According to a survey by SmartDreamers.com, 57% of recruiters believe standing out from competitors is among their biggest challenges when it comes to attracting top talent. Among other statistics, LinkedIn found that 75% of people seeking jobs look at an employer’s brand before they apply for a position with that company. Statistics such as these show the importance of effective healthcare branding in attracting top talent. So it makes sense that healthcare marketers would want to create a standout brand to attract top talent to their organization.

The healthcare landscape is evolving at a breakneck pace, driven by empowered consumers who now have more control than ever over their health decisions. Gone are the days when doctor referrals were the sole pathway to care.

Today, patients are savvy researchers, digital explorers, and active participants in their healthcare journeys. But with so much change, how do you effectively reach and engage them?

At AMNY Health Marketing and our partner, Advance Healthcare Marketing, we’re constantly analyzing these shifts. Our latest 2025 Healthcare Marketing Trends survey, drawing insights from a national poll of healthcare consumers, uncovers critical truths about how different generations approach provider selection and interact with advertising. This isn’t just about demographics; it’s about understanding the nuances that can make or break your marketing strategy.

“Today’s healthcare consumers are empowered like never before,” says Taylour, Senior Healthcare Marketing Consultant at AMNY Health Marketing. “The data from our 2025 Healthcare Marketing Trends National Survey confirms that understanding their unique digital behaviors is no longer optional – it’s foundational for effective engagement.”

The internet has become the undeniable cornerstone of healthcare research, but how each generation uses it is a story in itself. Our survey reveals fascinating differences:

• Younger generations, like Gen Z and Millennials, are deeply entrenched in social media, often turning to platforms you might not expect for health information and provider recommendations. They value authenticity and digital communication.
• Gen X navigates a blend of digital tools, prioritizing detailed reviews and comprehensive online information, often starting with healthcare rating sites.
• Baby Boomers, while embracing digital, still integrate more traditional trusted sources, often starting with their insurance provider’s website.

Understanding these pathways is crucial. Generic online presence isn’t enough; your strategy needs to align with where patients are actually looking.

It’s no secret that attention spans are fractured, and traditional advertising models are losing ground. Our research pinpoints exactly where healthcare consumers across generations notice provider advertising. While some channels retain their importance across the board, the survey clearly illustrates the significant shift away from traditional linear TV for younger demographics, favoring online websites, search ads, and especially social media.

This data challenges assumptions about media consumption and underscores the need for a dynamic, multi-channel approach. Knowing which digital spaces command attention from your target patient population is a game-changer.

Whether patients are looking for a new primary care physician or a specialist, their decision-making process is shaped by distinct factors that vary by age. Our survey explores these critical differences:

• For primary care, factors like personal recommendations, insurance plan websites, and online reviews carry different weights depending on the patient’s generation.
• When it comes to specialty care, while older generations might still lean on primary care referrals, younger patients often approach it like shopping for any other service, prioritizing convenience, online presence, and patient reviews.

These insights mean that a single message won’t resonate with every patient. Effective marketing requires a nuanced understanding of these unique journeys.

Your Path to Precision Marketing

In today’s fiercely competitive healthcare market, understanding these trends isn’t a luxury—it’s a necessity. At AMNY Health Marketing and our partner Advance Healthcare Marketing, we leverage insights from research like our 2025 Healthcare Marketing Trends survey to become your trusted local partner, crafting creative storytelling that connects, and providing full-service marketing solutions that deliver results.

Don’t just market; market smarter. Discover the complete data and strategic implications that can transform your patient engagement.

Unlock the full picture. Download the complete 2025 Healthcare Marketing Trends survey report now.

https://advancehealthcaremarketing.com/whitepaper/2025-healthcare-marketing-trends-national-survey/