What are the latest trends and innovations in digital marketing for healthcare?

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The healthcare sector is unique. It's heavily regulated, complex, and concerned with the important task of improving and saving lives. It's also one that has experienced a seismic shift over recent years in how companies within it advertise themselves, which is largely thanks to the ever-evolving technology used in digital marketing for healthcare.

While it was once a peripheral consideration in the sector, digital marketing is now front and centre and pivotal in enhancing patient engagement and outreach. Gamification is just one example of a technology that can have a huge impact on employee and customer engagement, as was seen at the Edwards Lifesciences Kick-off Challenge in Madrid.

As these technologies grow and develop, so do the strategies used in digital marketing for pharmaceutical companies, clinics, hospitals and medtech suppliers. Furthermore, as a brand or marketing manager in this field, it's crucial that you're up to speed with what the leading operators are doing in this space.

That's precisely what we examine in this article, so be sure to stick around as we look at what's hot and what's not right now in digital marketing innovation and trends.

VR & AR in digital marketing in healthcare industry settings

In the not-too-distant past, Virtual Reality (VR) and Augmented Reality (AR) still existed on the horizon of what would be possible in digital marketing in healthcare industry settings. However, these technologies are now making serious inroads into a variety of healthcare fields.

VR in digital healthcare marketing: VR headsets can offer an exceptionally engaging and immersive experience for a wide range of stakeholders, from potential patients to healthcare professionals. Ideal for showcasing medical facilities or even procedure simulations, they offer a hitherto unprecedented level of clarity. This clarity builds trust, and with an interactive element, the technology can communicate the features and benefits of what healthcare companies are providing in a way that brings the subject to life - a key element in the process of building engagement through digital marketing - hence its increasing popularity.
AR in healthcare digital marketing: AR differs from VR in that it overlays digital information over the real world and it's being used by marketers in a variety of different ways. One use case is in patient education, making complex medical procedures more understandable to the layperson. It’s immersive tech that can also be used to offer augmented tours of medical facilities and convey your authority in your field. It’s another option to consider in your digital marketing for healthcare as we move through 2024.

The use of AR and VR in healthcare marketing serves to educate and engage patients and as a truly innovative way to market your services and products. It’s an approach that sticks in the minds of everyone involved and can give you a real edge.

An increasing focus on mobile-first strategies

Given that estimates show 80-85% of Europeans use a smartphone on a daily basis, it makes absolute sense for digital marketing for healthcare companies to leverage the fact. The ubiquity of smart devices means that society is increasingly dependent on mobile technology, so the marketing content for healthcare products and services should be developed to offer an optimal experience on a smaller screen.

Before smartphones became so widespread, digital marketing in healthcare industry circles involved much more of a scattergun approach. However, the pervasive use of mobile devices means that patients can be reached directly, no matter where they are. This immediacy makes a mobile-first strategy essential for modern healthcare marketers.

Mobile-first digital marketing in healthcare in practice

So, what does a mobile-first strategy look like as part of digital marketing for healthcare? Well, it means the provision of mobile apps, SMS appointment reminders and telemedicine consultations. Responsive website design is also critical to ensure the best experience for visitors - in fact, it’s a non-negotiable, and something patients expect as standard.

Perhaps the biggest reason why mobile-first is on-trend this year is the commercial edge that it gives to healthcare companies. Amongst the many advantages of this kind of approach are:

Increased accessibility

Being able to market directly to so many people results in an increased accessibility and uptake. This also makes your products and services available to underserved populations who may have only been able to access the internet via a mobile device.

Improved patient engagement

Better accessibility means better, more interactive experiences, which naturally leads to improved patient engagement. Mobile apps, for instance, allow customers to contact you more quickly, monitor their health in real time and receive personalised health reminders. All this feeds into positive experiences and a boost in loyalty, satisfaction and retention.

By taking this route, you not only show yourself to be a company that’s got its finger on the industry’s pulse, but it also allows you to ably meet the expectations and needs of increasingly digital-savvy patients.

digital marketing in healthcare industry

Interactive media content marketing

As can be seen by looking at event trends for 2024, there’s a move toward engaging, highly personalised interactions with customers. The same can be said for digital marketing in healthcare, which is experiencing a surge in the consumption of video content to convey complex medical info in a relatable way.

For example, video patient testimonials offer an impactful and unbiased form of digital marketing that serves to engender trust by showcasing real-life success stories. Anxiety can also be reduced for patients about to have a procedure via live Q&A sessions.

This level of engagement can be taken to the next level with media that’s not just viewable but also interactive. We’re talking about healthcare facility virtual tours, patient-controlled symptom checkers and educational games. This approach directly involves people in the learning process and leads to higher customer satisfaction and improved health outcomes.

The rise of e-health services

Encompassing telemedicine, electronic health records (EHRs), remote patient monitoring, and electronic prescribing, to name but a few of the components, e-health services are continuing to grow in popularity. Digital tech is increasingly being integrated into our everyday lives, and the mobile-first approach mentioned earlier is at its centre.

Due to becoming an essential part of modern, convenient healthcare delivery, e-health services like these are being promoted via digital marketing for healthcare companies. Attention is being drawn to them by SEO-optimised FAQ content, as well as articles that educate patients on the advantages of e-health services and exactly what’s possible.

User testimonials again feature here, with compelling messaging about the convenience and efficacy of interacting with healthcare providers in this way. Benefits like the lack of need to travel can be particularly advantageous for patients, especially for those with mobility issues.

Focusing on ethics and sustainability

We live in an age when everyone is super-conscious of the need to do everything they can to protect the environment, and nowhere is that more pertinent than digital marketing for healthcare. Being seen to be following sustainable practices is essential for your brand image.

As a consequence, there will continue to be an intense focus on this aspect of digital marketing for companies around the world in 2024. While healthcare protects the well-being of its patients, your digital marketing needs to focus on protecting the planet. This means an emphasis on reducing paper use, eco-friendly server management and any other move that demonstrates a commitment to environmentally friendly practices.

Sustainability is only part of the picture

Protecting the planet, however, is only one side of the equation, with ethical marketing being the other arm of corporate responsibility. Trust is of huge importance in the healthcare sector, and it's fostered through transparency in communication and the services and treatments you offer.

That's why 2024 will continue to see companies keen to show their dedication to honesty and accurate information in their messaging. Another ethical practice that falls under this umbrella is a commitment to minimising medication and medical waste.

Talk to the experts in digital marketing for healthcare today

Effective digital marketing in healthcare requires a solid approach that leverages the latest techniques and focuses in the sector. As we've seen here, success involves using a mobile-first strategy that employs the latest innovations while also being ethical and sustainable. There’s a lot to consider, which is why having an expert on your side is advisable, and at MCI, we have the expertise you need.

The MCI team is replete with the know-how and experience you need to take your digital marketing to the next level. We’re also ahead of the curve when it comes to the latest practices, meaning that you won’t be left behind by your competitors with us at your back.

So, if you're looking for assistance in this area from a company you can trust to deliver meaningful results for your bottom line, you can find out more about what makes us different by visiting our website. However, if you’re keen to get started, don’t hesitate to contact us today, and we’ll do what we do best from minute one.

MCI Content Team

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