Successful marketing relies on planning. Strategizing is even more critical in the competitive healthcare field. The medical device market alone is expected to reach $208 billion by 2023, and many companies are competing to dominate this lucrative market.
Getting ahead of the healthcare marketing trends in 2021 can help increase your market share.
5 Essential Healthcare Marketing Trends for 2021
Marketing will increasingly take a consumer-first approach. Businesses now recognize that by meeting consumer demand, they foster loyalty and encourage engagement, which ultimately boosts the bottom line.
As you create your marketing strategy for the year ahead, take these consumer-first healthcare marketing trends into account.
1. Voice Search is Gaining Ground
Improvements in artificial intelligence and modern voice recognition technology (Alexa, Google, Siri, etc.) are reinvigorating voice search marketing. Instead of typing queries into search engines like Bing and Google, consumers are making requests verbally.
Traditional search engine optimization is geared towards writing. Modern SEO must be geared toward talking. Voice queries are lengthier and more conversational. Instead of typing in “new medical device 2021,” a person might ask, “What new medical devices are coming onto the market in 2021?”
Cater to the consumer desire for voice-driven tech by adapting your SEO – one of the most impactful content marketing techniques you can use. By driving organic traffic to your website, SEO attracts leads that are already interested in your content.
2. Retention Marketing is the New Priority
Retention marketing is expected to be one of the dominant marketing trends for all industries in 2021. This strategy focuses on fostering loyalty among existing customers instead of attracting new customers. This allows for continual sales at a lower cost per sale since you don’t have to invest in lead generation.
Retention marketing techniques like cross-selling and upselling are critical to success. If you have a customer that’s currently only buying one product from your company, look at ways to maximize that profit. Are there other products relevant to their field? Is there a chance to up their existing order?
You can also nurture your customer relationships and boost engagement through non-sales activities. Providing educational opportunities like webinars is a great way to give your clients added value that keeps them coming back.
3. Content is Still King
Content will remain a critical cornerstone of successful healthcare marketing strategies in 2021. Content marketing can include everything from blogs to thought-leader articles in healthcare publications, social media activity, and more.
The key to success is consistency. You have to publish regularly, creating value-added content rooted in keyword research that reflects your target audience’s needs. A mix of long- and short-form content is ideal, allowing you to cater to different media platforms, e.g., a medical magazine versus social media.
To take your content to the next level in 2021, make it interactive. Interactive content captures the user’s attention span for longer. Quizzes, videos, and infographics are all great ways to engage users actively. Visually driven content is also popular and highly shareable.
4. The Chatbots are Set to Take Over
AI technology has improved the functionality of chatbots immensely. In the past, this tech could do little more than give a standard greeting and then direct the user to an alternative resource (like a customer service email) for real help.
Today’s chatbots are fast, responsive, and intelligent. Need proof? The technology is so advanced that it’s been used to conduct COVID-19 risk assessments in 2020, alleviating the burden on overworked healthcare professionals.
Incorporate chatbots into your website to provide your clients with an improved online experience. A chatbot offers immediate assistance, decreasing wait times and increasing customer satisfaction.
5. Nostalgia Marketing Has Customers Looking Back
So far, this list has been all about modern approaches, with a heavy emphasis on tech. Consumers don’t just want what’s shiny and new, however. Nostalgia marketing is a significant trend to watch out for in 2021. This emphasizes human connectivity and authenticity.
To make the most of the nostalgic mood, capitalize on the moment’s cultural trends – or consider reintroducing a discontinued product or service. If you previously held informational podcasts about your product line, for example, consider bringing this back.
Prepare Your Healthcare Marketing Strategy for 2021 Now
Share Moving Media can help you harness the power of 2021’s top healthcare marketing trends. As a full-service media and content agency, we help medical manufacturers keep their marketing current to boost healthcare sales. Our quality content includes blog posts, podcasts, webinars, ebooks, and more.
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