7 Seismic Marketing Shifts Nobody Saw Coming.

Well, we did. And now we’re sharing with you just in time for 2023.

As 2022 wraps up, we hope everyone had a fruitful year full of patient acquisition, satisfied customers and stockings overflowing with ROIs. But before you pop the champagne, let’s take a good look at the year ahead. Marketing in 2023 promises to be a doozy! Here are 7 new trends that are either coming soon or are already here.

• • 1) Time to transition to GA4
    Google Analytics 4 (GA4) is replacing Universal Analytics in July 2023. GA4 will be better than Universal Analytics at tracking users across devices, tracking moments that matter using event-driven architecture, using machine learning to fill data gaps in decreasing cookies, and providing marketers with advanced analysis tools.

• • 2) AI impacting design and copy
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    It’s happening, the rise of machines. Just this year, artificial intelligence won a national art contest here in the US¹ and held court with the House of Lords in London.² In advertising, Adobe’s new Generative AI adds new images and copy based on descriptions from creatives.³ And that’s just a few examples. Skynet is here folks.

• • 3) Invest (more) in CTV
    CTV is taking over. Digital media consumption is expected to increase to 500 minutes per day. Use streaming TV to target audiences based on keywords, zip code, DMA, and specific interests.⁴

• • 4) Social media videos are exploding
  • 
    With social media users projected to approach 5 billion in 2023, the all-popular social videos will no doubt expand right along with them. Think TikTok and Instagram Reels. Most of these new users are younger generations, giving brands a voice with new, hard-to-reach audiences.⁵

• • 5) Influencer marketing is evolving
    All hail the self-promoter. Influencer marketing is expected to reach $15 billion by the end of this year and will continue climbing in 2023. Influencers who share their personal healthcare journey during livestreams and cross-channel campaigns will create a strong emotional connection with their followers.⁶

• • 
  • 6) Personalize marketing outreach
  • Personalized marketing, particularly in copywriting, will be key in connecting with consumers and breaking through the ever-increasing marketing clutter. There’s a lot of content out there! Engaging in dialogue to understand each consumer’s perspective will be key to improving growth and retention.⁷

• • 7) Prioritize human understanding
    Specific to healthcare, patients who felt like their hospital or healthcare organization treated them like a person, not a patient were 295% more likely to rate said organization as excellent. “Human Understanding is the #1 driver of NPS [Net Promoter Score]” as patients are nearly 6-7 times more likely to be a Promoter if they feel they’ve been treated as a unique person.⁸

Let Frederick Swanston help you tend to these 2023 trends so you can have another amazing year.
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¹ Don’t Panic. “The Power Of Video Content On Social Media – And How You Can Harness It.” November 2, 2020.

² Promoty. “9 influencer marketing trends you need to know in 2023.”

³ Gary Druckenmiller Jr., Jeff House, Josh Schlaich. “Health 1:1 is the Only Way to Reach a Health Consumer: ChangeMy Mind.” Innovaccer Inc. November 2, 2022.

⁴ NRC Health. “The Power of ‘Doing’ Human Understanding.” November, 2022.

⁵ Don’t Panic. “The Power Of Video Content On Social Media – And How You Can Harness It.” November 2, 2020.

⁶ Promoty. “9 influencer marketing trends you need to know in 2023.”

⁷ Gary Druckenmiller Jr., Jeff House, Josh Schlaich. “Health 1:1 is the Only Way to Reach a Health Consumer: ChangeMy Mind.” Innovaccer Inc. November 2, 2022.

⁸ NRC Health. “The Power of ‘Doing’ Human Understanding.” November, 2022.