Health care marketing trends for 2020—and beyond

Wondering which tactics and tools are worth prioritizing this year—and what fads are fading? Consider these insights, predictions and suggestions from industry experts.

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Health care marketers have an opportunity to be heroes.

Emotional storytelling, compelling content and attention-grabbing campaigns can help organizations thrive and drive more profitability, but it’s no easy task. How can you succeed in a fiercely competitive, volatile industry that’s fraught with consumer mistrust?

There’s no one-click fix to cure your marketing ills, but savvy practitioners can skip ahead of competitors by prioritizing crucial trends and techniques.

In the offing this year

If your digital efforts are anything less than scalpel-sharp, you have very little chance of accomplishing much for your business in 2020. Active social media channels, a seamless, mobile-friendly website and SEO-centric content are now merely table stakes. Savvy marketers must produce content that’s compelling, educational and useful for potential patients.

“As the marketing world gets more complex and fragmented, providing a consistent, customer-centric message across channels is critical,” says Heather Swedin, global head of employee communication for Novartis Pharmaceuticals. “We’ll continue to see a focus in content marketing, but I predict less emphasis on volume and more on value creation.”

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