2024 Healthcare Marketing Trends: Navigating Compliance and Performance in a Digital Landscape

The year 2024 is quickly approaching, and healthcare marketing is in a state of evolution. With tightening HIPAA regulations and shifts in consumer behavior, healthcare providers must adapt to connect with patients effectively. In this article, we explore the emerging healthcare marketing trends that will shape the industry in 2024.

HIPAA’s Impact on Digital Marketing

HIPAA compliance is paramount in the world of healthcare marketing. Recent changes in regulations have transformed digital marketing strategies. The shift began in September 2021 when the FTC issued a policy statement requiring health apps and related devices to adhere to the Health Breach Notification Rule.

In early 2023, the FTC fined notable healthcare entities for HIPAA violations, shedding light on the risks associated with tracking technologies like Google Analytics. By the end of 2023, the Department of Health and Human Services clarified the definition of healthcare information and emphasized the prohibition of using tracking technologies in ways that could result in unauthorized disclosures of patient information.

As healthcare marketers, it is crucial not to disregard these developments. The FTC is actively targeting healthcare organizations of all sizes, prompting a reevaluation of advertising strategies and methodologies.

To ensure HIPAA compliance, marketers should conduct a comprehensive audit of their marketing technology stack and tools. In 2024, this entails implementing the following tools and best practices:

1. Implement a CDP (Customer Database Platform): These platforms help marketers achieve HIPAA compliance by interfacing with technology and anonymizing PHI data. Consider options like Freshpaint and Rudderstack, which offer HIPAA-compliant solutions.

2. Use HIPAA-Compliant Call Tracking: Incorporate call tracking solutions into your martech stack to gain insights into lead progression, patient sentiment, and lead quality. Solutions such as Liine and Patient Prism are recommended.

3. Migrate to HIPAA-Compliant Analytics & Reporting: Replace Google Analytics with HIPAA-compliant alternatives like Heap and MixPanel, which sign Business Associate Agreements (BAAs).

Full-Funnel Advertising Strategy is a Must in HIPAA-Regulated World

In a HIPAA-regulated environment, marketers need to adapt their advertising and analytics strategies due to limited data availability and tracking restrictions. A full-funnel advertising strategy becomes crucial. This approach includes employing broad targeted video campaigns to build awareness and progressively guiding ad engagers towards conversion.

Research indicates that a full-funnel approach improves conversion rates and reduces costs, making it an effective strategy to engage prospective patients.

Patient Acquisition Strategies Need a Diversified Channel Mix

The patient journey is multifaceted, and an omnichannel approach is essential to engage patients effectively. Beyond advertising, organic and earned content plays a vital role in building brand authority and trust. Different types of content are recommended at each stage of the patient journey:

• Top (Awareness): Use blog posts, checklists, and infographics to inform potential patients.

• Top-Middle (Consideration): Provide educational content such as treatment pages, case studies, and email marketing sequences.

• Bottom-Middle (Decision): Focus on ease of conversion with content like insurance details, location, and hours of operation.

• Bottom (Buy Long-Term): Enhance the patient experience with appointment preparation, personalized nurture campaigns, and patient portals.

Reaching Disengaged Healthcare Consumers

Disengagement among healthcare consumers is a growing concern, leading to patient leakage, no-shows, and attrition. To combat this, healthcare providers should invest in patient retention and reactivation. Workflow automation and HIPAA-compliant patient engagement solutions can help overcome barriers and encourage patients to return.

Healthcare Consumers Demand Authenticity

Growing distrust in providers and the use of AI in healthcare search results emphasize the importance of authenticity. Healthcare organizations should prioritize their brand and experts, offering unique, researched, and human-authored content. Feature trusted authors within your organization to establish credibility.

AI’s Impact and Role in Healthcare Marketing

AI is transforming healthcare marketing, particularly in SEO. While AI tools like ChatGPT are valuable, they are not a substitute for human strategy and expertise. Keyword research and human curation remain crucial for SEO success.

Healthcare’s Digital Transformation Continues

The healthcare industry is catching up with digital transformation, driven by HIPAA concerns and private equity investments. Key areas of investment include online appointment booking, centralized CRMs, call tracking, review generation technology, and patient engagement solutions. These technologies streamline operations, improve efficiency, and enhance the patient experience.

Website User Experience Remains Paramount

Optimizing your website for a seamless user experience is vital. Ensure that your site is well-structured, content is easily discoverable, and it offers a unique and personalized experience. Prioritize transparency, especially in healthcare content, and uphold the principles of E-A-T (Expertise, Authoritativeness, and Trustworthiness).

In summary, 2024 will bring significant changes to healthcare marketing. Marketers must stay compliant with HIPAA regulations, adopt full-funnel advertising strategies, embrace an omnichannel approach, re-engage disengaged patients, prioritize authenticity, leverage AI wisely, and continue the digital transformation of healthcare services. A user-friendly website remains at the forefront of these efforts, ensuring patients can access the information they need conveniently and efficiently.