What trends have an impact on marketing for medical professionals?

In the fast-paced environment of healthcare, the best way to improve patient care is to be knowledgeable of popular trends and know how to address them.

A study published in the Scientific Papers of Silesian University of Technology (2020) highlights a significant trend: there is often a disconnect between overarching marketing goals and initiatives and employees' understanding of how their individual responsibilities align with the marketing strategy. What this means is that employees are missing opportunities to work at their full potential and grow future business, because they can't see how their work makes an impact. It is in the organization's best interest to be transparent and help employees understand their roles and how they impact the organization's mission. Keeping employees in-the-know could mean more emails, webinars, and company lunches.

Another noteworthy trend is the rise of personalized or integrative medicine. In an interview with Lisa McDonald, Senior Director of Marketing and Medical Education at Metagenics (Baker, 2024), she explains how integrative medicine, which emphasizes a holistic and innovative approach, is reshaping healthcare marketing. This approach appeals particularly to patients who feel underserved by traditional medical practices. With shorter wait times, longer face-to-face time with providers, and a more patient-centered approach, it is no wonder more and more individuals are drawn toward integrative or functional medicine doctors. As a result, patients receive more attentive, personalized care, allowing for a more foundational relationship, which improves patient comfort, longevity, and leads to better health outcomes.

Additionally, support systems for clinical decision-making are playing an increasingly influential role in healthcare marketing. Whether AI-generated or team-based, these systems help ensure medical professionals make the best possible decisions for their patients, thereby boosting credibility and trust (Baker, 2024). When organizations operate at the top of the industry with cutting-edge technologies and with the pinnacle of safety protocols, the world wants to know, and people gravitate towards those organizations, whether to become a patient, employee, or investor.

Ultimately, credible healthcare organizations should serve more patients. Tools such as webinars, continuing education programs, and peer-reviewed articles are becoming essential components of effective healthcare marketing strategies. By sharing their expertise and fostering open communication with peers, medical professionals can enhance their credibility while reinforcing the organization’s reputation. There are many medical and professional journals organizations can partner with to assist in the publication of their employees' research and clinical achievements.

It is essential that healthcare organizations are transparent with all stakeholders, in order not to miss growth opportunities. Medical professionals need to understand how their roles impact healthcare marketing and can grow the organization. Organizations that are open and transparent attract long-term employees and better serve their patients.

References

Baker, S. (2024). An Interview with Lisa McDonald, Metagenics Senior Director of Marketing and Medical Education. Alternative Therapies in Health & Medicine, 30(1), 94–96.

Krukowska-Miler, A. (2020). Marketing Strategies in Relation to Employees of Healthcare Organizations, Based on Selected Aspects. Scientific Papers of Silesian University of Technology. Organization & Management / Zeszyty Naukowe Politechniki Slaskiej. Seria Organizacji i Zarzadzanie, 144, 315–326. https://doi.org/10.29119/1641-3466.2020.144.25