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Marketing Trends In Healthcare

by Meghan Kelly

Jan 29, 2025

Formada founders, Garrett Jackson and Meghan Kelly, discuss marketing trends in healthcare.

Marketing Can Help Your Healthcare Organization Thrive

Marketing is a funny thing. It doesn’t matter how much data we have — some of it from unbelievably intrusive sources — there are still aspects of marketing that feel like magic.

In a way, I think that’s the correct way to look at it. It’s a science and an art. So much of the science helps us to be in the right place at the right time for the right person, but the artistry comes in being able to capture the essence of a business’s voice and creating genuine emotional appeal with your customers. 

If you work in a healthcare organization, I’d ask you to look at it this way: It’s the combination of your technical skill and your bedside manner that creates the patient experience. The way you adapt the technical side of things is based on a certain type of data, and the way you adapt your bedside manner is based on another kind of data. 

When both are applied successfully, you’ve created a healthy and happy patient. Marketing functions somewhat similarly. 

So when it comes to marketing trends in healthcare, I think it’s best to look at the big picture:

  • Consumers have more choice than they ever have when it comes to their healthcare
  • Consumers have access to more information about their options than ever before
  • Consumers want solutions to their problems, and they also want to find those solutions from someone they can trust and form long lasting relationships with

And here’s how you can turn this information into a marketing strategy that achieves your goals.

Healthcare Organizations Needs A Strong Marketing Foundation

We’re lucky to have a wide variety of digital marketing options, including social media, pay-per-click, account-based marketing, email, and so many others, but when it comes to marketing trends in 2025, there are few things more important than having a strong foundation. 

The best platform to create that foundation? Your website. Your website is a hub you can use to sell products and services, book appointments, drive traffic to or drive traffic from — any number of things. 

In my opinion, one of the most important things about your website is that you own it. It’s yours. Your brand. Your message. Exactly your way. 

Some of the most important things you can do to fortify your strong marketing foundation include:

  • Regularly auditing your website for accurate products, services, times
  • Regularly updating your website’s theme and plugin to ensure quick load times, and secure experiences for your visitors
  • Regularly publishing original keyword-driven content that search engines can identify as authoritative and people will find to be relevant and useful

Your Marketing Needs Operations

You already know this, but I just need to say it out loud: Things don’t just happen — you need to have a system in place in order to make the most of your investments. 

At Formada, we work closely with our clients before we launch campaigns so that there’s a clear understanding across the entire spectrum of our partnership.

Transparency is a central part of our shared success. And transparency builds confidence. We want you to understand how we’ve built and are running these campaigns from an operational perspective. We also want to understand how your team will take those marketing opportunities we’ve created for you to turn them into sales or appointments. 

This creates a clear delineation of responsibilities, and means that when we’re months into our partnership, there will be no confusion as to who is responsible for what part of the process. 

Any misstep is an opportunity to lose a potential patient or client, and it’s one that should feel seamless to the consumer  — in fact, they shouldn’t even know it’s happening!

  • Are you tracking, monitoring, and scoring your calls?
  • What is your follow-up process for calls or form submissions?
  • How are you working to reengage opportunities that might have slipped through the cracks?

Another huge piece of the operational puzzle that is an absolute must for your business is reporting — clear, actionable reporting. Formada uses it as more than a collection of data. Our reports are designed to highlight the metrics that have the most impact on your marketing dollars and come complete with refinements and opportunities to expand your marketing’s reach. 

Your Marketing Doesn’t Need AI, But Look For Its Benefits

When it comes to marketing trends in healthcare, there is probably nothing that has been talked about as much as artificial intelligence. We’re not exactly whole-hearted skeptics of AI, but we are wary of giving it a full-blown embrace.

For one, it’s a market that appears to be in a state of instability, and for another, we firmly believe that no one creates content for people better than people themselves. 

Still, there are ways in which embracing AI can help your marketing be more efficient and ultimately more effective.  

We’re firm believers in creating original content and using it in as many ways across as many mediums as possible. There are great tools for grabbing podcast or other audio content and turning it into a text transcript that a marketer can adapt into website content, blogs, social posts, and more. 

Our recommendation is not to look for where AI can replace people, but where it can help your people do its best work!

Diversification Is Still Key In Reaching Your Desired Audience

Though it might not firmly fit into the “marketing trends in healthcare” space, it’s a fact that remains true: You need a healthy marketing mix. 

  • A fast-loading, mobile-friendly, easy to navigate website that spurs action
  • A regularly published blog that features original, in-depth content
  • Social posts for community engagement and showcasing your culture
  • A strong local SEO strategy that helps your community find you
  • Paid search or social media advertising focusing on brand building, time-sensitive product offers, or events
  • Emails that speak to different segments of your database
  • Podcasts (audio or audio and video) that help you build thought leadership
  • Local sponsorships that ground you in your local community
  • Account-based marketing strategies that push your message consistently across digital media channels
  • Depending on your demographic, physical media campaigns like mailers

You don’t need to do all  of the above. But you should be wary of overreliance on a single medium, especially given how quickly the landscape can change. 

Marketing trends in healthcare, custom strategies based on your goals, and results that grow your business — the Formada team has you covered. If you’re interested in learning more about our personalized marketing solutions, contact us today!

Get in touch with the Formada Team