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2019 Healthcare Digital Marketing Trends Survey

2019 Healthcare Digital Marketing Trends Survey ebook

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Free ebook download, sponsored by Geonetric and eHealthcare Strategy & Trends

We are pleased to share the results of the 2019 Healthcare Digital Marketing Trends Survey.

Download this report to get data to benchmark your organization — and also to discover insights that will help you plan for the future of your digital operations.

This is Geonetric’s ninth survey over 14 years, and the third in partnership with eHealthcare Strategy & Trends. We’re thrilled to have our largest number of participants ever, with 307 responses (267 providers and 40 vendors).

Our goal is to provide actionable insights and strategies you can use to advance your digital efforts. To achieve this, our survey takes a unique approach, highlighting how leaders execute digital marketing differently, comparing viewpoints of providers with those of their agencies, and looking at the intersections of questions for deeper insights.

Changes for 2019

Each year we iterate to ensure the data is useful and to explore new, emerging topics. This year we polled a group of multi-year survey takers and enlisted an advisory board to provide insider viewpoints on how to report data in meaningful ways.

Big Insights Await

This year’s survey produced many interesting — and some unexpected — findings, that you’ll learn when you download the survey results ebook. Among them, you’ll discover:

  • How actual staff investment by healthcare organizations differs from what was previously reported/believed
  • The most critical differentiators for leading organizations, and what rose to the top of marketers’ rankings for the first time
  • How organizations have succeeded and in what ways they still struggle to leverage customer relationship management (CRM) systems
  • And much, much more.

Realize Your Vision

We hear over and over again how this research helps justify budget requests, secure resources, and make digital the centerpiece of healthcare marketing. We hope it does the same for you.

Download your copy today

ROI Matters, Even If No One Is Asking

Ben Dillon

Insights from popular survey reveal the real state of ROI reporting in healthcare digital marketing and what savvy leaders can do about it. // By Ben Dillon // A senior marketing leader at a large health system once told me that her ultimate career goal was to get finance to treat her department as a Read More

Survey: Healthcare Mobile Traffic Now Exceeding Desktop Traffic

Michael Schneider, executive vice president and co-founder, Greystone.Net

“Digital marketing in healthcare is in the midst of an evolution, with some revealing trends, including a mixed view of customer relationship management (CRM) and emerging technologies, according to the 4th Annual State of Digital Marketing for Hospitals report,” writes Jared Johnson, eHST board member and host of the Healthcare Rap podcast. The report, administered Read More

Survey Highlights Healthcare Digital Marketing’s Growth, Challenges

Jared Johnson

// By Jared Johnson // Digital marketing in healthcare is in the midst of an evolution, with some revealing trends, including a mixed view of customer relationship management (CRM) and emerging technologies, according to the 4th Annual State of Digital Marketing for Hospitals report. The report, administered by Greystone.Net and Klein & Partners, highlights responses Read More

Online Reputation Management: It’s More Than Ratings and Reviews

Lindsay Neese Burton, Healthcare Marketing Director, Reputation.com and Amanda Henson, Director of Online Reputation Management, Kindred Healthcare

How Kindred Healthcare leverages insights from online reviews to improve its online reputation, attract new patients, and enhance care

An eHealthcare Strategy & Trends webinar on demand for healthcare marketers and digital strategists

Your Presenters:


Building a positive reputation for your organization and physicians online has never been more critical:

  • 88 percent of consumers start their search for a provider online
  • 80 percent want to read six or more reviews to assess a provider
  • Search engines use reviews as part of their ranking algorithms — more reviews, and recent reviews, ensure your doctors and locations rank high
  • Positive online sentiment drives measurable patient satisfaction, predicting an increase in HCAHPS scores of as much as 17 percent according a recent assessment.

In this on-demand webinar, Lindsay Neese Burton, healthcare marketing director at Reputation.com, will share the latest trends in reputation management. “It’s more than just responding to patient reviews,” she says. “It is an orchestration of multiple digital and operational efforts that creates a virtuous cycle and drives new business.

Joining Lindsay, Amanda Henson, director of online reputation management at Kindred Healthcare will show how Kindred’s strategy ensures consumers find and choose Kindred — and how incorporating feedback from online reviews improves the patient experience.

