South Florida Hospital News
Friday September 18, 2020

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December 2019 - Volume 16 - Issue 6


Four Predictions for Healthcare Marketing in 2020

Annual planning in healthcare marketing is challenging, given the uncertainty of the industry, rapidly changing marketing technologies and evolving consumer expectations. It is essential to stay ahead of the trends to be successful. Here are some predictions for what we can anticipate in the year ahead:

Untraditional Healthcare Choices: Over the past few years, the healthcare industry has seen mergers and acquisitions by corporations trying to stay competitive and expand into new markets. Tech giants such as Amazon, Facebook and Google also launched pilot programs and new initiatives that promise more affordable and accessible healthcare solutions in 2019. As marketing professionals, we need to be increasingly strategic with our messaging and communications. Our marketing must sufficiently address the complexity of consumer choices.
Influencing Healthcare: The effectiveness of social media influencers in the consumer industry will give rise to the adoption of influencer marketing in healthcare as well. Expect a significant increase in the use of influencers who identify as patients, sharing their stories, recommending services or raising awareness of disease states.
Gen X: Recent healthcare marketing has focused on Baby Boomers as healthcare decision makers or on Millennials as the consumers who rarely visit a doctor. In between those generations is Gen X, roughly people between ages 40-60, an important generation whose members are emerging as primary healthcare decision makers for their families. 2020 will be the year of the Gen Xer, and companies will shift more of their campaigns and messaging to this group, understanding that they are increasingly making decisions for themselves, their families and their aging parents.
Voice Search: The popularity of personal assistants (i.e., Siri, Alexa, Google Assistant) has turned marketers’ attention to the power of voice search. Today, voice search accounts for 20% of all searches and is estimated to grow to 50% by the end of 2020. Voice searches include typed requests or natural/conversational language to answer direct questions with simple answers. To be effective in voice search, web pages must clearly answer the questions that consumers ask and must contain the correct markup to be discoverable by voice assistants.
At VITAS Healthcare, 2019 was an exciting year that continued the celebration of our 40th anniversary, saw expansion to the Treasure Coast area in Florida, and included investments in the optimization of our mobile app, website and a partnership with AT&T to pilot virtual reality pain and distraction therapy for hospice patients.
In 2020, our mission remains the same, and we measure our marketing strategies and tactics on our ability to improve the patient and provider experience by embracing change.

Drew Landmeier is senior vice president and chief marketing officer for VITAS® Healthcare, the nation’s leading provider of end-of-life care, established in 1978 and headquartered in Miami, Florida. For more information, visit or download the VITAS mobile app at

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