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TOP HEALTHCARE MARKETING STATISTICS IN 2022

Last Updated on 05/25/22 by Amra Beganovich

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Healthcare marketing is experiencing significant growth as organizations increasingly focus on new strategies that allow them to acquire new patients and improve their reputation. The total global healthcare ad spend in 2021 was $20.1 billion in comparison to $17.8 billion spent in 2020. The internet has become one of the most important channels for healthcare advertising. In 2022, 82.8% of US-based patients used search engines to find a healthcare provider, and there are 70,000 health-related searches are made every minute, every day. Healthcare organizations are taking advantage of this by investing in Search Engine Optimization (SEO) and using social media platforms like Facebook and Twitter to reach their target audiences.

Below, we at Amra and Elma, a top healthcare marketing agency, compiled a list of top 20 healthcare marketing statistics:

Healthcare Marketing Statistics (Editors Choice)

  • Total global healthcare ad spend in 2021 was $20.1 billion, an increase from $17.8 billion in 2020
  •  The internet overtook television in 2021 and became the biggest medium for healthcare ad spend, attracting 46% of all healthcare ads
  • An estimated 7% of all Google search queries on the platform are health-related
  • 82.8% of US-based patients search engines to find a healthcare provider
  • 89% of patients use online reviews when deciding which healthcare provider to choose

20 Top Healthcare Marketing Statistics and Trends in 2022

Healthcare Marketing Statistics #1: Total global healthcare adspend in 2021 was $20.1 billion.

According to a recent report by ZenithMedia, the total global healthcare adspend in 2021 was $20.1 billion. This figure represents a significant increase from the $17.8 billion spent in 2020 and is indicative of the continued growth of the healthcare industry. ZenithMedia also forecasts that healthcare adspend will grow to $22.7 billion in 2023, 36% above pre-pandemic spending of $16.7 billion in 2019. The report attributes this growth to several factors, including the increasing cost of healthcare services, the aging population, and the expanded use of new media channels such as social media and mobile advertising. With more people than ever before seeking health-related information online, it is essential for healthcare providers to invest in effective digital marketing strategies. Those that do so will be well-positioned to capitalize on the continued growth of the healthcare industry and achieve their business goals.

Healthcare Marketing Statistics

Healthcare Marketing Statistics #2: Internet overtook television and became the biggest medium for healthcare advertising for the first time in 2021, attracting 46% of all healthcare adspend.

In recent years, the internet has become one of the most important channels for healthcare advertising. With users spending more and more time online, media agencies and advertisers have flocked to digital platforms to reach their target audiences. According to ZenithMedia, the internet overtook television for the first time in 2021 and became the biggest medium for healthcare adspend, attracting a staggering 46% of all healthcare ads. This shift was driven by a number of factors, including the growing sophistication of digital targeting technologies and the rapid adoption of mobile devices among consumers. However, perhaps even more importantly, it reflects a fundamental change in how consumers engage with healthcare information. Whereas in the past people relied primarily on TV or magazines for their news and information, today they are increasingly turning to online sources. As a result, advertisers now have an unprecedented opportunity to connect directly with their target audiences online and shape perceptions about their brand and products in a way that was not possible before. Ultimately, this shift has completely transformed the landscape of health advertising and paved the way for exciting new developments in this rapidly changing industry.

Healthcare Marketing Statistics

Healthcare Marketing Statistics #3: The global health expenditure is expected to reach $18 trillion by the end of 2022.

In recent years, global health spending has been on the rise. According to Statista, by the end of 2022, it is projected to reach over $18 trillion, an increase from just under $13 trillion in 2021 and significantly higher than the pre-pandemic spending of $8.4 trillion in 2019. This increase can be attributed to several factors, including the ongoing spread of infectious diseases and other public health concerns like obesity and increased investments in new sources of treatment and prevention methods. Regardless of the underlying causes, it is clear that global health expenditure is a significant trend that shapes our society. Through continued investments in research and innovation, we can hope to improve our understanding of health conditions and our ability to treat them in the years ahead effectively.

Healthcare Marketing Statistics

Healthcare Marketing Statistics #4: It’s estimated that in 2022, US spending on health will add up to $4.3 trillion.

When it comes to healthcare spending, the US is clearly at the top of the pack. According to recent estimates from the Organization for Economic Cooperation and Development (OECD), by the end of 2022 the nation will be spending a total of $4.3 trillion on various aspects of health, accounting for roughly 17.8% of our GDP. This is a significant increase from $3.9 trillion in 2021 and $3.5 trillion in 2020. This is a testimony to the nation’s dedication to its citizens’ health and well-being. While some may view this as a costly endeavor, it is clear that the US places a high priority on ensuring that its citizens have access to quality healthcare. As the needs of the population change and medical advances are made, it is likely that this spending will continue to increase in the years to come.

