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Due to today’s endless competition in the digital landscape, medical & healthcare industry needs to ensure that they have the needed competitive edge over the competition. Here are some of the medical marketing statistics that are worth remembering.
The way that patients conduct health-related researches is changing quickly. With the introduction of digital media, internet search has changed the traditional methods of gathering the information, which has drastically altered the patient’s route to treatment. The medical & healthcare industry has started adjusting their tactics to accommodate this shift, but unfortunately, their progress has not kept pace with technological development. In simple words, a myriad of healthcare consumers now rely on the internet for health-related information.
For medical practitioners who are looking to remain competitive and secure a stable flow of new patients, keeping themselves up-to-date with the modern digital trends and consumer preferences is the key. Here are some significant digital marketing stats that every medical practitioner should be aware of.
Digital Is a Substantial Aspect in Researching Care
|
Descriptions |
Numbers |
| Consumers who use Search Engines for research about the treatment |
77% |
| Patients who visit hospital website before booking an appointment |
83% |
| Patients who visit at least two hospital sites before booking an appointment |
61% |
| Visits to the hospital which begin at a search engine |
43% |
| Number of health-related Google searches (Source: Gallup) |
1 in 20 |
Mobile Health Continues to Take-off
| Descriptions | Numbers |
| Patients who say mobile health apps will significantly change how they research care |
59% |
| Regular patients with poorly managed conditions using mobile health apps services |
64% |
| Patients with poorly managed conditions using medical apps services |
82% |
| Consumers who have a mobile health app (2x increase since 2013) (Source: PwC) |
32% |
| U.S. adults who own a smartphone |
68% |
| Smartphone owners who use their device to look up health information (Source: Pew) |
62% |
| Smartphone owners from 18 years to 29 years who use their devices to look up health information (Source: Pew) |
75% |
Patients Are Gradually Opening to Telehealth
|
Descriptions |
Numbers |
| Patients who are open to care alternatives beyond traditional doctor visits |
80% |
| Patients who are open to virtual doctor visits |
60% |
| Patients who are interested in Do-It-Yourself diagnostic tests |
50% |
| Patients who would be willing to monitor their vitals with a wearable device (Source: PwC) |
31% |
| Patients who are already using mobile for health research and appointment booking (Source: Google) |
33% |
Digital Isn’t Only for the Young
|
Descriptions |
Numbers |
| Americans age 65 and older who are now active internet users, up from 14% in 2000 |
61% |
| Social media usage among those 65 and older since 2010 (Source: Pew) |
3x |
Online Content Affects Patient Decisions
|
Descriptions |
Numbers |
| Consumers who say that content found on social media will likely impact their choice of hospital or treatment center (Source: PwC) |
41% |
| Patients who begin their search with terms for conditions or diseases |
49% |
| Patients who end-up finishing their search using branded terms (Source: Google) |
48% |
Digital Marketing Continues to Grow
|
Descriptions |
Numbers |
| Healthcare companies that reported using digital marketing services in 2015 |
76% |
| Firms that reported a shift increase in their marketing budget from 2014 to 2015 |
52% |
| By comparison, companies that reported using traditional advertising in 2015 |
40% |
The areas of medical marketing that have experienced the biggest budget increases in 2016 were all digital - Search Engine Marketing, Content Development, Paid Digital Advertising, Social Media, etc.
To stay side by side in this digital arms race, the medical & healthcare industry should be constantly adapting to patient trends while building out their digital offerings. Certainly, these stats offer only a broad sense of the state of digital health marketing today; medical practitioners will need to identify their own patient demographics and enhance their marketing strategies in order to target these groups successfully.
Due to the fact that the costs related to digital marketing are essentially pennies on the dollar as compared to the traditional methods, opting for digital marketing is the most effective choice for the practitioners. These statistics can be used as a guideline for your own search of digital marketing strategies because the more you get to learn about digital, the better off you’re bound to be.
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