A look back at hospital marketing trends: TL;DR
UPDATE – 2018 Trends playbook available for download
The 2018 Healthcare Marketing Trends Playbook is available! It goes a step further than previous years, including ways to leverage each trend for quick wins and impactful, lasting influence on your organization. It also includes examples from leading marketers who are leveraging trends for maximum impact.
Blog post continues below
2016 hospital marketing trends wrap-report
Note: This is part of a series of blog posts related to our 2016 Hospital Marketing Trends White Paper. We will review and discuss one trend a week, providing feedback about what happened in 2016 and what’s to expect in 2017. If you’re interested in finding out more, then download our 2017 Hospital Marketing Trends white paper today.
Due to significant changes in government and our current political climate, the future of healthcare is more uncertain than ever before. Although we can’t predict what’s in store for next year, when you’re informed about the past, planning for the future is easier.
We recently challenged our agency to review our 2016 Hospital Marketing Trends white paper and report about what stayed the same and what changed for the future.
Here’s what we came up with:
What we said:
Consumers today are more likely to do little bits of research during breaks in their day, rather than sit down with a block of time to conduct extensive research. Help your prospective patients conduct bite-sized chunks of research with executive summaries of main points. Adopt that practice with all online content, from blog posts to videos to emails. It allows patients to determine if a piece of content is worth their time to consume it in entirety. If it is, they can click through to the full article/video or continue reading/watching for more details.
What happened:
By now, you’ve probably heard that the average human has a shorter attention span than a goldfish. A goldfish, people. However, we found that in 2016, while people may spend less time reading lengthy articles, they are spending more time on social media. A recent study by GlobalWebIndex found that people spend 28% of their time online on social networking sites. Not only are people using social media more, but they’re spending more time on these platforms. Hospitals should continue to use Facebook and Twitter to promote content and make the headlines and imagery engaging to get consumers to click through.
– David Vener