medical software marketing

3 HealthTech Marketing Trends for 2022

As a marketing professional in the healthcare industry, you know how important it is to stay on top of the latest trends. To help you stay ahead of the curve, we’ve narrowed down the 3 HealthTech Marketing Trends for 2022 that we’re keeping an eye on.

Our top HealthTech marketing trends for 2022 are:

  1. Using social proof in HealthTech marketing
  2. Running Facebook ads (for now)
  3. Focusing on telehealth users

1. Social Proof in HealthTech Marketing

healthtech marketing

Word-of-mouth has long been an important factor in marketing. Just consider that it results in five times more sales than paid ads according to SEMrush, a powerful digital marketing tool. However, online review platforms have introduced a powerful new way to find recommendations about products — social proof

As we pointed out in our blog on optimizing reviews for older adults, 64% of people look up a doctor that they’re considering. While only 57% of older adults did this, those that did take them seriously when it comes to choosing a physician.  

Social proof in marketing is more than online reviews. While their importance can’t be understated, social proof can also be drawn from:

  • Case studies
  • Q & A segments
  • Patient interviews and testimonials
  • Audience engagement on your socials

Keep in mind that you shouldn’t use social proof just anywhere in your marketing. It needs to be strategic in order to be most effective. As leading digital marketing resource CXL points out, social proof is best used as supporting copy to counter an objection to making a purchase, such as cost. This is often best achieved on landing pages. 

And don’t forget to test your social proof. After all, what works best for your competitor may not work best for your MedTech company. While a testimonial or statistic near the CTA may work to their advantage, it may not be as appealing to your target audience.

Click here to read our blog on the role social proof plays in customer retention!

2. Running Facebook Ads (For Now)

While it may be tempting to abandon Facebook altogether, many HealthTech businesses aren’t making the jump away from Facebook. As Ad Age points out, it’s still the path of least resistance and the most popular social media platform.

But that doesn’t mean you only have to use Facebook or Instagram, which is owned by Facebook. Although associated with Gen Z, TikTok doubled its 18+ users back in 2020 leading to only a third of its audience being under the age of 20. This means that the platform is ripe for the picking when it comes to your ad dollars.

Your options don’t end with TikTok. As the most popular platform for video sharing in the United States, YouTube is another great choice for focusing your marketing efforts. Plus, it’s not associated with a specific age demographic. As an added bonus, YouTube is also a great place to boost your SEO with quality keywords and video titles, as YouTube is the second most used search engine behind Google itself.

Click here to read our blog on the importance of video in your health tech marketing strategy!

3. Focusing On Telehealth Users

healthcare technology marketing

We can’t blame anyone for thinking that telehealth was a tool made necessary due to COVID-19. However, recent data from McKinsey & Company, a global management consulting firm, has shown that it’s not going away anytime soon. In fact, usage has stabilized across medical specialties — a whopping two-thirds of what was expected.

They also found that:

  • Consumer and provider perception of telehealth has improved since the pandemic
  • Investments in virtual care and digital health have risen dramatically since 2017
  • Business and virtual healthcare models are evolving and rapidly increasing

On the other hand, not everyone is fully on board with these new changes. Namely baby boomers. Despite 70% of Gen X, Millennials, and Gen Z preferring the convenience of telehealth, only one-quarter of baby boomers said the same. This is a significant portion of the market, as baby boomers made up the majority of healthcare visits (78%) over a 6-month period in 2020.

Click here to read our blog on the slow embrace of telehealth!

Fortunately, your marketing efforts can bridge the gap between your telehealth company and those hesitant to embrace it. The key reasons for hesitancy are:

  • Privacy
  • Security
  • Convenience

Your number one tool for combating these friction points is communication. To help your clients gain more users, you should be coaching them on how to communicate that:

  • They offer telehealth options
  • Their telehealth options are private and secure
  • Telehealth saves them time

Meeting providers where they’re at is easier than it may seem. This could be through videos, blogs, email, and social media posts. Regardless of your approach, your primary goal is to communicate how valuable the service is for your clients’ patients.

Do you need help implementing the latest HealthTech marketing trends of 2022? Schedule a call with our team today for a free 30-minute consultation!

The three biggest HealthTech marketing trends for 2022 involve social proof, keeping Facebook ads for the time being, and converting more telehealth users. Social proof is strategically important for digital marketing since it can help counter objections. Facebook ads are still necessary for many in the health tech industry, but you do have other options worth looking into. Telehealth companies can increase users by coaching clients on the benefits of the service.

Baker Marketing Laboratory has spent years helping healthcare businesses find their footing in the digital world. Through a combination of inbound digital marketing and powerful messaging strategies, we help you craft a marketing campaign that resonates with your ideal customer. Contact us today to schedule a call and learn the difference we can make for your business.