10+ Healthcare Marketing Trends You Need to Know

PUBLISHED

January 10, 2025

Opportunities for Growth in 2025

Growth opportunities in healthcare marketing have never been more abundant and challenging to navigate. Let’s explore the top healthcare marketing trends, or better say, strategies that you and your business leadership can use to address challenges head-on and open new ways to engage with customers, build trust, and drive meaningful results.

Personalization and patient-centric marketing

At this point, personalization and patient-centric marketing are essential aspects of a marketing strategy for many healthcare organizations rather than trends. These strategies go beyond buzzwords, offering actionable ways for healthcare marketers to meet patients where they are, understand their unique needs, and create tailored experiences that build trust and loyalty.

The proof is in the pudding: 93% of patients are ready to share their data to get personalized information, almost 80% of people across all ages conduct online research before treatment, and nearly 50% of patients in Asia Pacific expect to use digital health tools in the next 5 years.

healthcare personalization patient-centricity

The success of platforms like Ping An Good Doctor, Halodoc, and MyDoc emphasizes the power of patient-centric approaches. From a 900% spike in new users to significant increases in engagement, these examples demonstrate how personalization and accessibility revolutionize healthcare marketing efforts.

Content marketing and education

Health literacy statistics reveal a significant challenge across various populations, indicating that many individuals struggle to understand and use health-related information effectively.

Only 12% of adults in the United States demonstrate proficient health literacy, while 36% have basic or below basic skills. In Europe, nearly 50% of adults reported inadequate health literacy for managing their own health issues.

Creating informative digital content should remain a key strategy for healthcare marketers. Educational resources help build trust and authority while addressing common health concerns. Focusing marketing resources on health literacy ensures that more patients understand their options and can make informed decisions about their healthcare journey.

Search engine optimization (SEO)

The increasing reliance on digital platforms for healthcare information and services has made SEO a critical component of healthcare marketing strategy.

As we’ve seen, the vast majority of patients begin their healthcare journey with online searches, making a well-optimized online presence essential for attracting prospective patients. High search engine rankings not only make healthcare providers easier to find but also enhance their perceived credibility, as patients often associate top-ranking providers with higher-quality care.

Additionally, local SEO is especially vital in healthcare, where patients frequently search for services nearby. By optimizing for local search terms and ensuring accurate Google Business Profiles, providers can effectively connect with patients in their communities and strengthen their local presence.

Here are some key SEO trends pertinent for healthcare marketers:

Staying agile and focused on quality is essential, starting with adapting to frequent algorithm updates to ensure strategies align with changing guidelines and content remains relevant.
The rise of voice search demands optimization for natural, conversational queries and the use of long-tail keywords that reflect how patients ask health-related questions.
Integrating schema markup can improve how search engines interpret content, increasing the likelihood of appearing in rich snippets and boosting visibility.

Compliance and data privacy

The growing emphasis on protecting patient information and adhering to regulations like HIPAA is shaping how healthcare organizations approach their marketing strategy.

Grand View Research reports that the global healthcare cybersecurity market was valued at $17.3 billion in 2023 which is almost $1 billion more than in 2022. This growth is driven by the increasing number of cyber-attacks and rising privacy concerns within the healthcare industry. From 2018 to 2022, the number of large breaches reported to the OCR rose by 93%, jumping from 369 to 712. Even more alarming, large breaches involving ransomware surged by 278% during the same period.

This explains a growing trend toward educating staff about compliance requirements related to marketing tactics. Training programs focused on HIPAA compliance and data privacy help ensure that all employees understand their role in safeguarding patient information.

Healthcare marketers ought to integrate compliance considerations from the planning stage of their campaigns — evaluating communication channels, messaging, marketing materials, and data collection methods to ensure they align with legal requirements.

Influencer partnerships

One of the strongest healthcare marketing trends is influencer partnerships. You’ve probably seen a TikTok or an Instagram video where doctors are sharing medical advice, personal stories, as well as address common misconceptions. These videos gather a ton of views and engagement because they are usually short, informative, and simplify complex topics.

