In the Spotlight: Upcoming Marketing Trends

By January 5, 2012Blog

According to The Pew Research Center’s Internet & American Life Project, a nonprofit, nonpartisan research organization, 80% of online consumers seek health information online. As your practice moves forward with it’s marketing plans for the New Year you may want to consider these upcoming digital trends from Brand Developer John Seroka.

1. Video
Video is experiencing significant growth. In fact, a high percentage of organizations are increasing their spending on video, and it’s easy to see why. In the age of YouTube, videos are cheap to produce; homemade production quality is not only acceptable, but cool. Also working in video’s favor is the fact that many people like to watch, not read, especially when evaluating physicians including their bedside manner and expertise and also the healthcare facility overall. Looking for some good ideas for video? Try brief interviews with physicians, CEO’s of organizations, facility tours and procedure demonstrations.

2. Social Media
Relationships, like communications, are a two-way street. As healthcare systems continue to evolve with the patient and their families and friends taking a more active role in the well being of their loved ones, social media tools humanize and personalize how healthcare and society interact. Facebook and YouTube are the most popular venues.

According to a recent Pew Internet & Life Project Report…

  • 47% of adults have used the internet to get information about doctors or other health professionals
  • 41% have read someone else’s commentary or experience about health or medical issues on an online news group or blog
  • 38% have gotten information about hospitals
  • 24% have consulted rankings or reviews online of hospitals
  • 24% have consulted rankings or reviews of doctors
  • 19% have signed up to receive updates about health or medical issues
  • 13% have listened to a podcast about health or medical issues
  • 5% have reviewed a doctor
  • 5% have reviewed a hospital

3. Digital Content

A few years ago, everyone was saying “Content is King.” Well, content still is king — digital content — as attested to by the huge growth of e-readers, the iPad and other devices for consuming digital content. And it’s not just Web pages. There are videos, webinars, downloadable PDFs, e-books, interactive tools and more. Your patients and prospective patients are hungry for content. Your job is to create that content and get it to them in digital format.

4. Internet Banner Advertising
Internet banner advertising has become a strong value proposition for marketers because of the availability of highly-targeted advertising networks that can place your ads on specific sites frequented by both healthcare professionals and consumers. Online advertising networks also offer the convenience of reaching many sites with a single buy, helping you save time and make the most effective use of your budget. Banner ads are highly visual; they offer great branding opportunities and can drive qualified, targeted traffic to your website.