Sun. Sep 24th, 2023

Healthcare marketing trends are constantly changing and it can be difficult to keep up. It’s crucial to stay on top of healthcare marketing trends, especially with 2023 just around the corner. Here are 11 B2B healthcare trends that you should be aware of for the coming year.

1. Customer experience is becoming more important

Businesses need to stay up to date with the latest trends to provide the best customer experience. Here are some best practices B2B businesses should follow when it comes to customer experience.

1. Understanding customer needs

Understanding what your customers need and want from you is important. You can do this through surveys, focus group discussions, or by asking for feedback from your customers. Listen to customer feedback and ask them for their input to better serve your customers.

2. Offer a personalized experience

Customers expect experiences that are customized to their specific needs. Businesses can use customer data and analytics to create tailored content, emails, and campaigns for each customer.

3. Focus on convenience

Customers are looking for convenience when it is time to interact with businesses. Customers will appreciate the convenience of interacting with brands via online chat, social media, phone, and email.

4. Improve customer service by using technology

The use of technology is a key tool in delivering a better customer experience. To make customer interactions more efficient, companies should use AI-powered chatbots and automation tools.

5. Transparency is key:

Transparency is valued by customers. Accurate information about your products and services can help build trust between you and your customers.

6. Respond quickly:

Customers expect prompt responses. Customers appreciate it when you are responsive and available. Customer satisfaction can be improved by responding quickly to inquiries.

Statistics show that 92% of consumers consider an excellent customer experience to be very important or necessary when choosing which brands to buy from. Customers who have received excellent customer service will recommend that brand three times as often to others.

Amazon, for example, has created a great customer experience through its focus on convenience and customization. Customers can shop easier with one-click checkouts and personalized suggestions based on previous purchases.

2. Account-based marketing is on the rise

ABM is a new strategy for B2B marketing. This involves creating targeted offers and campaigns to attract large, specific accounts with the potential to generate significant value for an organization. The customer is the focus of this targeting method, rather than a generic list. Companies can measure success and see higher returns on their investment.

Gartner reports that by 2020, more than 85% of B2B firms will be using ABM as part of their marketing strategy. ABM has many benefits.

  • You can create campaigns that are highly customized for each account, based on their needs.
  • This helps increase brand awareness and recognition with target customers.
  • This encourages higher levels of customer loyalty.
  • Pre-qualification leads to a higher conversion rate as the customer has already been qualified.
  • This provides greater insight into customer behavior and buying patterns.

A B2B healthcare provider may, for example, use ABM to develop a tailored offer to large hospital networks. It could be special discounts or new products. ABM allows businesses to increase their ROI by focusing on accounts that will be more profitable.

3. Analytics and data will remain crucial.

Businesses in all industries are increasingly relying on data and analytics, but B2B healthcare is no exception. Businesses are accumulating more data on their customers, and using this data to better understand and serve them. Data-driven insights are used to improve the customer experience, identify trends and better make decisions.

Data-driven insights help businesses make better decisions about product design, customer service, marketing campaigns, and pricing. Healthcare organizations can leverage data to gain a deeper understanding of their customers, identify opportunities, and provide a more personalized experience for them.

When thinking about data and analytics, here are some important industry statistics:

  • Gartner reports that 79% of executives say their organizations have increased their focus on customer experience as a result of data-driven insights.
  • 88% of B2B marketing uses analytics to improve the customer experience (Salesforce).
  • Data and analytics are essential for 63% of companies to achieve their business goals over the next three-year period (Accenture).
  • Forbes reports that 70% of executives think analytics is important for business success.
  • Companies report an 83% increase in ROI with data-driven campaigns. (Microsoft).

You can see that the importance of analytics and data in B2B marketing cannot be understated. Data-driven insights can help healthcare organizations gain a deeper understanding of their customers and provide more personalized experiences, which ultimately leads to increased ROI.

4. Need for more personalized content

Customers expect more personalization with the growth of digital media. Personalization is a crucial component of B2B marketing in healthcare. Personalized content not only engages the customer but helps to build trust and relationships between the brand and its customers.

To be competitive in the market today, businesses need to tailor their content to their target audience. It can be as simple as tailoring content to meet the needs and interests of customers and delivering material that is in line with their lifestyles.

Consider these key factors when creating personalized content.

  • Use data analytics to better understand your audience and develop content that will resonate with them.
  • Content that is targeted to specific segments of your audience will be more effective.
  • Use customer feedback to determine what content your customers respond to.
  • Use A/B testing to determine which content is performing the best.
  • Include interactive elements such as videos, surveys, and polls in your content.

