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4 Things Healthcare Marketers Need to Know Going into 2016


It’s hard to break down all the biggest trends for 2016, but these four are certainly worth paying attention to and learning more about:

1. New Native Advertising Guidelines Issued

I recently wrote about native advertising on here. Now, The FTC has released new guidelines regarding native advertising. The policy statement released by the FTC spells out its rules for native ads more explicitly than ever before. If you’re using or thinking about leveraging native ads, you’ll need to pay attention to how the new guidelines work and how they could affect what you say and publish.  For more on native advertising as it relates to the healthcare marketing, I recommend you check out 3 Tips For Native Advertising In Healthcare, by Sandra Kramer at Medicom Health Interactive. 

2. Ad Blocking Use is On The Rise

The number of people installing ad blockers in the U.S. has increased 48 percent last year, according to a report commissioned by Adobe and conducted by PageFair, that estimates ad blockers on desktop computers will cost publishers $22 billion this year. If you’re a digital marketer, it’s time to learn more and begin looking at how you intend to focus on the future by leveraging more content marketing, social media, native ads and other forms of digital marketing that are not typically blocked.  

3. Branded Video Content Brings Opportunities

According to Forbes, “Branded videos can range from interviews and behind-the-scenes footage to dramatic shorts and product promos. In response to the rising demand for video content, brands will naturally begin to turn their focus toward creating fresh content.” And with YouTube the second most popular search engine and getting more than four billion views per day, healthcare marketers should highly consider leveraging branded video content. As consumer move away from going to blogs and to channels like YouTube, marketers must begin leveraging video.  As Forbes notes, “The good news is you don’t have to start from scratch. Many brands will simply be able to repurpose some of their existing content by converting it to video form. Thanks to modern video solutions and streamlined editing platforms, the ability to create content has never been easier.”

4. Social Media Is Really Important

According to Social Times, “Snapchat has an estimated 200 million monthly active users and 100 million daily active users, which puts it ahead of all of its other competitors after four years. Instagram is close behind with 180 million monthly active users in 2014. This seems to indicate faster growth overall for visual social networks.” And while many healthcare marketers are still struggling to use Facebook and Twitter, it’s time to embrace social media as a relevant platform for healthcare marketing.  Why? Here are some incredible stats from WHPRMS that should make you want to make social media your number one goal in 2016:

  • Twenty-eight percent of people who use social media for personal reasons support a health-related cause using social media.
  • Mayo Clinic’s podcast listeners jumped to 76,000 in one month after the clinic started using social media.
  • Sixty percent of people who use social media trust posts by their doctors. 55% trust hospital posts.
  • Eighty-seven percent of doctors use social media for personal reasons. 67% of those doctors use social media for professional use.
  • Only 15% of hospitals hire a full time social media manager. 6% assign an intern.
  • Patients are most likely to share information about their health using social media with doctors and hospitals more than other groups or people.

Check back soon where I’ll be posting new articles on wearables, more on native advertising and how to leverage paid search for better ROI.

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