Every year, Franklin Street curates a list of consumer trends that will have the biggest impact on healthcare brands. Click here to download the full 2013 Healthcare Marketing Trends Report.

In short, this year’s most promising trends include:

  1. MOBILE: 2012 was the year that smartphone owners outnumbered non-smartphone owners. People are increasingly reliant on the mobile web for health information. Is your online strategy ready?
  2. TRUST: With a somewhat shaky economy and futures plagued by uncertainty, audiences are becoming skeptical of standard brand messaging. Integrity is now one of the most important qualities in a brand. Do people trust yours?
  3. FEEDBACK LOOPS: Many brands are letting people receive instant feedback on their activities, whether it’s exercise or finances. There is a huge marketing opportunity here for healthcare brands, especially as health systems move from a model based on treatment to one based on prevention.
  4. THE UPSIDE OF DOWN-AGING: Thanks to prolonged life spans from medical innovations, people are choosing to stay young—no matter their age. Does your marketing continue to rely on old stereotypes, or are you ready to embrace an audience whose lives and interests are no longer defined by age?

The one thing that all these trends have in common is the rise of health engagement, where smart brands build conversations outside of traditional advertising venues—whether it’s through a smartphone, in an online chat room or at a Zumba class. As the healthcare marketing landscape changes, we must learn to evolve or be left behind by audiences.

Get ahead of the curve by downloading the full 2013 Healthcare Marketing Trends Report. Are there any other important trends we might have missed? Let us know in the comments.

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