For nearly all patient types, the journey toward care begins at a trailhead: the search engine—most often Google. Patients are doing their own research – not just looking for providers; but scouting the path ahead by searching for symptoms, comparing treatment options, reading reviews, and evaluating credentials long before making contact. Your content needs to be on point.
This whitepaper explores how hospitals and health systems, med spas, urgent care and physician practices can attract and convert patients using a content-first strategy. With patients expecting helpful, trustworthy information at every stage of their digital journey, content is no longer optional, it’s your most powerful atlas to guide patients from awareness to appointment.
NPI targeting has emerged as a transformative approach that elevates your marketing strategy beyond traditional methods. By shifting from broad-spectrum tactics to personalized, evidence-based outreach, NPI targeting allows for unprecedented precision.
Boomers are almost the inverse of Gen Z when it comes to social and advertising influences. Older Boomers trust the authority of other healthcare providers who recommend specific specialists.
As healthcare continues to evolve toward a consumer-driven model, specialists and providers must adapt their strategies to meet the distinct needs and preferences of each generation. By recognizing these generational differences and leveraging digital engagement, specialists can build lasting connections and thrive in an increasingly competitive healthcare landscape.
Gen X responses were roughly equal across the influence channels. Reaching this "skeptical" generation will require specialists to promote content on various platforms while also maintaining influence on their community and referring physicians.
Millennials' reliance on social media for specialist information is 28% higher than Gen Z. Their reliance on advertising is 14% higher than Gen Z and 18% higher than Gen X.
Younger generations are leaning into self-directed online research and peer reviews to make healthcare decisions. Gen Z is heavily influenced by advertising and social media information about specialists.
A majority of every generational group expects to see a specialist in the next 6-12 months. Naturally, each age group has their own care needs, and additionally, our survey shows that the way each age group finds and chooses their specialists varies quite a bit.
Different generations use both online and off-line factors to select a primary practice. This section examines how marketing strategies and personal recommendations impact Millennials when choosing healthcare providers.
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