I've watched healthcare marketing change dramatically over the last few years.

In 2024, we saw an explosion of new tools and trends that left many practices feeling overwhelmed.

If you're like most healthcare marketers, you probably felt that nagging worry about missing the next big thing.

Now, as we move into 2025…

We can finally see which changes are actually worth your time and attention.

I've spent months studying what's working (and what's not), and you’ll discover them in today's newsletter.

Trend #1: AI-Driven Content and Chatbots

AI isn't coming to replace you.

In fact, it will help you save more time and money.

But most practices are so scared of the AI wave, they're missing out on what's really happening.

Smart practices are quietly using it to handle the work nobody wants to do anyway.

Think about it:

● Your front desk is drowning in repetitive questions

● Your patients are waiting hours for simple answers

● You're losing money on no-shows and missed follow-ups

But here's what's going to transform healthcare in 2025:

● AI handling the 2 AM appointment requests while your team sleeps

● Smart systems catching patients before they ghost appointments

● Chatbots that understand insurance questions

The best part?

Practices using AI right are saving around 30% on admin costs while their staff finally gets to do the work that matters.

Trend #2: Telehealth Expansion

Your patients are ordering groceries from their couch, doing therapy from their car, and managing their lives from their phones.

They want convenience.

Think about it:

● People want medical care that fits their schedule, not yours

● They're choosing providers based on who offers virtual options

● They're voting with their time, not just their wallets

But here's what's really going to explode in 2025:

● Virtual-first care models

● Hybrid approaches that blend online and in-person perfectly

● Smart scheduling that lets patients book instantly

The technology's getting cheaper while patient demand is soaring.

Practices that nail this are seeing more patients without adding office space.

So in 2025?

Stop thinking of telehealth as a backup plan.

Start building it into the core of your practice.

Trend #3: Video Marketing Dominance

Videos are becoming one of the preferred ways people want to consume healthcare content.

Here's the truth about what's coming: Your patients are spending over an hour daily scrolling Reels, TikTok, and YouTube Shorts.

Think about it:

● People want to see procedures before booking them

● They're learning about health conditions through 30-second explainers

● They're making healthcare decisions based on what they watch

But here's what's really about to explode in 2025:

● Quick-hit medical tips that actually solve problems

● Behind-the-scenes looks at treatments

● Educational content that entertains while it teaches

And the phone in your pocket right now is all you need.

Even some of the highest-converting healthcare videos are shot on iPhones between patient visits.

You need to stop overthinking video content. Start showing up where your patients are already spending their time.

Because in 2025, if you're not on video, you don't exist.

Trend #4: Influencer Collaborations

People are getting sick of faceless healthcare brands.

They're not buying the stock photos, the corporate speak, or the polished ads anymore.

They want real trust.

And guess what?

They're finding it in the people they already follow.

Think about it:

● People trust their favorite fitness coach more than a random doctor's ad

● They're asking their online communities for provider recommendations

● They're watching real health journeys, not commercials

But here's what's really going to change in 2025:

● Local health experts with 5,000 genuine followers will be worth more than influencers with 1 million fake ones

● Fitness trainers will become the new patient referral network

● Real healthcare professionals building personal brands will dominate their markets

Bottom line:

Stop trying to build trust from scratch.

Start connecting with people who already have it.

Trend #5: Emphasis on Mental Health

We're heading into the biggest mental health crisis healthcare has ever seen.

The more connected we get online, the more disconnected we feel in real life.

Think about it:

● Kids are growing up glued to screens instead of playing outside

● Adults are working remotely but feeling more isolated than ever

● Social media is making everyone feel like they're falling behind

● The pressure to be "always on" is crushing people's mental health

But smart practices? They're already preparing for this wave. They're building:

● Digital detox programs that actually work

● Community-based mental health support systems

● Prevention-focused mental wellness packages

● Real human connection programs (not just another app)

The practices that get ahead of this won't just be helping people—they'll be positioned to capture the biggest market shift in healthcare history.

Trend #6: Community Engagement Focus

The real money will be in building a community that chooses you before they even need you.

Think about it:

● Your competition is blasting the same generic health tips to everyone

● They're missing the entire point of local connection

● They're wondering why patients drive past them to go somewhere else

But smart practices? They're going to own their neighborhoods. I'm talking about:

● Creating local Facebook groups that solve community health problems

● Showing up at school events, farmers markets, and local festivals

● Building partnerships with neighbourhood gyms and wellness centers

The practices that nail this local-first approach will cut their marketing costs in half while doubling their patient loyalty and conversion rates.

Trend #7: Multi-Channel Marketing Approach

Betting your entire practice on one marketing channel is like trying to fill a swimming pool with a garden hose.

You might get there, but your competition will lap you three times over.

Look, getting 20+ new patients a month is not just about going viral on TikTok—you should be everywhere your patients are before they even need you.

Think about it:

● A patient sees your Instagram story about knee pain

● Then they spot your booth at the local farmers market

● Next, they get your email about joint health

● Finally, they see their neighbor sharing your success story on Facebook

See what's happening?

Each touchpoint builds trust. Each channel reinforces the others.

Stop looking for that "one perfect channel."

It doesn't exist.

Start building a system where every channel feeds the others.

That's how you'll hit those 20+ new patients per month without breaking the bank.

How to Keep Up With the Trends

Choose one trend that resonates most with your practice's needs and current capabilities.

Test it, measure it, and refine your approach.

Remember: You don't need to implement everything at once.

The most successful practices in 2025 won't be the ones who rushed to adopt every trend but those who strategically chose their battles and executed them well.

Your patients' needs are evolving. Your marketing should too.

Don't let the rapid pace of change overwhelm you.

Use these predictions as your roadmap to future-proof your practice.

Thank you for reading Behind Wellness’s newsletter. I hope you found this week’s edition valuable.

Until next week,

Samara

P.S. If you have any questions, shoot me an email at [email protected], and I’d be happy to help.

P.P.S. Follow me on LinkedIn for bite-sized content and marketing tips.