In 2022, no medical practice can afford to be lax when it comes to marketing; falling behind in this regard means losing patients to others who are doing better. A key component of marketing is a forecast of future trends. A new year brings with it renewed competition, as other practices will be looking to capitalize on the same new trends.

Let us discuss 5 trends we believe will be important for healthcare marketers who are looking to refresh their marketing strategy to reach a wider audience.

1. Understanding generational and cultural differences

Embracing multicultural and multigenerational thinking, by appealing to the tastes and attitudes of different groups within the patient population, is an effective and timeless marketing strategy.

Consider the following to create a truly authentic marketing strategy that successfully addresses cultural and generational differences:

• The demographic nature and breadth of your targeted audience
• Understanding what the target audience wants from their healthcare provider
• Effective communication of messages and your practice’s goals and success stories with the audience through modern and accessible means a
• Understanding and leveraging your competitive advantage

2. Integrated care systems

Integrated systems offer convenience; a factor that is of the utmost importance to the modern consumer. Whether healthcare professionals are contacted for a routine checkup or a trauma case like a patient showing their degloved face picture, access to healthcare services when and where they are needed is a prospect that will always appeal to patients. As this sector of the healthcare market continues to expand, independent practices and even hospital systems will begin to feel the pressure.

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3. Telehealth is here to stay

As the only safe and viable solution to delivering care during a pandemic, telehealth grew significantly in popularity over the past two years. Though the need for it has waned recently as states have begun to open up, telehealth will continue to offer an outstanding alternative to those seeking behavioral or specialty care without leaving the comfort of their homes. Though it may still be too early to say the pandemic is nearing an end (especially with the recent emergence of the Omicron variant as a variant of concern), telehealth will most assuredly retain its place as a popular medium of healthcare when it does, eventually, conclude.

4. Incorporation of traditional techniques in your “all modern and all digital” marketing format

It was only a few short decades ago that traditional marketing reigned supreme; up until very recently, there were simply no viable alternatives to television, print, radio, etc. when it came to reaching the widest possible audience. However, marketing methods have evolved since then, necessitated by the need to keep up with ever-changing consumer behavior.

These days consumers simply do not have the time to sit through an entire TV ad or read every last detail on a billboard; the internet has proven itself a far more convenient medium for consuming information in short bursts, at your own convenience. To remain relevant, marketing has shifted to the digital realm, so much so that many these days forego traditional methods entirely.

However, doing so might not be the best way forward. For example, leading Jacksonville men’s clinic helping men with PE take a varied a long term approach including traditional and digital methods. While many of the concepts used in traditional marketing are, in fact, outdated, that does not mean billboards, print ads and the like are entire without merit. Running campaigns over traditional mediums can, in many cases, improve digital visibility and traffic. A television ad, for example, can reinvigorate interest in a brand, leading to greater search traffic and more visits to the website.

Integrated marketing strategies can offer the best of both worlds, as it were, and so it is likely we will see more and more marketing teams adopt this methodology moving forward.

5. The ever-changing nature of the social media landscape

Facebook has, for many years, been the dominant platform for social media marketing. However, it is safe to say that the past few years have not been kind to the website.

Controversies ranging from the whistleblower leaks to the #StopHateForProfit campaign of a few years ago have done considerable damage to the platform’s reputation, leading to many advertisers pulling their ads off of Facebook and Instagram. Despite these challenges, businesses still recognize the potential of Facebook lead generation to reach targeted audiences and drive conversions, albeit with a more cautious approach.

As a result of all of these events, Facebook no longer enjoys a place as the de-facto platform that marketers turn to for social media advertising; the willingness to turn to other platforms has ever increased.  Platforms such as YouTube, Twitter, Snapchat, and LinkedIn host content that appeals to users of all ages.

With Facebook now dethroned as the king of social media marketing, the landscape will continue to evolve as all of the platforms battles for supremacy.