Research Briefing

Healthcare: Marketing Trends and Investment Priorities

Maximizing customer lifetime value requires continuous buyer engagement.

98% of buyers expect seamless physical and digital interactions. 52% of marketing leaders are tasked to lead the deployment of product, sales and service resources across customer needs. What marketing investments are necessary to successfully drive these initiatives?

Alexander Group’s Healthcare Marketing Trends and Investment Priorities Study was conducted with 50+ marketing executives with participation from over 20 leading healthcare organizations. Through executive interviews and survey responses, the study indicates the following initiatives are priority for healthcare marketing leaders:

  1. Collecting market share data and converting the data into actions across product, marketing, sales and service teams
  2. Accelerating marketing as a means of coverage to better target customers
  3. Optimizing direct and indirect channels across the buyer journey
  4. Delivering content based on buyer preferences
  5. Realigning marketing organization structure to streamline resource models
  6. Automating processes and investing in tools to convert customer data into prescriptive insights across marketing, sales and service

To learn more about what trends and investment priorities healthcare marketing executives are doing to develop a modern marketing organization, please complete the form and an Alexander Group practice lead will be in touch to schedule a complimentary 30-minute briefing on the full findings.

See Our Healthcare Practice