In the ever-evolving landscape of healthcare, marketing plays a crucial role in positioning healthcare companies for long-term success.

Healthcare marketing, in particular, is a competitive industry that requires a constant monitoring of industry trends and the ability to adapt to the changing needs and preferences of your target audience.

Looking ahead to 2024, it’s important to know the key trends that will shape healthcare marketing.

From personalized content and account-based marketing to the growing influence of technology and data privacy, these healthcare trends and statistics can marketers connect with their target audience and drive more meaningful results.

By staying ahead of these changing trends and using these healthcare marketing statistics, companies can position themselves for success in a highly competitive market.

65 Healthcare Marketing Statistics to Know

Social media marketing is the most popular digital marketing channel among healthcare marketers, used by 93% of respondents. [2]
Paid search marketing is used by 89% of healthcare marketers. [2]
Email marketing is used by 83% of healthcare marketers. [2]
66.5% of Americans have private health insurance coverage, while 34.8% have public coverage. [5]
In 2020, 8.6% of Americans, or 28.0 million people, did not have health insurance at any point during the year. [5]
Google receives 5% of all searches related to health. [8]
54% of search engine users have looked up health-related information. [8]
59% of healthcare marketers plan to increase their digital marketing budgets in 2023. [8]
82% of patients use their smartphones to search for healthcare providers. [8]
61% of patients read online reviews before choosing a healthcare provider. [8]
73% of patients use online reviews as a first step in finding a new doctor. [8]
85% of patients trust online reviews as much as personal recommendations. [8]
70% of patients are likely to choose a healthcare provider with a strong online presence. [8]
62% of patients use search engines to look for information about a medical treatment or procedure. [8]
71% of patients search for healthcare information before scheduling an appointment. [8]
47% of patients visit a hospital website after receiving a referral. [8]
58% of patients trust hospitals with a strong online presence. [8]
Healthcare organizations that prioritize patient experience have a 1.6x higher patient acquisition rate. [8]
84% of healthcare marketers plan to invest more in content marketing. [8]
79% of healthcare marketers believe that content marketing leads to higher patient engagement. [8]
91% of healthcare marketers believe that content marketing is important for their organization. [8]
84% of healthcare marketers use social media platforms for content distribution. [8]
73% of patients are willing to share their health data with healthcare providers to improve the quality of care. [8]
88% of healthcare marketers believe that patient experience is a critical focus for their organization. [8]
78% of patients trust medical information provided by hospitals. [8]
66% of healthcare marketers use video marketing as part of their strategy. [10]
81% of healthcare marketers believe that video marketing has a positive impact on their organization. [10]
73% of healthcare organizations have increased their content marketing budget in the past year. [10]
87% of healthcare marketers use social media as part of their marketing strategy. [10]
69% of healthcare organizations consider social media marketing to be effective. [10]
80% of patients search for health information online. [10]
42% of healthcare marketers believe that personalized marketing is a top priority. [10]
59% of healthcare marketers have increased their spending on digital advertising. [10]
81% of healthcare organizations use email marketing. [10]
58% of healthcare organizations have seen an increase in patient engagement through email marketing. [10]
76% of healthcare organizations plan to increase their content marketing efforts. [10]
63% of healthcare organizations have seen positive results from content marketing. [10]
71% of healthcare marketers believe that SEO is an effective strategy. [10]
82% of healthcare organizations have increased their social media marketing budget. [10]
53% of healthcare organizations are planning to invest more in social media marketing. [10]
68% of patients trust healthcare providers with a strong online presence. [10]
76% of patients consider online reviews to be important when choosing a healthcare provider. [10]
64% of patients trust online ratings and reviews. [10]
89% of patients trust online reviews as much as personal recommendations. [10]
84% of patients are likely to choose a healthcare provider with positive online reviews. [10]
78% of patients use a mobile device to search for healthcare information. [10]
57% of patients have scheduled an appointment using a mobile device. [10]
69% of patients trust a healthcare provider with a mobile-friendly website. [10]
72% of patients would book appointments using a mobile app if available. [10]
64% of patients are likely to choose a healthcare provider that allows online appointment scheduling. [10]
72% of patients would use telemedicine for remote consultations. [10]
81% of patients prefer healthcare providers who offer online access to medical records. [10]
67% of patients trust healthcare providers that offer online appointment booking. [10]
88% of patients prefer healthcare providers that offer secure messaging for communication. [10]
79% of patients would like to receive appointment reminders via email or text. [10]
68% of patients are interested in using wearable health devices to monitor their health. [10]
77% of patients are interested in using health apps to manage their health. [10]
82% of patients trust healthcare providers that offer online access to test results. [10]
65% of healthcare organizations have increased their investment in telehealth services. [7]
87% of healthcare organizations use content marketing to attract new patients. [7]
73% of healthcare marketers plan to increase their investment in social media marketing. [7]
61% of healthcare organizations use paid advertising to promote their services. [7]
78% of healthcare organizations prioritize patient testimonials in their marketing efforts. [7]
89% of healthcare organizations believe that patient experience is important for successful marketing. [7]
82% of healthcare marketers believe that video marketing is an effective strategy for their organization. [7]

