B2B Healthcare Marketing Trends You Need to Know for 2023
It’s no secret that healthcare marketing trends are rapidly changing, and keeping up with the latest advancements can be challenging. With 2023 right around the corner, it’s important to stay ahead of the curve regarding healthcare marketing trends. To help, here are 11 of the best practices for B2B healthcare marketing trends you need to know for the upcoming year.
1. Increasing focus on the customer experience
As the customer experience continues to rise in importance, businesses need to keep up with the latest trends and best practices to ensure they are providing the best experience possible. Here are some of the best practices that B2B companies should be following when it comes to customer experience:
1. Understand customer needs:
It’s important to understand what your customers want and need from you. This can be done through surveys, focus groups, or customer feedback. Make sure to ask for customer input and listen to their feedback to serve them better.
2. Offer personalized experiences:
Customers expect tailored experiences that are tailored to their needs. By using customer data and analytics, businesses can create personalized content, emails, and campaigns that are tailored to each individual customer.
3. Focus on convenience:
Customers want convenience when it comes to interacting with businesses. Offering a variety of ways to interact with your brand, such as online chat, phone, email, and social media, will help make things more convenient for customers.
4. Use technology to enhance customer service:
Technology is an important tool for providing better customer experiences. Companies should leverage AI-powered chatbots, automation tools, and self-service options to make customer interactions more efficient and personalized.
5. Be transparent:
Customers appreciate transparency. Providing accurate information about products and services helps build trust between your brand and customers.
6. Respond quickly:
Customers expect timely responses. Being available and responsive shows customers that you value their business. Responding quickly to customer inquiries can help improve customer satisfaction.
Industry statistics show that 92% of consumers rate an excellent customer experience as very important or essential when deciding which brands to purchase from and that customers who have experienced excellent customer service are three times more likely to recommend a brand to others (Forbes).
For example, Amazon has built a strong customer experience by focusing on convenience and personalization. They offer one-click checkout and personalized recommendations based on past purchases, making shopping easier for customers.
2. The rise of account-based marketing
Account-based marketing (ABM) is an emerging strategy in B2B healthcare marketing. It involves creating targeted campaigns and offers to attract specific, large accounts that have the potential to drive significant value for a business. This targeting method puts the customer first rather than focusing on a generic list of leads. As a result, companies can see a higher ROI from their efforts and better measure their success.
In 2020, Gartner reported that more than 85% of B2B companies use ABM in their overall marketing strategy. Here are some benefits of ABM:
- It allows you to create highly tailored campaigns for individual accounts with their specific needs in mind.
- It helps to increase brand visibility and recognition among target accounts.
- It encourages higher customer loyalty and better customer retention rates.
- It leads to better conversion rates as customers have already been pre-qualified.
- It provides greater insight into customer behavior and purchasing patterns.
For example, a B2B healthcare company may use ABM to create an offer specifically tailored to large hospital systems. This could include special discounts or access to new products. By targeting accounts that are likely to be more profitable for the company, ABM helps businesses to focus their marketing efforts and increase ROI.
3. The continued importance of data and analytics
Data and analytics are becoming increasingly important to businesses in all industries, especially B2B healthcare. With the rise of digital channels, businesses are collecting more and more data about their customers and using that data to understand better and serve them. Data-driven insights can be used to improve customer experience, identify trends and make better decisions.
Data-driven insights can help businesses make informed decisions about customer service, product design, marketing campaigns, pricing, and more. By leveraging data, healthcare organizations can gain a better understanding of their customer base, identify potential opportunities and create more personalized customer experiences.
Here are some key industry statistics to keep in mind when thinking about data and analytics:
- 79% of executives report that their organization has significantly increased its focus on customer experience due to data-driven insights (Gartner).
- 88% of B2B marketers use analytics to optimize the customer experience (Salesforce).
- 63% of organizations believe data and analytics will be essential to achieving business goals in the next three years (Accenture).
- 70% of executives believe that analytics is the most important factor driving business success (Forbes).
- 83% of companies report increased ROI from data-driven campaigns (Microsoft).
As you can see, the continued importance of data and analytics cannot be underestimated in B2B healthcare marketing. By leveraging data-driven insights, healthcare organizations can gain a better understanding of their customer base and create more personalized experiences that ultimately result in increased ROI.
4. The need for more personalized content
With the rise of digital media, customers expect more personalized content. Personalization has become a key component of successful B2B healthcare marketing. Personalized content not only engages customers but also helps build relationships and trust between the brand and its customers.
To be successful in today’s competitive market, companies need to create content that is tailored to their specific target audience. This can include customizing content according to the customer’s interests and needs and delivering content that resonates with their particular lifestyle.
Here are some key points to consider when creating personalized content:
- Utilize data analytics to understand your target audience and create content that resonates with them.
- Create content that is tailored to different segments of your target audience.
- Leverage customer feedback to understand what types of content they respond to.
- Leverage A/B testing to understand which pieces of content are performing best.
