The healthcare industry is evolving. The shift toward value-based care has brought with it changing priorities for healthcare consumers and marketing professionals.
As the modern landscape evolves, it’s crucial that marketers align their efforts with these changes in order to engage their audiences, successfully acquire new customers, and retain existing patients.
One of the most notable areas of constant change is the evolving digital marketing landscape. As consumers begin taking more responsibility for their individual health, they now hold healthcare providers to a much higher standard – and digital is a big part of that.
In fact, a recent study found that 90 percent of those surveyed wouldn’t hesitate to leave a provider that isn’t offering satisfactory digital experiences. What’s more, 88 percent of respondents younger than 40 said they’ll choose their next provider based on how strong their online experience is.
Marketers must now look to their digital efforts as a core driver of value for consumers and patients. Given the frequent changes impacting the healthcare industry, it’s important marketers recognize the emerging changes impacting search, content, social media, and overall user experience.
In this post, we’ll explore four digital marketing trends that are shaping the success of modern healthcare marketing.