Digital healthcare marketing has become a prevalent notion for medical professionals today. It is now essential for hospitals and clinics to establish some sort of healthcare advertising strategy to promote their services more effectively and efficiently to existing and potential clients.
So how important is digital healthcare marketing in the healthcare industry? It has become more crucial than ever. People are not only relying on websites and social media platforms in search doctors and new healthcare providers. The medical professionals looking for employment are relying on them as well.
Here are some facts about healthcare marketing that you might want to know about:
- Mobile devices and computers that can connect to the internet are widely used among medical professionals
At least one third of physicians utilize smartphones and tablets for professional purposes and opening their email is the number one reason why they use them at work. Email is known to be the number one digital platform for doctors conducting research and gathering info regarding new products, gadgets and tech. Here are the numbers:
- 40% Emails for professional reasons
- 12% Mobile applications
- 12% Research and information on products and services related to healthcare
- 3% Other.
- The Healthcare marketing segment has invested more in digital advertising for customer acquisition
In 2018, healthcare providers in the United States invested a total of $2.84 billion on digital advertisements. This figure is 13 percent bigger compared to the previous year in 2017. On average, healthcare providers spend $286 to acquire a lead. However, as spending on digital advertising continues to grow, healthcare marketers are investing more and more money for every lead.
- There is an ideal time for digital marketers to connect with medical providers
Weekdays, specifically during the evening and the afternoon, are the perfect times for digital marketers to connect with physicians and let them know about a new product, device or technology. In fact, physicians rely on their mobile devices to research on numerous different content related to their profession. Here are the numbers:
- 30% New tech in the field of healthcare
- 29% Specialty focused content
- 24% CME articles
- 11% Management practices
- 7% Other
- Patients are first searching for healthcare providers and services online
5 percent of the entire searches made in Google are related to health. Many people around the world rely on Google to obtain answers on queries and concerns regarding health. They also use Google when they are in search for health providers. In fact, Google search directs three times more visitors to clinics and health care facilities than non-search methods. Online search is the number one method for patients to discover healthcare providers in the web and it’s not even close.
Internet users who are looking for information on physical therapists, nursing homes, and optometrists have the greatest tendency to utilize search engines. In most instances, at least 6 out of ten internet users conduct a search prior to booking an appointment.
- There are many reasons why physicians adopt mobile health
There are numerous reasons why physicians choose to adopt mobile health but time efficiency was found to be at the top of the list. However, amidst the prevalent recognition and approval of mobile health, some hindrances exist to obtaining a completely connected healthcare environment. They include:
- 72% Cost
- 58% Limits in technology
- 57% Provider’s resistance to change or adaptation of new and technologically geared practices
- 56% Fears concerning privacy
- 23% Patient’s resistance to such change
- 7% Other
- A lot of online research conducted by patients are converted into calls to healthcare providers
Nearly 9 out of ten healthcare appointments are booked via phone. Potential clients who conduct online searches contact healthcare providers through the phone since the reason for their query is personal and private. Those who want to schedule appointments prefer to talk to real human beings.
Internet users looking for information on nursing homes, physical therapists, and chiropractors have the greatest tendency to contact healthcare providers via phone following a search conducted online. In most instances, they switch instantly from online queries to phone queries.