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Are you a healthcare marketer looking to up your game in 2023? Look no further!

We consulted industry experts and compiled the list of top seven tactics to bring you the ultimate guide to healthcare marketing trends for the coming year. Incorporate these components into your healthcare marketing strategy for success in 2023 and beyond.

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1. Personalized healthcare marketing is critical in 2023

Healthcare organizations need to tailor their marketing efforts and provide personalized recommendations to individual patients. Personalized messages are shown to improve patient outcomes and satisfaction.

Healthcare organizations using digital tools to understand patient needs and interests can send more relevant marketing materials or personalized recommendations based on that information. This includes customized treatment plans and recommendations though personalized newsletters and email campaigns.

Personalization can include the use of PHI with tools like Paubox Marketing. Paubox Marketing allows healthcare marketers and providers to send messages personalized with PHI that are HIPAA compliant. This includes personalized appointment scheduling, personalized treatment plans and even personalized lifestyle changes and self-care recommendations. Email open rates when PHI is included is over 70%.

See more: HIPAA compliance and email marketing


2. Future proof modern healthcare marketing by creating patient communities

Patient communities are a valuable resource for individuals living with a health condition, as they can provide support, education, advocacy and empowerment. With third-party data going away in 2024, creating communities within your organizations is critical to future marketing success.


Four reasons why patient communities help healthcare marketing and patient outcomes

  1. Support: Patient communities provide a sense of belonging and support for individuals who may feel isolated or overwhelmed by their health condition. Members can share their experiences and offer advice and encouragement to each other.
  2. Education: Patient communities can serve as a source of information and education for individuals who are seeking to learn more about their health condition and treatment options.
  3. Advocacy: Patient communities can raise awareness about important health issues and support research into new treatments.
  4. Empowerment: By connecting with others who have similar health experiences, individuals can feel more empowered and in control of their own health and well-being.

Overall, patient communities can be a valuable resource for individuals who are living with a health condition, as they can provide support, education, advocacy, and empowerment.

If you are interested in expanding your patient communities, companies like InTandem Health offer great solutions to help you start and scale.


3. Prioritize video content for patients in 2023

Video allows healthcare organizations to showcase their services and expertise dynamically and interactively. And it can be a powerful tool for building trust and credibility with potential patients.

Healthcare organizations can utilize several types of video content, including educational videos, patient testimonials, and promotional videos.

Educational videos can provide valuable information on topics such as health and wellness, while patient testimonials can help build trust and credibility by showcasing real-life experiences with your organization. Promotional videos can highlight your services' unique features and benefits and help attract new patients.

Video content can be shared on various platforms, including social media, websites, and email marketing. You must optimize your video content for each platform and ensure it’s easily accessible and viewable on mobile devices.

By leveraging the power of video, healthcare organizations can effectively reach and engage with their target audience dynamically and interactively.

Check out these examples of excellent health networks with great video content.


4. SEO remains important in 2023

SEO, or search engine optimization, is the practice of improving the ranking of a website on search engines like Google. It's an essential part of any healthcare organization's or any other company’s marketing strategy, as it helps to increase visibility and drive traffic to your website.

In 2023, SEO will continue to be just as important as ever. The amount of online healthcare information is going to continue to increase, so to stand out from the noise you need to bring your SEO A game in 2023.


How to ensure your website is easily discoverable by potential patients

  • Optimizing website content and meta tags with relevant keywords
  • Maintain a strong presence on local directories and review sites
  • Maintain and track SEO efforts with tools like Google Analytics

Remember – SEO is not a one-time effort. It's an ongoing process requiring continuous monitoring and optimization to ensure your website remains visible and relevant to search engines. By prioritizing SEO in your healthcare marketing efforts, you can improve your website's ranking, drive more traffic, and ultimately attract more patients to your organization.


5. Increase online presence by promoting telehealth options

Telehealth, or technology to deliver healthcare services remotely, is expected to be a major trend in healthcare marketing for 2023. Because of the COVID-19 pandemic, telehealth has gained increasing popularity as a way to access healthcare services safely and conveniently.

For healthcare organizations, telehealth offers a number of benefits. It can help increase patient access to care, reduce costs, and improve patient outcomes. It can also help improve patient satisfaction, as patients can access care from the comfort of their own homes.

To effectively market telehealth services, healthcare organizations should focus on promoting the convenience and safety of these services. This can include highlighting the ability to access care from anywhere, the availability of virtual waiting rooms, and the use of secure video conferencing platforms.

Healthcare organizations must ensure a strong online presence. This includes a well-designed website and active social media accounts, which can be key channels for promoting telehealth services and engaging with patients. LinkedIn has a tutorial to help here.

See more: What does HHS consider healthcare marketing?


6. Use social proof to let your patients advocate for you

In the digital age, consumers rely more on online reviews, ratings, and recommendations from friends and family when purchasing. And the healthcare industry is no exception.

Social proof can come in many forms, including online reviews, testimonials, and social media followers. By showcasing social proof on your website and social media accounts, you can build trust and credibility with potential patients.

One way to gather social proof is to encourage satisfied patients to leave reviews on your website or review sites like Yelp and Healthgrades. You can also ask for testimonials from happy patients and feature them on your website or social media accounts.

By actively engaging with your followers and sharing valuable content, you can demonstrate to potential patients that you are a trusted and reliable source of information.

In summary, social proof is a digital currency in healthcare marketing.


7. Digital security and privacy need to be top of mind

Healthcare organizations must prioritize the security of their online communications to protect patient privacy and meet regulatory requirements. Once you lose trust with your patients it's nearly impossible to regain.

The tool that built for secure healthcare marketing is Paubox Marketing, a secure email and messaging platform specifically designed for the healthcare industry.

Paubox uses seamless encryption to secure all communications, ensuring that only the intended recipient can read them. This is especially important when handling sensitive patient information, such as diagnoses and treatment plans.

Paubox also offers a number of other security features, including two-factor authentication, password protection, and the ability to set expiration dates for messages. This can help to prevent unauthorized access to patient information and reduce the risk of data breaches.

Overall, Paubox is a valuable tool for healthcare organizations looking to improve the security and efficiency of their online communications in 2023.


Include PHI in your emails with Paubox Marketing today

Unlike standard marketing tools, Paubox Marketing allows you to send secure, targeted emails including PHI to increase patient engagement and build your business—all while remaining HIPAA compliant. Recipients can also conveniently access secure marketing emails directly into their inbox, without having to take any extra steps.

Paubox Marketing is HITRUST CSF certified and free to use for up to 100 contacts. The free plan also includes a business associate agreement for all customers.

See more: Seven easy steps to include PHI in your healthcare marketing email


Start a 14-day free trial of Paubox Email Suite today