You’ll learn:

  • The essential elements of a robust reputation management strategy — beyond ratings and reviews
  • How online reputation management optimizes search, supports acquisition of new patients, and helps you improve patient experience
  • How Reputation Score provides an index to monitor and improve your organization’s digital presence
  • How to engage your operations teams and create action plans based on feedback

Watch now and learn how you can create a robust and consistent online presence for every physician and location, improve your rankings, and attract more patients.

Watch now »

Blurred Lines: Marketing and Ethics in the Brave New World, Part 1

Danny Fell

// By Daniel Fell // The following article was adapted from the panel presentation Blurred Lines: Marketing and Ethics in the Brave New World held at the 2018 Healthcare Internet Conference (HCIC) in Scottsdale, Arizona. Panel members included Karen Corrigan, founder and CEO of Corrigan Consulting; David Feinberg, chief marketing officer at Mount Sinai Health Read More

M&A News: Healthgrades Acquires Influence Health

Rob Draughon

Conversation with Rob Draughon, CEO, Healthgrades // By Jane Weber Brubaker // On January 8, Healthgrades announced its acquisition of Influence Health at the 37th Annual J.P. Morgan Healthcare Conference in San Francisco. We spoke with Healthgrades CEO Rob Draughon to hear more about the strategy and plans for the combined portfolio of products and Read More

Marketing Automation Can Help Create Personalized Patient Journeys

Rachel Neely, senior healthcare consultant, Evariant

A prospective patient interested in weight loss surgery finds out your organization holds bariatric surgery seminars. He fills out the online form to attend the upcoming session. Now what? If your organization uses a marketing automation (MA) platform, you have an opportunity to create personalized patient journeys. The use of marketing automation is growing steadily. Read More

How Scripps Health Uses Marketing Automation to Drive Results

Rachel Neely, senior healthcare consultant, Evariant

// By Althea Fung // A prospective patient interested in weight loss surgery finds out your organization holds bariatric surgery seminars. He fills out the online form to attend the upcoming session. Now what? If your organization uses a marketing automation (MA) platform, you have an opportunity to create personalized patient journeys. In a recent Read More

Digital Trends Affecting Healthcare in 2019

Chris Boyer, director of digital and analytics at University of Minnesota Health and Fairview Health

We asked Chris Boyer, 2018 Healthcare Internet Hall of Fame inductee, director of digital and analytics at University of Minnesota Health and Fairview Health, and host of the touch point podcast to weigh in on digital trends that will affect hospitals and health systems in 2019. Digital transformation is critical for all members of the Read More

Get the Most Out of Data Science Insights for Your Healthcare Marketing

Jared Johnson, manager, digital marketing services at Phoenix Children’s Hospital

Data-driven marketing is the holy grail in today’s environment of accountability. To get there, many organizations are investing in data scientists. Phoenix Children’s Hospital is one of them. In our new article, Jared Johnson shares his experience from Year One of having a data scientist on-board. Until very recently, Johnson was manager of marketing technology and Read More

Chris Boyer’s Crystal Ball: Top 7 Digital Trends in 2019

Chris Boyer, director of digital and analytics at University of Minnesota Health and Fairview Health

// By Sheryl Jackson // We asked Chris Boyer, 2018 Healthcare Internet Hall of Fame inductee, director of digital and analytics at University of Minnesota Health and Fairview Health, and host of the touch point podcast to weigh in on digital trends that will affect hospitals and health systems in 2019. Digital transformation is critical Read More

Healthcare Marketing Analytics: 6 Things We Learned with Our New Data Scientist

Jared Johnson, manager, digital marketing services at Phoenix Children’s Hospital

// By Jared Johnson // Data-driven marketing is the holy grail in today’s environment of accountability. To get there, many organizations are investing in data scientists. Phoenix Children’s Hospital is one of them. In this article, Jared Johnson, manager of marketing technology and analytics at Phoenix Children’s, shares his experience from Year One of having Read More

Small Medical Practice Gets Big Results from LOCALiQ

Dean Mitchell, MD, president of Mitchell Medical Group

Creating and maintaining a strong digital presence can be difficult for any healthcare organization. But for smaller groups with fewer resources, it can be particularly tough to compete online with more established systems. That’s where the latest technological advances can make a real difference.  This was the case for Mitchell Medical Group in New York Read More

The Evolving Patient Experience: Meeting Your Patients Everywhere They Search

The Evolving Patient Experience: Meeting Your Patients Everywhere They Search

// Sponsored Post //

Is your health system prepared to meet patients everywhere they’re searching for health information?

