HCP Marketing Trends in 2022: What to Look for & How to Prepare

HCP Marketing Trends in 2022: What to Look for & How to Prepare

The healthcare industry is in the midst of a radical shift that’ll impact HCP digital marketing strategies for years to come. Namely, that both HCPs and their patients are becoming increasingly comfortable with technology in and out of offices. How this will all shake out is anyone’s guess, but we can pinpoint some digital marketing trends that’ll shape 2022 — and hang around in the future. Here are 5 HCP marketing trends in 2022 every healthcare marketer should keep top of mind.

HCP Marketing Trend #1: Digital-First HCPs Will Inform Ad Strategies

If the COVID-19 pandemic has taught marketers anything, it’s that technology will continue to play a role in how people, including HCPs, interact with each other. In and out of the workplace, smartphones, tablets, CTV, wearable technology, and more will shape day-to-day interactions with family, friends, peers, and colleagues.

These devices and channels have (or will) impact HCP marketing capabilities. As HCPs and their patients become more comfortable with technology and realize the benefits, these numbers will climb, and more advanced ad capabilities will become available, such as ad-supported wearable devices.

With the ubiquity of technology abundantly clear, the coming year will see the masses invest a hefty dose of digital into HCP marketing strategies, including mobile and in-app advertisingCTV and OTT advertising, and telehealth advertising.

HCP Marketing Trend #2: 1:1 NPI Targeting Goes Mainstream

In 2022, advertisers will move to 1:1 NPI targeting as a way to increase efficiency and target HCPs on a more personal and meaningful level. This type of HCP targeting also reduces concerns about online privacy and third-party cookies

RELATED READING: What Google’s Announcement About Third-Party Cookies Means for Healthcare Advertising. >>>

NPI targeting does all of this by using first-party data, which doesn’t cross any privacy lines. Even better, having this laser-focused ability opens the door to unprecedented levels of ad personalization. By targeting known audiences, advertisers can tailor their ads to the unique challenges, pain points, and immediate needs of HCPs.

Think of 1:1 NPI targeting like buying fish from a market versus throwing a huge net into the ocean. In the former scenario, the person knows what they’re going to get, and therefore, can collect what they need for dinner. In the latter example, they don’t know what they’re going to catch and can’t prepare ahead of time. As NPI targeting continues to cement itself, more advertisers will jump on board to take advantage of the performance boost. One study found that 71% of people prefer ads tailored to their interests, resulting in more ad engagement.7

HCP Marketing Trend #3: Cross-Device Targeting Becomes a “Must-Have” HCP Marketing Tactic

Due to a long list of advertising-related rules and regulations, many healthcare marketers have avoided programmatic in lieu of traditional tactics, such as print and TV. Moving forward, advertisers will have to advance their strategies and adopt a substantial number of digital tactics. Here’s why.

Any effective HCP marketing strategy must target HCPs across devices, e.g., mobile, CTV, desktop, and more. In fact, 80% of consumers today bounce between multiple connected devices, and conversion rates only begin rising as they see the same ad multiple times.8

This means that HCP campaigns need to deliver ads across all the different screens providers use. This presents a challenge, however. Despite all of these ads existing in different ecosystems and tailored for different screens, they all have to move in unison and communicate a cohesive narrative to HCPs. The only way to do this is with cross-device targeting, which is why more healthcare marketers will adopt it in the coming year.

HCP Marketing Trend #4: Rich Media Is a Must

In 2022, static ads won’t cut it. Not only will they blend in more than ever—and not in the good way that native advertising does—but they won’t generate nearly enough engagement or ROAS. Healthcare advertisers can thank “banner blindness” for that, which is someone’s conscious or unconscious decision to avoid interacting with ads that may disrupt their experience. In one study comparing interactive and traditional static ads, 70% of the respondents said the former was more engaging.9

Moving forward, HCP marketing campaigns will need a jolt. More advertisers are noticing this, which is why rich media is a healthcare marketing trend to keep in mind. Those who can do it the best will instantly create a competitive advantage and stand out.

Examples of Rich Media Ads to Grab HCPs’ Attention

  1. CTV and OTT ads that include a CTA that takes HCPs to a branded website or product page.
  2. Display ads that incorporate movements, such as simple animations or gifts.
  3. Interstitial ads that fill up the entirety of an HCP’s screen.

Remember that HCPs may see thousands of ads a day, and many of them will be static. This is the year advertisers will have a chance to shine a little brighter than the rest.

HCP Marketing Trend #5: KOLs Build Trust & Credibility with HCPs

Influencer marketing, or its impact, is nothing new. 80% of marketers find influencer marketing effective.10 Why? Because 61% of people find information from “a person like me” to be credible or very credible.11 This is inherently human and exactly why working with key opinion leaders (KOLs) is a healthcare digital marketing trend everyone should pay attention to.

Despite the growing prominence of KOLs in HCP marketing strategies, using them will still be far from mainstream. That means 2022 will also be the year when forward-thinking advertisers can carve an edge while competitors approach this relatively new tactic with caution.

What’s a Key Opinion Leader (KOL)?

A KOL is someone with experience and expertise in a specific field, like healthcare, and is trusted among peers. The fundamental difference between KOLs and influencers is that the former have parallel professions with the target audience.

Pro Tip: Talk to your customers and identify who they consider a trusted source of industry knowledge. Then, start building relationships with them before your competitors can (KOLs will often only work with one company in an industry). To fast-track this process, work with a third party, like Adfire Health, that has existing relationships with KOLs.

Looking Toward the Future of HCP Marketing

Few industries are as dynamic as healthcare, which means marketing strategies must always be in a position to pivot on a dime. In some ways, success with HCP marketing will rely on an ability to think further ahead than competitors, anticipate what’s on the horizon, and make quicker strategic decisions. Staying on top of the trends in HCP marketing is a proven way to do that.


  1. Bestsennyy O, Gilbert G, Harris A, and Rost J. Mckinsey & Company. Telehealth: A quarter-trillion-dollar post-COVID-19 reality? Published July 9, 2021. Accessed August 26, 2021
  2. O’Dea S. Number of smartphone users from 2016 to 2021. Statista. Published June 2021. Accessed August 26, 2021.
  3. Gandolf S. Why Healthcare Should Care about OTT Advertising. Healthcare Success. Published 2020. Accessed August 26, 2021.
  4. Vailshery LS. Number of connected wearable devices worldwide from 2016 to 2022. Statista. Published February 2019. Accessed August 26, 2021.
  5. Vailshery LS. Share of adults in the United States that own a tablet from 2010 to 2019. Statista. Published June 2019. Accessed August 26, 2021.
  6. Does Hospital EHR Adoption Actually Improve Data Sharing? Definitive Healthcare. Published 2020. Accessed August 27, 2021.
  7. Kirkpatrick D. Study: 71% of consumers prefer personalized ads. Marketing Dive. Published May 9, 2016. Accessed August 26, 2021.
  8. Cross Device Marketing – Statistics and Trends. Go-Gulf. Published June 20, 2017. Accessed August 26, 2021.
  9. Mialki S. 13 Interactive Ads That Maximize Engagement with Prospects. Instapage. Published November 10, 2020. Accessed August 26, 2021.
  10. Baker, K. (2021, November 30). What Will Influencer Marketing Look Like in 2020? Retrieved May 18, 2022
  11. Baer J. 7 New Influencer Marketing Statistics That Prove Why It Works. Convince & Convert. Published 2020. Accessed August 26, 2021.

How can we help your marketing?