Digital Marketing Trends in Health Care

by Jason Skinner, Chief Marketing Officer - 01/06/17

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Two recent industry reports—the 2017 Digital Marketing Trends in Healthcare 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 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 signifcantly (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. 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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Topics: Digital Marketing

 

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