- Incorporate interactive elements like videos, surveys, and polls into your content.
According to a recent study, personalizing marketing messages can increase conversions by up to 30%. For example, an email campaign tailored to the needs of a particular segment can increase click-through rates by 40%, while personalizing a website landing page can lead to up to 11% higher conversions.
By leveraging data and analytics, companies can create highly personalized content that resonates with their customers. This will help drive engagement, build trust, and increase conversions.
5. The growth of content marketing
Content marketing has become an essential element of any successful business strategy. It enables brands to reach new audiences and increase engagement with current customers. As the demand for content increases, it’s more important than ever to stay ahead of the curve. Here’s how content marketing changes in 2021 and what you need to know to ensure success.
1. Content creation is becoming more competitive
With more companies vying for attention, creating engaging and relevant content is more important than ever. You need to make sure your content stands out from the competition.
2. Content is becoming increasingly specialized
Content isn’t just about creating generic blog posts anymore. You need to create content that speaks directly to your target audience, whether it’s a case study, white paper, or webinar.
3. Video content is growing
Video content quickly becomes one of the most powerful ways to engage customers. According to HubSpot, 52% of marketers say video has the highest ROI of any form of content.
4. Personalization is key
Personalizing content is essential in today’s crowded marketplace. You need to make sure you’re creating content that resonates with each individual customer.
5. The rise of AI-powered content
AI-powered technology makes it easier for businesses to create personalized content at scale. By leveraging AI, brands can create targeted content that speaks directly to their customers’ needs and interests.
With the growth of content marketing, it’s important for businesses to stay ahead of the curve and find ways to create engaging and relevant content. By leveraging AI, personalization, and video, you can ensure your content stands out from the competition and resonates with customers.
6. The rise of social media marketing
As more businesses transition to digital marketing and leverage technology to reach their target audiences, the importance of social media has become increasingly apparent. Social media marketing is essential for B2B healthcare marketers in 2023 and beyond. With nearly 4 billion people using social media worldwide, it’s becoming an indispensable channel for businesses to interact with customers and promote their brands.
Benefits of Social Media Marketing:
- Increased visibility and brand awareness
- Easier customer engagement and feedback
- Improved website traffic and search engine rankings
- More cost-effective than traditional marketing methods
According to Statista, social media accounts for almost a quarter (24%) of all digital marketing spend in 2020. This indicates that businesses are investing more heavily in this type of marketing as they try to gain more exposure and better connect with customers. Furthermore, companies that use social media have seen their revenue increase by an average of 37%.
For example, one hospital in the United States was able to use social media to effectively market its services, leading to an 11% increase in revenue over a three-month period. The hospital utilized targeted campaigns on Facebook, Twitter, and Instagram, which resulted in over 10,000 followers and more than 200,000 impressions. This illustrates how important social media can be for B2B healthcare marketers as they try to gain more visibility and drive conversions.
It’s clear that social media is no longer just a platform for communication; it’s also a powerful tool for healthcare marketing. By leveraging the right strategies, B2B healthcare marketers can ensure they are reaching their target audience and maximizing their ROI.
7. The importance of mobile marketing
Mobile marketing is a rapidly growing part of the overall digital landscape as more and more consumers access content through their mobile devices. It’s an essential part of any B2B healthcare marketing strategy for 2023, so let’s look closely at why it’s so important.
Mobile marketing can help you reach your target customers more effectively, as well as help you to increase engagement with your content. Here are some of the key benefits:
1. Increased reach
Mobile phones are now ubiquitous, and people use them to access information on-the-go. marketing allows you to reach potential customers in a way that other platforms cannot.
2. Targeted ads
It allows you to deliver ads to users based on their location, demographics, and interests. This means you can target ads more accurately and ensure they reach the right people.
Mobile ads are typically more engaging than ads on other platforms, as they are designed specifically for the mobile experience. This can help you to drive more traffic and leads from your campaigns.
4. Cost effective
Mobile marketing is often cheaper than other forms of advertising, as it doesn’t require expensive production costs. This makes it a great option for businesses on a budget.
Industry statistics show that mobile advertising spend is expected to reach $13.5 billion by 2023, up from $7 billion in 2018. This is a clear indication of how important mobile marketing has become for businesses looking to succeed in the digital space.
For example, healthcare company ABC has seen huge success with its mobile marketing campaigns, achieving an ROI of 500%. ABC used targeted mobile ads to promote its services to a specific demographic and was able to quickly convert leads into customers.
Mobile marketing is becoming an increasingly important in any B2B healthcare marketing strategy for 2023. By taking advantage of its unique features and targeting capabilities, businesses can reach their target customers more effectively and generate higher ROI from their campaigns.
8. The importance of video marketing
In the world of B2B healthcare marketing, video has become a powerful tool for engaging customers. Video content can help convey complex ideas quickly and accurately, making it an invaluable asset for B2B healthcare marketers.
