How can you reach your clients in 2022?
As 2021 comes to an end, we evaluate the last two years and the impact the COVID19 pandemic had on healthcare marketing. When the world shut down, online communication was propelled to the forefront of the healthcare industry. With tradeshows, in-person meetings, and other traditional networking and brand showcasing avenues closed or severely limited, the sector has been forced to rely on digital solutions. So, what are the best 5 marketing trends in healthcare for 2022? How can you connect with your clients and inform them of your solutions during this digital revolution?
As with B2C healthcare marketing strategies, B2B will need to focus on client experience initiatives in 2022. The priority is to streamline your digital platform to optimize the user experience. Your digital platforms must be attractive and provide functionality at 100%. 2022 is the year to make user experience and design your top priority. Client-centricity is crucial for gaining and sustaining a competitive advantage.
One of the most common mistakes we see healthcare make is building purely informational websites that are generic, unexciting, or difficult to navigate. It is a critical mistake that healthcare companies cannot just ignore. Your audience is web-savvy, exposed to much more online content, and expects more during their digital experiences.
Data-Driven Marketing Trends in Healthcare
One of the most significant digital marketing advances is data to understand your clients, target audience, and competitors. Data-driven marketing allows you to create customized digital marketing campaigns rather than generic campaigns. Based on the data collected, you can organize specific high-value or high potential accounts and personalize your content and marketing strategy to those particular accounts.
Buyer-driven data helps identify people online who are currently in-market for your product or service. The concept of buyer-driven data focuses on collecting information based on the prospective or current clients’ online activity, such as searching for specific keywords or visiting your website or a website that carries a similar offering. Then use the data to create a marketing campaign customized to match the stage they are at in the buying process, which can deploy to engage them. Personalized and focused strategies have the highest conversion rates.
Social Media Strategy
Relying on healthcare marketing data is vital to diversify your social media strategy to reach your target audience. For example, Linkedin claims that 80% of B2B leads come from LinkedIn, and 94% of B2B marketers use LinkedIn to distribute content. It is important to remember the audience you are trying to engage.
Each social media outlet is unique, and it can help promote different aspects of your brand. They can help you expand your reach and promote your advantages. Even if some platforms are not the best for your sales endeavors, they can play a significant role in your brand’s recognition, reputation, and even recruiting strategies.
Social media is a core element of your digital presence, and as such, you should develop a marketing plan that includes robust solutions to make the most out of your social outlets.
More than half of healthcare administrators surveyed by the HIMMS study admitted they went online to do product research.
While online, these administrators ask questions about products and services, read reviews, narrow down vendors, and compare products. As more buyers turn to the internet to research products and services, healthcare brands need to create relevant, high-quality content to satisfy those search queries.
Content created to satisfy these search queries is Search Engine Optimized (SEO) content. Marketers have digital research tools to help understand what potential customers are searching for, creating content to meet their search queries. SEO strategies and keyword ads can help your site appear at the top of search results above your competitors, thus positioning you at the forefront of your clients.
Digital Agency Partnerships
As the digital spectrum of healthcare marketing expands, many in-house marketers are spread too thin. Since COVID19, advances in healthcare and the digital market have grown and advanced swiftly. As a result, brands need to balance multiple social media pages, trade shows, digital advertising, and content creation to control their digital image. That is why more brands partner with a marketing agency to lean on their experience and expertise. Partnering with an agency can ensure that you are aware and you are taking full advantage of the latest marketing trends in healthcare.
Partner with Us
As we enter 2022, it is time to implement these B2B healthcare marketing trends and push your brand and sales to the next level. We have a great team of marketing professionals ready to boost your digital presence and support your business goals. So let’s connect and figure out how we can help you reach your 2022 marketing goals.