Written by: Deb Warren, Multicultural Marketing and Communications Manager and Megan Kaye Marti, Integrated Marketing Campaigns Director, Quinn Thomas

As marketers and communicators, it’s imperative that we stay on top of ever-evolving shifts in the social and digital landscape that we rely on to meet our audiences. For healthcare communications, in particular, it’s important to leverage new and innovative approaches to navigate the ongoing complex issues facing healthcare organizations, such as financial challenges and recruitment/retention. 

At Quinn Thomas (QT), we partner with a range of healthcare organizations across the industry on marketing campaigns, including to promote behavioral health, healthcare careers, insurance coverage and more. In our work, we are seeing some exciting new offerings across digital marketing, as well as shifts in how users are engaging with platforms and content. 

Here are four of the top trends to consider as you plan campaigns and outreach this year and beyond in the healthcare space:

  1. Social as search:

Google is no longer the first place many users turn to for their search needs. Social media is actually the #1 product discovery channel for Gen Z and Millennials, and 31% of all consumers are using social media to find answers to questions (Hubspot, State of Marketing 2024 Report). We also know health related topics, as well as mental health, are some of the most trending topics on channels like TikTok and Instagram. As you plan campaigns, think about how you can position your organization and brand to appear via keywords not just on search engines, but on social media channels with well-placed, useful content.

  1. Take carousel ads for a spin:

The carousel ad format combines multiple videos or images into a single post and is driving high engagement both organically and in paid ads. If you have a limited budget, carousels with static images are a great tool to leverage visual content without needing to invest in video development. You can also showcase multiple pieces of content, all within one ad. And further, because they are designed to be interactive and scrollable, they inherently lead to more engagement with your content. 

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  1. Less is more with short form video:

Short-form video is the #1 format, offering the highest ROI and will see the most growth in 2024 (Hubspot, State of Marketing 2024 Report). Videos under 30 seconds tend to perform at higher rates, and are powerful levers for driving qualified leads. At QT, short-form video ads placed on TikTok, YouTube and Meta are consistently driving double the qualified traffic to our healthcare clients’ websites than static ads. Another budget-friendly option for short form video is user generated content. These videos are less polished than a traditional testimonial or ad, but are a strong complement to brand content by spotlighting a range of diverse voices, such as your patients or employees.  

  1. Linked-Influencers on the rise:

TikTok and Instagram aren’t the only channels for influencers any more. LinkedIn is now incentivizing everyday professionals to post unique content, contribute as experts, and gain a following, which is attracting new and unexpected influencer deals (Digiday). The platform is also testing a new TikTok style feed on mobile (Techcrunch), following the recent launch of an inbox feature to better moderate DMs (Search Engine Journal). As health systems and healthcare organizations are laser focused on recruitment  and retention, we are excited to see how these tools evolve to better connect job seekers with authentic content and responsiveness that reflects your organization.