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Three Changes Impacting Healthcare Marketing

Topic: Three Changes Impacting Healthcare Marketing

Healthcare marketers often face extremely challenging federal regulations as well as Health Insurance Portability and Accountability Act (HIPAA) rules. On top of that, patients are demanding better services from healthcare providers, leading to fierce competition in the healthcare industry. Healthcare marketers now have to develop innovative and effective ways to market their organizations.

Here are three changes impacting healthcare marketing that you can leverage to offer value-based care.

1. Telehealth growth: The telehealth industry has grown steadily over the past decade. As reported by CNBC, it was worth about $45 million in 2019, and it’s expected to soar to over $175 billion by 2026 as more and more healthcare facilities adopt telehealth. As of mid-March, almost 80% of hospitals in the U.S. offered some form of telehealth service. To attract and retain new patients, you may need to market telehealth as a key feature of your healthcare services.

2. Patient experience: Patient experience is becoming more and more important. A survey by PwC found that positive experiences have a greater influence on consumers’ healthcare purchasing decisions than they do in other industries. In fact, according to Harvard Business Review, positive patient experiences can help increase patient loyalty. This means that as a healthcare marketer, you simply cannot afford to ignore patient experience. If you fail to understand and improve patient experience, you may lose your happy patients and never get an edge over your competitors.

3. Artificial intelligence: Becker’s Hospital Review reports that the U.S. AI healthcare market is expected to be worth around $6.6 billion by 2021. Some of the factors that will fuel this growth include:

Demand for cheaper healthcare services.

• The rise of precision medicine.

• Widespread adoption of data-driven healthcare.

On the healthcare marketing front, you can use AI-based tools and applications in the following areas:

• Predictive analytics. This entails collecting and manipulating data to predict future outcomes. For example, you can use predictive analytics to predict staffing needs, the viability of new locations and clinics, and the availability of clinical trial subjects in your recruitment marketing campaigns.

• Speech recognition technology. You can use voice assistants to conduct marketing surveys and clinical trials and to collect patient feedback to help you improve your patient retention numbers as well as create more effective patient recruitment campaigns.

• Chatbots. You can use chatbots to increase your website engagement, encourage conversion or direct potential patients to complete online forms and book appointments, and therefore, improve the overall patient experience.

Topic Discussed: Three Changes Impacting Healthcare Marketing

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