Look out for these healthcare marketing trends in 2024

As a sector, we have to strike the balance between pushing boundaries and knowing our limitations – especially the legal ones. Keeping up to date with the latest industry trends is the best way to stay relevant, consistent, and appeal to customers.  

Our predictions for the big trends of 2024: 

Social Media Marketing 

Omnichannel Marketing  

Incorporating AI  

The Human Touch

Let’s find out more about each concept and how it ties into your strategy.  

Social Media Marketing 

As a healthcare organisation, social media may not be your top marketing platform. However, the personal aspect of these platforms shouldn’t be overlooked as we start the new year.  

With so many people signed up, social media platforms are an important place to find customers, whether that’s patients or healthcare professionals, experts for collaboration, or even to attract new talent.  

The social proof aspect of social media can be especially useful for health and medical brands, where reputation is everything. When used well, social media marketing can foster trust, credibility, and enhance brand reputation.
 

Omnichannel Marketing  

Following on nicely from social media is omnichannel marketing. It’s never been more important to seamlessly present yourself across multiple channels than in 2024. 

What do we mean by channels? Any way you communicate with your customers: social media, your website, email, apps, and don’t forget print communications.   

A cohesive strategy with patients and customers at the heart is key, using data from multiple channels for a truly personalised approach.  

Incorporating AI  

Just like we saw in 2023, 2024 is likely to bring an increased use in artificial intelligence tools across healthcare marketing – 40% of healthcare organisations are already regularly using AI. These tools can save time and improve efficiency, especially when processing data to help personalise marketing campaigns.  

ChatGPT4, the newest and snazziest ChatGPT, is faster, more accurate, and has more features than previous versions. For example, ChatGPT4 can create an image for you, respond to voice input, and has a longer memory, making it more versatile.  

Gemini, Google’s most recent AI tool, can even outperform human experts on massive multitask language- understanding tasks (testing problem- solving and knowledge on 57 subjects).  

However, it’s not time to let AI take control of your marketing strategy yet. These tools are only as good as the human inputting the information and giving feedback. Without careful monitoring, AI can worsen stereotypes and biases, and isn’t always accurate. This can be problematic in healthcare, where biased data directly affects lives. 

The Human Touch 

With healthcare organisations jumping on the AI bandwagon, sometimes a more personal approach can get left behind. In 2024, it’s important to remember the focus of all healthcare: the patient.  

As with their face-to-face healthcare encounters, patients want their online experience to be warm, personalised, and simple. Cold, clinical campaigns are something to leave behind in 2023. 

The human touch starts with the right team. Here at Circular Communications, our tight-knit team is committed to putting customer needs first and improving patients’ lives. You can’t have a personalised campaign without data-driven insights, innovation, and a little bit of love.  

Looking for the human touch? Get in touch today.