Healthcare influencers are often medical professionals or experts in their respective fields, such as specialists involved in research. However, healthcare influencers can also include health and wellness experts, like fitness coaches and nutritionists, as well as celebrities and mainstream bloggers.

Influencers who are patients themselves often share their health journeys, advocating for early diagnosis or treatment options. Their stories resonate with others facing similar challenges, creating a supportive community around specific health issues.

Healthcare-related content shared by influencers sees a 45% higher engagement rate compared to content from healthcare organizations themselves. This significant difference underscores the effectiveness of influencer-generated content in capturing audience attention and fostering interaction.

Video content marketing

Speaking of TikTok videos and Instagram reels: did you know that short-form videos dominate how audiences consume content today? With 75% of viewers watching videos on mobile devices and video content being shared 52% more than any other format, it’s no surprise that healthcare marketers are harnessing this trend to engage patients and healthcare providers.

What’s even more exciting is that high production values aren’t always necessary to capture attention. Audiences increasingly favor low-budget, authentic videos — like talking head clips recorded on a webcam — proving that accessibility and relatability win over extravagance.

In the healthcare space, the true power of video lies in its ability to simplify complex medical concepts and provide valuable education. Animated explainers can demystify intricate procedures like knee replacements, while patient testimonials offer real stories that build trust and emotional connection. Healthcare brands are also diversifying their own content marketing strategy with multiple video formats, including bite-sized educational clips, long-form interviews, live-streamed events, and even personalized videos tailored to patient needs.

This strategic use of video content thrives within an omnichannel approach, ensuring healthcare messages resonate across platforms like social media, websites, and dedicated video channels such as YouTube. With 3.3 billion digital video viewers worldwide and 89% of consumers wanting more videos from brands, video marketing in healthcare is a necessity for enhancing engagement and standing out in a crowded digital space.

Patient reviews and testimonials

In 2025, patient reviews and testimonials should have a place in your marketing strategy — and for good reason. When 74% of people say online reviews are critical in choosing a provider, it’s clear that patient feedback has real power. Think about it: most of us wouldn’t pick a restaurant with bad reviews, so why would patients take chances with their health? In fact, 84% of consumers admit they won’t even consider a provider with less than four stars. For healthcare organizations, this means positive reviews and patient satisfaction are essential.

But it’s not just about making a good impression. Positive reviews can boost a provider’s visibility online, helping new patients find them more easily. That’s why many organizations are making review management a priority, asking for feedback after appointments and using it to improve services. It’s a win-win — patients feel heard, and providers get insights to enhance care. In a world where trust is everything, genuine patient communication can make all the difference, building connections and loyalty in ways traditional marketing just can’t match.

Omnichannel marketing

Omnichannel marketing in healthcare is all about creating a seamless, personalized experience for customers across every touchpoint — whether it’s a website, an email, a social media ad, or even an in-person visit. Imagine this: a patient books a doctor’s appointment online, receives a reminder via SMS, and after the visit, gets a follow-up email with care instructions and links to educational resources tailored to their diagnosis. This kind of integrated communication not only makes life easier for patients but also fosters trust and loyalty.

The magic of omnichannel lies in its ability to meet people wherever they are in their patient journey. For example, healthcare marketers might use targeted social media campaigns to reach potential patients who haven’t heard of their services, while simultaneously sending personalized newsletters to re-engage former patients. Advanced technologies, like AI-powered chatbots, take this a step further by providing 24/7 support and instant answers to patient queries, making healthcare feel responsive. In the end, you’ll foster deeper connection with patients, get higher engagement rates, and an impressive 90% boost in retention when you adopt this strategy.

However, omnichannel marketing relies on the ability to consistently identify customers across the various channels they use. Which is becoming harder to do with consumer data privacy laws like HIPAA, HITECH, and CCPA, combined with the decline of third-party cookies. As a result, healthcare marketers have shifted their focus to medical professionals, utilizing robust first-party NPI-level data to create effective omnichannel engagement tailored to their needs.

