The Future of Healthcare & Digital Marketing

Digital marketing is a pretty hot topic in the healthcare industry, especially with the strict compliance regulations that healthcare organizations have to be mindful of. While healthcare has traditionally lagged behind other industries in the adoption of digital, there are many organizations that are already utilizing digital and inbound marketing. Additionally, with the increasing popularity of mobile devices, some organizations are already present in the mobile landscape, too.

So, what does the future hold for digital marketing in healthcare? We’re glad you asked.

First, let’s take a look at the many different segments of the industry that are already embracing aspects of digital. Check out these eye-opening stats:

• 72% of Internet users look online for health information
• Physicians spend twice as much time using online resources, as compared to print, when making clinical decisions
• 59% of caregivers with Internet access say that online resources have been helpful to their ability to provide care and support
• 41% of people said social media would affect their choice of a specific physician, hospital or medical facility
• 60% of doctors say social media improves the quality of care delivered to patients
• Healthcare companies that blog see 55% increase in traffic

With the increase in purchases and usage of mobile devices, it’s crucial that healthcare organizations include mobile in their digital strategies.

• 44% of patients who found healthcare providers via their mobile devices scheduled an appointment
•  1/3 of patients use a mobile device on a daily basis to conduct health research and/or to book an appointment

Did you know that healthcare organizations that use an integrated marketing approach are showing bigger gains in revenue, education and patient engagement?

On that note, let’s talk about where the industry is headed. As you’re thinking about digital marketing and the mobile landscape, you might be nervous about standing out from and/or catching up to the organizations who are already there. We have four main areas that you can focus on that will help make you a key player in the future of healthcare digital marketing:

1. Personalization – don’t be a robot.
2. Lead Nurturing – create relevant, helpful and educational content that will speak to your leads in each target persona group and in all stages of the buyer’s journey.
3. Building Trust – establish your organization as a thought leader. Answer people’s questions and address their concerns.
4. Compliance – ensure you’re aware of all compliance regulations that relate to the marketing activities you’re doing. Partner with a digital marketing firm that can adapt to changing regulations and is familiar with the healthcare space.

Interested in learning about these four areas more in-depth? Lucky for you, our recent on-demand webinar features Pyxl’s president, Josh Phillips, discussing the future of healthcare and digital marketing. You can download the webinar here.

Updated: Apr 13, 2022