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HealthLink Connect: What we Learned in 2021

A lot has changed in the world of healthcare since January 2021, especially when it comes to healthcare marketing.

Let’s look at some of the most popular healthcare marketing topics we covered last year.

Keyword trends

Healthcare terminology was trending among the general public, not just healthcare workers and marketers. We took a look at healthcare keyword trends of 2020 and found that people were searching for information on the COVID-19 pandemic and vaccines. These terms were searched more frequently during peaks, although they remained relatively steady overall.

Additionally, we discovered that people were searching for terms related to healthcare, including healthcare workers, healthcare at home, and healthcare jobs. Search terms related to telehealth were also popular, as more people became accustomed to making virtual appointments with their doctors.

Keywords about mental health were trending at the end of 2020 and the beginning of 2021. These search terms included those related to finding help for mental health and managing symptoms of depression and anxiety, which significantly increased due to the pandemic.

Finally, we saw an increase in search terms for physician emails. This is because marketers needed to reach out to physicians using email instead of making personal visits. Additionally, pharma brands and other healthcare businesses needed to find physician emails to deliver essential information about the vaccine rollout.

Programmatic marketing

Pharma marketers had to shift to entirely digital marketing during 2020 and 2021. We discussed what’s next for programmatic advertising in healthcare and determined that, even if the pandemic wanes, digital marketing focused on engagement is here to stay.

Additionally, marketing messaging will shift to focus on products rather than brands. At the same time, it will be essential for marketers to use hyper-targeted marketing to ensure that their message is getting in front of the right audience of healthcare professionals.

A shift for Nurse Practitioners and Nursing Assistants

In the wake of the pandemic, healthcare organizations have struggled to keep up with patient demand. As a result, nurse practitioners (NPs) and nursing assistants (NAs) have stepped up and taken over some tasks previously performed by doctors, such as writing prescriptions.

As a result, we determined that pharma reps and marketers need to target nurse practitioners and nursing assistants. The best way to do this is through personalized email marketing and building relationships with NPs and NAs.

Changing privacy laws for iOS users

Marketers across industries were thrown for a loop when Apple announced that their latest update in the Fall of 2021 would allow users to opt out of email tracking.

We spoke to our resident email deployment expert Erica Smith about what health and life science marketers needed to know about iOS 15 deliverability. She concluded that it’s more vital to focus on crafting quality emails than to worry about open rates since those will no longer be a reliable source for marketers who want to track the efficacy of their campaigns.

In addition, Erica told us it will be more critical than ever for healthcare marketers to work with an email deployment platform like HealthLink Connect to ensure their emails are getting seen by the right people.

Communication changes are here to stay

Communication between healthcare marketers and providers has changed forever because of the pandemic. Our 2022 Healthcare Professionals Communications Report explores these changes and outlines steps healthcare marketers can take to improve their communication in 2022.

HealthLink Connect is Here to Help You in 2022

Connect with your target healthcare audience and stay on top of the latest healthcare marketing data with HealthLink Connect.

We can help you optimize your marketing efforts in 2022 with programmatic marketing so you can get the right information to the right audience.

Contact us to learn more!

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