2025 Year in Review: Key Trends Shaping Healthcare Marketing and Practice Growth
As 2025 comes to a close, the Australian healthcare landscape looks very different from just a year ago. Patient expectations have shifted, digital behaviour has matured, new models of care have expanded rapidly and compliance requirements have become more complex. These changes have created both challenges and opportunities for healthcare organisations striving to remain visible, efficient and patient-centred.
At Vividus, we have spent the past year analysing hundreds of data points across patient journeys, websites, marketing campaigns and operational workflows. Combined with national datasets and industry reporting, several clear themes emerged that will shape how practices plan for 2026.
Below is a high-level summary of the most important trends. For a deeper analysis and practical recommendations, you can download the full 2025 Healthcare Marketing and Practice Growth Insights Report at the end of this article.
Insight 1:
Patients Are More Digitally Confident, and More Cost Conscious
Patients are increasingly comfortable engaging with healthcare online, whether booking appointments, attending telehealth consultations or navigating digital forms. At the same time, more than a quarter of Australians delayed care this year due to cost concerns. This combination of digital maturity and financial pressure has shifted expectations toward clarity, value and convenience at every touchpoint.
Insight 2:
Digital Health Is Now the Baseline
Telehealth remains widely used, e-prescriptions are commonplace and patients expect seamless digital pathways as part of routine care. Digital capability is no longer viewed as a marker of innovation. It has become the minimum standard that patients assume every practice can deliver.
Insight 3:
Local Search Competition Has Intensified
‘Near me’ searches surged again in 2025, and Google Maps continues to influence how patients choose providers. At the same time, Google’s AI-supported features are reshaping how information is presented and how users navigate results. Keeping practice details accurate, structured and up to date is now essential for visibility.
Insight 4:
Compliance Expectations Tightened
AHPRA places increasing scrutiny on how healthcare organisations communicate risks, outcomes and patient experiences. Penalties for unlawful advertising remain significant, and many practices still unknowingly breach guidelines through unclear or promotional language. Compliance-safe communication is now a core part of sustainable marketing.
Insight 5:
Demand Increased for Urgent Care, Chronic Disease Management and Weight Care
Behaviour across the health system continues to shift. Urgent Care Clinics have seen substantial uptake, and chronic disease remains one of the most common drivers of ongoing care. Weight management enquiries have grown rapidly with the introduction of new medications and heightened public awareness. Patients are seeking care pathways that are timely, clearly defined and easy to navigate.
Insight 6:
Cost Pressures Are Influencing Decisions
More Australians are comparing providers, evaluating fees upfront and choosing practices based on affordability, transparency and access. The practices that communicate pricing clearly and compassionately are seeing stronger conversion and retention.
Insight 7:
AI and Automation Became Practical Tools
This year showed a clear move from conceptual discussion to real-world adoption. Practices are increasingly using automation for reminders, onboarding, follow-up and digital forms. When implemented well, these tools reduce administrative load and improve the consistency of the patient journey.
What This Means for Practices in 2026
The practices that thrive next year will be those that embrace transparency, streamline digital experiences and invest in systems that support both patient engagement and operational efficiency. A clear, forward-looking strategy will help organisations navigate rising expectations, tighter regulation and stronger competition.
Our full report outlines the actions practices can take now to prepare for the year ahead.
Download the Vividus Healthcare Insights Report 2025
For a detailed breakdown of the seven key insights, practical recommendations and examples of how healthcare organisations can prepare for 2026, download the Vividus Healthcare Insights Report 2025.
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The Changing Face of Healthcare: Marketing and Patient Experience Trends 2025
Download the full Vividus Healthcare Insights 2025 Report.
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