcare
marketing, especially digital marketing. New and different privacy regulations
and laws governing the use of personal health information (PHI) continue
to unfold as more regulations are enforced, and new laws are passed
federally or statewide. Some of the patient
privacy regulations announced in 2023 will become
enforceable in 2024. Many marketing tactics you've relied on in the past
for tracking and retargeting consumers online are now considered a HIPAA
violation. Therefore, to protect your organization from breaches, lawsuits,
and penalties, you should consult experts who can navigate HIPAA
regulations, including legal and healthcare digital marketing experts who
are familiar with HIPAA.
Patient Empowerment /
Self-advocacy / Consumerism - Today's patients
take a MUCH more active role in their health care. Many patients in your target
audience are much savvier than patients of the past. Patients research
symptoms, potential diagnoses, treatments, and more before deciding where to
get medical care.
Therefore, including searchable, credible medical
information in your content strategy is critical to driving these informed
patients to your practice. By providing medical information and search-engine-optimized
health articles in your content strategy, patients can find your content when
they're researching, which helps increase brand awareness, establish
credibility, and drive consumers to your organization.
Reputation management initiatives. Because patients are savvy consumers who spend a lot of time online, managing your online reputation and user-generated content (patient reviews, etc.) is also essential for 2024.
Social media as a search
engine - The social media landscape is ever-evolving. TikTok
has become all the rage - it is a goldmine of opportunity and a landmine of
potential pitfalls that can take down your organization with one misguided
15-second video. Therefore, many healthcare organizations have been reluctant to
engage on TikTok actively, but it's becoming necessary as it takes over for Google
search. What does this mean to you? Many consumers (prospective patients of
all ages - not just the younger demographic) now search for information on
TikTok instead of searching on Google. That means if you're not on TikTok,
you're missing out on all those potential patients looking up symptoms and
health information by searching within their TikTok app instead of going to
Google or other search engines.
If this sounds like a lot
to plan, create, and manage, it is. With so many facets and components required
to achieve desired results in healthcare marketing, it's becoming increasingly difficult
for one healthcare marketer or a small healthcare marketing team to have the
expertise and capacity to execute all the above aspects of a healthcare
marketing strategy effectively. Most marketers have strengths in certain areas
of marketing but not others. Even generalists may struggle to manage everything
due to the sheer volume of work involved in creating, monitoring, and measuring
ROI and maintaining all the content required to be as effective as possible.
The healthcare marketing team of consultants at CMG Health Marketing can
help you manage all or part of your healthcare marketing strategy as needed so
that your team can focus on what they do best, and we can do the rest. From
analyzing your target market and mapping out a strategy to implementing best
practices and measuring ROI, our team of healthcare marketing experts can
assist with any and all of your marketing efforts to ensure you achieve your
goals for the most productive and profitable 2024.