Healthcare Marketing Statistics

Healthcare Marketing Statistics #5: There are 784,626 companies in the US healthcare sector.

With healthcare spending in the United States totaling more than $3.9 trillion in 2021, it’s no surprise that the healthcare sector is home to a large number of companies. In fact, according to the latest industry stats by Statista, there are 784,626 companies in the US healthcare sector. Of these, McKesson is the largest by revenue. With annual revenue of $208.3 billion, it’s comfortably ahead of its nearest competitor, UnitedHealth Group, which reported revenue of $201 billion in 2021. Other names on the list include CVSHealth ($184.7 billion), AmerisourceBergen ($153.1 billion), and CardinalHealth ($129.9 billion). Collectively, these companies employ more than 15 million people in the United States.

Healthcare Marketing Statistics

Healthcare Marketing Statistics #6: Approximately 7% of all Google searches are health-related.

According to a recent Google search engine statistics report by 99firms, an estimated 7% of all search queries on the platform are health-related. This finding highlights the growing importance of online health resources in today’s digital age. With access to the internet becoming more and more widespread, people are increasingly turning to online platforms like Google for answers to their medical questions. As a result, companies and organizations that specialize in health information must have a strong online presence in order to meet the needs of their users. Whether providing up-to-date information on diseases and conditions or offering specialized tools such as symptom checkers and interactive quizzes, these platforms have become essential resources for anyone looking for reliable health information. Therefore, understanding this trend towards digital health literacy is crucial for ensuring continued success in the field going forward.

Healthcare Marketing Statistics

Healthcare Marketing Statistics #7: There are 70,000 health-related searches per minute, every day.

According to available data from Google Trends, over 70,000 health-related searches are made every minute, every day. These staggering numbers highlight the growing interest in health and wellness among consumers, and they also provide valuable insights for marketers seeking to target this audience.

To effectively capture the attention of health-conscious consumers, businesses need to understand what motivates these individuals and what their behavior looks like online. And by closely examining search data such as keyword popularity and search intent, it is possible to get a better sense of what consumers are looking for when they seek out information on health-related topics. With this information in hand, brands can craft more effective marketing campaigns that speak directly to the needs and desires of health-focused consumers. Ultimately, this will help companies reach their target audience more effectively and drive more significant sales and ROI across all market segments.

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Healthcare Marketing Statistics #8: 82.8% of patients use search engines to find a healthcare provider.

A recent study found that 82.8% of US-based patients search engines to find a healthcare provider. The study, which the American Board of Internal Medicine conducted, surveyed 2,000 adults who had seen a healthcare provider in the past year. The results suggest that patients increasingly turn to the internet to research their healthcare options. Patients cited convenience, cost, and location as the most important factors when choosing a provider. However, the study also found that patients are often unaware of the providers’ credentials they find online. As a result, patients need to do their research before making an appointment. The American Board of Internal Medicine recommends that patients look for board-certified providers who have experience treating similar conditions. By taking the time to find a qualified provider, patients can be sure they are getting the best possible care.

Healthcare Marketing Statistics

Healthcare Marketing Statistics #9: Over three-quarters of Americans (83%) will obtain health-related information from the internet by the end of 2022.

Americans are increasingly turning to the internet for health-related information. A recent survey by the Pew Research Center found that over three-quarters of Americans (83%) will obtain health-related information from the internet in 2022. This is up from 67% in 2021,  60% in 2020, and 49% in pre-pandemic 2019. The most popular sources of health information are search engines such as Google and Yahoo, followed by websites of health organizations such as the Centers for Disease Control and Prevention (CDC) and the National Institutes of Health (NIH). Social media sites such as Facebook and Twitter are also popular sources of health information. The Trending Topics feature on Twitter can be a valuable source of real-time data on health emergencies such as disease outbreaks. The increase in internet use for health information is likely due to the growing availability of high-speed internet access and mobile devices such as smartphones and tablet computers.

Healthcare Marketing Statistics

Healthcare Marketing Statistics #10: Only 24% of healthcare appointments in the US are scheduled online.

Although many healthcare appointments are now scheduled online, some patients remain reluctant to type their personal health information or reason for their appointment into an online form. According to a study by Accenture, 24% of healthcare appointments in the US are scheduled online. However, many patients are hesitant to provide their personal health information online due to concerns about privacy and security. In addition, patients may not be comfortable sharing their reason for seeking medical attention with strangers. As a result, some healthcare providers are still using paper-based scheduling systems. However, it is essential to note that online scheduling systems are typically more efficient and accurate than paper-based systems. In addition, online scheduling systems often allow patients to see the real-time availability of appointments, which can be a helpful feature for patients who need to schedule an appointment on short notice. For these reasons, more healthcare appointments will likely be scheduled online in the near future.

