In 2024, healthcare marketing has an unprecedented amount of influence on the patients journey as they research symptoms, find and research healthcare providers, and share their experiences with others.
As our devices become more and more of a part of our lives, they are playing a larger and larger role in the way patients find and choose a healthcare provider.
The increasing role of the internet in the patient’s journey in the healthcare industry providers that dedicate resources to healthcare marketing efforts such as reputation management, SEO, PPC advertising, and social media can see tremendous opportunities for growth.
In this article I’m going to share a number of surprising healthcare marketing statistics that illustrate the importance of SEO, the usability of a website, social media, and call tracking in healthcare marketing.
Patients Start Healthcare-related Research on Google
Where do consumers start searches related to healthcare?
They’re starting on Google, with much of the patient’s journey conducted online, including researching symptoms, to finding and vetting providers, to making an online appointment, sharing their experiences with healthcare providers, and with the advent of the era of COVID-19, increasingly using telehealth.
A quick check of Google trends clearly shows that people are using Google to find healthcare providers.
It is clear that with every passing year, Google plays a larger and larger role in healthcare, increasing the potential impact of SEO for healthcare providers.
1. Over 70,000 healthcare-related searches are made on Google every minute
Google sees an immense volume of healthcare queries, highlighting the importance of a strong online presence in search engine results pages for healthcare providers.
Source: Telegraph
2. Roughly 7% of all searches on Google are healthcare-related
Iin 2019, Google Health VP David Feinberg shared that 7% of the searches on Google each day are healthcare-related. This statistic underscores the significant interest and reliance on Google for health information.
Source: Google
3. 80% of internet users report having made a health-related search in the last year
This shows that the majority of internet users turn to online resources for health information, making SEO critical for healthcare websites. You need to meet potential patients at every step of the buyer’s journey to answer their questions and demonstrate you have the expertise they need for their care.
Source: Doctor.com
4. 38% of health-related searches are about symptoms
Many users are searching for symptom-related information, emphasizing the need for clear, accurate content on symptoms. When someone feels off or they suddenly have a symptom they can’t explain, a lot of them will turn to Google for answers.
Source: Think With Google
5. 49% of searches on specific conditions converted
Nearly half of the searches for specific health conditions lead to further action, indicating high intent and potential for conversions. When someone knows their condition, they’re more ready to make a commitment to seeing a doctor or visiting a hospital for care.
Source: Think With Google
6. 77% of patients use Google before scheduling an appointment
Most patients use Google to research and find healthcare providers before booking an appointment. This could mean searching for reviews, care for a specific condition or symptom, or directions to a nearby practice.
Source: Think With Google
7. Patients who scheduled appointments made 3x more searches than non-converters
Those who book appointments conduct significantly more searches, suggesting thorough research before making a decision. This may indicate the need for content to match each step of the buyer’s journey from someone researching their symptoms to looking up where the nearest hospital or doctor’s office is.
Source: Think With Google
8. Search drives 3x more patients to hospitals than non-search visitors
Patients arriving via search engines are three times more likely to visit hospitals compared to other sources.
Source: Think With Google
9. 21% of patients use Google to find & choose a hospital
A significant portion of patients rely on Google to select a hospital, highlighting the importance of local SEO. This could include research into reviews, types of care provided, and proximity.
Source: Think With Google
10. 44% of patients searching hospitals on mobile devices schedule an appointment
Mobile search is a key driver of appointments, indicating the need for mobile-optimized healthcare websites.
Source: Think With Google
Online Reviews Play a Critical Part of Choosing a Doctor, Hospital, or Other Healthcare Provider
Online reviews play a key role in choosing a doctor, hospital, or other healthcare provider. These healthcare marketing statistics highlight the importance of soliciting positive reviews and addressing negative feedback promptly, as these reviews significantly influence patient decisions and the overall perception of healthcare services.
11. 71% of patients checked online reviews of doctors
A majority of patients read reviews before choosing a doctor, making reputation management crucial.
Source: Software Advice
12. 95% of patients find online reviews helpful when choosing healthcare
Reviews are highly valued by patients in their decision-making process. Again, this means managing your reviews by answering both positive and negative ones on Google and other directories.
Source: Binaryfountain
13. Potential patients only need 1-6 online reviews to form an opinion
Even a small number of reviews can significantly impact a patient’s perception and choice. It doesn’t take much to dissuade or convince a potential patient from choosing a healthcare provider which is why replying to reviews is crucial.
Source: RevLocal
Social Media is a Major Source of Health Information for Patients
Social media is a major source of health information for patients. By sharing credible health information and engaging with patients, providers can leverage social media to build trust and attract a broader audience.
14. 90% of Americans use social media to find health information
Social media is a vital platform for sharing health information, indicating the need for a strong social media presence for healthcare providers.
Source: Healthgrades
Conclusion
These statistics underscore the importance of digital marketing strategies in healthcare. Healthcare marketers need to leverage search engine optimization (SEO), manage online reviews, and maintain an active social media presence for healthcare providers to attract and retain patients.