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3:57 .III LTE 20182 HSA4160_Major... FIGURE 15.1 Major Marketing Directions Efforts to attract appropriate patients to services Efforts to discourage inappropriate services Efforts to encourage healthy lifestyles Direct Patient- related Intermediary and buyer- sales to buyers marketing Collaboration with physician organizations Service excellence programs related marketing Provider- related marketing Employee recruitment and retention Collaboration with other providers Intermediary contracts Source: ACHE Chapter Educational Resources: Marketing & Strategy p.588 3:58 .IILTE ← 20182 HSA4160_Healthc... Healthcare Marketing Statistics to Pay Close Attention 1. According to Pew Research: in 2017 nearly 70% of adults use social media to connect with others, engage with news and content, share information and entertain themselves. Meaning: Doctors and dentists need to be utilizing social media to engage and connect with their current and potential patient base. 2014 2016 2018 Image via Pew Research 2.47% of Internet users search for information about doctors or other health professionals. Meaning: Consumers are searching for your practice locally. Are they finding you or your competition? Invest in local medical SEO. 3. 78% of people searching on mobile devices for local business information make a purchase. (Source Kissmetrics) Meaning: When people perform local searches they are highly likely to convert into a paying customer. Therefore, showing up in their local search query is critical. 4. Social media usage is not just for young adults now, a breakdown of people with at least one social media profile as of 2016: age 18-29 - 86%, age 30-49 - 80%, age 50-64 -64%, age 65+ 34%. (Source PEW) Meaning: If your practice serves an older market social media is still an extremely important avenue to reach and engage with those patients. 5. 77% of US adults say they now own a smartphone, this is up from 35% in 2011. (Source PEW) Meaning: A solid medical marketing strategy focuses on reaching people on their mobile devices. 6.32% of US users utilize social media to post about their friends and family's health and medical experiences. (Source PWC) Meaning: People are willing to share their experiences online about your practice. Make sure you are leveraging this in positive manner. 7.74% of marketers said that email is their most effective distribution channel for new content. (Source Twitter Blog) Meaning: Email is still king when it comes to distributing content. Therefore, do not ignore building a targeted email marketing list and email marketing automation strategy. 8. 92% of consumers read and utilize online reviews when looking for a local business. (Source RevLocal) Meaning: Over 9 out of 10 patients turn to online reviews to help them decide which practice or doctor to visit. Therefore, make sure online reviews and reputation management is a focal point of your healthcare marketing strategy. 9. When posting on Facebook, video posts receive 135% more organic reach than photo posts. (Source Social Media Today) Meaning: We have actually seen this stat go even way higher near 1,000%. Plain and simple video is the best when it comes to engagement, reach, etc. 10. When consumers conduct a local search on their mobile device 50% visit the store within a day. (Source) Meaning: Winning in local search does not just provide new website traffic but it can directly result in new patien

3:57 .III LTE 20182 HSA4160_Major... FIGURE 15.1 Major Marketing Directions Efforts to attract appropriate patients to services Efforts to discourage inappropriate services Efforts to encourage healthy lifestyles Direct Patient- related Intermediary and buyer- sales to buyers marketing Collaboration with physician organizations Service excellence programs related marketing Provider- related marketing Employee recruitment and retention Collaboration with other providers Intermediary contracts Source: ACHE Chapter Educational Resources: Marketing & Strategy p.588 3:58 .IILTE ← 20182 HSA4160_Healthc... Healthcare Marketing Statistics to Pay Close Attention 1. According to Pew Research: in 2017 nearly 70% of adults use social media to connect with others, engage with news and content, share information and entertain themselves. Meaning: Doctors and dentists need to be utilizing social media to engage and connect with their current and potential patient base. 2014 2016 2018 Image via Pew Research 2.47% of Internet users search for information about doctors or other health professionals. Meaning: Consumers are searching for your practice locally. Are they finding you or your competition? Invest in local medical SEO. 3. 78% of people searching on mobile devices for local business information make a purchase. (Source Kissmetrics) Meaning: When people perform local searches they are highly likely to convert into a paying customer. Therefore, showing up in their local search query is critical. 4. Social media usage is not just for young adults now, a breakdown of people with at least one social media profile as of 2016: age 18-29 - 86%, age 30-49 - 80%, age 50-64 -64%, age 65+ 34%. (Source PEW) Meaning: If your practice serves an older market social media is still an extremely important avenue to reach and engage with those patients. 5. 77% of US adults say they now own a smartphone, this is up from 35% in 2011. (Source PEW) Meaning: A solid medical marketing strategy focuses on reaching people on their mobile devices. 6.32% of US users utilize social media to post about their friends and family's health and medical experiences. (Source PWC) Meaning: People are willing to share their experiences online about your practice. Make sure you are leveraging this in positive manner. 7.74% of marketers said that email is their most effective distribution channel for new content. (Source Twitter Blog) Meaning: Email is still king when it comes to distributing content. Therefore, do not ignore building a targeted email marketing list and email marketing automation strategy. 8. 92% of consumers read and utilize online reviews when looking for a local business. (Source RevLocal) Meaning: Over 9 out of 10 patients turn to online reviews to help them decide which practice or doctor to visit. Therefore, make sure online reviews and reputation management is a focal point of your healthcare marketing strategy. 9. When posting on Facebook, video posts receive 135% more organic reach than photo posts. (Source Social Media Today) Meaning: We have actually seen this stat go even way higher near 1,000%. Plain and simple video is the best when it comes to engagement, reach, etc. 10. When consumers conduct a local search on their mobile device 50% visit the store within a day. (Source) Meaning: Winning in local search does not just provide new website traffic but it can directly result in new patien

