What Healthcare Marketing Strategies Will We See in 2025?
What makes marketing in the health IT space unique? Who are the movers and shakers? What’s working, what’s trending? As the digital transformation and AI waves continues to reshape the healthcare landscape, marketing strategies within this niche need to keep up.
This month for our roundup on health IT marketing we decided to round up our marketing experts and tell us what we might see in the new year. Here is what we found out. And check out all our prediction posts looking to 2025.
It’s the holiday season and we say goodbye to 2024 and welcome in 2025. Hear two longtime and seasoned marketing experts, host Carol Flagg and Beth Friedman, Senior Partner at global marketing and communications agency, FINN Partners discuss what they think we will see next year in healthcare marketing. Beth shares her insights on not wasting a single content asset. And they look for trends in 2025.
Take a listen!
Jodi Amendola, Founder & President, Amendola Communications
LinkedIn: Jodi Amendola
In integrated marketing programs, lead generation has taken front and center stage recently and that will continue in 2025. The key to strong lead generation is having a solid list of targets; the spray-and-pray approach that the industry used in the past no longer works. For a successful program that includes both awareness and lead generation, we recommend a balance of thought leadership/media relations, strategic LinkedIn posts, and email campaigns with high-value gated content such as white papers.
Dave Anderson, President, Anderson Interactive
LinkedIn: Dave Anderson
In 2025, healthcare marketing needs to get back to being human. AI and the digital-first era aren’t going anywhere, but we need to resist the urge to conduct all business through a mouse and a monitor. Prospects are tired of flat Zoom/Teams/Google calls without any hint of real connection. In-person events and face-to-face new business meetings—complete with actual handshakes—spark meaningful conversations that lead to lasting results. Marketers who get off their screens and back on the road will win.
Podcast episodes and YouTube content are still hot, but in healthcare, the market is saturated. If you’re not telling real stories or offering a unique perspective, you’re just more noise. And speaking of noise, interactive content—snack-sized videos, live Q&As, and experiences that actually engage—will cut through the clutter.
Creative design and great writing will always be the backbone of great marketing, but in 2025, success comes from pairing digital tools with authenticity and action. AI-driven personalization is powerful, but if it doesn’t feel personal, it flops. Transparency, credibility, and raw, relatable content build trust faster than any algorithm.
Bottom line: The future belongs to marketers who blend sharp digital tactics with face-to-face connection. If you can creatively bridge the virtual and the real, your work will stand out.
Jessica Cohen, Executive Vice President, Aria Marketing
LinkedIn: Jessica Cohen
In 2025, I expect that the news cycle will be dominated by political headlines, challenging healthcare marketers and PR professionals to be more creative and agile to break through the noise. Success will hinge on creating storylines that provide actionable insights and trusted expertise—validated by proprietary data whenever possible.
With evolving regulations such as interoperability mandates and cybersecurity requirements, healthcare organizations must “meet the moment” with PR campaigns that educate stakeholders and demonstrate compliance.
PR and marketing campaigns will continue to leverage AI tools and data analytics to deliver hyper-targeted content and messaging, making outreach more personalized and effective. Also, AI tools like ChatGPT will continue to reshape content creation processes like writing, editing, and analytics to optimize audience engagement. While these tools can be super valuable, they do require thoughtful input and heavy editing to make an impact, so I think our jobs are still safe!
The ongoing migration from X to newer social media platforms like Bluesky will require marketers to adapt quickly to shifting dynamics. Meanwhile, multimedia platforms like podcasts will continue to gain popularity as favored and convenient news sources for diverse and busy listeners.
Justin Contre, MBA, Senior Director of Digital Marketing, Equality Health
LinkedIn: Justin Contre, MBA
For brands and organizations working on the shift from fee-for-service to value-based care models, connecting with disengaged patients will be paramount in 2025. The savviest healthcare marketers will again circle back to the ages-long trend of finding new ways to enhance direct-to-patient communication by making digital platforms easier to navigate and data faster to filter. With patients in the driver’s seat taking charge of their own healthcare journey, AI will drive personalization in these simplified experiences and will power back-end efficiency instead of forcing front-end user interactions into a chat. Brands will meet patients where they are, when they need care.
Similarly, AI will take a small step aside for authenticity, transparency, and trust-building in 2025. AI will continue to power back-end efficiency that can better identify care gaps and care-delivery opportunities, making it easier for healthcare companies to deliver on their brand promises. Brands looking to increase engagement with their existing patient populations will work to deliver direct-to-patient content that includes video and expert-driven editorial content.
