In today’s shifting healthcare climate, technology is taking center stage. That’s because more and more patients are turning to technology to navigate the healthcare system. Fortunately, the industry is responding to this growing trend. A recent HIMSS survey revealed that 90% of physicians are already using mobile devices to engage patients, and 52% of hospitals currently use three or more connected health technologies.
However, research shows patients are ready and waiting for even more tech solutions in healthcare. To meet this demand, healthcare marketers must embrace technology and stay on top of the latest and greatest tech trends.
Affect, a public relations and social media agency specializing in technology, healthcare and professional services, recently revealed that technology will play a major role for healthcare marketers in 2018. “Patients want much more convenience and technology, and healthcare organizations are trying to respond,” emphasized Melissa Baratta, an Affect senior VP and healthcare practice lead. “Marketers are in the middle of all that—they have to keep on trend, they have to communicate with patients and they have to leverage technology on top of that.”
After speaking with a panel of senior healthcare executives from organizations such as Illumina, MDxHealth, Pfizer and Phoenix Children’s Hospital, Affect published a guide to major trends in healthcare marketing in 2018. According to their discussions, technology is the #1 factor impacting healthcare marketing and PR.
The panel identified the following as top priorities for healthcare marketers in the new year:
- Create customized, compelling content for your target audience
- Better segment target key audiences
- Leverage emerging technologies to connect with patients
- Tie marketing more closely to business and financial metrics
To read the full report, click here.
After all, technology has already transformed the face of marketing. With the emergence of new tech solutions comes fresh, creative ways to connect with consumers. By tapping into tech, marketers can more effectively pinpoint their target audience and engage patients.
While it may be a challenge for marketers to stay on top of these tech trends and leverage tech in their efforts, it’s not all bad news. “There’s excitement, looking at how to put all the pieces together, trying to figure out how to use technology to their advantage,” Baratta points out.
In other words, the healthcare marketer’s role is shifting to a more technical focus. According to the Affect report, some marketers see their jobs as “so tech-driven” that they believe they’ll need to develop the skills of a CIO.