AI and automation

Artificial intelligence and automation are changing marketing efforts in healthcare as we go. With AI, healthcare marketers can analyze vast amounts of data to uncover patterns in their audiences’ behavior, allowing them to create highly targeted and personalized campaigns. For instance, predictive analytics can identify patients at risk for certain conditions or in need of specific treatments, enabling proactive outreach that feels more like a helpful nudge than a marketing pitch.

With the healthcare AI market projected to grow from $14.92 billion in 2024 to $164.16 billion by 2030 at a staggering CAGR of 49.1%, it’s clear that these tools are becoming essential for the industry.

One of the most significant advantages of AI is its ability to automate the personalization of digital marketing communications. Tools powered by AI can send tailored messages, reminders, or wellness tips based on a patient’s health profile.

Chatbots are also gaining traction, assisting patients with scheduling, answering questions, and providing follow-up care instructions — all while reducing administrative workloads.

On top of that, AI helps optimize campaigns in real time, adjusting strategies to improve outcomes and reduce wasted resources. By automating repetitive tasks like audience segmentation and campaign management, healthcare marketers can focus their efforts on more strategic goals. No wonder that as the adoption of artificial intelligence continues to rise in healthcare, the Centre of Economic Policy Research predicts that it could result in annual savings from $200 to $360 billion over the next five years.

The examples of how AI is already helping businesses in healthcare are aplenty, even if we just take Viseven’s case as an example. From the MLR acceleration engine within eWizard that helps pharma companies detect non-compliant digital marketing content to AI-powered auto-tagging that allowed our client to reduce manual work by 60%, we see how this technology is already taking its rightful place in healthcare marketing strategy.

Telehealth and digital health services

Telehealth has emerged as one of the most transformative trends in healthcare, with its roots firmly planted in the accelerated adoption sparked by the COVID-19 pandemic. The global telehealth market, valued at $102 billion in 2023, is on track to grow at a CAGR of 17% through 2031. But what makes telehealth such a powerful force, and why should marketers pay attention?

At the heart of telehealth’s popularity lies one undeniable factor: convenience. Consumers today want access to care on their terms, whether it’s for chronic conditions, mobility challenges, or routine consultations. Telehealth bridges the gap, offering personalized care without the logistical hurdles of in-person visits.

And it’s not just physical health taking the spotlight — telehealth therapy has carved out a unique niche in the healthcare landscape. With the global online therapy market expected to surge from $9.68 billion in 2024 to $24.80 billion by 2031, there’s a clear cultural shift toward valuing mental health care.

The numbers speak volumes. A study on telehealth substance use disorder programs found that 82% of participants felt their virtual visits met their needs “equally well” or “better” than in-person care, and over 86% reported satisfaction with the quality of their care. These insights highlight telehealth’s potential not just to meet demand but to exceed expectations.

Despite the clear demand, telehealth isn’t without its challenges. While adoption soared post-pandemic, some studies suggest usage has plateaued in recent years. The takeaway? Healthcare organizations must invest in and build software that delivers seamless, personalized experiences to meet consumer expectations. Simply offering telehealth isn’t enough — it must be exceptional, intuitive, and patient-centric.

Social media engagement

Social media is changing the game in healthcare marketing, making it easier for providers to connect with patients, share valuable information, and build trust. Whether it’s answering questions in real time, creating supportive health communities, or sharing engaging videos, social media puts healthcare where people already are — online. In fact, 71% of Gen Z and 66% of millennials turn to social platforms for health-related information.

With 5G in the mix, these connections are about to get even smoother. Faster speeds mean high-quality videos, live chats, and interactive campaigns can happen without a hitch, helping healthcare organizations create meaningful, human-centered experiences.

Conclusion

In an increasingly digital and patient-centric industry, healthcare marketing is no longer about isolated campaigns but a holistic strategy rooted in personalization, technology, and trust. By utilizing advanced tools like AI and automation, creating impactful content through video and education, and engaging patients through omnichannel experiences, healthcare organizations can meet audiences where they are while fostering long-term relationships.

As consumer expectations evolve, the focus must remain on delivering seamless, patient-centric experiences that simplify complex healthcare journeys. Whether through influencer-led storytelling, dynamic telehealth services, or data-driven personalization, the goal is clear: empower your audience with the right information, at the right time, through the right channels.