Marketing is a highly diverse field with a variety of elements that are constantly shaped by changing trends. It is crucial for marketers and business owners to stay updated with the latest trends and tactics to maintain a competitive edge.
Global Healthcare Marketing Trends
- The global healthcare ad spending on healthcare marketing was $20.1 billion in 2021. The numbers are expected to reach $22.7 billion in 2023. (source: Zenith, 2022)
- Healthcare marketing spending increased by 36% after the pandemic and was $16.7 billion in 2019. (source: Zenith, 2022)
- The Healthcare industry is growing rapidly. The medical technology market is projected to reach a market volume of US $178.80 billion by 2027, with a CAGR of 5.95% (source: Statista, 2022 )
- Another research study projects that the United States will reach a peak in healthcare marketing of $28.1 billion by 2027 with a CAGR of 4.81%. (source: imarc group, 2022)
- Google handles billions of searches each day, with more than 70,000 searches are made every minute. Healthcare-related research accounts for 7% of Google’s daily searches. (source: Becker’s Health IT, 2019)
- The rapid increase in Google searches has also increased healthcare-related searches. There are approximately 273 million healthcare-related searches each day. (source: Yext, 2020)
- Social media contributes about 33.1% of digital share in global advertising spend (source: Hootsuite, 2022)
- 58% of users have purchased a product online (source: Hootsuite, 2022)
Healthcare Marketing Spend On Google AdWords
Advertising with Google AdWords is crucial to attracting new patients to your practice. If you want immediate results you need to use paid advertising (such as Google AdWords).
- Paid advertisement enables websites to rank in the top spot. The top spot takes an astonishing 32.5% of search traffic. (source: Digital Synopsis)
- Page one results yield around 95% of the web traffic (source: Digital Synopsis)
- Google has the highest share of the search engine marketplace. It has more than 90% of the market share, making it ideal for healthcare paid advertisement (source: Statcounter Globalstats, 2022)
- The healthcare industry focuses more on PPC and AdWords. Around 76% of healthcare facilities use Google AdWords, while 4% plan to use AdWords marketing in the next six to nine months. (source: Greystone, 2017)
- The healthcare professionals who use paid advertisements have an average CPC (cost-per-click) of $3.17. (source: Lido, )
- Google Ads have an average conversion rate of 3.75%, greater than Bing ads of 2.94%. (source: Webfx, 2021)
- 7% of search ads account for medical online form-fill pages. (source: conversion benchmark report)
- PPC enables healthcare marketers to gain the interest ofpatients who are ready to convert with high-intent keywords. You can use relative keywords to benefit from PPC (Source: ruler analytics)
- The top-three paid advertisement spots get 46% of the page clicks (source: Power Traffick, 2022)
Healthcare Marketing Statistics On Facebook Advertising (Instagram included)
Facebook is the most dominant social platform. As a result, medical practices must invest in paid advertising on Facebook and Instagram to build their brands and target their patient audiences.
- Facebook has the highest number of users, with 2.91 billion people (source: Hootsuite, 2022)
- Facebook marketing has been growing considerably. Around 77% of healthcare facilities use Facebook ads, while 6% plan to use them in the next six to nine months. (source: Greystone, 2017)
- Healthcare professionals using Facebook Ads experience an average CPC of $1.32. The platform also gives them insights into the audience and engagements (source: 9Clouds, 2022)
- Doctors have also emphasized the benefits of social platforms, like Facebook, in improving patient experience. They say that 60% of patients have gained medical benefits from social media platforms. (source: Merritt Hawkins, 2018)
- Hospitals are also emphasizing the use of social media promotion and marketing. More than 26% of hospitals in the US use social media. These numbers have likely increased. (source: NIH, 2017)
- The average CPC of Facebooks ads in 2021 was $0.44 in 2021 (source: AdEspresso, 2022)
- Facebook ad revenue will grow 32.1% year-over-year to $50.30 billion in 2021 (source: Insider Intelligence, 2021 )
- The US Facebook revenue will grow 26.6% in 2022 (source: Insider Intelligence, 2021)
Healthcare Marketing Spend on Lead Generation
Using content marketing for lead generation builds credibility. It shows you are an expert in your category and allows you to target and attract potential patients.
- Healthcare marketers are also focusing on lead generation. They must calculate the cost per lead. It costs an average of $162 for healthcare industries to acquire a lead. (source: lead generation institute, 2018)
- Content marketing is also becoming a primary source of lead generation. 72% of marketers have reported that content marketing has increased their leads. The Healthcare industry can significantly benefit from content marketing (source: Review H2, 2022)
- 53% of marketers spend at least half their marketing budget on lead generation. (source: Bright Talk Webinars, 2022)
- Leads have a 90% conversion rate, when businesses follow up (source: SWZD, 2022)
Conclusion
You must be using paid advertising to attract new patients. Both Google AdWords and Facebook/Instagram Ads allows you to build a presence in the mind of your audience and start the conversation. It is likely your competitors are already using these channels so it is important to understand the data behind your decisions.