Behavioral Nudging in Healthcare Marketing: How Digital Strategy Can Support Better Patient Outcomes

Between juggling work, family, and dozens of to-dos, it’s easy for patients to miss appointments, forget follow-ups, or never log in to that new portal their provider rolled out. That’s where behavioral nudging comes in.

Inspired by behavioral science, nudging is giving people small, thoughtful prompts to help them make better decisions—without feeling forced. And in healthcare marketing, it’s becoming a powerful tool for improving engagement, follow-through, and ultimately, patient outcomes.

Let’s explore how digital strategy—especially when powered by a CRM like HubSpot—can make these nudges simple, scalable, and surprisingly impactful.

What is Behavioral Nudging?

At its core, behavioral nudging means shaping messages or experiences to gently guide people toward actions that benefit them. It’s not about pressure or persuasion—it’s simply making the right choice feel easier. In healthcare, that might look like:

• Sending a reminder the day before a checkup.
• Encouraging small lifestyle changes like drinking more water or moving daily.
• Suggesting portal usage by highlighting convenience and benefits.

These small things may seem minor on their own, but when done consistently and at the right time, they can lead to big improvements in how patients stay on top of their care—and how providers deliver it more effectively.

Behavioral Nudging Strategies in Healthcare Marketing

A strong nudge strategy comes down to delivering the right message, in the right place, at the right time. Below are four common types of nudges, how they can fit into your healthcare marketing plan, and how HubSpot can help bring them to life.

Text Message Nudges

Text messages are ideal for time-sensitive prompts. With 90%+ open rates and near-instant visibility, SMS is often the best format to influence behavior in the moment. Use text nudges to:

• Confirm upcoming appointments (“Hi Sarah, your visit is tomorrow at 2 PM. Reply YES to confirm or RESCHEDULE.”)
• Reinforce healthy habits (“Reminder: Check your blood pressure today. You’re making great progress!”)
• Drive portal access (“Your lab results are in. Log in to view securely.”)

These short, well-timed nudges can help reduce no-show rates, encourage ongoing self-care, and make it easier for patients to stay connected between visits.

How HubSpot helps: HubSpot makes it easy to set up quick, time-sensitive messages that feel personal. You can send texts triggered by things like appointment scheduling or reaching a milestone in a care plan. It's a simple way to stay connected without overwhelming your team.

Email Nudges

Email gives you more room to educate, guide, and build relationships with patients over time. It’s a great channel for habit-building campaigns, onboarding, and thoughtful follow-ups that go beyond quick reminders. Email nudges can help you:

• Reconnect with no-shows: “We noticed you missed your visit. Let’s get you rescheduled—here’s a quick link.”
• Support long-term wellness: “3 Small Habits for a Healthier Week” or “What to Know Before Your Endoscopy”
• Introduce digital tools: “Here’s how to make the most of your patient portal—from secure messaging to easy refill requests.”

How HubSpot helps: HubSpot is built for longer-form engagement. You can create targeted email journeys based on patient behavior, health interests, or past visits. With tools for segmentation, automation, and A/B testing, it helps you fine-tune messaging that builds trust and keeps patients coming back.

In-Platform Nudges

Not every nudge needs to be sent—it can be built right into the digital experience. Within your patient portal, website, or app, you can guide patients to take the next step without having to overthink it. This can look like: 

• A progress reminder pop-up during scheduling or intake forms: “You’re almost there—just one more step.”
• A smart suggestion banner after a task is completed: “All set! Want to view your latest lab results while you’re here?”
• A contextual pop-up while reading about a condition or service: “Looking into cholesterol management? See tips for heart-healthy habits.”

These prompts help patients navigate tools more effectively, complete key tasks, and get more value out of digital touchpoints—all without needing extra reminders.

How HubSpot helps: HubSpot can trigger pop-ups, banners, or CTAs on your website based on what a patient is viewing. For example, if they’re reading about preventive care, you can prompt them to schedule a screening—right then and there.

Physical and Environmental Nudges

Not all patients live in digital-first worlds. Tangible prompts in clinics or at home can reinforce behaviors, especially for lower-tech or older patient segments. Here are a few ways physical nudges can show up in everyday patient experiences:

• Posters in waiting rooms encouraging portal use, complete with QR codes.
• Discharge packets that include personalized next steps and care reminders.
• Mailed follow-ups like checkup reminder postcards or wellness tip fridge magnets.

These nudges can improve awareness, prompt action beyond the clinic, and reinforce digital campaigns for a more complete patient experience.

How HubSpot helps: HubSpot makes it easy to tie offline materials, like postcards, posters, or discharge handouts, into your larger campaigns. You can use it to brainstorm content ideas, keep messaging consistent, and track how print and digital touchpoints work together.

Influencing Better Outcomes With Healthcare Marketing

Behavioral nudging turns small, everyday interactions into meaningful touchpoints that keep patients engaged. Whether it’s a quick text reminder, a helpful portal pop-up, or a friendly poster in your waiting room, these small cues can lead to stronger engagement and better care.

With the right mix of strategy, content, and tools like HubSpot, healthcare marketers can turn nudging into a scalable, results-driven part of the patient experience.

If you’d like to see how HubSpot can support your team, or bounce around ideas for your healthcare marketing, we’d love to chat.