As healthcare evolves, patient engagement is becoming one of the highest priorities. That means healthcare professionals must rethink their marketing strategy, evaluating new trends and adopting new methods of reaching patients. Here are 8 healthcare marketing trends that are worth considering.

1. Annual Branding Campaigns

The idea behind a branding campaign is to develop brand awareness that will attract and retain patients. It’s important to keep certain elements of your branding consistent — a jingle, slogan, or phrases — so that listeners can immediately identify your hospital, but you should also keep your content fresh, with new stories and features. Consider highlighting new content every six weeks to maintain listener interest.

2. Testimonial Campaigns

Use patient testimonials to build trust and promote your organization’s commitment to patient engagement. Patient testimonials are particularly effective as part of a radio campaign.

3. Tie-in Content with Health Awareness Months

Highlight the appropriate hospital department in connection with, for example, American Heart Month in February or National Breast Cancer Awareness Month in October. Feature hospital personnel and innovative approaches to patient care.

4. Personalized Content

Identify patient interests to deliver personalized and relevant content. Use retargeting to reach consumers who have indicated an interest in a particular topic such as healthy eating or how to treat a sports injury.

5. Live Video

Live streaming video on your hospital website can be an effective way of building trust. Live video chat on social media increases patient engagement, makes them feel more involved, and allows for immediate feedback. Video has stronger audience appeal than text and can be used on your website, blog, and social media.

6. Educating The Patient

Your blog is a great tool for educating patients. Blogs are a good way to build trust, as well as boost organic search results. You can also use informative radio spots to educate listeners and direct them to your website for more information.

7. Targeting Niche Audiences

Targeting niche groups, such as medical tourists, young mothers, or people with specific disorders, such as digestive diseases, will improve your search ranking.

8. Responsive Website

It’s essential that your website is designed with the patient in mind, and many of your patients will access your website via their smartphone. To ensure a positive user experience, as well as to rank well on Google, your website must be optimized for mobile.

Zimmer Radio, Inc. is experienced in hospital marketing in Joplin. We are here to work with you every step of the way, from radio advertising and branding to increasing website traffic. We’ll help you evaluate new trends and determine the approach that will work best for your organization.