3 Reasons Why Digital Deserves Your Healthcare Marketing Dollars

Whether we’re checking the weather on a smartphone, keeping up with our finances online, or reading a breaking news story on a tablet, it’s a fact: we’re becoming more and more dependent on digital. It comes as a surprise, then, that eMarketer only expects the healthcare and pharmaceutical industry to make up 2.8% of total digital ad spending by all industries this year.

So why does it seem like healthcare and pharmaceutical companies are hesitant to invest in digital? As one of the most important marketing channels for any industry, digital advertising offers a handful of benefits unmatched by any other promotional channel. So here are the top 3 reasons why digital deserves your healthcare marketing dollars.

Search Plays a Significant Role in the Patient Journey

Whenever we experience any sort of health symptoms, we immediately jump online. With a plethora of medical information constantly at the tip of our fingers, it’s no wonder that our journey to wellness typically begins with search engines. Pay per click (PPC) ads and other search engine marketing techniques will place your organization in front of the right patients who are also more likely to convert.

• 77% of patients use search prior to booking an appointment*
• 43% of visits to hospital sites originate from a search engine*
• Patients who book appointments conduct 3x as many searches as those who don’t*

Patients are Constantly Connected and Consuming Content

For a majority of patients, a mobile device is never more than a few feet away. Though many people still conduct healthcare research on desktops, the mobility offered by smartphones, tablets and the like allows us to remain connected with hospitals and healthcare providers 24/7. Keep in mind, searchers are looking for more than ads and landing pages. Provide valuable content and stay engaged across social networks to establish lasting relationships with existing and potential patients.

• Roughly 1 in 3 patients use tablets or mobile devices on a daily basis for research and/or to book appointments*
• Mobile is a constant research companion. Patients use mobile devices to research hospitals at home (61%), at work (27%), while visiting the homes of friends/family (23%), while they’re out of town (20%), and while they’re at the doctor’s office (16%)*
• 51% of patients say they feel more valued as a patient when doctors use social media, blogs, and other digital engagement outlets**

Digital Drives Results

Not only does digital play a significant role in the early stages of the patient journey, but this promotional channel is also a big driver of conversions. Obviously, this is the main reason why your healthcare practice should invest in digital—but don’t just take my word for it. Here are five powerful statistics that may just convince you that now, more than ever, digital advertising should be a staple of your healthcare marketing strategy.

• 1 in 5 patients now book appointments via computer or mobile app/browser*
• After seeing a paid search ad, patients take action: 35% conduct searches for more information, 29% begin the research process, 28% visit the website of the hospital advertised, 21% consider the hospital that was advertised, and 5% contact the advertised hospital*
• 34% of computer-only researchers and 44% of mobile device researchers book an appointment*
• After watching online videos about a hospital, 39% of patients talk to friends, family members, or colleagues about the hospital, 34% contact the hospital, and 30% schedule an appointment*
• 41% of patients say social media influences their selection of a healthcare provider**

Slowly but surely, healthcare marketers are allocating more budget to digital channels, however, this industry still lags behind. Patients want medical information and more often than not, they aren’t willing to wait for an in-person visit to get it. If your organization skimps on digital marketing, you will miss out on attracting and converting these patients. Digital deserves your dollars—it’s time for the healthcare and pharmaceutical industry to play catch up.

* Google/Compete Hospital Study: The Digital Journey to Wellness

** Healthcare Digital Marketing 2015: 10 Eye-Popping Statistics