Healthcare Marketing Trends to Look Out For:

The Rise of Account-Based Marketing (ABM) in Healthcare Marketing

Healthcare companies are increasingly adopting ABM strategies to target specific individuals in key positions at real companies, moving beyond generic personas.

This approach involves creating a list of ideal companies and job titles and utilizing tools like ZoomInfo, Definitive Healthcare, and LinkedIn Sales Navigator for targeted marketing.

ABM helps in capturing demand and generating leads from active buyers and creating demand by building brand awareness in the larger target market.

Social media platforms, especially LinkedIn, play a vital role in ABM by providing opportunities for personalized profiles and thought leadership content.

Video marketing is also an essential component of ABM, allowing healthcare companies to build relationships with healthcare decision-makers through explainer videos, thought leadership content, personalized 1:1 videos, and product onboarding videos. Remote video options offer cost-effective solutions.

The Continued Rise of SEO and Content in the Healthcare Marketing Space

Investing in search engine optimization (SEO) and creating engaging content continue to be important trends in healthcare marketing.

Optimizing websites for relevant search queries and providing valuable content tailored to the target audience’s needs is crucial for improving organic rankings and driving organic traffic.

Healthcare marketers should focus on creating informative blog posts, incorporating varied formats like infographics, videos, and podcasts, and ensuring high-quality content that resonates with the target audience.

Establishing a strong social media presence is also essential to effectively reach and engage the target audience. Promoting content across platforms and carefully measuring the results of content marketing efforts are key strategies for success.

Inbound and Omnichannel Marketing Will Become a Primary Marketing Strategy for Most Healthcare Marketers

Healthcare marketers are adopting inbound marketing strategies that align with changing buyer behavior.

Buyers now extensively research online before making contact, so optimizing websites and creating SEO-focused content is crucial.

Healthcare marketers should provide a unified omnichannel brand experience to meet buyer needs effectively.

This involves consistent messaging and brand identity across multiple channels, such as websites, social media platforms, email campaigns, and offline touchpoints.

Omnichannel marketing ensures that healthcare companies provide a seamless experience and maintain consistency throughout the buyer’s journey.

Video Marketing Will Become Integrated Into Most Healthcare Marketing Strategies

Video marketing continues to be a powerful trend in healthcare marketing.

Videos offer a dynamic and engaging way to deliver information, tell stories, and build relationships with healthcare decision-makers.

Healthcare companies can utilize various types of videos, including explainer videos, thought leadership content, personalized 1:1 videos, and product onboarding videos.

These videos can be shared on websites, social media platforms, and through email marketing campaigns. Additionally, remote video options have become more prevalent, allowing for cost-effective production and distribution of video content.

Personalization and Customer Experience Will Become Even More Effective at Retaining Customers

Personalization is becoming increasingly important in healthcare marketing. Healthcare companies are focusing on tailoring their marketing efforts to individual customer needs and preferences.

This involves leveraging data to create personalized messaging, content, and experiences that resonate with each target audience segment.

Healthcare marketers are utilizing advanced technologies, such as AI and machine learning, to analyze customer data and deliver personalized marketing campaigns.

Providing exceptional customer experiences is crucial for building long-term relationships and brand loyalty.

Healthcare Marketers Having to Adapt Due to Changing Data Privacy Landscapes

With the sensitive nature of patient information, data privacy, and security are paramount in healthcare marketing.

Healthcare companies must prioritize compliance with regulations, such as HIPAA, and implement robust data protection measures.

Ensuring secure data handling and transparent privacy practices build trust with customers and demonstrate a commitment to safeguarding their sensitive information.

Wrapping Up On These Healthcare Marketing Statistics

Healthcare marketing in 2023 will be marked by a dynamic interplay of various trends.

The shift towards personalized content and account-based marketing will enable healthcare companies to deliver tailored experiences that resonate with their target audience.

The integration of technology, such as video marketing and AI-generated content, will enhance engagement and relationship-building efforts.

Additionally, data privacy and security will remain a top priority to ensure the trust and confidence of healthcare professionals.

By embracing these trends and leveraging the power of digital marketing, healthcare companies can navigate the changing landscape, establish strong connections with their audience, and drive business growth in the years to come.