4 health care trends for 2013
See what the future will bring you.
Every year, Franklin Street curates a list of consumer trends that will have the biggest impact on health care brands. Click here to download the full 2013 health care
marketing trends report.
In short, this year’s most promising trends include:
Mobile: 2012 was the year that smartphone owners outnumbered non-smartphone owners. People are increasingly reliant on the mobile web for health information.
Is your online strategy ready?
Trust: With a somewhat shaky economy and futures plagued by uncertainty, audiences are becoming skeptical of standard brand messaging. Integrity is now one
of the most important qualities in a brand. Do people trust yours?
Feedback loops: Many brands are letting people receive instant feedback on their activities, whether it’s exercise or finances. There is a huge marketing opportunity
here for healthcare brands, especially as health systems move from a model based on treatment to one based on prevention.
The upside of down-aging: Thanks to prolonged life spans from medical innovations, people are choosing to stay young—no matter their age. Does your marketing continue to rely
on old stereotypes, or are you ready to embrace an audience whose lives and interests are no longer defined by age?
The one thing that all these trends have in common is the rise of health engagement, where smart brands build conversations outside of traditional
advertising venues—whether it’s through a smartphone, in an online chat room or at a Zumba class. As the health care marketing landscape changes, we must
learn to evolve or be left behind by audiences.
P.S.: Want to listen to a Ragan Communications and Mayo Clinic Center Social Media webinar about this topic? Click
to learn more.
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