What's Trending in Healthcare Marketing

The healthcare marketing landscape is constantly evolving, impacted by trends and developments in both healthcare and marketing. In this blog article, we’ll highlight some industry news articles that offer a snapshot of how various changes, including A.I. adoption, physician burnout, and cookies, impact healthcare marketing. 

In Constant Battle with Insurers, Doctors Reach for a Cudgel: A.I.

This fascinating article from The New York Times gives readers a first-person perspective into how physicians are using generative A.I. tools like Doximity GPT to save time battling insurers. According to the article, “among doctors, there are few things as universally hated” as the insurance prior authorization process. Dr. Azlan Tariq shared how the HIPAA-compliant tool Doximity GPT “halved the time he spent on prior authorizations” and “made his letters more successful.” While the author and physicians note that insurers may simply adopt the technology to use A.I. to deny letters quickly, there’s hope for a new system that would rely more on automation rather than sending letters back and forth. Though this article focuses on one specific use case for generative A.I., it illustrates physicians’ receptivity to time-saving tools. Innovations within A.I. and tools that save time continue to be trending topics among physician audiences, so consider content that allows your organization to join the conversation.

5 Reasons Physicians Are Turning Away From Medicine

This article from Becker’s ASC Review summarizes five reasons why physicians are turning away from medicine: loss of autonomy, reimbursement declines, increased consolidation, burnout, and educational costs. The article cites data from Doximity’s 2024 Physician Compensation Report, which suggests that the majority of physicians surveyed would consider less pay for more autonomy and work-life balance. It’s important to be aware of this overall landscape when collaborating with physicians and creating content that resonates with the physician audience. 

How To Shift From Marketing To Storytelling In Healthcare Marketing

Focused explicitly on healthcare marketing, this in-depth article explores how emotion-driven purchasing behaviors popular in the CPG industry can show up in healthcare. However, given the complex and nuanced nature of health conditions, treatments, and procedures, healthcare decisions have heightened emotional involvement and often require more substantial consideration. The author suggests that storytelling is a powerful way to foster the deep emotional connection that often influences patient decisions. They offer tangible suggestions, including deploying long-form educational content like podcasts or documentaries and working with creators or influencers to share personal stories with accurate medical information.

Ad World Is Relieved But Skeptical About Google’s Decision to Keep Cookies in Chrome

In July, after much back-and-forth and multiple delays, Google announced that cookies won’t be gone for good after all – at least for now. This article from Digiday explores the updated announcement from Google: that users will make “an informed choice that applies across their web browsing” which can be adjusted at any time. There are still regulatory hurdles to this plan, and savvy advertisers should still expect a significant drop in third-party cookies. As consumers gain more control over their data privacy,  advertisers would be wise to continue preparing for a cookie-less future. 

These are just a few of articles that help provide important context for the landscape in which we create and deploy marketing programs. We hope this can help inspire your content and strategy ideas. For more content inspiration, check out 12 Content Ideas to Power Your Physician Marketing.