A recent study found that personalizing marketing messages could increase conversions by up to 30%. A targeted email campaign can boost click-through rates by up to 40%. Personalizing a landing page on a website can increase by up to 11%.

Companies can create highly customized content by leveraging analytics and data. This will resonate with their customers. This will increase engagement, trust, and conversions.

5. Content marketing is growing in popularity

Content Marketing is now an integral part of every successful business strategy. Brands can reach out to new audiences and engage with existing customers. It’s important to keep up with the times, as the demand for content is increasing. What you need to do to succeed in content marketing 2021.

1. The content creation industry is becoming more and more competitive

The need for relevant, interesting information is greater than ever. Make sure that your content is unique and stands out among the rest.

2. The content is becoming more specialized

It’s not enough to create generic blog posts. Create content that is relevant to your audience. This could be a white paper, webinar, case study, or other type of material.

3. Video content is on the rise

Video content is quickly becoming one of the most effective ways to engage with customers. According to HubSpot, 52% of marketers believe that video content has the best ROI.

4. Personalization is the key

In today’s competitive marketplace, personalizing content is crucial. Make sure that you create content that resonates with each customer.

5. AI content is on the rise

AI-powered technologies make it easier for companies to create personalized content on a large scale. Brands can leverage AI to create content that is tailored to the needs and interests of their customers.

Content marketing is growing and businesses must stay on top of the game and create relevant and engaging content. You can make your content stand out and be more appealing to customers by utilizing AI, video, and personalization.

6. Social media marketing is on the rise

Social media is becoming more important as businesses move to digital marketing. Social Media Marketing will be essential for B2B Healthcare marketers in 2023, and beyond. Social media is a vital channel for B2B healthcare marketers to engage with their customers and promote brands.

Social Media Marketing Benefits:

  1. Brand awareness and visibility increased
  2. Customer engagement and feedback are easier
  3. Search engine ranking and website traffic can be improved.
  4. More cost-effective marketing methods

Statista estimates that social media will account for nearly a quarter of digital marketing spending in 2020. Companies are investing heavily in social media marketing to increase their exposure and connect better with customers. Social media has also seen an increase in revenue of around 37% for companies who use it.

One hospital in the United States, for example, was able to use social media effectively to market its services. This led to an increase of 11% in revenue in three months. The hospital used targeted campaigns on Facebook and Twitter to gain over 10,000 followers, resulting in more than 200,000 views. Social media is a powerful tool for healthcare marketers who are trying to increase visibility and convert more customers.

Social media is not just a tool for communication anymore; it can also be a powerful marketing tool in healthcare. B2B healthcare marketing can maximize its ROI by leveraging the correct strategies.

7. Mobile marketing is important

Mobile Marketing has become a major part of the digital landscape, as consumers increasingly access content via their mobile devices. Let’s examine why mobile marketing is so crucial to any B2B healthcare marketing strategy in 2023.

Mobile marketing helps you reach more customers and increase engagement. These are some of its key benefits.

1. Reach out to more people

People use mobile phones to access information while on the go. Marketing allows you to reach customers in ways that other platforms can’t.

2. Ads that are targeted

You can target ads based on the user’s location, demographics, and interests. You can then target your ads with greater accuracy and make sure they reach the correct people.

3. Engaged in a variety of ways

Mobile ads are more engaging because they are specifically designed for mobile devices. You can use this to increase traffic and lead generation from your campaign.

4. Cost-effective

Mobile marketing can be cheaper than traditional forms of advertising because it does not require high production costs. It’s a good option for companies on a tight budget.

Statistics from the industry show that spending on mobile advertising is expected to increase from $7 billion per year in 2018 to $13.5 billion per year by 2023. This shows how mobile marketing is becoming increasingly important for businesses that want to be successful in the digital world.

ABC Healthcare, for example, has achieved a 500% ROI with its mobile marketing campaign. ABC targeted its mobile ads at a particular demographic to promote its services and quickly converted leads into customers.

In 2023, mobile marketing will be a key component of any B2B marketing strategy in healthcare. Businesses can increase their ROI by utilizing its unique features, such as targeting and a variety of other capabilities.

8. Video marketing is important

Video has been a very powerful tool in B2B marketing for healthcare. Video content is a powerful tool for healthcare marketers, as it can be used to communicate complex ideas in a short amount of time.

