Digital marketing trends in the health sector
The pandemic is changing the way brands in the healthcare field and people communicate from one day to the next. Digital marketing trends in the health sector are evolving quickly, constantly changing and adapting to match the ever-changing needs of the people. Due to this, knowing the digital marketing trends in the health sector is essential to connect with users.
The HealthCare Industry has been facing several challenges during the past years that have significantly influenced its competition. Now more than ever, it is necessary to adapt your communication strategy to the changes happening in the market and make use of the trends that will affect it.
Adapting your website and your communication strategy to the demands of the people and the new currents of digital communication is also important so as not to be left behind in the dispute with your competition. As you can see, there are several aspects that you must work with care.
Digital marketing trends in the health sector
1. Improve the user experience
The health sector is one of the most complicated areas to reach audiences. Companies have to adapt to their needs and one of the ways to do this successfully is through digital marketing trends in this sector.
Consumer demands are changing and companies have to be prepared to provide solutions. One of the ways to make users happy is through the user experience (UX).
So, it’s important if we want to ensure that patients have the best possible experience when seeking treatment. Poor user experience can lead to dissatisfaction, distrust, and even negative attitudes towards the health care system.
In order to improve the user experience, it's important to consider several factors, including:
All of these factors can help to make the healthcare experience more customer-friendly and satisfying. By taking these steps, we can help patients feel confident and comfortable when visiting a healthcare provider.
2. Telemedicine is here to stay
Telemedicine is one of the most important developments in health care. It allows patients to receive medical care from doctors who are not located in their local area. This can be a big advantage for many patients, who may not be able to make it to their doctor’s office or who may not be able to afford expensive medical treatment.
Telemedicine also allows doctors to treat patients remotely, which can save them time and money. In addition, telemedicine can help to reduce the amount of stress that doctors and patients experience during medical visits.
The virtual has more and more prominence in society. The pandemic has been the final push for a digital marketing trend in the health sector that continues to strengthen thanks to technological advances.
On the other hand, digitization will go beyond virtual consultations. Web seminars, talks, digital congresses… the relationship between professionals in the sector will be strengthened. Likewise, Apps and websites with useful information for the user will continue to appear. The purpose is to expedite and facilitate the consultation process and information request.
So whether you’re looking for a way to avoid long wait times or you just want to get more out of your health care visits, telemedicine is definitely here to stay!
3. Video becomes the star format
Health care is an ever-changing field and one that’s trending towards video as the new star format. This is partly thanks to the rise in technology and the ubiquity of smartphones.
People are now more engaged with their health than ever before, and they want to be able to access information easily and quickly. That’s why video is becoming the go-to format for healthcare content. It’s easy to understand, easy to consume, and easy to share.
Plus, video is more engaging than text, which makes it more likely that people will stay on a page longer. In fact, studies have shown that video can even be more effective than text in terms of lead generation and conversions.
So if you’re looking to increase engagement with your healthcare content, video is a great option. And as technology continues to evolve, the video will only become more popular and effective.
It is not a secret to anyone that the current user feels more comfortable with a video than with a conjunction of paragraphs. And it doesn’t matter if the text offers more relevant information. The visual and immediate rule now.
Automation is a tool increasingly used by companies, especially those with a high demand for information by users. These bots talk to them through an interface as if they were a natural person, responding to artificial intelligence.
The chatbot is something that began with little acceptance by the digital community but is now fully established. People have ended up valuing the immediacy and effectiveness that it provides. No one classifies them as “cold” or “impersonal” anymore.
Its use can vary depending on what you want to achieve. It is common to see these bots in queries to book an appointment, for example. Or on websites where many people tend to make many inquiries and with classic “human” customer service it could not be covered.
5. The patients, the influencers of the health sector
Influencer patients are a trend and have come to stay. Well, who better to talk about a disease than the person who suffers from it?
In the networks, people share their lives, their tastes, and their worries, so when the disease is part of their day-to-day life or comes unexpectedly, it is natural that they share how it affects them and how to deal with it proactively.
These patient influencers manage to give great visibility to the disease, in addition to serving as support for many other people who are in the same situation or closely see the disease in a family member or acquaintance, which causes them to have truly involved and quality followers. . It is this point that makes it so interesting to take influencer patients into account when creating our communication strategy.
And it is that, in addition to the dissemination and normalisation of the disease, e-patients can be prescribers of healthy habits, create awareness and encourage research.
One thing that the pandemic has made clear is that it is necessary to be informed and prepared at all times to be able to provide solutions to the needs that arise in your community. For this, it is essential to always keep an eye on the media, whether physical or digital.