The State of Digital Marketing in Healthcare 2017

Healthcare marketing executives are implementing more web and mobile strategies to reach consumers and build their brands, according to a new survey discussed at HIMSS 2017 conference in Orlando last month.

However the survey also found that the healthcare industry remains behind other industries in the scope of digital marketing efforts.

The report, compiled by Greystone.Net and Klein & Partners, shares the results of their second annual healthcare digital marketing survey in the US market. It provides valuable insight for CEOs, CMOs, web and digital managers and others involved in healthcare marketing to assess the current state of their organization’s digital efforts, look at future plans and compare themselves to their peers.

Survey Respondents: Demographics

There were 230 unique responses to the Healthcare Digital Marketing Survey. Respondents came from 39 US states.

Source: Greystone.Net

Some Key Takeaways

57% of hospitals are planning a website redesign for this year.

Source: Greystone.Net

Facebook is the main social media marketing channel, used by 80% of hospitals, followed by Twitter at 77% and YouTube at 74%.

Source: Greystone.Net

Social media efforts are similar to 2015: Healthcare organizations are either already utilizing social media or have no plans to do so. Very few organizations not currently using social media are planning to do so in the future.

Source: Greystone.Net

81% of hospitals list Google AdWords as their most frequently used online advertising program.

Source: Greystone.Net
Source: Greystone.Net

Google Adwords is also the most popular SEO tool, followed by Google Trends.

Source: Greystone.Net

86% of healthcare marketers use Google Analytics as their main tool to measure campaign and marketing spend return on investment.

Source: Greystone.Net

However, many organizations struggle with identifying key digital KPIs.

Source: Greystone.Net

84% of healthcare marketers say they have a mobile-first strategy.

Source: Greystone.Net

The top three challenges/barriers to the respondents’ digital marketing efforts are money, silos, change.

Source: Greystone.Net

However, some disturbing potential trends reported by the respondents are insufficient senior leadership commitment, lack of required skills among staff and unclear objectives. The proportion of survey respondents that consider a strong digital and interactive strategy to be essential to building their brand dropped significantly to 61% in 2016 from 76% last year.

Source: Greystone.Net

41% of healthcare marketers say their most pressing issue is developing more personalization and one-on-one marketing.

Source: Greystone.Net

Want to dive deeper into these findings? Visit Greystone.Net