Video allows companies to reach their customers via multiple channels including social media, websites, emails, and more. B2B marketers in healthcare should invest more in video content to remain competitive and increase customer engagement.

Video marketing has many benefits for the healthcare industry.

1. Brand awareness is important to increase brand recognition.

Video content can help build a brand by engaging viewers on a more personal level.

2. Trust your customers and build trust

Can create an emotional bond with customers. This makes them more likely to trust a business and its products and services.

3. Educate customers:

A video is an effective tool for communicating complex information on healthcare products, services, and treatments.

4. Customer engagement can be increased by:

Vican increases website traffic and social media followers.

A survey by Wyzowl found that 82% of companies said using video content positively impacted their return on investment. In addition, 91% reported that video content is an effective marketing tool. Video content has so many advantages that it’s no wonder it’s become a key part of B2B marketing in healthcare.

9. Influencer marketing is on the rise

Influencers are a powerful marketing tool in the age of social networks. They help businesses reach new audiences, and increase brand awareness. Influencer marketing involves partnering with people who are influential and have a large social media following to promote products or services. This is a great way to increase sales, grow your customer base and improve brand recognition.

Influencer marketing is an integral part of B2B marketing in healthcare because it allows healthcare organizations to reach their customers more quickly and efficiently. Recent statistics show that 72% of marketers believe influencer marketing to be an effective tool for healthcare B2B companies. In addition, 62% of North American B2B marketers employ influencer marketing to market their goods and services.

Influencer marketing is a powerful tool for B2B healthcare organizations.

1. Reach new audiences:

Influencers can target customers with greater precision than other methods because they have an engaged and large following on social media.

2. Brand awareness is important for brand recognition.

Partnering with influencers can help you increase your brand’s recognition among their fans, and this can result in more sales.

3. Trust:

An influential person can increase conversions by recommending your product or services.

4. Drive ROI

B2B healthcare firms can increase their ROI by leveraging influencers.

10. Lead generation needs to be more effective

Businesses need to develop new lead generation strategies as the competition to attract customers in B2B healthcare becomes more fierce. In an era where customer experience is becoming increasingly important, it’s essential to be able to convert leads quickly and efficiently into sales. Here are some key strategies to improve lead generation.

1. Develop a clear, concise message

Businesses need to have strong and unified brand messaging that resonates with customers. This will help drive conversions.

2. Targeted online advertising

Ad campaigns should be highly targeted and based on data analytics. This will bring in quality leads.

3. Use SEO strategies to your advantage

SEO techniques such as keyword optimization, link building, and more can help increase the visibility of businesses in organic search results, and generate more leads.

4. Creating engaging content

Content marketing such as blogs and Whitepapers can increase website traffic and build trust with customers.

5. Utilizing retargeting ads

Retargeting can be used to attract leads that are familiar with the products and services of a business, resulting in higher conversion rates.

Statistics from the industry show that lead generation is a key factor in a company’s success. One study showed that marketers who used lead-scoring techniques produced 50% more leads ready for sales than those who didn’t. 70% of B2B marketing professionals reported that they invest more in lead generation compared to just two years earlier. These figures show how crucial effective lead generation for B2B healthcare businesses is.


  1. In B2B marketing in healthcare, the customer experience will be a top priority for 2023. Create personalized experiences and content that is tailored to your customers’ needs and wants.
  2. Account-based marketing is an important part of any strategy. Use data and analytics for segmenting your target audience to create campaigns that have a high ROI.
  3. Content marketing is in high demand. Content marketing is on the rise.
  4. Social media marketing is an important part of any strategy. Use social media channels to foster engagement and grow your business.
  5. The value of mobile marketing cannot be understated. Adapting your campaigns so that they are mobile-friendly and look good on all devices is essential.
  6. B2B marketers in healthcare should also consider video marketing. Create videos that are engaging and provide value to your audience. This will attract potential customers.
  7. Influencer marketing has become increasingly important. Partner with influencers who have a large following and fit your target market to reach out to new customers.
  8. Lead generation will be crucial to success in 2023. Use various strategies, such as SEO and PPC, to generate quality leads.

The conclusion of the article is:

Marketers must stay up to date with the latest trends in B2B healthcare if they wish to remain competitive. Many new strategies are taking off, from focusing more on the customer experience to leveraging the power of influencers.

Businesses can make their marketing efforts as effective as they can in 2023 by staying informed and using the best practices listed here.

By Tejas

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