Skip to main content

Are you eager to explore the latest healthcare marketing statistics in 2023?

We’ve explored a wide range of online resources, reviewed numerous studies, and sieved through the overwhelming information to create a list of up-to-date and relevant stats and facts below.

Feel free to navigate to a specific category of interest, or continue reading for our handpicked selection of top healthcare marketing statistics.

Healthcare Advertising and Industry Trends

The average email open rate for the Medical, Dental, and Healthcare industry is 21.72% (Mailchimp)

Missed healthcare appointments costs the U.S. healthcare system $150 billion each year (MTAC)

The average cost for a healthcare lead is $162 (Cognism)

The global augmented reality & virtual reality in healthcare market size is expected to reach USD 9.5 billion by 2028 (Grand View Research)

The US healthcare advertising market size reached US$ 22.4 Billion in 2022 (IMARC)

The US healthcare advertising market is expected to reach US$ 29.2 Billion by 2028 (IMARC)

Health & Medical advertisers pay an average cost-per-click (CPC) of $3.17 (Lido)

Telehealth utilization has stabilized at levels 38 times higher than before the pandemic (Mckinsey)

Healthcare Marketers’ average marketing budget fell to $7.6 million in 2023, down from $8.3 million in 2022 and a long way off the pre-pandemic boom times of 2019, when the average budget reached a peak of $12.5 million (MM+M)

According to Statista, by the end of 2022, global health spending is projected to reach over $18 trillion (Statista)

The digital advertising spend for the healthcare and pharmaceutical industry in the United States is projected to reach $19.66 billion by the end of 2024 (Statista)

As of Q3 2022, there were 41,517 healthcare and medical apps available on the Apple App Store (Statista)

According to ZenithMedia, the internet overtook television for the first time in 2021 and became the biggest medium for healthcare adspend, attracting a staggering 46% of all healthcare ads (Zenith Media)

Online Research and Decision Making

5% of all Google searches are for health-related information (Google)

77% of people use search engines in their patient journey (Milestone)

Half of all patients use 3rd-party websites to find a provider (Press Ganey)

56% of patients will consult 3 different online sources when researching a doctor (Press Ganey)

Patients clearly prefer Google and other search engines to find a doctor (82.8%), with insurance websites coming in second place (57.6%) (Press Ganey)

56% of patients say the availability of relevant and accurate information online is a make-or-break factor when choosing a doctor (Press Ganey)

75% of people have searched online to find out about a doctor, a dentist, or medical care (PatientPop)

66% of internet users have looked online for information about a specific disease or medical problem (Pew Research)

About 7% of Google’s daily searches are health-related, according to Google Health Vice President David Feinberg (The Telegraph)

Google’s total daily health-related searches amounts to 70,000 each minute (The Telegraph)

“near me” searches for health-related services have doubled since 2015 (Google)

44% of patients who research hospitals on a mobile device scheduled an appointment (Google)

84% of patients use both online and offline sources for research  (Google)

Patient Behavior and Preferences

94% of Americans turn to the internet and take their health management into their own hands (Digitalis Medical)

Nearly 9 out of 10 Americans feel secure and confident in the information they find online (Digitalis Medical)

39% of consumers said they prefer calling in 2022 (Invoca)

76% of patients called at some point in their healthcare journey in 2022 (Invoca)

The most common reasons for patients to call was to gather more information about the product and to share personal information (Invoca)

88% of patients will read reviews about a provider, even after they’ve been referred (Press Ganey)

60% of patients want to make an appointment digitally (i.e., online or mobile app) (Press Ganey)

The preference for appointment scheduling via mobile app jumped by 92% between 2018 and 2020 (Press Ganey)

55% of patients want to see 4- or 5-star reviews (Press Ganey)

The majority of patients consider 4 stars to be the lowest-acceptable rating for a doctor (Press Ganey)

42% of Americans report they research their doctors’ recommendations to understand them better after an appointment (AHIMA Foundation)

94% of Americans seek out health information about specific medical questions or conditions. While 59% of them would contact their doctor directly, just as many (59%) turn to the Internet to find the information they are seeking. (AHIMA Foundation)

