What trends have an impact on marketing for medical professionals?

A study published in the Scientific Papers of Silesian University of Technology (2020) highlights a significant trend: there is often a disconnect between overarching marketing goals and initiatives and employees' understanding of how their individual responsibilities align with the marketing strategy.

Another noteworthy trend is the rise of personalized or integrative medicine. In an interview with Lisa McDonald, Senior Director of Marketing and Medical Education at Metagenics (Baker, 2024), she explains how integrative medicine, which emphasizes a holistic and innovative approach, is reshaping healthcare marketing. This approach appeals particularly to patients who feel underserved by traditional medical practices.

Additionally, support systems for clinical decision-making are playing an increasingly influential role in healthcare marketing. Whether AI-generated or team-based, these systems help ensure medical professionals make the best possible decisions for their patients, thereby boosting credibility and trust (Baker, 2024).

Furthermore, tools such as webinars, continuing education programs, and peer-reviewed articles are becoming essential components of effective healthcare marketing strategies. By sharing their expertise and fostering open communication with peers, medical professionals can enhance their credibility while reinforcing the organization’s reputation.

References

Baker, S. (2024). An Interview with Lisa McDonald, Metagenics Senior Director of Marketing and Medical Education. Alternative Therapies in Health & Medicine, 30(1), 94–96.

Krukowska-Miler, A. (2020). Marketing Strategies in Relation to Employees of Healthcare Organizations, Based on Selected Aspects. Scientific Papers of Silesian University of Technology. Organization & Management / Zeszyty Naukowe Politechniki Slaskiej. Seria Organizacji i Zarzadzanie, 144, 315–326. https://doi.org/10.29119/1641-3466.2020.144.25