Healthcare Marketing Trends for 2013

2013 web marketing content trendsIt wouldn’t be January without a few predictions, so here are my top three areas to keep an eye on in 2013.

Browsers, Browsers Everywhere

As predicted, 2012 saw continued proliferation of Web-browsing devices and platforms – the iPad mini, Microsoft Surface, Windows Phone 8 – the list goes on. If you’re thinking of creating a mobile site we highly recommend you consider responsive design. Responsive design is the new table-less Web design – a watershed moment in how websites are constructed to adapt to any screen size.

From a design perspective, addressing the needs of smaller screens has created a trend toward leaner websites with minimal, but sophisticated, designs.

Check out our video to learn more about responsive design.

Semantic Search

Search engines are rapidly evolving into answer engines. Rather than responding to users’ queries with a list of links to possibly relevant Web pages, the search result has become the answer itself.

For healthcare marketers, SEO is more than ensuring you have keyword-rich Web pages and inbound links from high-ranking sources. SEO also involves confirming that search engines have accurate data about you – your locations, phone numbers and social media pages – all the data elements that get returned to searchers without them ever visiting your site.

Content Marketing

Content marketing grew rapidly in 2012. Simply put, content marketing is when you create content to engage consumers and encourage them to take some action. Healthcare content is increasingly diverse, including infographics, video, digital magazines, eBooks and more.

We see a continued rise in content marketing for 2013, which means a continued focus on social media. If your social media strategy can be summed up as “like us on Facebook,” you’ve fallen behind. Make sure you’re treating your social media activities in the same way as traditional media – incorporating owned, earned and paid media.

These are the three main trends we’re keeping our eyes on. No matter what trends you’re paying attention too, it’s sure to be an exciting year!

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This entry was posted in Content, Industry Trends by David Sturtz. Bookmark the permalink.
David Sturtz

About David Sturtz

David uses his deep background in design, content strategy and product development to bring vision and innovation to Geonetric’s digital marketing and content practices. He has tackled healthcare digital marketing challenges from all sides, from designing user-friendly information architectures to building content management software that runs websites for hundreds of healthcare brands. He holds a master’s degree in library and information science from Drexel University and a bachelor’s degree in design from the University of Northern Iowa.

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