Hospital marketing is complex and multifaceted. It relies on many factors, with the patient always at the center. And while we discuss overcoming common hospital marketing challenges, it’s important to bring data into the equation to shine a light on what patients think and how they act.
We surveyed over 5,200 healthcare consumers to get a better understanding about how they’re making decisions and what’s most important to them, and we wanted to give you a glimpse into the wealth of data we have on our side to help healthcare marketers create the right strategy.
Stats About Healthcare Provider Selection
We covered traits of the modern patient in detail in this post and briefly touched on two categories healthcare consumers look at when making a decision: emotional and functional.
Emotional and functional motivators are equally important to the modern patient when making a healthcare decision.
We found that the top three emotional factors were:
Seven out of 10 healthcare decision makers said they wanted to feel like a top priority when they seek care, and 70% want to feel confident their hospital has their long-term health and wellness in mind.
Now, for the top three functional factors:
- Quality Care
- Quality Outcomes
- Quality Physicians
More than 80% of healthcare decision makers prioritize high-quality care when selecting a hospital, and 73% value a physician who is known for the care they provide.
In addition to these factors, the modern patient is analyzing many more when it comes to making a decision.
For example, consider these stats from healthcare decision makers we surveyed in Phoenix:
- 69% said that they value options when it comes to their healthcare.
- 50% said a hospital at the forefront of technology influences their decision.
- 75% look for quality care and quality outcomes (the top two functional factors we identified).
What’s also interesting, although not surprising, is that healthcare consumers in different areas have different priorities.
Take a look at these stats from healthcare decision makers we surveyed in Los Angeles:
- 64% prioritize a stress-free experience.
- 66% want to feel like they are the top priority.
- Only 50% value hospital staff who are helpful and friendly.
These stats give us a glimpse into the modern patient and can help inform your hospital marketing strategy.
Stats About Hospital Marketing Trends
Another way data can help inform your hospital marketing strategy is by understanding what your competitors may be doing in an effort to help your system stand out.
For example, we found that 83% of healthcare organizations are engaging in content marketing, and that percentage will continue to grow. This obviously doesn’t mean your hospital system should abandon content marketing to stand out — we know that it’s an effective marketing tactic for healthcare — but it means that you may need to step up your content marketing game, or get started if you haven’t already. Refocusing your content marketing strategy on content that informs and positions your hospital as an industry leader and helpful patient resource can give you an edge over other hospital systems.
We also know that hospitals are spending more on marketing and advertising in general. In fact, according to Advisory Board, hospitals and healthcare systems increased their advertising spend by 41% between 2011 and 2015.
Stats About the Healthcare Industry Digital Landscape
In addition to understanding the modern patient’s preferences and hospital marketing trends, it’s also important to know what’s going on online when it comes to healthcare.
For instance, 5% of all Google searches are for health-related concerns. While that may not sound like a huge percentage, the numbers add up when you take into account the fact that there are over 7 billion Google searches per day.
And, according to Google, 80% of patient encounters with a healthcare system start with a mobile search. Of those searches, 44% eventually end up booking an appointment.
When it comes to social media, you may or may not be surprised to learn that 41% of Facebook users say the content they see influences their healthcare decisions. And when 76% of U.S. adults are using Facebook, that’s a significant amount of the population who may be influenced by what they see about your healthcare system there.
What Do These Stats Mean for Hospital Marketers?
Understanding what’s important to the modern patient as well as knowing what’s going on within the overall healthcare industry can help you build a marketing strategy that reaches prospective patients in the ways that matter most to them.
By focusing on the emotional and functional factors your healthcare system excels at and telling that story in a way that resonates with your target audience where they’re spending time online, you can increase your chances at getting in front of them when it matters most.
At LOCALiQ, our healthcare marketing experts uses proprietary data our teams have collected and analyzed as well as data and insights from the USA TODAY NETWORK to ensure your hospital marketing strategy is hitting all the right marks. Contact us today to learn more.