Top Digital Marketing Statistics for Hospitals to Watch in 2016

digital marketing statistics for hospitals 2016

2016 is here. You can read as many 2016 prediction posts as you want, but are you prepared? Is your hospital ready for the massive shifts and trends we’re already seeing in the healthcare digital marketing space?

If you answered no, we’re here to help. The first step to planning a successful digital marketing strategy for the New Year is to be aware and ahead of what you should expect. That’s where these 2016 facts and stats come in.

Let’s take a look at these digital marketing statistics for hospitals below.

Not everyone is interested in using wearables.

According to one study, if wearables were provided by doctors or insurers, more people would use them. More than 76% of people would use a wearable if their own doctor recommended or provided it. In addition, 68% of people would use a wearable if their insurance provider recommended or provided it. (Source: Ragan’s)

But among those who are using wearables…

  • 71% use their wearable every day.
  • 44% feel more in control of their health because of their wearable.
    76% are interested in sharing data with their own doctor.
  • 70% are interested in sharing data with their insurance provider. (Source: Ragan’s)

Smartphone and tablet adoption continues to increase, while other digital technology adoption has remained stagnant or decreased.

But people are open to telemedicine in primary care.

  • 80% of survey respondents are open to looking beyond traditional doctor visits for care.
  • 60% are open to virtual doctor visits.
  • 50% are open to using a do-it-yourself diagnostic test.
  • 31% are interested in monitoring their vital signs with a wearable device. (Source: PricewaterhouseCooper’s Health Research Institute)

The percentage of seniors (ages 65 and up) who do not use the Internet continues to decline, even though this group remains the largest among non-Internet users.

  • 39% of Americans age 65 and older do not use the Internet.
  • In 2000, the percentage of seniors not using the Internet was 86%, so that number has declined significantly. (Source: Pew Internet Research)

Facebook remains the most popular social media channel and has the highest engaged audience.

  • 72% of online adults are on Facebook (that’s 62% of all American adults.)
  • 70% of Facebook users log in at least once per day, and 43% log in more than once per day. (Source: Pew Internet Research)
  • Social media usage among those aged 65 and older has tripled since 2010.
  • 41% of social media users say social media does influencer their healthcare decisions. (Source: PwC)

Video and visual content are still huge and will continue to be moving forward.

  • By 2017, experts predict video will take up 69% of consumer Internet traffic.
  • By 2018, that number will rise to 79%.
  • Online video now accounts for 50% of all mobile traffic. (Source: HubSpot)
  • 74% of businesses say their video content outperformed other content types in driving conversions. (Source: MarketingProfs)

mHealth continues to grow.

  • 34% of all U.S. adults have downloaded at least one app meant to support healthy living.
  • 19% of U.S. adults have downloaded and regularly use a mobile health app.
  • As of June 2014, there are more than 40,000 mobile health apps in use worldwide.
  • 31% of organizations offer a specific app for patients. 30% are currently developing an app, and 10% have created an app marketplace to distribute apps internally or externally.
  • 57% of patients in emerging markets say mHealth will change how they manage their overall health, compared to 42% in developed markets (Source: mHealthshare.com)

No matter who your ideal patient may be, from young to old, methods of patient engagement continue to evolve. Are you reaching patients where they are most engaged online? Are you giving them the content and mobile apps that add convenience and value to their lives? For 2016, make sure you let these digital marketing statistics for hospitals help guide your marketing efforts and you’ll be off to a great start.

Haley Hite

About Haley Hite

Haley Hite is Sr. Manager of Content Marketing at Fathom, where she leads the content marketing initiatives, training and best practices for the company. While at Fathom, she has worked with clients in a variety of industries to create, implement and measure documented content strategies based on sound research and data. Outside of work, Haley loves traveling to tropical locations, reading, cheering on her alma mater Bowling Green State University, going to Cedar Point, and hanging out with her husband. Follow Haley on Twitter: @HaleyHite11.

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