trends 2024
17 Feb, 2024

As we delve into 2024, the healthcare industry continues to grow and change at an unprecedented rate, driven by technological advancements and changing consumer behaviours. 

At Avily, we’re at the forefront of harnessing these trends to propel our clients into new realms of success. As we settle into the new year, it’s essential to explore the latest trends in healthcare digital marketing shaping the future of patient engagement and healthcare delivery.

1. Personalisation at scale

The era of one-size-fits-all marketing is long gone. Healthcare marketing thrives on deep personalisation today, leveraging advanced data analytics and artificial intelligence (AI) to deliver tailored messages to individual patients.

In 2024, a trend we’re seeing is an enhanced focus on creating hyper-personalised patient journeys. These strategies improve patient engagement and significantly increase the likelihood of converting prospects into loyal patients. 

2. Voice Search Optimisation

Voice search optimisation has become a crucial component of healthcare digital marketing strategies with the rise of smart speakers and voice-activated devices. As patients increasingly turn to find healthcare information and services, optimising for voice search is no longer optional. 

This includes focusing on natural language keywords, FAQs, and local search engine optimisation (SEO) tactics to ensure your healthcare brand stands out in voice search results.

3. Video Content Dominates

Video content continues to dominate digital marketing across industries, and healthcare is no exception. This year, we’re seeing an increase in the use of video for patient education, brand storytelling, and virtual healthcare consultations. 

From short-form videos on social media platforms to in-depth educational webinars, video content is a powerful tool for engaging with patients and establishing trust in your healthcare brand.

4. Augmented Reality (AR) & Virtual Reality (VR) Experience

AR and VR technologies are transforming the healthcare marketing landscape by offering immersive experiences that educate and engage patients in novel ways. Whether through virtual tours of healthcare facilities, AR-enabled surgery simulations, or VR for patient education, these technologies create exciting opportunities for healthcare brands to connect with their audience.

5. Emphasis on Expertise, Authoritativeness, Trustworthiness

Google’s emphasis on expertise, authoritativeness, and trustworthiness is particularly relevant in the healthcare sector, where accurate and reliable information is critical. In 2024, trends are showing us that healthcare brands will focus on building their position as key opinion thought leaders through high-quality, authoritative content, expert authorship, and transparent patient reviews. This not only boosts SEO rankings but also strengthens patient trust in your brand.

6. Mobile-First Strategies

With the majority of healthcare searches now happening on mobile devices, a mobile-first approach is essential for healthcare digital marketing. This means designing medical websites and content with mobile users in mind first, ensuring easy navigation, fast loading times, and a seamless user experience across devices.

7. Leveraging Social Media 

Social media maintains its status as a powerful platform for healthcare brands to build communities, share valuable health information, and engage with patients in real-time. We’re seeing a shift towards more authentic and empathetic social media strategies this year, focusing on creating meaningful connections and supporting patients through their healthcare journeys.

As we navigate the new year, these trends showcase the dynamic and fast-evolving nature of healthcare digital marketing. At Avily, we’re committed to staying at the cutting edge of these developments, implementing innovative strategies that connect healthcare practices with their patients in meaningful ways.

Enquire with us about how we can improve your digital marketing efforts.