Millions of patients search for care on Zocdoc every month, and thousands of providers use Zocdoc to connect with new patients. As the largest healthcare marketplace of its kind, Zocdoc has a unique vantage point on emerging trends that are shaping patient acquisition. From the rise of artificial intelligence (AI) to shifts in traditional marketing strategies, here are five key trends Zocdoc sees on the horizon.
1. AI is starting to revolutionize patient acquisition and marketing.
AI is poised to disrupt healthcare marketing, transforming everything from creative processes to campaign optimizations. With AI-driven tools, marketers can create hyper-personalized content, fine-tune audience targeting, and optimize campaigns in real-time. While AI technology is still nascent, those who embrace it early stand to see the biggest gains with more efficient and effective patient acquisition strategies.
2. There will be advances in measurement, personalization, and segmentation outside of AI, too.
Measurement will become increasingly sophisticated, allowing healthcare marketers to gain deeper insights into the performance of their campaigns. First-party data will become even more valuable as privacy regulations tighten, and organizations will need to find innovative ways to collect and utilize this data. Personalization and segmentation will enable more tailored and effective marketing efforts, ensuring that patients receive the right messages at the right time.
3. Media fragmentation continues post-pandemic.
The pandemic accelerated the adoption of digital platforms, including telemedicine, and highlighted the importance of flexibility in patient acquisition strategies. However, many of these trends were already in motion pre-pandemic, and the focus now should be on how they will continue to evolve. For example, the shift toward streaming platforms, which gained momentum during the pandemic, has led to fragmentation in the media landscape. This fragmentation requires healthcare marketers to be more strategic in how they reach potential patients across various channels. Understanding the changing dynamics of media consumption is vital for maintaining an effective patient acquisition strategy.
4. Patient behavior is evolving with more personalized results.
Patient behavior is changing rapidly, with AI and search engines like Google playing a significant role. AI is already being used to personalize search results, guiding patients toward specific healthcare providers based on their search intent and past behavior.
Healthcare providers should consider enhancing their online presence and optimizing for search engines. This means focusing on how to maximize the SERP (search engine results page) with a holistic strategy across SEO (search engine optimization), SEM (search engine marketing), and AI-powered results. As AI continues to evolve, it will likely play a more significant role in determining which providers appear in patient searches, making it crucial for healthcare organizations to invest in digital marketing strategies that align with these technological advancements.
5. Traditional marketing approaches won’t reign supreme.
As the healthcare marketing landscape evolves, there will continue to be a gradual decline of traditional approaches, such as broadcast TV advertising, reliance on slow-moving creative agencies, and high-cost production. These methods are being replaced by more agile, cost-effective, and data-driven strategies that better align with the needs of today’s patients.
The shift away from traditional marketing means healthcare organizations must be willing to experiment with new channels and techniques, embracing the innovations that are driving the industry forward.
Hundreds of thousands of providers and millions of patients rely on Zocdoc, allowing for a strong pulse on the emerging trends shaping the healthcare landscape. From the transformative impact of AI to the ongoing evolution of patient behavior and marketing strategies, healthcare providers must stay agile and forward-thinking to thrive in this dynamic environment.
Stay tuned for more marketing insights and consult with an enterprise sales representative to learn more about how Zocdoc can grow your business.