How To Build a Patient-Centered Marketing Strategy That Drives Growth in 2025

By implementing healthcare marketing strategies that keep the primary focus on the patient, care providers can spur growth in 2025 — and far beyond. Read on to learn more about how your healthcare system, service line or specialty practice can implement a patient-centered marketing strategy to more deeply resonate with today’s empowered patients, boost the results of your marketing efforts and position yourself for growth in the year ahead.

Putting the patient first

The burgeoning trend of patient-centered healthcare marketing represents a substantial shift in the way care providers seek to impact and influence their target audiences. Traditionally, marketing efforts in the healthcare industry have prioritized broad outreach aimed at communicating to the widest possible audience, often focusing on promoting services, technologies and facilities. But with the advent of patient-centered healthcare marketing in recent years, the primary focus has shifted to meeting patients where they are — and addressing their unique needs, preferences and concerns. For healthcare brands that hit the mark with the tactic, this approach not only enhances the patient experience, but it also fosters added loyalty and increased satisfaction among patients.

What is patient-centered healthcare marketing?

Patient-centered healthcare marketing is a strategic approach that places the patient’s needs, preferences and experiences at the core of any marketing efforts undertaken by a healthcare system, service line or practice. The strategy prioritizes communication that resonates with individual patients and builds meaningful relationships. The goal is not only to attract patients, but also to support them through every step of their healthcare journey, from initial inquiries to post-care follow-ups.

The core principles of patient-centered healthcare marketing include empathy, transparency and personalization. By understanding the specific health concerns and challenges of different patient segments, healthcare providers can create marketing messages and experiences that feel relevant and supportive rather than purely transactional. For instance, instead of broadly advertising a service, a patient-centered approach might employ healthcare content marketing tactics to provide educational content tailored to a particular demographic or health condition, helping patients feel informed and empowered.

A key difference between patient-centered and traditional healthcare marketing is the shift from institution-centered messaging to patient-focused engagement. While traditional healthcare marketing might highlight state-of-the-art equipment or facility credentials, patient-centered marketing emphasizes accessibility, compassionate care and ease of communication.

A response to changing patient preferences

In today’s healthcare environment, patient preferences are evolving rapidly, with modern healthcare consumers expecting more from their providers. Three key shifts in particular are making an outsized impact on consumers’ changing healthcare brand preferences and loyalty:

1. Shifting patient expectations — digital convenience and holistic care: In the tech-driven modern age, patients increasingly value digital convenience — such as easy access to online appointments, telemedicine and digital health resources — as an easy-to-access part of their care experience. Additionally, many patients now seek holistic care that addresses their physical, mental and emotional health. Providers who integrate digital solutions and offer comprehensive, whole-person care are more likely to stand out and retain patient loyalty.

2. The rise of value-based care models: Value-based care, which emphasizes patient outcomes over the volume of services provided, is gaining traction. This model aligns with patients’ desire for quality, cost-effective care, making it an influential factor in their choice of providers. Healthcare brands that demonstrate a commitment to improving health outcomes and maintaining cost transparency are better positioned to build lasting relationships with patients.

3. Increased importance of reputation and social proof: Digital-age patients often rely on online reviews and recommendations from others when selecting their healthcare providers. Positive patient testimonials, high ratings and a strong online reputation have become critical assets for healthcare brands. By focusing on patient satisfaction and encouraging satisfied patients to share their experiences, providers can strengthen trust and attract new patients.

The types of marketing messages today’s patients want to hear

In a patient-centered approach, the marketing messages you share should address core patient concerns and foster trust. Messaging that puts an emphasis on these three provider attributes is most likely to resonate with the majority of today’s healthcare patients:

• Transparency and trustworthiness: Today’s patients want clear, honest information about a provider’s quality of care, expected outcomes and available treatments. Transparency builds trust among healthcare consumers, especially when providers openly communicate treatment options, pricing and the potential results. Highlighting patient safety practices, certifications and success stories can further reassure patients that they’re in capable hands.

• Convenience and accessibility: Modern patients also prioritize healthcare experiences that are easy to access and align with their busy lives. Messaging that emphasizes online booking, virtual visits, flexible hours and other conveniences tends to resonate strongly, as it demonstrates that the provider values patients’ time and comfort. Highlighting these features not only attracts patients but also makes their interactions with your practice smoother and more rewarding.

• Empathy and human connection: 21^st century healthcare patients want to feel understood, respected and genuinely cared for, especially during challenging times. Tapping into this sentiment, marketing messages that convey empathy and a commitment to personalized care can go a long way toward building patient loyalty. Further, patient testimonials or stories that showcase compassionate care can strengthen the perception that your organization truly prioritizes each patient’s well-being.

How to create a patient-centered healthcare marketing strategy

Creating a successful patient-centered marketing strategy involves focusing on understanding, engaging with and meeting the unique needs of each patient group you serve. Here is a step-by-step approach outlining the key elements to building a strategy that resonates:

1. Identify and understand patient personas: Understanding your audience is a foundational part of any patient-centered marketing campaign. Start by using data to define patient personas — detailed profiles based on age, health needs, behavioral patterns and other demographic attributes. Segmenting patients this way allows you to create targeted, personalized communications that speak directly to each group’s concerns and preferences, whether it’s younger patients seeking virtual care options or seniors interested in clear, accessible information about using their Medicare benefits.

2. Map the patient journey: Next, outline the typical journey patients go through when interacting with your healthcare organization, from initial research to appointment booking and post-care follow-ups. Identify key touchpoints where they look for information, book services or reach out for support. Creating a smooth, digital-friendly experience at each touchpoint — especially when it comes to online scheduling, accessible resources and easy communication — makes patients feel more supported and valued throughout their journey.

3. Prioritize trust and transparency in messaging: Today’s healthcare patients need to feel confident that their information is secure and that they’re receiving accurate, compassionate guidance. Clear and reliable messaging that conveys empathy while emphasizing privacy protections can help build trust, especially when discussing sensitive health information or treatment options.

4. Leverage digital channels for personalized content delivery: Digital platforms allow healthcare providers to meet patients where they are and deliver personalized content at the right time. Healthcare social media marketing, healthcare digital marketing, email campaigns and mobile apps are powerful tools for sharing tailored information — such as health tips, reminders and updates — that are convenient and relevant to each patient. Automation and analytics can enhance this process by delivering targeted messages based on patient behavior and engagement patterns, supporting a seamless and personalized experience for each patient.

5. Measure patient satisfaction and continuously improve: A patient-centered strategy should be continuously evaluated and optimized based on patient feedback. Set up feedback loops, such as surveys or follow-up emails, to understand what’s working and where adjustments are needed. Track key performance indicators (KPIs) such as patient engagement, satisfaction scores and retention rates to gauge effectiveness and refine your approach for sustained growth.

This step-by-step strategy can help healthcare providers not only attract but retain more patients — and realize practice growth — by placing patient needs, preferences and feedback at the center of their marketing efforts.

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Further, as a fully integrated marketing firm, we can cover the full spectrum of your healthcare brand’s marketing needs. From SEO and social media to email marketing, digital marketing, media, creative, analytics, public relations, brand strategy, web design and much more, we can cover all your marketing needs in one place. To get started with help ranging from a simple website analysis to a comprehensive strategy tailored to boost the performance of all your marketing campaigns, contact us today.