You don’t need a crystal ball to tell me what’s coming next in healthcare marketing. As most marketers here know, just look at B2B and B2C - you’ll see the tools and technologies coming into our industry.
But how can we start to move faster with our own digital transformations?
Part of the challenge is consumer (and patient) expectations.
Consumer technology sets the bar for what we expect digitally. Whether it’s the speed and visual appeal of a gaming app or the seamless nature of an online shopping experience, these innovations shape what we come to expect not just as individual consumers but also as professionals and business leaders.
It’s no wonder the same technologies we encounter in B2C often transition into B2B, where tools like automation, personalization, and real-time reporting become essential to improving workflows and decision-making.
The flow of expectations isn’t going to change. We’ll always have more B2C experiences than healthcare experience (at least we hope!). But we can start to accelerate healthcare’s path to change by better understanding how these technologies flow and when it’s the right time to adopt
Why do marketing technologies move across industries?
Part of the reason these technologies follow this trickledown path is because the companies who create them want to expand. Once they’ve captured the B2C market, they move on to B2B, then into complex industries like healthcare and finance.
We’ve seen it recently with digital experience platforms like Sitecore. They’re a tech giant in B2B and B2C, but just announced their HIPAA readiness in fall of 2024.
But there are more natural reasons than market economics. For one, the technology is further de-risked. B2C is a great proving ground. Short sales cycles and high consumer risk tolerance make it easy to test something new. After there’s a foothold and initial kinks have been sorted, B2B firms start to take notice and begin to adopt - further refining the tools. Finally, industries like healthcare tend to get involved only after products have undergone enough vetting and testing on the consumer side to justify an investment.
Healthcare and finance are understandably cautious, handling sensitive patient or customer data demands rigorous oversight and robust security measures. As tools mature in B2C and B2B settings, they are refined to meet the specific needs of these industries, incorporating compliance frameworks such as SOC 2 and other safeguards designed to uphold privacy and data integrity.
How do you know when to adopt a new healthcare marketing technology?
To identify when a marketing technology is ready to move from B2B into healthcare, marketers should keep an eye on several telltale signs:
Emergence of Healthcare-Specific Vendors - When niche vendors begin offering industry-specific versions of a technology, it's a clear signal of its readiness for healthcare adoption. For example, tools originally designed for broad B2B applications - like marketing automation platforms - may evolve into HIPAA-compliant solutions with features tailored to healthcare providers.
Adoption by Adjacent Regulated Industries - If industries like finance or insurance, which share similar compliance and privacy concerns, start adopting a particular technology, it’s a good indicator that the tool has matured enough to handle sensitive data and complex regulatory requirements.
Integration with Healthcare Ecosystems - Look for technologies that begin to integrate with healthcare-centric platforms such as your EHR system or patient management platform. This indicates that the technology has been adapted to meet the operational realities of healthcare organizations.
Increased Focus on Compliance and Security - Technologies that start adding compliance frameworks like SOC 2, GDPR, or HIPAA support are positioning themselves for healthcare.
Pilot Programs in Healthcare - Early-stage pilot programs or partnerships with healthcare organizations often serve as test beds for new technology adoption. Keeping tabs on these initiatives can provide an early look at tools that might soon be industry standards.
Why do B2B and B2C marketing tools matter to healthcare marketers?
While it’s good news that healthcare marketers can adopt polished, thoroughly vetted technologies, there’s a tradeoff. Consumer expectations evolve just as quickly as the technology itself. Wait too long, and your systems will struggle to support modern tools, leading to implementation challenges and missed opportunities.
What should healthcare marketers do now?
Healthcare organizations face a critical challenge: putting patients at the center of every interaction while achieving business goals like revenue growth and trust-building. To succeed, marketing strategies must align with the entire patient journey - driving acquisition, scheduling, and retention while ensuring a seamless, personalized experience. These efforts not only improve outcomes but also create satisfied patients who are more likely to stay, follow through on care, and recommend their providers to others.
If you’re looking for an edge, White Rhino is launching a pioneering research study into patient personalization and acquisition. Our goal is to equip healthcare leaders with the best data and strategies to improve outcomes for both business and patient health. To learn more and get access to the exclusive research, contact joel.granoff@whiterhino.com.
