For pharmaceutical brands and marketers alike, staying current with the latest marketing trends in healthcare is crucial. With 2024 ending and 2025 just around the corner, it’s a great time for businesses to recalibrate their approach to pharmaceutical marketing by staying ahead of the latest healthcare marketing trends. Adopting the latest trends can ensure that you’re effectively reaching patients and HCPs and that your products are always top of mind.
A great way to help you stay in touch with all that’s new in the world of healthcare marketing is the Doceree 360 Healthcare Marketing Trends 2024-2025 report. Developed through extensive industry data from reputable sources and secondary research enriched by interviews conducted with Doceree's leadership and industry experts, this report aims to empower marketers, pharma brands, and life sciences companies with insights into what’s driving success today—and what’s falling short.
While we highly recommend reading the full report to get a better understanding of all that it has to offer, if you’re pressed for time, this blog will aim to provide a quick sneak peek into the key predictions about the future of omnichannel healthcare marketing.
With the power of artificial intelligence (AI) thrown into the mix, modern-day marketers can now access previously unavailable avenues. From improved audience segmentation to precision targeting of Healthcare Professionals (HCPs), the era of AI has redefined how we understand and engage with our target audience.
Thus, one of the key marketing trends in healthcare to look out for is the shift from attempting to clock better numbers to improving HCP interactions. The report found that the shift from basic segmentation (e.g., age, specialty) to dynamic targeting based on HCP engagement patterns is taking place at a brisk pace, with 50% more conversions now being achieved through AI-driven segmentation – all enabled by intelligent targeting and hyper-personalized campaigns. Thus, through intelligent, adaptive targeting, AI is enabling hyper-personalized messaging that offers great precision and responsiveness – all driven by real-time insights and contextually relevant patient data.
With the growing use of EHR systems -- 88% of office-based physicians utilizing them -- there is now an increased focus on integrating marketing efforts within the clinical workflows of HCPs. Per the report, modern EHR integration is significantly improving the prescribing process. Non-intrusive marketing efforts conducted through EHRs have demonstrated the power to transform an unwelcome interruption into an essential clinical resource.
From increasing script volumes by 94% to reducing therapy initiation times by 3.5 days, there are many benefits of integrating marketing efforts within clinical workflows in an intelligent and non-intrusive way. Well-planned marketing efforts integrated with clinical workflows can also help track individual treatment histories, lab results, and medication adherence in a HIPAA-compliant manner, thus also helping in identifying care gaps and improving overall patient outcomes.
To counter inefficiencies in the traditional approaches to HCP targeting and data management, healthcare marketers are leveraging first-party data within privacy-compliant frameworks, ensuring both effectiveness and trustworthiness. With as much as 30% of data lost when marketing teams attempt to match curated target lists across platforms, the game-changers in this space are building what we call "connected data ecosystems".
With connected data systems, companies can achieve 95% accuracy in matching HCP profiles, compared to 70% accuracy using traditional methods of marketing. The report also explains that companies that are effectively leveraging first-party data are seeing up to 2.9 times more revenue and 1.5 times greater cost savings. Another key point of interest in Doceree’s report on healthcare marketing trends is that companies with HIPAA certification are seeing deeper engagement with HCPs, faster partnership development, and stronger market positioning.
Download Doceree 360 Report - Healthcare Marketing Trends 2024-2025
A key healthcare marketing trend in 2024 was the shift to a patient-centric and value-based marketing approach. This is because the focus of healthcare marketing is increasingly shifting from just reaching HCPs to ensuring that patient outcomes are at the center of marketing messages.
The report revealed that HCP engagement rates climb 40% when campaigns incorporate patient outcome data. Additionally, brands recognized as patient-centric are seeing their market share grow 2.3 times faster. For marketers looking to craft patient-centric programs, it is important to understand that deep integration of patient journey insights, identifying critical decision points and adherence challenges are all key areas to consider. It is also important to measure what matters to HCPs and patients -- quality of life, functional improvements, work productivity, and caregiver burden.
Another key healthcare marketing trend to understand is that AI is not here to replace human intelligence but to enhance human expertise with its insights. This is because marketing teams find that AI works best not as a replacement for human judgment but as a partner to improve efficiency.
For example, AI-based solutions such as Natural Language Processing (NLP) tools allow marketers to analyze large volumes of data to understand HCP behavior. Using these, marketers see a 30% increase in campaign relevance, enhancing targeting effectiveness.
Marketers are also improving campaign performance – for up to 50% better outcomes – by using the power of Predictive Analytics. Today’s Predictive analytics looks at everything, including how doctors respond to various forms of content, which communication channels work best, and when they're most likely to engage. Next Best Action (NBA) in healthcare marketing is also being used to make smarter decisions about when, how, and what to communicate with HCPs.
Suffice it to say, Doceree, through its 360 Healthcare Marketing Trends 2024-2025 report, has shared trends that offer actionable strategies fusing innovation with the core purpose of healthcare: delivering exceptional patient care. Another key aspect here is how these trends have been brought together as a sum of parts instead of just existing in isolation, thus helping offer more meaningful solutions to the problems healthcare marketers face today.
Much like how Doceree has brought innovation in the healthcare marketing space in the past, using a multi-faceted research approach that combines expert insights, proprietary data analysis, and comprehensive secondary research, this new healthcare marketing report too looks poised to help marketers, HCPs and patients alike by revolutionizing the overall landscape of the healthcare marketing industry.
So, what are you waiting for? Download the full Doceree 360 Healthcare Marketing Trends 2024-2025 report, and make sure you’re all set to benefit from the insights that it has to offer. While this blog attempted to give you a sneak peek into what the report is about, to understand it fully and take full advantage of its learnings, we highly recommend going through the full report.