Healthcare Marketing Statistics

Healthcare Marketing Statistics #11: 89% of healthcare patients use online reviews to evaluate providers.

Online reviews are an important part of the healthcare landscape, as they provide a wealth of information to prospective patients evaluating providers. According to recent research from Software Advice, 89% of patients use online reviews when deciding which healthcare provider to choose, making them an essential tool for navigating the vast array of options available today. Reading these reviews can be an easy first step for prospective patients to get a feel for your practice, allowing you to connect with your target audience and engage potential new patients. At the same time, it is important to maintain a positive online presence through thoughtful comments and feedback from satisfied clients. With careful attention and diligence, you can take advantage of this powerful medium to position yourself as a top choice among potential patients.

Healthcare Marketing Statistics

Healthcare Marketing Statistics #12: Over 71% of  patients will search for another provider if there is not enough information on the website.

There is no denying the importance of having a solid digital presence in the healthcare industry. Patients nowadays depend so heavily on online resources to guide their search for medical providers. If a healthcare clinic or business lacks a website or other online presence, it will likely struggle to stand out from the competition. According to the data from WordStream, an estimated 60% of patients check that the clinic has a website before deciding whether or not to make an appointment. Moreover, 71% of patients say that they will look for another provider if there is no information regarding office hours and current services offered. Then, to remain competitive and successful in today’s healthcare landscape, healthcare businesses must invest in a robust and informative digital presence. By creating and maintaining a website, social media page(s), and other online platforms, healthcare businesses can give potential patients the information to feel confident in choosing their practice as their go-to healthcare provider.

Healthcare Marketing Statistics

Healthcare Marketing Statistics #13: 63% of people choose healthcare providers based on the proximity to their home.

According to a report by WordStream, 63% of people choose healthcare providers based on the proximity to their home. This means that it’s important to leverage Location Targeting in ad campaigns and optimize for those local listings. Failing to do so could mean missing out on a large portion of potential customers. Additionally, it is important to make sure that company listing is accurate and up-to-date. Incorrect information could lead potential customers to choose a competitor over you. By taking these steps, you can ensure that you are reaching the maximum number of people possible.

Healthcare Marketing Statistics

Healthcare Marketing Statistics #14: The average cost for a healthcare lead in 2022 is $286.

According to recent research by ZenithMedia, the average cost for a healthcare lead is expected to rise significantly in the coming years. According to estimates, the cost for a healthcare lead in 2022 will be $286, up considerably from $209 in 2021, $195 in 2020, and $114 in pre-pandemic 2019. Several factors likely drive this trend, including rising digital ad spending and increased competition among healthcare marketers. In particular, as advertisers pour more money into digital advertising channels like social media and search engine marketing, the costs of acquiring quality leads increase. However, despite these challenges, the demand for high-quality leads remains strong across many industries. As a result, healthcare marketers must keep pace with fast-changing trends to meet these growing demands. By leveraging innovative strategies and targeting new audiences, they can ensure that their organizations stay competitive in this rapidly evolving landscape.

Healthcare Marketing Statistics

Healthcare Marketing Statistics #15: The average email open rate in the healthcare industry is about 21.5%.

The healthcare industry is constantly evolving to keep up with the latest research and technological advancements, making it an extremely competitive field. Effective marketing tactics are crucial for success in the healthcare industry, especially when it comes to email marketing. According to a recent report by Mailchimp, the average open rate for emails in the healthcare industry is about 21.5%. However, this number is somewhat deceiving, as the average click-through rate in this field is just 2.7%. While more people may be opening these emails than ever before, they are often quickly disregarded and ignored by recipients due to their low level of relevance and engagement.

To improve open email rates in the healthcare industry and increase click-through rates, it is essential to create relevant, engaging content that speaks directly to your target audience. This can involve using targeted subject lines that pique interest and communicate precisely what recipients will gain from reading your email. It can also mean delivering valuable content that provides actionable advice or useful information on topics relevant to your audience’s interests and needs. By tailoring your messaging and focusing on delivering real value to your subscribers, you can overcome the challenges presented by low engagement levels in e-mail marketing campaigns.

Healthcare Marketing Statistics

Healthcare Marketing Statistics #16: There are 51,370 healthcare and medical apps available on the Apple App Storeas of Q1 2022

According to the latest data by Statista, there were over 51,000 healthcare and medical apps available on the Apple App Store during the last measured period. This figure represented a four percent increase compared to the previous quarter, and suggests that demand for mHealth solutions remains high. In fact, as industry trends have shown, this upward trend continued over the next few years, with even more mHealth apps becoming available to iOS users by 2020. By the first quarter of 2021, this number had reached nearly 54 thousand – an all-time high for the industry. Clearly, consumers are continuing to invest in their health and wellbeing through technology, reflecting a clear shift towards mobile-focused solutions within this space. And as we look ahead, it is safe to say that this trend shows no signs of slowing down any time soon.

