As of 2020, the estimated revenue of the U.S. healthcare industry stands at a massive $2.6 trillion. What’s more, according to CB Insights, there are over 12,000 healthcare start-ups catering to the global healthcare industry. Naturally, with the rising competition, B2B marketers can no longer rely on only their products and services to attract more audiences.

B2B healthcare marketers need advanced strategies to connect with top decision-makers, professionals, and leaders. Fortunately, a few B2B healthcare marketing trends can help them reach out to a wider audience and gain an edge over the competition.

Here are the top 5 market trends in healthcare that will shape the future of this sector.

1. Data-Driven Marketing

The amount of data created in the healthcare industry is massive. For a healthcare marketer, there lie immense opportunities in tapping into this data, which is why it tops our list of B2B healthcare marketing trends.

There are tons of valuable data available to understand your target audience, their interests, pain points, and needs. With these insights, you can successfully turn your generic marketing campaigns into highly targeted ones. In fact, you can invest in a comprehensive database from data providers like HealthCare Marketers to leverage segmented data fields for your campaigns and capture more healthcare leads.

2. Account-Based Marketing

A big part of data-driven marketing for your business is the Account-Based Marketing strategy. ABM is a lucrative marketing strategy that goes beyond segmented audience personas to identify and target a set of high-value accounts.

For a B2B healthcare company like yours, it would be a good idea to start building a list of the most valuable physicians, professionals, and experts you’re looking to target. As the healthcare industry is marked by a longer sales cycle and restricted access to top professionals, ABM can help shorten your sales cycle with a personalized approach and data-driven decisions.

Besides, ABM is a great tool to align your sales and marketing teams. With an ABM strategy in place, everyone has equal insights into the key accounts being targeted and where they are in the funnel. This allows sales and marketing to drive meaningful conversations at the right time and reduce missed opportunities.

3. Social Media for the Win

Often overlooked, social media is a goldmine of opportunities for healthcare businesses and one of the most valuable B2B healthcare marketing trends in 2022. Healthcare marketers looking to target key decision-makers and professionals stand to gain a lot from social media – starting with LinkedIn.

Today, over 7.2 million healthcare professionals are active on LinkedIn. This means sharing industry-related content, running paid ads, or connecting with experts over InMails and groups can help marketers bring more leads. Further, you can promote your brand to a specific audience for increased visibility and engage them for higher conversions.

4. Video Marketing

Over the years, video content has expanded its reach in various industries in B2B marketing, and the healthcare industry is no different. Since 2020 saw a tremendous shift towards digital, video content has proved to be a valuable means to connect with and serve your B2B audience. But how?

For starters, video can be a great way to establish your brand as a thought leader in the industry. Thought leadership videos on relevant topics can help build credibility. In addition, you can also use videos to communicate your value proposition, explaining to your key healthcare prospects what you do and how your product or service can help solve their pain points.

5. Influencer Marketing in the Healthcare Industry

Influencer marketing is not new but is definitely an untapped opportunity in the healthcare sector. When it comes to B2B healthcare marketing, physicians, professionals, patients, or opinion leaders can act as influencers. Such influencers with massive followers can help increase your brand awareness, recommend your business to a large B2B audience, and drive higher engagement. 

To Conclude

Being on top of the latest B2B healthcare marketing trends is only the first step toward a successful marketing strategy. It’s time to get into action. Connect with a leading healthcare data provider like HealthCare Marketer for accurate insights into your audience and plan data-driven ABM campaigns for your business.