5 Trends Influencing Healthcare Marketing in 2011

Consumer trend-spotters like Trendwatching and Faith Popcorn have identified several interesting behavior patterns for 2011.  While many of the trends are poised to significantly influence retail sectors, healthcare providers should take note.  How can your hospital create opportunities to address these emerging consumer needs?

Here are five trends that likely will have the greatest impact for healthcare marketing teams this year:

Maturialism – Savvy, world-tested consumers no longer tolerate being treated like naive audiences.  They crave much more honest conversations.  That means hospitals that traditionally have danced around difficult health topics may generate more traction by getting real - like this colonoscopy campaign we did for Augusta Health.

Generation G – More focused on generosity and realness, weary consumers continue to embrace brands that display random acts of kindness. Using insight on their audiences from social networks, organizations like Interflora flowers and KLM airlines [‘How Happiness Spreads’] have surprised people with thoughtful gestures.

• Could hospital staff bring a cookie to a new mom craving chocolate?  A map or personal guide to a family member who got lost during vistiation?
• How do staff or volunteers who go the extra mile get thanked?

Of course, this plays into another trend of consumers who love to broadcast good news (and your brand for being part of it) through social networks.

Price Pandemonium – Deal-hunting has hit a fever pitch with the economy, fueling location-based social media “check ins” for special offers and the rise of greater group buying services like Groupon and Living Social.

• Inova Health System offers flu shot deals for check-ins.
• What about using these channels to promote a package on cardiac screenings or a wellness assessment for those who picked the most popular New Year’s resolution?

Online Status Symbols – Who’s mayor of your hospital?  (Bet it’s not someone on the executive team.)  Interactive customers love all kinds of these virtual badges of honor, which help them share (show off) status and online or real activities.

• Could your hospital apply this trend by creating social networking markers to recognize cancer survivors and new parents?
• Volunteers or staff recognized for exceptional patient care?
• How about those meeting progressive wellness goals?

Which leads us to the most important trend:

Wellthy – Trendwatching.com says, “As good health is now as important to some consumers as having the biggest, newest or shiniest status symbols, growing numbers of consumers will expect health products and services in 2011 to improve their quality of life, rather than merely treating illnesses and ailments.”  For healthcare marketers, this trend nicely overlaps the previous one.

Healthcare consumers will search and share online more than ever.  Mobile health apps will continue to explode in growth, and health monitoring will become more portable and affordable.

Is your organization leading the charge for wellness, not just treatment?

How can your hospital capitalize on this and other emerging trends to further connect with your community?

We’d love to hear your ideas and examples.