Healthcare Marketing

2023 Marketing Predictions: Healthcare

With 2022 behind us, it’s time to dig into 2023 marketing predictions and discuss what the new year holds for our industry. We’ve gathered our resident experts to look into their crystal balls and let you know trends that you need to keep your eye on in the next year.

As we approach the three-year anniversary of the beginning of the COVID-19 pandemic in the US, we’re able to realize how COVID changed the world of healthcare and what trends will stick around long-term. In the below video, Lauren Farabough, our director of healthcare strategy, discusses how COVID changed healthcare and how healthcare marketing will evolve as a result.


One of the major outcomes of the pandemic was the sudden widespread use of telehealth. Physicians and patients alike were skeptical at the start, but it’s provided lots of helpful services even outside of Covid restrictions that will likely be continued into the future. 

To promote telehealth further, marketers should focus on its convenience. Thanks to the time saved doctors can see more patients, routine visits can be more efficient.

It’s also important to understand that telehealth may expand your hospital or clinic’s coverage area. Patients have opportunities to seek out a second opinion or special consultations that might otherwise be out of their geographic reach. 

Putting the Consumer First in 2023

In the past, marketing in healthcare has depended on expertise. However, people live busy lives and are prone to choosing the easiest option. It’s our job to make the best option (your practice’s expertise) also a convenient option. 

Marketers have been hesitant to think of patients as consumers in the past, but viewing the process this way is hugely beneficial to everyone involved. With consumer/producer perspective, marketers can better tailor the entire process with ease and clarity in mind. This will help keep repeat customers and improve the overall reputation of the business through word-of-mouth and online reviews, which is how many people develop a first impression.

Ultimately, thinking of patients as consumers does not diminish their importance or care, but improves it. From online messaging to the appointment making process to in-clinic care, the goal is an optimal patient experience.

Retail Competition 

A second piece to the consumerism question is competition. Not only do you want to attract patients to your organization, but you also need to beat out other practices offering similar care. Even retail giants like Wal-Mart and Walgreens provide competition, meaning you need to be more diligent than ever.

Again, many of these larger players have convenience on their side. Expertise isn’t enough when anyone can Google a quick fix they can pick up in five minutes. People want information at their fingertips and solutions readily available. 

How to Prepare for Healthcare Consumerism

It’s important for healthcare marketers to be aware. Become a secret shopper and walk in your customer’s shoes. Think about the experience as a whole – from Google search to final appointment. 

Then, stay informed as a healthcare marketer. Keep doing your research. Attend conferences, look at the data, and don’t be silent in the marketing world. 

Stay Up to Date in 2023

If you want to stay up to date with all the marketing news, trends and strategies in 2023, continue to check out our MHP/Team SI social media channels and blogs. And, of course, our account teams keep our clients up to date in their monthly meetings. If you’re interested in connecting with us, fill out the form below!


    Lauren Farabough