2018 Healthcare Digital Marketing Trends Survey
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For the second year in a row, Geonetric and eHealthcare Strategy & Trends collaborated to deliver the largest, most comprehensive look at the digital evolution of healthcare organizations available. In this groundbreaking survey, we heard from 249 healthcare provider organizations and 47 of your agency and vendor partners.
Our goal in delivering this report is to offer not only basic data to benchmark your organization, but also to deliver insights that will help you plan for the future of your digital operations. That’s why you’ll find a few unique elements in this report you won’t find anywhere else
- LeaderAverageLaggard Analysis
It’s not enough to look at the average of all organizations to understand what you need to do to succeed. With our distinct benchmarking method that allows organizations to self-report where they are outperforming or underperforming, you’ll see how leading organizations plan, budget, and execute differently from their counterparts. - Comparing the provider and vendor perspectives
Perspectives from your industry peers are important, but we also find that the vendors and agencies that work with you may have a broader, and often different, understanding into what’s most important to your digital success. - Ample insight
Answer summaries to individual questions are always interesting, but the deeper revelations are often found at the intersection between different questions. That’s why you’ll find interesting insights when the questions are crossed. For example, when analyzing budget and team sizes relative to the number of beds or looking at the relationship between the forecasts for both overall marketing budgets and digital marketing budgets.
What insights await you in the report?
You’ll have to read this report to find out, but here’s a sampling of some of the interesting trends we’re noticing
- Content is hard, but also maybe the single most critical thing to digital success.
- Hospitals want patients — that’s why they invest in digital marketing — but what’s less clear is if they’re finding success at getting those patients.
- New challenges are emerging in the area of operational integration and digital strategy.
- The new hot jobs in healthcare digital marketing are in content development, customer relationship management (CRM), social media, and marketing automation.
- Marketing investment continues to shift from traditional media to digital.
- The website redesign cycle has been slow in recent years (4-5 year cycle), but there’s a huge wave of redesigns planned and underway right now.
- Web personalization is difficult to execute and continues to be more hype than game changing.
As you plan for 2018 and beyond, this guide will not only help you benchmark where you stand today but also better plan for future initiatives. We’re excited to see what other insights you uncover as you review this report and use the data to make informed decisions at your organization.
