Believe it or not, we’re just a few weeks from the start of 2025. And while you undoubtedly have plenty of projects on your plate for the new year, it’s time to think about executing new tactics to increase conversions, build patient loyalty, and grow your brand.
These healthcare marketing tactics are especially vital as consumer preferences and habits shift toward digital platforms. Today’s patients expect personalized web experiences, convenient online appointment scheduling, and comprehensive content that answers their questions.
Your organization can get ahead of the curve by prioritizing one (or more!) of these tactics in the coming year:
1. Personalization
Your patients are looking for tailored digital experiences that speak directly to their needs and challenges. By investing in personalization, healthcare organizations can create more relevant and engaging digital ads, landing pages, and patient portals to help build patient connections and improve trust.
One way you can ease into personalization is by creating content that aligns with the service lines potential patients are researching and where they’re coming from when they arrive at your site.
For example, say you want to highlight your orthopedic care department. You could create digital ads focused on younger patients, with imagery that depicts young adults playing sports and a specific landing page that talks about sports medicine and other ailments younger patients might face. As part of that same campaign, you could create a series of emails and custom landing pages that target older patients, and the reasons why they may seek out orthopedic care.
Personalization doesn’t have to be overwhelming or feel invasive — giving patients a tailored experience that offers the answers they’re looking for is an effective first step. Learn more about personalization with these FAQs!
2. Digital Advertising
Haven’t been investing much in your digital advertising program? Now is a great time to start!
Paid ads help capture potential patients’ attention at critical moments in their care journeys when researching options on search engines or social media. By pairing effective ad content, engaging images, and helpful landing pages, you can drive new patients to your site and show them why your organization is the best choice for the care they need.
You can also maximize the impact of your ads by tracking their performance and A/B testing different ad copy or images to see which messages resonate the most with your audience.
3. Findability
Findability is one of the healthcare marketing tactics we talked a lot about in 2024 — and that’s definitely not going to change in 2025 as artificial intelligence (AI) continues to gain prominence.
Plan a strategy for the coming year to stay findable and visible to prospective patients regardless of whether they find you through a traditional web search, Google’s AI overviews, an AI answer engine like Perplexity, or another method of search.
The key here is to consider everywhere your organization is visible online — your primary site, subsites, business listings quality, social media engagement, and paid advertising — as an opportunity to guide a user to the information they’re looking for, even if that user is an AI algorithm.
You can start boosting your findability in 2025 by making sure all of the content on your web pages is easily scannable and follows a standardized structure, ensuring your location pages and provider profiles are up-to-date, and utilizing Schema structured data to serve up the most essential information to any AI bots that scan your site.
4. Social proof
Patients trust the experiences of other patients. In healthcare, where trust is essential, incorporating social proof — reviews and recommendations from other patients — can be a powerful way to build that trust with prospective patients and foster a supportive community.
You can build up a strong base of user-generated content by prominently displaying patient testimonials or success stories on your site, highlighting any awards or accolades your organization has received, and even utilizing user-generated content like this blog of patient- and staff-submitted stories created by Geonetric client Bronson Health.
5. Iterative website updates
You may have a complete website redesign on your to-do list for 2025. But even if you don’t and don’t anticipate having the resources to entirely revamp your site in the coming years, it doesn’t mean your site has to just sit and grow outdated.
Iterative website design allows you to tackle individual parts of your website as you’re able. This could be as simple as regularly updating the information on your location profiles to keep it current and solve patients’ pain points, creating a microsite for a certain service line or topic you want to highlight, or building a blog or content hub to provide helpful information and boost your search engine optimization.
By handling these smaller updates as needed, your next full redesign can start from a strong foundation instead of needing to overhaul an entirely outdated website.
Ready for 2025?
In 2025, your organization will have the opportunity to meet patients where they are and create experiences that resonate, no matter your resources or budget.
From personalized interactions and targeted digital ads to improving findability and harnessing the power of social proof, these strategies can elevate your organization’s brand, build patient trust, and drive meaningful engagement. As you plan for the coming year, consider investing in these areas to future-proof your healthcare marketing tactics and make a lasting impact.
Need a hand with your 2025 marketing plans? Geonetric is ready with more than 25 years of healthcare marketing experience and a team of experts ready to take your organization’s marketing to the next level. Contact us today to get started!