Karen Jimenez, Marketing Director, Linus Health
LinkedIn: Karen Jimenez
In the coming year, we’re going to see healthcare marketing content that’s educational and personal. For example, sponsored webinars will focus on peer-to-peer advice and learning objectives that really matter to attendees and directly apply to real-life situations. Educational content from real people who are subject matter experts will never be replaced by AI-written content. It is essential to listen to clinicians’ experience, their workflows, and how the medical profession can work together to make healthcare better.
Amy Leonor, Vice President of Marketing, Vyne Dental
LinkedIn: Amy Leonor, MBA
In 2025, the most effective messaging campaigns will provide data-driven metrics that speak to how technology can solve some of the most pressing problems for providers and payers. Today and into the future, impactful stories supported by measurable results will motivate decision makers looking to improve outcomes and enable efficiencies.
David Manin, MBA, VP of Marketing, FDB (First Databank, Inc.)
LinkedIn: David Manin
It’s 2025 and we’re all using the same digital tools: AI writes our emails, chatbots schedule our meetings, and analytics recommend our next steps. So what will set us apart? Why will some marketing succeed while other efforts fail? Success in healthcare and healthcare IT marketing won’t be determined by the digital, but by something still stubbornly analog: human interaction. The best work will be done by those who truly understand their customers—not as data points, but as complex individuals and diverse teams. Winning strategies will come from engaging with the wide range of people that influence healthcare IT decisions, building trust, and fostering relationships based on human interaction. In an industry this demanding, knowing your customer means more than knowing their KPIs—it means knowing them.
Jordan (Rowe) Barrett, Communication Strategist, DirectTrust
LinkedIn: Jordan Rowe Barrett
My predictions for 2025 are two-fold. It’s hard to dispute that the biggest elephant in the marketing/communications room for 2025 is AI (and using it intentionally). As health IT marketers, it’s difficult not to be wary of AI – I personally have yet to fully adopt it, mostly over concern of authenticity – but it has also been a proven timesaving tool that when used strategically, can help streamline tactical work and allow teams to focus on developing creative campaigns and producing unique content. It would be a mistake for marketers to fall behind on AI in the coming year.
I also expect our industry to continue embracing LinkedIn, not only to disseminate organizational content, but to leverage our executives as niche thought leaders and to take on the role of what was previously known as “live-tweeting” at events. We’ve seen this take shape over the last couple of years, especially with the uncertainty surrounding X (formerly, Twitter), and I look forward to using the platform for more robust thought pieces in 2025.
Kathy Ruggiero, Director of Marketing, Artisight
LinkedIn: Kathy Ruggiero
With health systems facing increasing pressure to improve operational efficiency and patient outcomes, marketers need to deliver hyper-relevant messaging that is tailored to specific roles, pain points and care environments. Now more than ever, decision-makers are demanding clear, actionable value from health IT vendors that includes real-world case studies and proof points that demonstrate results. Marketers need to illustrate how their solution is positively impacting patient care and improving processes for clinicians and health systems, as well as improving the bottom line.
Stephanie Short-Romanello, Marketing Manager, Claim.MD
LinkedIn: Stephanie Short-Romanello
As we move into 2025, trust will be the cornerstone of healthcare marketing. AI has transitioned from experimental to essential, revolutionizing how we create hyper-personalized, meaningful interactions through real-time insights and predictive analytics. However, this rapid evolution brings challenges. Patients and providers, grappling with the impact of massive cyber breaches and seeking to address fears that AI is replacing the human element, are in search of reassurance, trust, and authenticity.
Marketing strategies must go beyond innovation to address these concerns by prioritizing transparency, ethical AI implementation, and secure, human-centered experiences. Brands that seamlessly blend technological advancements with empathy—safeguarding data, preserving the human touch, and demonstrating unwavering commitment to their audiences—will not only counteract these fears but foster trust. In a world increasingly driven by AI, authenticity will remain the ultimate currency for building lasting connections and ensuring marketing success.
Curt Thorton, Chief Commercial Officer, Linus Health
LinkedIn: Curt J. Thorton
We’ll be seeing a trend towards ‘what’s old is new again’ when it comes to healthcare marketing. Everyone’s in-box is flooded with email, but highly personal communication is still in vogue. In 2025, what will get prospects’ attention won’t be a catchy email subject line–it will be printed materials dropped off with a handwritten note or even sent via FedEx to pique their interest. Sneak preview: It’s working! People buy from people.