31% – or 42 million – Americans report that when they seek out health information on the Internet, they end up feeling determined to make their health a priority and to seek answers from their doctor (AHIMA Foundation)

88% of doctors’ appointments are scheduled by phone (CNBC)

When choosing a healthcare provider, 74% of patients find online reviews very or extremely important. (PatientPop)

69% say they will not consider a healthcare provider with an average star rating lower than 4.0 out of 5. (PatientPop)

At least 51% of patients favor digital interactions when: scheduling an appointment, filling out forms, asking a provider a question, paying a bill, and accessing health records. (PatientPop)

21% of patients booked their appointments via computer or mobile app/browser  (Google)

Patient Engagement and Experience

36.4% of patients have left their healthcare provider within the past two years. Eight out of 10 said their decision was due to a poor in-person experience and/or a lack of access and communication. (Digitalis Medical)

81% of Americans use an online platform or portal to access their medical records or health information. Among them, 21% – or nearly 42 million – are unaware of whether their information is shared with other people or organizations or if it is kept safe. (Digitalis Medical)

60% of patients say ease of appointment booking is key to a 5-star review (Press Ganey)

After finding a healthcare provider online, the #1 reason that would prevent the patient from booking an appointment is “difficulty contacting the office.” (Press Ganey)

Younger Americans are more likely than their older counterparts to leave their doctor visits not feeling positively about the visit (This means they experience feelings of confusion, unanswered questions, lacking clarity around their questions, or not feeling comfortable bringing up certain questions to a greater degree) (Gen Z 86%, Millennial 86%, and Gen X 81% vs. Boomers 61%). (AHIMA Foundation)

Younger Americans are more likely to leave their appointments without getting clear answers to their questions (Gen Z 33% and Millennials 31% vs. Gen X 23%, Boomers 16%). (AHIMA Foundation)

Younger Americans are more likely to feel more confused about their own health than before their appointments (Gen Z 28% and Millennials 19% vs. Gen X 13%, Boomers 9%) (AHIMA Foundation)

Younger generations are more likely than older generations to report feeling confused after their doctor visits (Gen X 28%, Millennials 19% vs. Gen X 13%, Boomers 9%) (AHIMA Foundation)

Two-thirds of patients (66%) prefer text messages when receiving medical appointment reminders. (PatientPop)

71% of consumers won’t take action if your website lacks the kinds of information they need to make important healthcare decisions. (Wordstream)

Social Media and Digital Marketing

82% of physicians and other healthcare providers use social media and the internet to research medical devices, pharmaceutical information, and biotech data (Forbes)

49% of those polled expect to hear from their doctor when requesting an appointment or follow-up via social media within a few hours (Healthcare Finance News)

41% of consumers said social media tools influence their choice of a specific hospital, medical facility or doctor (Healthcare Finance News)

45% of consumers said social media tools would affect their decision to get a second opinion (Healthcare Finance News)

34% of consumers said social media tools would influence their decision about taking a certain medication (Healthcare Finance News)

32% of consumers said social media tools would affect their choice of a health insurance plan (Healthcare Finance News)

40% of people polled said information found on social media affects how someone coped with a chronic condition, their view of diet and exercise and their selection of a physician. (Healthcare Finance News)

60% of social media users are the most likely to trust social media posts and activity by doctors over any other group. (Infographics Archive)

60% of doctors admit social media improves the quality of care provided to patients (Merritt Hawkins)

More than 40% of customers say that the information found on social media impacts the way they handle their healthcare (Merritt Hawkins)

26% of the hospitals in the USA are currently participating in social media in some form  (NCBI)

90% of respondents from 18 to 24 years of age said they would trust medical information shared by others in their social media networks. (Search Engine Watch)

80% of 18 to 24 year olds said they would share their own personal medical information online, compared to less than half of the older 45- to 65-year-old survey participants (Search Engine Watch)

Saskia Johnson

Author Saskia Johnson

More posts by Saskia Johnson