2018s Biggest Trends in Healthcare Marketing

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Note:  The following article synopsis was NOT provided by BC Advantage. It was created by Find-A-Code/innoviHealth.

Article Overview

This article reviews several healthcare marketing trends that gained momentum in 2018 and looks at how they shaped patient-facing communication and service strategies. It is relevant to healthcare marketers, practice administrators, and digital strategy teams interested in improving patient engagement, convenience, and overall experience through technology. The article covers patient portal usability, patient experience design, mobile technology, and the use of digital tools such as AI-supported website features.

Why This Topic Matters

Understanding these trends helps healthcare organizations assess how patient expectations are changing and how digital tools can support a more responsive, convenient, and patient-centered experience.

Article Sections

  1. More Intuitive Patient Portals

    Discusses the growing emphasis on making patient portal platforms easier to use and more aligned with patient needs. It covers the broader role of portal technology in supporting engagement and convenience.

  2. Patient Experience

    Explores efforts to improve the overall patient experience through service design and more patient-centered planning. It highlights approaches used to better understand patient preferences and support smoother interactions.

  3. Implementation of Mobile Technology

    Covers the expansion of mobile-friendly healthcare services and digital convenience tools. It also addresses the increasing use of automated website features and other technology-enabled patient communication methods.

  4. The Common Thread

    Summarizes the shared theme connecting the trends discussed in the article. The section emphasizes broad changes in how healthcare organizations use digital technology to support patient-oriented service.

What You Will Learn

  • How healthcare marketing trends in 2018 emphasized patient-centered digital experiences
  • Why patient portals became a focus for usability and engagement improvements
  • How healthcare organizations used design-oriented thinking to support patient experience
  • What kinds of mobile and automated digital tools were gaining traction in healthcare marketing

Who Should Read This

  • Healthcare marketers
  • Practice administrators
  • Patient experience teams
  • Healthcare communications professionals
  • Digital strategy teams

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