Looking Ahead: Healthcare Marketing Trends For 2022

Looking Ahead: Healthcare Marketing Trends For 2022

Smith & Jones shares several trends that will be critical to healthcare marketing over the coming year.

It’s a New Year and healthcare marketing is more important than ever. The effects of the ongoing pandemic have created confusion, fear and exhaustion among patients, consumers and healthcare workers. The way health care is delivered has changed dramatically over the past two years. These changes need to be considered by healthcare marketers in order to create a stronger relationship with the patients and consumers in their organization.

Smith & Jones shares seven trends that will be critical to healthcare marketing over the coming year.

1. Address burnout

Burnout is not a new phenomenon for healthcare workers. Prior to the pandemic, staff shortages and nurse and doctor burnout were a concern. This has been exacerbated by the COVID-19 pandemic, which has placed stress on healthcare workers and the healthcare system as a whole.

Smith & Jones suggests that healthcare organizations engage staff and work with them to resolve and find solutions to their daily frustrations. Taking action to combat burnout will help your workforce and potentially contribute to retention.

2. Deal with inequalities

Burnout was not the only thing brought to the fore due to the pandemic. Another factor was the emphasis on social determinants of health (SDH) and health equity. Numerous studies have been published on health disparities and the disparity in racial and ethnic death rates from COVID-19.

Smith & Jones suggests building trust with underserved communities in your organization by adopting programs to meet their needs. It is also important to help educate and support underserved populations in your organization. Use partnerships to solve problems such as vaccine reluctance. Recruit a more diverse workforce that reflects the communities your organization serves.

3. Telehealth

The adoption of telemedicine and virtual care has exploded during the pandemic. Previously, telemedicine was not widely used, but due to relaxed restrictions, clinical health workers could meet with patients via video chat and phone calls for appointments that did not require the patient to be. seen in person. The use of this technology shows promise for sustained momentum, with the extension of CMS for telehealth and remote patient monitoring.

Smith & Jones suggests that healthcare organizations should make sure that all of their patients are aware that telemedicine is an option for their care. Using communication methods such as the organization’s website, social media, email communications, and targeted advertising, healthcare organizations can educate their consumers and patients. Going further by creating online appointments, medical records, and lab results are sure-fire ways to enhance the virtual patient experience.

4. Health consumerism

Healthcare has become much more consumer-centric due to the emergence of competition everywhere. Now hospitals and healthcare systems don’t just compete with other hospitals and healthcare systems, they compete with retail companies like Amazon and retail pharmacies, as well as with stand-alone emergency care centers and on-demand virtual care companies.

Smith & Jones suggests organizations leverage email marketing strategies and “consumer-centric, data-driven content” to build relationships and brand relationships with patients and local consumers . Also focusing on improving the virtual patient experience can help retain patients in your organization rather than diverting them to your competition.

5. Fight fear and uncertainty

The pandemic has brought a lot of fear and anxiety to the population as a whole. This fear and anxiety can also be reflected in how patients feel about going to a medical agency during a pandemic. During the first flare of patients, patients were told to stay home unless it was an emergency. Now organizations are trying to get patients back and catch up with screenings and other preventable measures that were initially postponed.

Smith & Jones Suggests Healthcare Organizations Should Be Direct About Their COVID-19 Precautions; Announce safe check-in processes, share airflow improvements and deep cleaning regimes, and any other actions your organization takes to ensure patient safety. If you haven’t already, healthcare organizations should also “simplify” processes and simplify patient education.

6. Create first party data

First-party data is data that your organization collects about your audience based on behaviors found on your organization’s website or app, according to Smith & Jones.

Websites like Google or softphones like Android and IOS only share certain information with advertisers and organizations. By collecting the data yourself, healthcare organizations can gain much more information about their patients and consumers.

Smith & Jones suggests website registration, rewards and loyalty programs, and lead generation forms to start collecting this data.

7. Build and maintain trust

It goes without saying, but the trust of patients and consumers is vital to the success of healthcare organizations. By building and maintaining the trust of your patients and your community, patients will come to you before other organizations.

Smith & Jones suggests that now is the time to redouble our efforts to implement ways to build confidence. Build community through empathetic messages. Support the community with in-person and virtual educational resources. Use social media to give consumers a look behind the curtain; sharing patient stories and the personal side of staff members who go above and beyond. Make sure your post stays up to date with essential COVID-19 information and other information patients can look for.

Melanie Blackman is the chief strategy editor at HealthLeaders, an HCPro brand.

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