Top 4 Healthcare Marketing Trends of 2018


Are you leveraging the top 4 healthcare marketing trends of 2018? It’s not too late!

Implementing marketing strategies is critical for your healthcare business. In order to better implement strategies, it’s important to understand current healthcare marketing patterns and trends. Even though the year has already slid into its last quarter, there’s still plenty of time to make sure you’re aware of the top healthcare marketing trends of 2018, as many of them will also play a big role in your growth strategies come 2019.


Your 2018 Healthcare Marketing Trends

Near the end of 2017, various healthcare marketing firms, including Smith & Jones, published their lists of trends that they predicted would have the strongest impact this year, and the different lists shared some common themes. The best healthcare marketing trends of 2018 will likely withstand the test of time, becoming best practices—or just good common sense—and should apply in 2019. See how (or if) these 4 marketing in healthcare trends have impacted you, or are likely to do so in the coming months:


1. Patients and employees are talking about their experiences, and you can affect the conversation: As marketers, administrators and finance team members know, CMS bases a portion of reimbursement amounts on Hospital Consumer Assessment of Healthcare Providers and Systems (HCAHPS) scores, and is continuing to give patient feedback even more consideration in their equations. So, patient opinions have the power to impact your bottom-line in a very trackable way in 2018 and beyond. Patient satisfaction is crucial to hospital success, and marketers can help create, support and publicize those positive experiences.

In addition, the internet continues to play a major role in how potential patients, employees and physicians engage with your hospital, practice and organization—and make their care and employment choices. This means that healthcare facilities should especially pay positive (and more) attention to their online portals and presence in their marketing strategies.


2. People prefer receiving relevant content instead of ads. Here’s how to deliver: As a consumer, you might appreciate the rise of ad-blocking software. But, as a pro-active healthcare marketer, it’s a challenge. You’ve had to spot the marketing in healthcare trend away from paid advertising and see an opportunity to get creative in the form of sponsored content. As a consumer, you also realize that you are more likely to be skeptical of ad content and more interested in educational content—which in 2018, as predicted by Smith & Jones, is simply outperforming display advertising. Plus, the demand for general health- and wellness-related video content continues to increase. In 2018, there’s actually been a dearth of quality health information, and smart marketers are making sure their physicians and healthcare staff are filling that vacuum with unique, branded content.


3. Data is still in demand and still difficult to manage: Everyone is interested in making decisions based on what the data says. Management is looking for data-driven approaches to healthcare marketing strategies and tactics. Data talk is easy. But understanding and gaining value from data is still difficult. In 2018, healthcare marketing software and smarter solutions are being implemented—and marketers are searching for partners who can help them not only access relevant data, but also make that data relevant. For those reasons, Marketware’s data analytics tool, Scout, has become the choice for healthcare organizations nationwide looking to transform data into outcomes.


4. The wellness movement continues to have legs—for hospitals & marketers: If you’ve been doing healthcare marketing for any length of time, you’ve seen the wellness trend come—and stay. Wellness initiatives have continued to rise in 2018, and don’t show any sign of receding in 2019. That means healthcare marketers will be providing even more information about how their organization promotes health first, along with high quality treatment, by doing such things as:

  • Creating general health education materials
  • Participating in community events that focus on health
  • Partnering with other health-centric organizations
  • Providing digital solutions that can support providers in engaging patients in their own health management

Get ahead of the healthcare marketing trends for 2019. The good news is, the trends of 2019 are shaping up to look a lot like 2018. If you’re aware of the equally important roles of personal, quality care and the world of data and digital transformation, you’re ready to end this year and start the next ahead of the healthcare marketing game.