Digital Marketing Trends in Health Care

by | Jan 6, 2017 | Digital Strategy

Two recent industry reports offer glimpses into how marketing trends in health care reflect tools to automate, measure and optimize strategies for hospitals.

Two recent indus­try reports—the 2017 Dig­i­tal Mar­ket­ing Trends in Health Care report from Geonet­ric and eHealth­care Strat­e­gy & Trends (n = 170) and the 2017 State of Dig­i­tal Mar­ket­ing in Health­care from Greystone.net and Klein & Part­ners (n = 230)—offer glimpses into how mar­keters are adopt­ing the tools to auto­mate, mea­sure, and opti­mize their strate­gies. Here are high­lights from both reports.

Digital Marketing Budgets

2017 Dig­i­tal Mar­ket­ing Trends in Healthcare

On aver­age, the per­cent­age of over­all mar­ket­ing bud­get ded­i­cat­ed to dig­i­tal mar­ket­ing is 24 per­cent, with orga­ni­za­tions spend­ing $205,757 on dig­i­tal mar­ket­ing annu­al­ly (exclud­ing staff).

  • 28 per­cent = $50,000 or less
  • 23 per­cent = $200,001–$500,000
  • 17 per­cent = $50,001–$100,000
  • 12 per­cent = $100,001–$200,000
  • 10 per­cent = $500,001–$1 million
  • 10 per­cent = Over $1 million

2017 State of Dig­i­tal Mar­ket­ing in Healthcare

Dig­i­tal spend will con­tin­ue to rise in 2017, with more than eight in 10 (81%) believ­ing their bud­gets will remain the same or grow next year. Specif­i­cal­ly, 29% expect an increase in their mar­ket­ing bud­gets while 52% expect their bud­get to remain the same.

Online/Content Marketing Tactics

Both sur­veys reflect the val­ue of con­tent and mar­ket­ing trends in health care as being inte­gral to dig­i­tal mar­ket­ing suc­cess. Here are the top 10 tac­tics employed by sur­vey respondents.

2017 Dig­i­tal Mar­ket­ing Trends in Healthcare

  1. Videos = 80 percent
  2. Arti­cles on your web­site = 77 percent
  3. Email mar­ket­ing or eNewslet­ters = 75 percent
  4. In-per­son events = 68 percent
  5. Pho­tos or illus­tra­tions = 56 percent
  6. Blogs = 55 percent
  7. Health cal­cu­la­tors, risk assess­ments, or inter­ac­tive tools = 50 percent
  8. Print mag­a­zines = 53 percent
  9. Info­graph­ics = 48 percent
  10. Microsites = 40 percent

2017 State of Dig­i­tal Mar­ket­ing in Health Care

  1. Web­site = 86 percent
  2. Social media = 77 percent
  3. Online adver­tis­ing and images/videos (tied) = 73 percent
  4. Paid search mar­ket­ing = 72 percent
  5. eNewslet­ters = 69 percent
  6. Email mar­ket­ing = 64 percent
  7. Blogs = 60 percent
  8. Online rep­u­ta­tion man­age­ment = 52 percent
  9. Con­tent mar­ket­ing = 58 percent
  10. Info­graph­ics = 51 percent

CRM Adoption

The use of cus­tomer rela­tion­ship man­age­ment (CRM) con­tin­ues to increase, with the major­i­ty of those sur­veyed cur­rent­ly lever­ag­ing CRM or plan­ning to imple­ment a sys­tem this year.

2017 Dig­i­tal Mar­ket­ing Trends in Healthcare

On aver­age, when asked if the orga­ni­za­tion uses CRM software:

  • 49 per­cent = Yes
  • 28 per­cent = No, but plan to imple­ment CRM in the next 12 months
  • 24 per­cent = No, and no plans to imple­ment CRM

2017 State of Dig­i­tal Mar­ket­ing in Healthcare

In 2015, only 50 per­cent of the sur­vey respon­dents report­ed using a CRM sys­tem, while sig­nif­i­cant­ly more (65 per­cent) report using a CRM in 2016. The num­ber of respon­dents who say their CRM is inte­grat­ed well with their web­site is up sig­nif­i­cant­ly (36%) com­pared to last year (11%).

Marketing Automation Adoption

2017 State of Dig­i­tal Mar­ket­ing in Healthcare

Use of a mar­ket­ing automa­tion tool has dou­bled from last year’s sur­vey, from 23 to 48 per­cent. Often times, mar­ket­ing trends will direct­ly reflect changes in how peo­ple inter­act with health care. On aver­age, when asked if the orga­ni­za­tion uses a mar­ket­ing automa­tion tool:

  • 48 per­cent = Yes
  • 36 per­cent = No
  • 16 per­cent = Not sure

The top five mar­ket­ing automa­tion tools used:

  1. Exact Tar­get = 15 percent
  2. Hub­spot = 14 percent
  3. Sil­ver­pop = 10 percent
  4. Mar­ke­to and Act On = 9 per­cent (tied)
  5. IBM Uni­ca = 8 percent

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