Ask the Expert: What Differentiates a Healthcare Digital Marketing Leader?
Learn How Leading Healthcare Marketers Do Digital Differently and How to Propel Your Organization Forward
// By Ben Dillon //
Benchmarking your organization against your peers is something every health system wants to do. But in reality, how you compete is more nuanced than just comparing your organization to others by team or bed size. It’s neither easy to compare yourself to an average of all organizations large and small, nor is it particularly instructive to compare yourself to a similar-sized organization if it has three times the budget.
That’s why for more than 10 years – and the last two in partnership with eHealthcare Strategy & Trends – Geonetric has performed an online survey of digital marketing trends that gets healthcare marketers the data they really need.
This survey, with the help of almost 250 responding organizations, breaks down those barriers. Our distinct benchmarking allows organizations to self-report where they are outperforming or underperforming, so you can see how leading organizations plan, budget, and execute differently.
Before we dive into the unique findings, let’s explain how the benchmarking works so you can determine where you’d fall.
Leader, Average, and Laggard Organizations
For this survey, we asked respondents if they were ahead or behind their competitors in seven key areas: website design, website content, social media, content marketing, search engine optimization (SEO), digital advertising, and website features and functionality. Based on their answers, we placed them into one of three groups: leaders (34.7 percent of the respondents), average (46.9 percent), and laggards (18.4 percent.)
Here, we look at some of the key findings in the survey, and we share recommendations on how to move up the ladder if your organization is average or lagging – and how to stay on top if you’re a leader.