2025 Don't Get Left Behind - 12 must know trends for small healthcare practices

 

As we prepare to wrap up 2024, I’ve been digging into what’s coming next for small, local healthcare practices in 2025. Last year, I made some predictions about the trends I thought we’d see developing over the course of 2024. Many of them turned out to be spot on or mostly spot on (patting myself on the back here 😁).

 

If you didn't see my recent summary of those predictions you can read it here.

Industry Predictions for 2024 - How well did I do?

 

But now it’s time to look ahead and get practical about what we need to focus on next for 2025 and beyond.

I’ve broken down my 2025 predictions into three key areas:

  1. Industry trends
  2. Patient consumer trends
  3. Local marketing trends

This way, you’ll get a clear picture of what I think will be coming at you over the next 12 months, and how you can get ahead of it.

 


 

 

Industry trends for 2025

  1. AI is no longer a ‘nice to have’ - it’s essential.

    AI isn’t just about fancy chatbots anymore. In 2025, small healthcare practices will need to embrace AI in practical ways, or they’ll risk falling behind. We’re talking about smarter appointment scheduling, using AI to keep on top of patient note taking, speeding up content creation, automated patient follow-ups, and using AI to personalise patient communications. The bigger practices are already doing it, and this is the year smaller practices need to step up. If you’re not using AI to save time and improve the patient experience, you’re going to feel the pinch.

  2. The inclusion of wearable tech in patient care

    Devices like smartwatches, glucose monitors, and health trackers are now mainstream, and some patients are already coming into practices with their data in hand. I believe they’ll increasingly expect you to look at that data and integrate it into their care planning. Whether it’s monitoring recovery progress or keeping tabs on long-term conditions, wearable tech is only going to get more and more popular. If you’re not already asking patients about their tech or thinking about how it can support your treatment planning, now’s the time.

  3. More flexible working for your team

    The pandemic forced us all to rethink how we work, and in 2025, I believe really flexible working will become a standard expectation for healthcare staff. This means creating clinical working patterns that allow for a better work-life balance. Offering part-time and remote admin roles, as well as more flexible clinical working opportunities, and thinking more creatively about that, will enable you to attract and keep great team members. Balancing this with patient demand for appointments won't be easy but I believe it's another essential for 2025.

  4. Increased demand for specialised services

     Generalist care will always have its place in local healthcare, but I believe patients are going to be increasingly looking for experts who can solve specific problems. From podiatry clinics focusing on diabetic foot care to physiotherapists specialising in postnatal recovery, being niche will make you stand out and help you become famous locally and therefore more in demand for the thing you do. Think about what you love doing most, and how you can market yourself as the go-to expert in that area. This approach could also help improve practitioner work satisfaction and team retention.

 


 

 

 

Patient consumer trends for 2025

  1. Patients will want a more hybrid approach to care

    Virtual consultations took off during COVID, and they’re here to stay. However, patients also value face-to-face care for more complex or personal issues. In 2025, I believe you’ll need to look at how you can offer a mix of both. Giving patients the option to choose how they see you, whether it’s in person, via video call, or through quick check-ins using email or WhatsApp will set your practice apart.

  2. There'll be reduced patience for long waits

    The ‘I want it now’ trend I believe isn’t going away. Patients will continue to expect quick responses, whether it’s booking appointments online, getting test results, or following up on treatment plans. If your practice is still relying on voicemail and “we’ll call you back,” you’re already behind. You need to start thinking about how you can streamline and automate your systems and communication channels so you’re easy to reach, whilst maintaining boundaries and not creating a 24/7 expectation.

  3. Community and connection will continue to matter

    I mentioned this as a trend I expected in 2024 but it didn't quite happen. I still believe people are craving a sense of belonging, and healthcare practices that tap into this I think will thrive. Hosting wellness workshops, offering group classes, or simply creating a way for patients to be connected to each other as well as to you, will go a long way towards building a sense of community. Patients want to feel like they’re part of something bigger and more personal than a transactional appointment system. How could you create that?

  4. Patients are becoming more educated - and opinionated

    With access to endless health information online (some of it accurate, some of it not), patients are coming to appointments more "prepared", which can make them more demanding as consumers. I believe this will make dealing with patients who think they "know" more challenging. Be ready to meet them where they’re at by providing clear and evidence based explanations, and busting myths when needed. Also making sure your website key pillar content is showing up in online searches, will help provide accurate online sources, building trust and positioning you as the expert locally. 

 


 


Local marketing trends for 2025

  1. Google Business Profile will still be king

    I know I sound like a stuck record on this one BUT if you thought competition for top spots on Google was tough in 2024, it’s only getting harder in 2025 as more and more practices raise their online marketing game. Keeping your profile up to date, posting regularly, and encouraging patients to leave reviews should be your minimum level of activity. Focus on well crafted keyword ritch relevant content linked to your website as well as utilising all of the elements inside your profile. It’s simple, it’s free, and it works.

  2. Your website needs to work harder

    Patients will judge your practice based on your website before they even pick up the phone. A clunky, outdated site is no longer acceptable. In 2025, your website should be mobile-friendly, lightning-fast, and focused on giving patients the information they need easily and quickly, whether that’s appointment booking, service details, or blog posts answering their burning questions.

  3. Short-form video is evolving into storytelling

    Reels and TikToks aren’t just about flashy dance moves anymore. Patients are looking for authenticity and stories they can connect with. Think about sharing your “why,” showcasing patient success stories (with permission, of course), or giving a behind the scenes look at your practice, or a speeded up day in the life. Video is still the most engaging content format, so use it to tell stories.

  4. Go old school with offline collaborations to drive growth

    Being found online is one thing but I believe that going forward into 2025 being a visible and active member of your local community will help raise your profile in a more personal way, building stronger relationships more quickly. Online is saturated but offline is not - go old school. Partnering with nearby gyms, yoga studios, or even healthy cafes can introduce you to new patients who are already interested in their health. Cross-promotions, events, and referral partnerships will help you stand out in your community and bring in more dream patients who will value your services.

 


Final thoughts: what this means for your practice in 2025

If 2024 was about getting back on track after a turbulent few years, 2025 is about stepping up and future-proofing your practice. AI, patient expectations, and marketing strategies are evolving fast, but the good news is you don’t need a massive budget to stay ahead. What you need is focus, consistency, and a willingness to adapt.

So, what’s the first thing you’ll tackle in 2025?

Whether it’s brushing up your website, exploring wearable tech, or simply asking your patients how you can serve them better, the key is to start small and keep moving forward. Because if there’s one thing I know for sure, it’s that standing still isn’t an option.

Let’s make 2025 the year your practice doesn’t just survive it thrives 🎉 🌟

 

Thank you soooo much for taking the time to stop by my healthcare marketing blog today. I really hope you found value in spending some time here today.

I’d be so grateful if you could spare me just another 5 minutes to share your thoughts or questions in the box at the end of this page. What are you going to do differently now in your private practice?

Oh, and please use the social share buttons if you think other people you know might benefit from seeing this.

Until next time

Stay Curious

Close

50% Complete

Two Step

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.