The Latest Medical Marketing Trends
Medical marketing continues to change with many developments that are evolving the industry. Some are more recent and involve advancing tactics or entirely new channels. Others involve existing channels and methods that continue to drive success. For many campaigns, combining the old with the new can be the key to revamping your medical marketing in 2020 and beyond.
If you want your medical marketing strategy to succeed, consider the following trends that can help guide your campaigns.
Integrated marketing entails the use of various marketing channels to promote services or products. These channels work cohesively in an efficient strategy that aligns the company’s message with each asset and channel. The ultimate goal of integrated marketing is to eliminate some of the differences in messaging that may appear at various touchpoints. Otherwise, branding can be inconsistent and make it harder for people to understand what you’re really about.
If messaging is consistent regardless of the channels you use, this can help convince people to trust your brand. In turn, they’ll be more likely to visit your medical practice or use your medical devices. With the help of integrated marketing strategies, you can make sure your marketing efforts are aligned with your messaging throughout your campaigns.
Influencer marketing continues to grow and shows no signs of stopping. A recent Business Insider report predicts that businesses are likely to spend as much as $15 billion on influencer marketing campaigns by 2022.
Radio is one of the original social influencers, and it’s still extremely useful if you want to connect with local audiences. Radio influencers aren’t limited to radio broadcasts, either. Many of these figures often connect with people on social media and during live events, which extends their reach to traditional and digital marketing channels.
For example, you might want to promote your medical services through a radio influencer. People are likely to trust the endorsement of their favorite radio personality, whose preferences are already likely aligned with their audiences’. Even if that influencer doesn’t reach certain people during the broadcast, he or she may be able to endorse your practice elsewhere. The influencer may promote you on social media and respond to comments from people on a post. A live event could also feature in-person endorsements that make them even more personal. Subsequently, through far-reaching influencer marketing campaigns, more people will come to trust your practice and visit your facility or use your devices.
Podcasts continue to be a great way to reach prospects with effective marketing. According to research from PodcastHosting.org, 37% of people in the U.S. listen to podcasts on a monthly basis and 24% listen to podcasts every week. If you want to reach a huge segment of the population, podcasts are a great way to do so.
Podcasts benefit your medical practice in several ways. Similar to radio influencer marketing, podcasters have many loyal listeners who are likely to trust the products and services they endorse. Podcasters can also conduct interviews with someone from your company. In the process, you will be able to answer the many questions listeners might have, which can help you build more trust. Many popular podcasters also have social media pages and host live shows, where they can further endorse you.
Over-the-top advertising is a tactic that combines online television and streaming ads. You can display OTT ads on networks such as Hulu, YouTube, Peacock, and many others that people regularly watch.
Unlike traditional TV ads, you can instantly make changes to your campaigns if you want to make any alterations. Many OTT ads are also non-skippable, which helps ensure that people watch your ads all the way through. For more targeted campaigns, you can choose which networks and programs to advertise on based on your audience’s interests. You can also choose specific times to push your ads. As a result, you can connect with people who are most likely to be interested in your services.
Another big healthcare marketing trend is programmatic advertising. In short, programmatic advertising is a kind of automated process for selling and buying online advertising. It uses targeting tactics to keep audiences segmented based on their interests and demographics. Advertisers will only need to pay for ads delivered to the appropriate audience at the right time, without relying on broader marketing campaigns.
Programmatic advertising will continue to grow, according to the latest research. eMarketer predicts that by 2021, around 88% ($81 billion) of digital display ad dollars are going to toward programmatic advertising. If you want to benefit from efficient and cost-effective medical marketing, programmatic advertising will be invaluable.
Get the Most from Your Medical Marketing Efforts with a Media Partner
Implementing these trends can give your company what it needs when marketing healthcare services or products. You’ll be able to utilize the latest marketing tools while maintaining a competitive advantage over competing practices. However, you won’t be as likely to succeed if you don’t have the resources to develop full-fledged campaigns.
To help you get the best possible results from your marketing strategies, consider working with an experienced media partner. The right partner will be able to work with you to develop and launch campaigns that will help you excel in the medical industry.