Marketing is a fast-paced, ever-changing field, and healthcare marketing trends are evolving right along with it. In 2021, healthcare practices need to be more authentic and authoritative in order to attract new patients and re-engage old ones.
Here are the top 5 healthcare marketing trends that will be most effective in delivering results in 2021.
1. Patient Loyalty is a Top Priority
Most healthcare practices that were able to stay afloat during the COVID19 global pandemic, had loyal patients who stuck around through thick and thin.
It is extremely important to prioritize patient retention to secure your operational income in the event of a crisis.
Of course patient loyalty is generally the goal of acquiring any new patient, but what we've learned from 2020 is that -- in 2021 patient loyalty is no longer a necessity, it is extremely essential to survive any crisis, whether financial, health related or even just to continue to grow your healthcare practice.
There's nothing more valuable than a happy customer, who shares their experience with friends and family through word of mouth marketing. As you know well, it costs more to acquire a new patient than it does to retain a current one. In fact, it’s anywhere from 5-25 times more costly.
Patient rewards programs are common in healthcare, and buyers continue to seek them out for all of their purchases. If you aren't already, it's time to include patient loyalty campaigns in your 2021 healthcare marketing strategy.
Target your most loyal patients with exclusive discounts to stay top of mind when they need your services again.
Here's another trick, once you’ve developed your first patient loyalty campaign, try tweaking it and targeting special deals to your inactive sales leads.
Everyone’s inundated with emails these days. Make your email list feel like they have access to an exclusive deal and I promise you’ll see consistent engagement.
2. Social Media Authenticity is in High Demand
As with every other industry, social media has become one of the most powerful tools for healthcare marketing as well.
However, healthcare social media marketing is plagued by repetitive, sales-y content that gets little to no engagement online.
The solution is social media authenticity.
Say NO to stock images, unless they are customized specifically for your brand. Check out this post to see how stock photos are causing your healthcare practice more harm than good.
Create social media posts that are true to the branding of your healthcare practice and show not just what you do, but also who you are.
Potential patients will engage with healthcare brands that they feel emotionally connected to. And social media algorithms are constantly getting better at identifying the content that users want to see.
In 2021, social media will continue to be a trend in healthcare marketing, but social media authenticity will make all the difference.
3. Attract More Patients with Captivating Content
Today’s social media driven world is pushing more and more patients to research healthcare practices online before committing to a specific procedure or healthcare provider.
In 2021, healthcare practices need to harness the power of captivating content marketing to draw them in.
Because sharing valuable and captivating content consistently, builds trust and in time your content will increase revenue at your healthcare practice.
If you aren't sure where to start or how to create an effective healthcare content marketing strategy, here are a few questions to consider:
What are the common questions that your patients ask?
What pitfalls can you help them avoid in choosing the right provider or deciding to have a procedure?
Now you can build a solid healthcare content marketing strategy around similar questions and provide answers to those questions with educational blogs, medical videos, and graphics that will build their trust in your healthcare brand.
In order to connect with your patients, it is important to provide the content that they’re looking for.
A general rule is to create content that is:
But if you want to produce content that truly converts, grab this free downloadable content marketing guide that we've created to help you get started.
4. Medical Video Content Continues to Dominate
In 2021 video will no longer be a luxury, but a necessity for effective healthcare marketing. Check out this Youtube video if you're skeptical and need 10 reasons to invest in video marketing at your practice.
Patients love to research before and afters before committing to a healthcare procedure, and medical video content is the most authentic way to demonstrate your skills, your company culture and the best results that your healthcare practice has achieved for similar patients.
But there's more.
Did you know that optimized video content can boost your website to the first page of Google?
In some cases, it can make a website 53 times more likely to show up on the first page of search engines.
Let's be honest...
Would you rather click on a text result on google search or a video result that provides a visual response to your search query?
Let's face it.
Videos are proven to drive conversions.
The more your potential patients can see, the more they’ll believe and feel more willing to spend.
5. Eye-Catching Visuals are in High Demand
Attention spans are short these days.
Your audience is inundated with tantalizing headlines and visuals all created to make them click, sign up, or follow.
Visually-appealing content is the key to standing out in a crowded digital space. Infographics, gifs, and videos are all excellent ways to quickly convey a message and leave a lasting impression of your healthcare practice.
If you create a lot of written content definitely consider the visual layout of text-heavy content.
Use these techniques to make your long-form written content more visually appealing:
Make sure your written content is easily scannable with headlines and short paragraphs.
Use bulleted lists (like this one!) to highlight key points.
Break up sections with images that guide the reader’s eye through your content.
This will keep you one step ahead in the healthcare marketing arena in 2021, where everyone’s competing for audience engagement.
In 2021 Healthcare Marketing Will Continue to Evolve
Healthcare marketing trends are guaranteed to change, but patients still want the same things they always have: to find a healthcare provider who’s knowledgeable, genuinely helpful and produces great results.
What’s changed is how patients find and build trust with those healthcare providers.
Healthcare brands that effectively implement these healthcare marketing trends in 2021 will be ahead of the curve.
Are you ready to get your healthcare marketing efforts up to speed for 2021 and beyond?
It's time to start dominating my friend.
If you need extra help, feel free to check out our healthcare marketing agency, Visual Vybz Studios where we make healthcare marketing look easy. Contact us today to schedule a complimentary 30 minute consultation to find out how we can help you.