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In this episode, Dr. Barbara Hales dives into the evolving landscape of medical marketing, emphasizing how digital strategies are transforming healthcare. Dr. Hales explains that successful marketing today is about creating genuine, human connections through empathy, trust, and emotional storytelling rather than focusing on products or services. She highlights the shift toward using licensed medical influencers on social media platforms like TikTok and Instagram, where patients are more likely to engage with real stories from credible professionals rather than traditional brand ads.

Dr. Hales outlines five key medical marketing strategies for 2025:

  1. Influencer-led Education: Leveraging trusted medical influencers, including those with smaller followings, to educate patients and drive engagement.
  2. Empathy-based Storytelling: Connecting with patients through shared experiences and personal stories, moving beyond medical jargon.
  3. Short-form, Multi-channel Video: Quick, authentic videos on platforms like TikTok and YouTube Shorts are used to demystify healthcare.
  4. Voice and Audio as Brand Assets: Building trust with patients by using warm, conversational tones in podcasts, videos, or even voicemail messages.
  5. Collaborative Care Content: Promoting cross-provider collaborations, such as joint webinars and co-hosted videos, to show patients the holistic care they receive.

Dr. Hales also discusses the growing issue of health misinformation and how Ogilvy’s verified creator network combats it by ensuring that real medical professionals create content. This effort has proven highly successful, as such content receives significantly more engagement.

Key Takeaway:
“Medical marketing today is about showing your human side, telling better stories, and using your voice to comfort, not just convince.” – Dr. Barbara Hales.

Connect with Barbara Hales:

Twitter:   @DrBarbaraHales

Facebook:   facebook.com/theMedicalStrategist

Business Website: www.TheMedicalStrategist.com

Show website:   www.MarketingTipsForDoctors.com

Email:   Barbara@TheMedicalStrategist.com

Books:

YouTube: TheMedicalStrategist

LinkedIn: www.linkedin.com/in/barbarahales

TRANSCRIPTION

 

Welcome and Introduction 

Dr. Barbara Hales (00:02) Welcome to another episode of Marketing Tips for Doctors. I’m your host, Dr. Barbara Hales, and today, we’re discussing how trust, empathy, and digital strategy can come together to not just attract more patients, but save lives.

Authentic Health Influence in 2025

Dr. Barbara Hales (00:35) In early 2025, Ogilvy launched its Health Influence Unit, marking a new frontier in marketing where health trust and community intersect. According to Ogilvy, 70% of patients now turn to social media before calling a doctor’s office. But here’s the twist: patients trust peers and professionals on platforms like TikTok and Instagram more than brand ads.

Licensed Medical Influencers: The New Wave

Dr. Barbara Hales (01:00) Ogilvy is now connecting healthcare brands with licensed medical influencers—doctors, nurses, and therapists with loyal followings. The goal isn’t just visibility—it’s behavior change. Patients seek someone they relate to, someone who understands their struggles.

Emma’s Wake-Up Call

Dr. Barbara Hales (01:40) Take Emma’s story. A 34-year-old mom who’d been feeling exhausted for years, attributing it to motherhood. But one night, she saw a video from a rheumatologist explaining autoimmune fatigue. She got diagnosed early, avoiding serious damage. That one post didn’t just educate her; it saved her future.

Top Medical Marketing Trends for 2025

Dr. Barbara Hales (02:10) Here are the top five medical marketing strategies for 2025:

Influencer-Led Education – Even smaller practices can build trust on platforms like TikTok.

Empathy-Based Storytelling – Patients want connection, not jargon.

Short-Form Video – Raw, authentic videos are the new norm.

Voice as a Brand Asset – Patients hear you before they see you—use your voice to build trust.

Collaborative Care Content – Cross-promotion between providers is on the rise.

 

Carlos’ Confidence Boost

Dr. Barbara Hales (02:40) Carlos, a 16-year-old struggling with acne and anxiety, saw a TikTok video from a dermatologist debunking skin care myths. Three months later, not only was his skin clearer, but he also gave a speech in front of his class. His mom wrote the dermatologist, saying, “You didn’t just treat his skin; you helped him see himself again.”

Fighting Health Misinformation

Dr. Barbara Hales (03:10) Ogilvy’s bold move was launching a Verified Creator Network. Content from real medical professionals gets three times more engagement than unverified sources. It’s time for doctors to share their expertise and combat misinformation with trust and compassion.

Lena’s Lifeline

Dr. Barbara Hales (03:40) Lena, a breast cancer survivor, found comfort in a YouTube channel from another survivor. She joined a Facebook group and later shared her own recovery updates. The community grew, and hope spread. Marketing didn’t just inform—it became a lifeline.

Bringing It Home: The Future of Medical Marketing

Dr. Barbara Hales (04:10) Medical marketing today isn’t just about SEO or paid ads. It’s about showing your human side and connecting with patients where they already are. Agencies like Ogilvy are raising the bar for everyone.

Closing Remarks

Dr. Barbara Hales (04:40)

If this episode has inspired you, share it with a colleague. Remember, your voice heals, your story matters, and your marketing can make a real difference. If you need help telling your brand’s story, let’s connect. Until next time, I’m Dr. Barbara Hales—stay visible, stay valuable, and stay human.