2024 digital marketing predictions for healthcare
From AI and data aggregation to ever-tightening budgets, 2024 will undoubtedly be a big year of innovation and change in the healthcare industry.
smarter segmentation allows personalization at scale
In the coming year, the traditional approach of examining each customer individually will fade. Instead, the focus will shift to understanding your patient audience as a whole, in order to create accurate, segmented groups to reach with individualized content. This shift enables a more streamlined process that allows marketers to create personalized content that resonates with each segment, so each patient will feel the content is created just for them. Adopting personalization at scale allows marketers to do more with less while building lasting patient relationships.
Cured Take: Marketing based on smarter segmentation allows for improved personalization to a larger patient audience.
prioritize your first-party data
As of January 4th, Google will rollout it’s new Tracking Protection feature that will eventually restrict website access to third-party cookies by default. To adapt as third-party cookies phase out, marketers should shift their spending focus from advertising to a more concentrated effort in digital marketing. Embracing the accuracy and quality of first-party data collected directly on your website will become a strategic advantage.
Cured Take: Third-party data is not only diminishing but also less reliable than first-party data.
AI will define the competitive edge
Artificial Intelligence (AI) is positioned to be the game-changer in gaining a competitive edge. From campaign ideation to content generation and data synthesizing, AI offers a versatile set of tools. With many AI tools being cost-effective and requiring fewer resources, marketers can streamline campaign creation and maximize return on investment.
Cured Take: While AI won't replace humans, those who embrace it will outpace their peers.
marketers will need to do more with less
With budgets facing continued cuts, it’s more vital than ever for healthcare marketers to showcase return on investment (ROI). Digital marketing will be crucial in achieving this, offering stronger and more defensible attribution. Doing more with less is the mantra for the future, and digital marketing's inherent ability to measure clicks and views provides a distinct advantage over traditional channels.
Cured Take: Doing more with less starts with the right digital marketing platform.
customer prediction
expect seamless cross-channel communications that are relevant
Entering 2024, HonorHealth anticipates that consumers will persistently demand seamless cross-channel communications highly relevant to their healthcare experiences. In an era where patients expect a holistic and interconnected approach to their healthcare journey, the importance of cross-channel communications cannot be overstated.
Consumers today seamlessly transition between various digital touchpoints—whether it's browsing a website, engaging with social media, or receiving information through emails or SMS. The demand for a cohesive and integrated experience across these channels has become a fundamental expectation. Patients want healthcare interactions that mirror the convenience and personalization they experience in other areas of their lives.
Understanding this shift, HonorHealth is taking a proactive stance by strategically incorporating Cured's SMS and global preference management features into its marketing strategy. This strategic move reflects a commitment to meeting patients where they are, ensuring consistent and relevant communication across all touchpoints.
let’s bring healthcare full circle, together
