With the current technological landscape growing at an alarming pace, new B2B healthcare marketing trends keep popping up. These constantly occurring trend s shifts are only to keep up with the current state of technology.
In fact, the digital health market is projected to grow with a CAGR of 16.9% to a total market valuation of $430.52 billion by 2028. To keep up with the rising competition, you must have a comprehensive understanding of the upcoming trends in the industry so that you can gain a considerable edge over your competition.
So what are the upcoming trends in the B2B healthcare industry that marketers need to leverage? Are you looking for some tips to strengthen your B2B healthcare marketing strategy? How can you boost your conversion rate with effective B2B marketing? Read on!
Top Tips for Healthcare Marketers to Navigate B2B Marketing in 2022
With the global healthcare technology industry worth north of $300 billion and ever-growing, here are some top tips healthcare marketers must keep in mind to keep up with the recent trend shift.
- Marketing to professionals has to comprise a heavily data-driven approach. With that being said, it is evident that account-based marketing is also a compulsion.
- Spread thought leadership using e-books, blogs, news updates, etc.
- Ensure that whatever touchpoint you utilize to communicate with the customer (e.g., emails, content assets, etc.) is studded with personalization.
- Take part in healthcare events and partnerships prevailing in the industry.
- Make your brand name synonymous with having a digital-first, technologically advanced approach.
- Optimize remote patient experiences.
- Highlight the fact that your brand is thoroughly focused on patient engagement.
Top Healthcare B2B Marketing Trends to Keep a Lookout for in 2022
So, what are these emerging trends that need your attention to increase your revenue in the coming months? Read on to find out!
1. Automation Applications in the B2B Healthcare Market Space
With automation having made significant changes in several industries, it now cements its mark on healthcare marketing.
The need for automation was imminent since a lot of the workforce and resources were previously wasted on mundane and recurring tasks. These tasks include personal follow-up emails, social media posts, schedules, etc.
By integrating automation systems in your current B2B healthcare marketing strategy, you can better focus your resources elsewhere.
The current automation applications in healthcare marketing aren’t very rampant, but the prediction for 2022 is that the landscape will see a significant change. The possibilities are endless, with automation being leveraged to perform marketing tasks like referral marketing.
2. Pay Special Heed to Your Social Media Strategy
If you haven’t hopped on this trend last year itself, this is a sincere request to do so now. Before we proceed, let’s make one thing clear.
Professionals and patients both look for transparency and authenticity if they wish to engage in an exchange with any B2B healthcare marketer. That is where social media plays a vital role.
Professionals can now obtain detailed and timely insights, with social media handles being much more frequently updated than blogs and company websites.
That is why a buzzing social media presence is vital for the survival of any B2B healthcare company to keep up with the current customer expectations.
Keep a busy presence on all your social media platforms, post helpful content often, reference industry articles, etc., to gain traction and attention from prospects.
3. Data-Driven Marketing
In the current state of technology, all businesses in critical industries are leveraging Customer Relationship Management Systems to collect customer data constantly. This data can then be used to practice targeted marketing based on specific customer profiles.
Your marketing campaign is not a bunch of techniques strung together based on trial and error. Marketing has successfully transformed itself into highly personalized and strategic advertisement solutions that empathize with customers and solve their specific woes based on data.
This same concept can be applied in healthcare marketing as well, where data from customers must be leveraged to its full potential for maximizing returns. Understand the specific woes of your customers and address and build a marketing strategy by incorporating insights from the previous pain points.
But for accurate insights, regular data cleansing must be done to the CRM database to keep the data free of decay.
By addressing these issues and fixing them, you can inculcate a sense of brand loyalty in your customers, given that you just solved a major issue for them.
4. Incorporate and Integrate Multiple Channels Seamlessly into Your Digital Marketing Strategy
For a seamless marketing experience for any B2B healthcare marketer, it is vital to integrate multiple channels and leverage those channels to tell your audience a brand story collectively. In fact, take a look at this quote by Lina Gansky to gauge the importance of branding:
“A brand is the voice, and the product is a souvenir”
Just like you had to empathize with your customer, it is now the customer’s turn to empathize with your brand and what it represents. Layout a comprehensive content strategy, including seamless marketing across all marketing channels and post interactive and engaging content.
It can include videos and other forms of media that add a considerable visual and aesthetic element to the marketing strategy, making it easier for the audience to connect with your brand.
Pay special attention to your content marketing strategy, which is a major engagement medium for companies. Since content marketing puts out a lot of information, you need to know how to leverage it right for healthcare marketing.
46% of B2B healthcare marketing companies wish to increase their content marketing budget within the coming year. The sweet spot for content marketing in this space is a little less personalization and more value-driven content.
The upcoming trends are about to bring some key changes into the market. The influx of automation and other technologically-backed trends will change the way the B2B healthcare marketing space operates.
Therefore, as a marketer, make sure that you are always on top of these recurring trends shifts and leverage them on time to maximize revenue and growth.
Chief Editor at Marketing Round.