B2B Healthcare Marketing Trends You Need to Know for 2023

It's no secret that healthcare marketing trends are changing rapidly and it can be difficult to keep up to date with the latest advances. With 2023 fast approaching, it's important to stay ahead of healthcare marketing trends. To help you out, here are 11 best practices for healthcare B2B marketing trends you need to know for the coming year.

1. Increased focus on customer experience

As customer experience continues to grow in importance, businesses need to keep up to date with the latest trends and best practices to ensure they are providing the best experience possible. Here are some of the best practices B2B companies should follow when it comes to customer experience:

1. Understand customer needs:

It is important to understand what your customers want and expect from you. This can be done through surveys, focus groups or customer feedback. Be sure to seek customer feedback and listen to their feedback to better serve them.

2. Offer personalized experiences:

Customers expect personalized experiences tailored to their needs. Using customer data and analytics, businesses can create personalized content, emails, and campaigns tailored to each customer.

3. Focus on Convenience:

Customers are looking for convenience when it comes to interacting with businesses. Offering a variety of ways to interact with your brand, such as online chat, phone, email, and social media, will help make things more convenient for customers.

4. Use technology to improve customer service:

Technology is an important tool for providing a better customer experience. Businesses should take advantage of AI-powered chatbots, automation tools, and self-service options to make customer interactions more efficient and personalized.

5. Be transparent:

Customers appreciate transparency. Providing accurate product and service information helps build trust between your brand and your customers.

6. Respond quickly:

Customers expect quick responses. Being available and responsive shows customers that you value their business. Responding to customer requests quickly can help improve customer satisfaction.

Industry statistics show that 92% of consumers consider a great customer experience to be very important or essential when deciding which brands to buy and that customers who have experienced great customer service are three times more likely to recommend a brand to others (Forbes ).

For example, Amazon has built a strong customer experience with a focus on convenience and personalization. They offer one-click checkout and personalized recommendations based on past purchases, making shopping easier for customers.

2. The rise of account-based marketing

Account-based marketing (ABM) is an emerging strategy in healthcare B2B marketing. This involves creating targeted campaigns and offers to attract specific and important accounts that have the potential to generate significant value for a business. This targeting method puts the customer first rather than focusing on a generic list of prospects. As a result, businesses can see a higher return on investment from their efforts and better measure their success.

In 2020, Gartner reported that more than 85% of B2B companies use ABM in their overall marketing strategy. Here are some benefits of ABM:

It allows you to create highly personalized campaigns for individual accounts taking into account their specific needs. It helps to increase brand visibility and recognition with target accounts. It encourages greater customer loyalty and better customer retention rates. This leads to better conversion rates because customers have already been pre-qualified. It provides a better understanding of customer behavior and buying habits.

For example, a B2B healthcare company can use ABM to create an offer specifically tailored to large hospital systems. This may include special discounts or access to new products. By targeting accounts that are likely to be more profitable for the business, ABM helps companies focus their marketing efforts and increase their return on investment.

3. The continued importance of data and analytics

Data and analytics are becoming increasingly important to businesses in all industries, especially B2B healthcare. With the rise of digital channels, businesses are increasingly collecting data about their customers and using that data to better understand and serve them. Data-driven insights can be used to improve customer experience, identify trends, and make better decisions.

Data-driven insights can help businesses make informed decisions about customer service, product design...