Video also allows companies to reach customers through multiple channels, including websites, email, social media, etc. As a result, B2B healthcare marketers should consider investing in creating more video content to stay competitive and increase engagement with customers.
Here are some key benefits of video marketing in the healthcare industry:
1. Increase brand awareness:
Video content helps to build a company’s brand by engaging viewers in a more personal and meaningful way.
2. Establish trust with customers:
can create an emotional connection with customers, making them more likely to trust a company and its products or services.
3. Educate customers:
Videos are an effective way to communicate complex information about healthcare services, treatments, and products.
4. Increase customer engagement:
Vican helps drive website traffic, increase social media followers, and boost overall customer engagement.
According to a survey conducted by Wyzowl, 82% of businesses said that using video content had a positive impact on their return on investment (ROI). Additionally, 91% of businesses reported that video content was an effective tool for marketing their products or services. With so many benefits of using video content, it is clear why it has become such an important part of B2B healthcare marketing.
9. The rise of influencer marketing
In the age of social media, influencers have become a powerful tool for businesses to reach new audiences and drive brand awareness. Influencer marketing is the process of partnering with influential people who have a large following on social media to promote products or services. It’s an effective way to generate more sales, expand the customer base, and even improve brand recognition.
Today, influencer marketing has become an important part of B2B healthcare marketing, as it can help healthcare organizations reach their target customers quickly and cost-effectively. According to recent statistics, approximately 72% of marketers worldwide believe influencer marketing is an effective tool for B2B healthcare companies. Furthermore, 62% of B2B marketers in North America are currently using influencer marketing to promote their products and services.
Here are some ways that influencer marketing can benefit B2B healthcare organizations:
1. Reach new audiences:
Influencers have a large and engaged following on social media platforms, allowing them to target potential customers more precisely than traditional methods.
2. Improve brand awareness:
Partnering with an influencer can increase brand recognition among their followers, which in turn can lead to more leads and sales.
3. Build trust:
Having an influential person recommend your product or service can create a sense of trust among their followers, leading to increased conversions.
4. Drive ROI:
By leveraging the power of influencers, B2B healthcare companies can generate higher ROI for their marketing campaigns.
10. The need for more effective lead generation
With competition for customers becoming increasingly fierce in the B2B healthcare industry, businesses need to find new ways to generate leads. As the customer experience becomes increasingly important, the ability to quickly and effectively convert leads into sales is essential for long-term success. Here are some of the key strategies for improving lead generation:
1. Developing a clear and concise message
Businesses must have a strong, unified brand message that resonates with potential customers and helps drive conversions.
2. Utilizing targeted online advertising
Advertising campaigns should be tailored to the needs of the target audience, using data and analytics to create highly-targeted ads that bring in high-quality leads.
3. Leveraging SEO strategies
SEO techniques, such as keyword optimization and link building, can help businesses to increase visibility in organic search results and drive more leads.
4. Creating engaging content
Content marketing, such as blogs and whitepapers, can help to increase website traffic, build trust with potential customers, and ultimately convert more leads.
5. Utilizing retargeting ads
Retargeting campaigns can help to capture leads who are already familiar with a company’s products or services, leading to higher conversion rates.
Industry statistics show that effective lead generation can make a huge difference to a company’s bottom line. For example, one study found that marketers using lead-scoring techniques generated 50% more sales-ready leads than those who did not. Additionally, 70% of B2B marketers reported that they are investing more in lead generation than they were just two years ago. These figures demonstrate just how important effective lead generation is for B2B healthcare businesses.
- Customer experience should be a priority in B2B healthcare marketing for 2023. Focus on creating personalized content and experiences that are tailored to the customer’s needs and wants.
- Account-based marketing should become an integral part of your strategy. Utilize data and analytics to segment your target audience and create campaigns with high ROI.
- Content marketing is on the rise. Create informative, engaging content that resonates with your audience and compels them to take action.
- Social media marketing should be an essential component of your strategy. Leverage social channels to build relationships, foster engagement, and grow your brand.
- Mobile marketing should not be overlooked. Adapt your campaigns to be mobile-friendly, ensuring they look great on all devices.
- Video marketing is also important for B2B healthcare marketers. Create engaging videos that provide value to your target audience and draw in potential customers.
- Influencer marketing is becoming increasingly important. Reach out to influencers with an engaged following that fits your target audience and partner with them to reach new potential customers.
- Effective lead generation is vital for success in 2023. Utilize various strategies such as SEO, PPC, and email marketing to generate high-quality leads.
The B2B healthcare industry is rapidly evolving, and marketers must keep up with the latest trends if they want to remain competitive. From increasing the focus on customer experience to taking advantage of the power of influencer marketing, many new strategies are gaining traction.
By staying informed and utilizing the best practices outlined here, businesses can ensure their marketing efforts are as effective as possible in 2023.
B2B Healthcare Marketing Trends You Need to Know for 2023 was originally published on Readwrite on May 22, 2023.