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Healthcare Marketing Statistics #17: 43% of consumers are willing to share their health data with companies for more personalized service.

A study by the PwC Health Research Institute found that 43% of consumers would be willing to share their health data with companies in order to receive personalized service. This number is only expected to grow as people become more comfortable with digital health tools. The study also found that three-quarters of consumers are interested in using digital tools to track their health, and that half are interested in receiving real-time health coaching. These numbers suggest that there is a significant opportunity for companies to improve their customer service by harnessing the power of data. However, it is important to note that consumers are still concerned about data privacy, and that companies will need to address these concerns in order to build trust.

Healthcare Marketing Statistics

Healthcare Marketing Statistics #18: 60% of healthcare organizations plan to increase their use of artificial intelligence (AI) over the next three years.

When it comes to artificial intelligence, healthcare is leading the way. According to a recent report by McKinsey & Company, 60% of organizations plan to increase their use of AI within the next three years. The findings from this comprehensive survey indicate that the adoption of AI is on the rise, with 56% of respondents reporting current adoption in at least one function. The continued growth of AI in healthcare suggests that we are only beginning to tap into the full potential of this powerful technology, and it is clear that healthcare providers will be at the forefront of its advancement. With its ability to help streamline and automate key tasks, reduce costs and errors, and improve patient care outcomes, AI is already transforming healthcare as we know it. And with more and more organizations recognizing its value and investing in its development, we can be sure that the future of healthcare will be driven by AI.

Healthcare Marketing Statistics

Healthcare Marketing Statistics #19: Healthcare spending on wearables will reach $60 billion by 2023.

The new findings from Juniper Research reveal that wearables are set to become essential in delivering healthcare, with $60 billion forecasted to be spent annually on these devices by 2023. This is a significant increase from the $19 billion spent in 2018. The report found that health trackers and remote patient monitoring devices will be the main drivers of this growth. Health trackers are expected to grow from an estimated 43 million units in 2018 to 251 million units by 2023. Remote patient monitoring devices are expected to grow even more rapidly, from an estimated 2.8 million units in 2018 to 36 million units by 2023. The report attributed this growth to the increasing demand for personalized and mobile health services. The majority of spending on wearables will come from the US, followed by China and Europe. However, the report cautioned that the success of wearables in healthcare would depend on their ability to provide accurate and timely data, as well as address concerns around data privacy and security.

Healthcare Marketing Statistics

Healthcare Marketing Statistics #20: The number of connected wearable devices is forecast to reach more than one billion by the end of 2022.

According to the latest data report from Statista, the number of connected wearable devices is forecast to reach more than one billion by the end of 2022. The number of connected wearable devices worldwide has more than doubled in the space of three years, increasing from 325 million in 2016 to 722 million in 2019. The rapid growth of the wearable device market is being driven by a number of factors, including the falling cost of devices, declining prices for cellular data plans, and the launch of new products that offer improved functionality and fashion appeal. With this trend expected to continue, businesses and organizations need to be prepared for an increasingly mobile workforce and customer base.

Healthcare Marketing Statistics

The Future of Healthcare Marketing

With these essential healthcare marketing statistics, marketers can stay informed of new developments in their industry and develop strategies that will help them thrive in 2022 and beyond. Whether you are considering entering the field or looking to keep up-to-date on the latest trends, it is essential to stay informed and know what is going on behind the scenes. Organizations can better connect with consumers across all channels, focusing on data-driven strategy and using technology to enhance their campaigns by taking advantage of these changes now on the opportunities and staying ahead of the competition.

How is healthcare marketing different?

Healthcare marketing is different in that it often requires a deep understanding of both the product and the audience. For example, a pharmaceutical company might spend years researching and developing a new drug. Still, if the target audience doesn’t understand why they need the medication or how it works, the company’s investment will be wasted.

Why is marketing so important in healthcare?

Marketing is essential in healthcare because it is the best way to reach potential patients and convince them to become actual patients. It is also the best way to communicate messages about prevention, risk factors, and treatments to patients and their families. In addition, marketing can help raise awareness of important health issues, raise funds for research and programming, and generate support for legislation related to healthcare. Finally, marketing helps create a positive public image for healthcare organizations, which can attract more customers, investors, partners, and employees.

What are major market factors in healthcare?

The most important market factors in healthcare are the costs of care, the types of services available, and the number of people with health insurance.

What are the 4 P's of healthcare marketing?

The 4 Ps refer to product, price, place, and promotion in healthcare marketing. Healthcare marketers must carefully consider each of these elements to create a successful marketing strategy.