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3:57 .III LTE 20182 HSA4160_Major... FIGURE 15.1 Major Marketing Directions Efforts to attract appropriate patients to services Efforts to discourage inappropriate services Efforts to encourage healthy lifestyles Direct Patient- related Intermediary and buyer- sales to buyers marketing Collaboration with physician organizations Service excellence programs related marketing Provider- related marketing Employee recruitment and retention Collaboration with other providers Intermediary contracts Source: ACHE Chapter Educational Resources: Marketing & Strategy p.588
Transcribed Image Text:3:57 .III LTE 20182 HSA4160_Major... FIGURE 15.1 Major Marketing Directions Efforts to attract appropriate patients to services Efforts to discourage inappropriate services Efforts to encourage healthy lifestyles Direct Patient- related Intermediary and buyer- sales to buyers marketing Collaboration with physician organizations Service excellence programs related marketing Provider- related marketing Employee recruitment and retention Collaboration with other providers Intermediary contracts Source: ACHE Chapter Educational Resources: Marketing & Strategy p.588
3:58 .IILTE ← 20182 HSA4160_Healthc... Healthcare Marketing Statistics to Pay Close Attention 1. According to Pew Research: in 2017 nearly 70% of adults use social media to connect with others, engage with news and content, share information and entertain themselves. Meaning: Doctors and dentists need to be utilizing social media to engage and connect with their current and potential patient base. 2014 2016 2018 Image via Pew Research 2.47% of Internet users search for information about doctors or other health professionals. Meaning: Consumers are searching for your practice locally. Are they finding you or your competition? Invest in local medical SEO. 3. 78% of people searching on mobile devices for local business information make a purchase. (Source Kissmetrics) Meaning: When people perform local searches they are highly likely to convert into a paying customer. Therefore, showing up in their local search query is critical. 4. Social media usage is not just for young adults now, a breakdown of people with at least one social media profile as of 2016: age 18-29 - 86%, age 30-49 - 80%, age 50-64 -64%, age 65+ 34%. (Source PEW) Meaning: If your practice serves an older market social media is still an extremely important avenue to reach and engage with those patients. 5. 77% of US adults say they now own a smartphone, this is up from 35% in 2011. (Source PEW) Meaning: A solid medical marketing strategy focuses on reaching people on their mobile devices. 6.32% of US users utilize social media to post about their friends and family's health and medical experiences. (Source PWC) Meaning: People are willing to share their experiences online about your practice. Make sure you are leveraging this in positive manner. 7.74% of marketers said that email is their most effective distribution channel for new content. (Source Twitter Blog) Meaning: Email is still king when it comes to distributing content. Therefore, do not ignore building a targeted email marketing list and email marketing automation strategy. 8. 92% of consumers read and utilize online reviews when looking for a local business. (Source RevLocal) Meaning: Over 9 out of 10 patients turn to online reviews to help them decide which practice or doctor to visit. Therefore, make sure online reviews and reputation management is a focal point of your healthcare marketing strategy. 9. When posting on Facebook, video posts receive 135% more organic reach than photo posts. (Source Social Media Today) Meaning: We have actually seen this stat go even way higher near 1,000%. Plain and simple video is the best when it comes to engagement, reach, etc. 10. When consumers conduct a local search on their mobile device 50% visit the store within a day. (Source) Meaning: Winning in local search does not just provide new website traffic but it can directly result in new patien
Transcribed Image Text:3:58 .IILTE ← 20182 HSA4160_Healthc... Healthcare Marketing Statistics to Pay Close Attention 1. According to Pew Research: in 2017 nearly 70% of adults use social media to connect with others, engage with news and content, share information and entertain themselves. Meaning: Doctors and dentists need to be utilizing social media to engage and connect with their current and potential patient base. 2014 2016 2018 Image via Pew Research 2.47% of Internet users search for information about doctors or other health professionals. Meaning: Consumers are searching for your practice locally. Are they finding you or your competition? Invest in local medical SEO. 3. 78% of people searching on mobile devices for local business information make a purchase. (Source Kissmetrics) Meaning: When people perform local searches they are highly likely to convert into a paying customer. Therefore, showing up in their local search query is critical. 4. Social media usage is not just for young adults now, a breakdown of people with at least one social media profile as of 2016: age 18-29 - 86%, age 30-49 - 80%, age 50-64 -64%, age 65+ 34%. (Source PEW) Meaning: If your practice serves an older market social media is still an extremely important avenue to reach and engage with those patients. 5. 77% of US adults say they now own a smartphone, this is up from 35% in 2011. (Source PEW) Meaning: A solid medical marketing strategy focuses on reaching people on their mobile devices. 6.32% of US users utilize social media to post about their friends and family's health and medical experiences. (Source PWC) Meaning: People are willing to share their experiences online about your practice. Make sure you are leveraging this in positive manner. 7.74% of marketers said that email is their most effective distribution channel for new content. (Source Twitter Blog) Meaning: Email is still king when it comes to distributing content. Therefore, do not ignore building a targeted email marketing list and email marketing automation strategy. 8. 92% of consumers read and utilize online reviews when looking for a local business. (Source RevLocal) Meaning: Over 9 out of 10 patients turn to online reviews to help them decide which practice or doctor to visit. Therefore, make sure online reviews and reputation management is a focal point of your healthcare marketing strategy. 9. When posting on Facebook, video posts receive 135% more organic reach than photo posts. (Source Social Media Today) Meaning: We have actually seen this stat go even way higher near 1,000%. Plain and simple video is the best when it comes to engagement, reach, etc. 10. When consumers conduct a local search on their mobile device 50% visit the store within a day. (Source) Meaning: Winning in local search does not just provide new website traffic but it can directly result in new patien
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