14 Healthcare Industry, Marketing, & Technology Trends for 2025

The healthcare industry is constantly changing and evolving. The best way to continue marketing your healthcare business effectively and providing excellent care for your patients is to stay on top of the latest healthcare industry trends. 

Today, we’re helping you stay ahead of the curve by exploring 14 of the top healthcare industry, marketing, and technology trends to look out for in 2025:

• General healthcare industry trends for 2025
• Healthcare marketing trends for 2025
• Healthcare technology trends for 2025

Need a digital marketing provider that understands the ins and outs of healthcare marketing? WebFX has you covered — check out some of our healthcare case studies or contact us to learn more about our custom digital marketing services!

General healthcare industry trends for 2025

1. Healthcare AI and machine learning
2. Staffing shortages
3. Increased data security
4. Patient-centric experiences

1. Healthcare AI and machine learning

AI and machine learning are healthcare industry and technology trends that continue to significantly impact providers and patients, from speeding up administrative processes to improving patient care through proactive measures.

Here are just a few of the ways the healthcare industry leverages AI and machine learning across various industry levels:

• Data analysis: One of the biggest perks of leveraging machine learning and AI technology in any industry is their ability to synthesize large amounts of data. In healthcare, this means analyzing larger sets of data in shorter periods of time to create a more efficient patient-care process.
• Predictive analytics: The healthcare industry has begun using AI and machine learning technology for its efficiency in predictive analytics. With it, healthcare professionals can analyze data to identify patterns or trends to make more accurate diagnoses. More importantly, AI and machine learning allow them to pinpoint the onset of conditions before traditional methods can for more effective intervention.
• Treatment planning: AI technology has also impacted patient care by effectively analyzing patient data to suggest more personalized treatment plans based on past treatments and their outcomes, and specific patient data.
• Medical chatbots: AI-powered chatbots are adding another layer of customer service to healthcare websites, assisting new and current patients with scheduling appointments, fielding patient questions, assisting with prescription refills, and more.
• Internal operations: On the operational side, AI and machine learning technologies are streamlining administrative tasks like record-keeping, internal communications, billing, and predicting patient needs to enable better staffing decisions.

2. Staffing shortages

A more concerning healthcare industry trend that’s already impacting providers is the ongoing staffing shortage. The demand for healthcare services will only continue to escalate and grow as technology and treatment capabilities advance, and organizations must address staffing shortages to ensure continued quality care for patients.

According to a 2022 report, the World Health Organization (WHO) estimates a shortage of over 7 million health workers to deliver healthcare services worldwide. The demand for nursing could reach over 12 million by 2035. 

Healthcare executives and organizations must develop better strategies for attracting and retaining staff across the board, from office administration to nurses and physicians. This means focusing efforts on:

• Reducing clinician burnout by focusing on the mental health and well-being of employees
• Conducting surveys and implementing employee feedback
• Creating more appealing employee benefit packages
• Developing recruitment initiatives
• Improving overall working conditions

3. Increased data security

Another key healthcare industry trend many can expect to see in 2025 is advancements in cyber and information security. The penalties for not implementing security measures that protect patient data are also growing.

Keeping sensitive patient information private and secure has always been a priority among all healthcare institutions, but as technology continues to advance, the threat of cyber-attacks and data breaches grows. As a result, you can expect more robust data security measures to be put in place across different hospitals and clinics.

From the professional level (doctors, nurses, etc.) to the patient level (people logging into online health platforms), all areas of healthcare are investing in better digital security to protect sensitive medical information from hackers and potential leaks.

4. Patient-centric experiences

Overall, the biggest healthcare industry trend shaping 2025 is the call for more patient-centric experiences, both in-person and online.

Patients have always been at the center of healthcare, and in 2025, it’s all about creating experiences that increase patient satisfaction. This means giving patients more control over their personal health information and making that information accessible to them. Online accessibility is another way doctors and organizations are creating patient-centric experiences, with telemedicine and virtual follow-ups, online lab results, scheduling, and more.

In short, it’s all about making healthcare accessible anywhere, and ensuring that finding medical care isn’t a hassle for patients (or staff!). From providing medical assistance to marketing efforts, the patient journey should always be at the forefront of your strategies.

Healthcare marketing trends for 2025

1. Online discoverability and accessibility
2. Patient-centric marketing
3. Review management
4. Healthcare-related content creation
5. Social media presence

1. Online discoverability and accessibility

One of the most significant healthcare marketing trends 2025 will see is the renewed emphasis on online discoverability and accessibility. We’re in a digital age, and building an online presence is crucial to reaching patients who are actively searching for healthcare providers.

Patients turn to the Internet when they get the inkling that they or someone they care for may not be feeling well — that’s why over 70,000 health-related searches are made per minute every day. Increasing your online presence helps make you more accessible to them and others like them who are actively looking for the services you offer.

Showing up on search results does more than just attract new patients to your practice — it increases your opportunities to provide excellent care and disseminate healthcare information to patients and non-patients.

2. Patient-centric marketing

Patients want to feel heard and seen, and you offer that sense of understanding and compassion before they even set foot in your office by creating a patient-centric marketing strategy that feels personalized.

When creating a patient-centric marketing strategy, focus on shifting your messaging to “We’re here to help you,” versus “Here’s why we’re the best.” Now, this isn’t to say that you shouldn’t highlight what distinguishes your practice from others. Rather, it’s about connecting with your patients first, then you can talk more about what sets you apart from others.

