1. ONLINE CONSUMER INFORMATION
77% of people searching for health information on line
reported they began by using a search engine such as Google,
Bing, or Yahoo1
, demonstrating the importance of incorporating
a content and search engine strategy. If users can’t find your site,
ortheinformationtheywant,they’llgo elsewhere to find it.
A strong 2016 digital marketing strategy will have a foundation of value-based content, delivered in the right channel at the right time; User-
focused content will also improve SEO and drive mobile optimization, improving brand recognition and increase numbers of loyal consumers.
2016 HEALTHCARE MARKETING TRENDS
CONSUMERS LOVE SOCIAL MEDIA
Social media networks are a trusted place that
healthcare consumers go to seek health advice.
More than 40% of healthcare consumers say
that information found via social media affects
the way they deal with their health5
, and 41%
of people surveyed said social media would
affect their choice of a specific doctor, hospital,
or medical facility6
. Consumers are relying on
social media to make healthcare decisions,
meaning it is crucial to have a strong social
media strategy in order to get noticed.
1
Pew Research Center (www.pewinternet.org/2013/01/15/health-online-2013/); 2
Pew Research Center (www.pewinternet.org/2013/01/15/health-online-2013/); 3
Google
(adwords.blogspot.com/2015/05/building-for-next-moment.html); 4
Local Search Association (www.thelsa.org/main/pressreleases/mobile-use-now-surpasses-pcs-
when-searching-for-lo-3080.aspx); 5
MediaBistro (www.adweek.com/socialtimes/files/2012/12/social-media-healthcare.png?red=at); 6
SparkReport (thesparkreport.
com/infographic-social-mobile-healthcare/); 7
Software Advice (www.softwareadvice.com/resources/medical-online-reviews-report-2014/).
YOUR REPUTATION COUNTS
Word-of-mouth is still important in
healthcare marketing—6 out of 10
patients use online patient reviews
before selecting a physician7
. So while
informal refferals among family, friends
and co-workers will continue to be
important, paying attention to what
consumers say about you online is
equally so. Managing your online brand and
encouraging reviews from satisfied consumers
will be key to driving referrals in 2016.
MOBILE OPTIMIZATION
In 2015, mobile searches
surpassed desktop
searches3
. 60% of
American adults use
smartphones and tablets
when searching online
for information on local
products and services4
,
including health care.
Consumers want access
to sites via their mobile
devices—meaning that
your website needs to
be responsive, fast, and
optimized in order to best
engage your users.
CREATE VALUE WITH CONTENT
59% of U.S. adults say they looked online for health information
in 20152
. The demand for high-value content will only continue
to grow in 2016, and the creation of content that is user-friendly,
educational and personalized will be crucial in engaging users.
1
2
4 5
3