A year and a half ago, Yext conducted a survey of 1,000 patients who had gone online to find a physician, hospital, or other healthcare provider in the past 12 months to learn how they search for — and make decisions about — providers.

In January 2018, we conducted two new studies: one follow-up to our previous study, and one with a focus on how voice and intelligent systems are changing how patients are finding health information.

Download now and learn how patients:

  • Search for individual providers
  • Find information outside of health systems’ websites
  • Expect online transactions
  • Look for a provider’s insurance
  • Use multiple devices to find healthcare information

Get your copy of this new report to see the full results of Yext’s Patient Search Behavior Survey and learn what changes you need to make to ensure that patients have all the necessary information during the moments that matter, across all platforms and devices, everywhere they search.

Download your copy today!

How Healthcare Marketers Can Leverage the New Google Marketing Platform

Melanie Graham

As a digital marketer, you know that staying on top of the latest analytics trends and algorithm changes is all part of the game. Nevertheless, the summer of 2018 really kept marketers on their toes, as Google made several big announcements that have shifted the way marketers use their ad and analytics platforms. In June, Read More

Digital Marketing Strategy to Grow Medical Practice Brings Newsworthy Results

Dean Mitchell, MD, president of Mitchell Medical Group

// By Lisa D. Ellis // Creating and maintaining a strong digital presence can be difficult for any healthcare organization. But for smaller groups with fewer resources, it can be particularly tough to compete online with more established systems. That’s where the latest technological advances can make a real difference.  A Small Fish in a Read More

The Multiplier Effect of Digital Marketing

The Multiplier Effect of Digital Marketing - MedTouch ebook cover

// Sponsored Post //

Digital Marketing is changing at breakneck speed, but hospital marketers who combine three emerging technologies will gain outsized results, especially in a highly competitive market.

While retailers have long been able to implement advanced digital marketing techniques, technical and legal restrictions have hampered hospital marketers from gaining the actionable insights that are more readily available in traditional industries.

Marketers know that understanding the patient journey is important. However, activating insights requires synthesizing data across multiple touch points and driving consumers to optimal movement through different pathways.

The Good News? Hospitals Are No Longer Stuck

MedTouch combines three emerging disciplines that, when programmatically coordinated together, radically change the landscape for healthcare marketers:

  • Building combinations of data-driven ads at massive scale
  • Leveraging hyper-locality to match consumers to your digital geography
  • Using predictive attribution to determine appointment behavior

When combined, these techniques become the Multiplier Effect, compounding their value and reinforcing their benefits at a dramatic new scale.

Download your copy today!

Consider All the Variables When Evaluating Your Marketing ROI

Jessica Walker

When you claim an impressive-sounding healthcare marketing ROI for a marketing initiative, are you undermining your credibility by not considering all the variables in your calculation? “With case volumes slipping and persistent competitive threats to operating margins, many healthcare marketers look to purchase multiple solutions — CRMs, digital marketing services/tools, targeting lists, among others — Read More

Your Healthcare Marketing ROI: Are You Comparing Apples to Bananas?

Jessica Walker

When you claim an impressive-sounding healthcare marketing ROI for a marketing initiative, are you undermining your credibility by not considering all the variables in your calculation? Here, Jessica Walker, an industry veteran and thought leader, takes us through some detailed examples of how marketers could misinterpret information and misstate their true healthcare marketing ROI by Read More

Overlooking Phone Calls in Your Pursuit of More Healthcare Marketing Conversions?

Dispatch Health logo (square)

For some organizations, the phone is the primary marketing channel consumers use to make contact — and to convert into patients. For these organizations the phone experience is critical to success. Today we’ll look at new digital tools that can help this once-analog channel optimize customer experience and increase conversions.

Penn Medicine’s Secret to Success? Analytics.

Penn Medicine Shield Logo

When you consider the elements needed for quality content, what do you think of? Skilled copywriters may come to mind, or maybe you think of killer creative from a professional graphic designer. But what about data? It may not be the first thing that pops into your head, but analytics are a key part of Read More

Content + Analytics: Penn Medicine’s Formula for Success

Suzanne Sawyer, vice president and chief marketing officer at Penn Medicine

// By Melanie Graham // When you consider the elements needed for quality content, what do you think of? Skilled copywriters may come to mind, or maybe you think of killer creative from a professional graphic designer. But what about data? It may not be the first thing that pops into your head, but analytics Read More

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