6 key themes for success in 2025

Healthcare marketing is evolving rapidly, influenced by technological advancements and shifting consumer behaviours. From website design to SearchGPT, we've asked the team for their thoughts about what key themes you need to consider to make 2025 your best year yet.

1. Be the resource your patients are looking for

(Grace Parkinson, Senior Account Manager)

As a health brand, patient content helps people find you, trust you and most importantly – choose you. And it’s needed now more than ever.

Research finds that half of adults in the UK are struggling to find trusted health information, and that 8 in 10 adults agree access to trusted health information would help them manage their health. [1]

Patients often search for health information online, and by focusing on patients’ needs during the customer journey, you can build brand awareness, strong connections and patient satisfaction. Make your content easy to access and truly valuable to fulfil your potential for patient engagement in 2025.

2. Make your website design accessible    

(Marlon Huggins, Senior Digital Designer and Caitlyn Outten, Account Manager)

Accessible website design can make or break your UX. An inclusive website builds trust and reputation and can also improve conversion rates ­– directly impacting revenue.

In 2025, businesses need to raise the priority of website accessibility. Tools like colour contrast checkers, optimising navigation, and ensuring compliance with accessibility standards can be easy to action and make a big difference to your users.

A good rule to follow in UX design is “The 3C Concept”:

• Colour contrast accessibility: When there is sufficient colour contrast. If the contrast is low, the text is harder to read.

• Clickable area accessibility: When the user can navigate the user interface using tab keys as well as the mouse.

• Common content accessibility: When you make sure the typography and layout of copy is easy for the user to see, read and understand.

3. Use customer journeys to plan hard-working content (Steph Mackay-Stokes, Business Director)

We always encourage our clients to map out and regularly review their customer journeys and all touchpoints, from awareness through to loyal advocacy, covering PR, marketing, sales and communications.

For 2025, we encourage you to think of these maps as more than a content planning tool. They’re a valuable way to identify where content can facilitate a broad business goal beyond marketing, such as a support team objective or a digital transformation project.

For example, we worked with a client in 2024 to improve Trustpilot scores by:

• Providing answers to appointment FAQs online

• Improving enquiry form UX to optimise accessibility and reduce duplication and data requirements

• Re-writing customer support team emails for health literacy and patient need

4. Demonstrate your ethical and sustainable practices to win NHS tenders

(Helen Jamieson, Business Director)

With the government’s commitment to use private healthcare to help cut the NHS backlog, private providers will be given more opportunity to bid for contracts.

All NHS procurement has to contribute to the NHS net zero and social value goals and therefore suppliers will not only be awarded contracts based on quality and price but also on how they demonstrate their commitment to environmental and social issues.

You can use your brand communications to demonstrate your social value using channels such as social media, video content and blogs.

5. Create video content for immersive brand experiences

(George Barrett, Junior Video Editor/Videographer)

If a picture can speak a thousand words, imagine what video can do?

It’s not only an effective medium to inform your audience of current trends and topics in healthcare on social media platforms like YouTube, Instagram, TikTok and LinkedIn.

Aside from having a wide appeal in terms of content, it can be a more personal and accessible form of communicating with your audience. Other aspects like music, sound and voices all add up to make it an immersive experience.

Plus, video can be used across channels to maximise return on investment – on websites, for example, video increases engagement and can boost conversion rates by 80%. Find out how to create a health video strategy here.

6. Use search engine AI & SearchGPT to your advantage

(Michele Gambini, SEO Strategist)

AI has overshadowed traditional Google listings for simpler, informational queries, with zero-click searches often dominating. Healthcare audiences, however, usually want more than superficial snippets. They crave reliable, in-depth content that addresses complex intent – and that’s exactly where strong websites step up.

Meanwhile, SearchGPT is a welcome opportunity rather than a threat, weaving well-structured site content into coherent summaries that can deliver even greater visibility than Google alone. Optimising for semantic relevance, structured data, and user intent all help your content reach the right audiences.

For 2025, you should be developing a holistic strategy, satisfying patients’ hunger for knowledge while positioning your brand at the forefront of AI-driven healthcare.

In summary

From new tools to more tenders, 2025 is going to be full of growth opportunities for health brands. What are you planning to achieve this year? Get in touch at hello@wallacehealth.co.uk to talk about how we can help you get there.

References

1. Patient Information Forum and Ipsos. Knowledge is power: A survey of 2,000 UK adults using the Ipsos KnowledgePanel. 2024. Available: https://pifonline.org.uk/download/file/N29PUW5PMzh0Rzh2ZEJTcjdzcDFIQT09/knowledge-is-power-report/