By Kathy Selker | October 10, 2020

Nine Healthcare Marketing Trends for 2019

This article previously appeared as an AMA Marketing News posting.

The new year represents an optimal time to examine the latest shifts in healthcare marketing opportunities.

Overall in 2019, we’re likely to see hospital and healthcare marketers work harder to connect with consumers online, to focus on specific consumer needs, and to meet those needs via more channels than just the typical office visit. Here are nine trends as we head into 2019 that offer hospital and healthcare marketers a chance to stay ahead of the curve.

Trends in Healthcare

By Kathy Selker | July 22, 2020

Getting Them in the Door: Marketing Healthcare to Millennial Women

A generational shift in how patients view primary care providers is causing industry upheaval.

A recent story in the Washington Post reported on a healthcare trend that has primary care practitioners concerned: Millennials are increasingly turning away from primary care and toward options that provide more convenience and price transparency.

Trends in Healthcare

By Kathy Selker | July 6, 2020

Opportunities to Market Hospitals to Women With Chronic Conditions

A new billing code could help hospitals promote the use of wearables to improve lives for patients with chronic conditions.

Chronic disease is a critical and growing problem for Americans. While women and men experience conditions at different rates, women tend to be affected earlier in life, and thus need care longer. According to the CDC, nearly half of Americans have a chronic disease, and per a March 2018 study in the International Journal of Environmental Research and Public Health, the number is growing.

Trends in Healthcare

By Kathy Selker | June 3, 2020

Women, Gaslighting and the Power of Respect in Hospital Marketing

How a cultural shift is affecting the healthcare industry

This article previously appeared on Forbes.

Sexism comes in many forms and has profound and lasting consequences, but it’s particularly galling when it happens in a place meant for healing. Because of recent headline stories in publications such as Vogue, The Atlantic and The New York Times, as well as documentaries on Netflix and highlights in podcasts, women who have been dismissed or gaslighted by their doctors now know they have strength in numbers. And they’re demanding change.

Trends in Healthcare

By Kathy Selker | June 21, 2019

How Mergers and Acquisitions Are Affecting Hospital Marketing

Hospital marketing mergers and acquisitions

This article originally appeared in Forbes.

Hospital mergers and acquisitions (M&As) are increasingly affecting the way women shop for and acquire healthcare in America. M&As include the consolidation of separate hospitals into a system (whether that’s a larger hospital acquiring a smaller one or multiple smaller hospitals merging), as well as hospitals/health systems purchasing physician practices or other provider services. These also include the merging and acquisition of healthcare services like skilled nursing practices, ambulance services, ambulatory surgical centers, nursing home facilities, pharmacies and more.

Trends in Healthcare

By Kathy Selker | May 14, 2019

Health Habits of Female Millennials

This article was originally published by the American Marketing Association.

America’s shifting demographics are highly visible in the millennial generation. Consisting of about a third of Americans, this generation is far more racially diverse than any generation before it. Millennial women’s attitudes toward health and the healthcare system are different than previous generations, too, and millennials are consuming healthcare in different ways than older generations did.

Trends in Healthcare

By Kathy Selker | April 24, 2019

The Growing Reach of Femtech

This article was originally published on MediaPost.

Femtech, the application of technology to track and advance women’s health, has evolved over the past few years to improve women’s relationships with their healthcare providers and to give women a greater sense of autonomy over their bodies and health.

Trends in Healthcare

By Kathy Selker | March 20, 2019

Encouraging Consumers to Make Active Healthcare Choices

This article first appeared on MediaPost.

As consumers take on an ever-greater burden for their own healthcare costs in the form of rising deductibles, copays and premiums, they have more buying power to choose where, when and how to purchase insurance and healthcare services. In order to enable consumers to make more informed, active healthcare choices, marketers need to get to know them better by segmenting according to needs and wants, not demographics.

Trends in Healthcare

By Kathy Selker | February 28, 2019

Lessons on Healthcare Democratization From Stanford Medicine

A recent report from Stanford Medicine outlines the challenges and opportunities in healthcare’s slow progress toward democratization.

I recently read a report from Stanford Medicine that discussed the democratization of healthcare. It pointed out a few key trends that are combining to break down the barriers that have caused healthcare to function as a closed system of heavily siloed institutions. Traditionally, information-sharing both within and across systems has been stymied by a lack of consistency in the way health data is recorded and transmitted, by patient privacy concerns and by a culture where the flow of information goes one way: from doctor to patient. But that’s starting to change. image: iStock

Category : Trends in Healthcare