Start putting this healthcare marketing trend to work today by following some of these tips on patient-centric marketing:

• Empower people to make healthcare decisions by sharing educational information and resources
• Build trust by fostering a community (showcase community partnerships, local initiatives, charities, etc.)
• Make connections by understanding who exactly your prospective patients are (ethnicities, socio-economic backgrounds, LGBTQ+ representations, etc.)

3. Review management

In any industry, reviews can make or break your business. People rely on them because they’re unbiased, unfiltered, and address common pain points. In healthcare, this is especially true considering 68% of word-of-mouth referral patients say online reviews are their #1 reason for doctor selections.

Start by creating a Google My Business profile (if you don’t have one already), and ask patients to leave a review if they’ve had a pleasant experience at your practice or with specific providers. Don’t incentivize reviews, though — Google prohibits this, and if caught, your business could be penalized.

While review management is a 2025 healthcare marketing trend, it should always be a priority. Reviews help get the word out about your practice — all you have to do is provide excellent care worth talking about!

4. Healthcare-related content creation

Another healthcare marketing trend to keep an eye on in 2025 is content creation. Specifically, healthcare-related content that supports the patient journey. The patient journey isn’t as simple as looking for the closest medical provider and calling it a day — it’s all about research.

Patients often research their symptoms first, then seek a provider. This means turning to search engines to ask questions about symptoms for potential diagnoses.

So, how do I attract patients in this research phase?

Create content centered around the patient research journey. To get started with healthcare content marketing, try following these guidelines:

• Condition pages: Build a blog addressing frequent patient questions and create pages centered around specific conditions you treat, answering questions like common symptoms and when to see a doctor.
• Treatment pages: Further develop your condition pages by talking about your treatment options and/or unique solutions.
• Location pages: Build your visibility by targeting related local search terms to attract patients and qualified leads.
• Provider pages: Enhance your search visibility by showcasing your providers, using keywords like “Dr. Appleseed in [location]” or “Dr. Appleseed at [clinic].”

5. Social media presence

Social media is another healthcare marketing trend that can help you reach more patients in 2025. Social media is an incredibly effective channel for reaching new and current patients. In fact, over 60% of doctors say social media improves the quality of care delivered to patients.

Besides being entertaining, social media is a space where you can share educational (but still fun!) content about the healthcare industry and your area of expertise. In doing so, you’re keeping your patients informed and can empower them to make educated decisions about their health.

Below are just a few healthcare content ideas you can post on your social media account:

• Preventative health tips
• Healthcare news
• Educational content about conditions and treatments
• Seasonal health reminders

Healthcare technology trends for 2025

1. VR and AR healthcare advancements
2. Internal communication platforms
3. Telemedicine and virtual healthcare assistants
4. Wearable health technology
5. The Internet of Medical Things (IoMT)

1. VR and AR healthcare advancements

Another healthcare technology trend to watch in 2025 is the use of augmented reality (AR) and virtual reality (VR) technology. Most associate AR and VR with video games, but they’re actually used in innovative ways that are revolutionizing the healthcare industry and will likely continue to do so in the coming year.

Even now, healthcare and medical professionals harness the power of AR and VR to learn and revolutionize how doctors care for patients. Surgeons are using AR for noninvasive wound assessment, while VR is being used to help patients manage long-term chronic pain. 

Use cases for AR and VR technology in healthcare are only expected to grow and evolve in 2025.

2. Improved internal communication platforms

Communication is key in any industry. In healthcare, it keeps the entire team of doctors, nurses, and office staff engaged and informed so they can provide excellent, timely care to patients. Because AI and machine learning technologies are evolving, we expect to see similar improvements in internal communication tech be a top healthcare technology trend for as well.

Advanced internal communication platforms ensure information reaches the right people at the right time, and allow for real time communication during emerging situations. With emerging technologies bolstering those capabilities, it’s expected that healthcare communication platforms will also continue to become more efficient and effective.

3. Telemedicine and virtual healthcare assistants

Just like chatbots assist online shoppers on retail sites, they’re helping patients and clinicians in the form of virtual healthcare assistants. These chatbots can help clinicians provide advice regarding treatments, diagnoses, medications, and more.

On the patient-facing side, virtual healthcare assistants help people by answering questions about symptoms, diagnoses, and connecting them with the right providers who can further assist them. They can also help remind patients to take medications or send reminders about future appointments or check-ins.

4. Wearable health technology

From wearable biosensors like continuous glucose monitoring (CGM) devices to something as simple as the Apple Watch and its health-tracking apps, more opportunities are emerging for patients and practitioners to monitor their well-being through wearable health technology.

2025 will bring more advancements to wearable health technology, allowing people to actively take control of their health and intervene earlier when irregularities occur. Increased integration opportunities are emerging, creating a more connected web of health data that’s secure and accessible for people and healthcare providers.

5. The Internet of Medical Things (IoMT)

Similar to the Internet of Things (IoT), the Internet of Medical Things (IoMT) refers to medical technology, applications, software, and devices with Internet connectivity. These technologies form a cloud network where medical providers can collect, store, analyze, and securely share health data and information.

The IoMT includes devices and wearable health technologies like:

• Glucose monitors
• Heart rate sensors
• Remote patient monitoring devices
• Personal emergency response systems (PERS)
• And more

Because technology is always evolving and improving, it’s only logical that the IoMT does the same. In 2025, expect to see advancements in how data is shared and collected, as well as the capabilities of IoMT devices.

Partner with a team that knows healthcare marketing

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Ready to start developing your personalized digital marketing strategy that takes into account the healthcare industry trends we just covered? Request a free quote or contact our team today to learn more about our custom digital marketing solutions.

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