2019 Healthcare Digital Marketing Trends eBook Results

The 9th edition of Geonetric’s Healthcare Digital Marketing Trends Survey is an indispensable resource. It will give you an inside view based on data from over 300 organizations — more than 260 hospitals and health systems and more than 40 agency partners — who responded to the 2019 edition of the survey, the largest ever.

Geonetric’s annual collaboration with eHealthcare Strategy & Trends delivers the most comprehensive look at the digital evolution of healthcare organizations available.

New this year, Geonetric incorporated feedback from multi-year survey takers who confirmed that this data is a “must have” planning tool for all healthcare digital marketers. And, unlike other survey results on the market, our distinct benchmarking method lets you see how leading organizations plan, budget, and execute differently from their counterparts as well as gain interesting perspectives from your agency partners.

5 Ways to Enhance Your Healthcare Paid Search Campaigns

Like any other advertising medium, it’s important to be intentional with your efforts. Paid search campaigns allow you to track precise return on investment (ROI). Likewise, without effective creation and management, it’s easy to overspend and underperform.

Download this white paper and learn ways to enhance your campaign efforts, including:

What’s really key about your keyword research (hint: it’s more than just understanding your organic traffic, but that’s a great start!)
How to establish the right goals
How to best take advantage of added features like dynamic keyword insertion
Why you should be using ad scheduling
When to let Google help with things like bidding strategies and ad serving – and when to do it yourself

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Questions to Ask Your Potential Website Implementer

This white paper will help you find the right website implementation agency for your healthcare organization. Download it today and learn what you should be looking for, including:

Specialization in healthcare
Cross-functional teams
Platform experience
Process for design and development with a proven project management discipline
Successful track record of meeting big picture goals

For many healthcare marketers, a website redesign or a CMS change can be one of the largest projects your team takes on. Saying its important is an understatement—for many, you are putting your reputation on the line with the agency you choose. Asking tough questions will ensure you are selecting a partner who delivers on their promises.

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How to Sell Your Digital Projects to Your Healthcare C-Suite

Download this white paper and learn how can you effectively overcome potential objections and negotiate competing priorities to get the support and funding you need.

When it comes to selling any marketing project or expenditure, most healthcare marketing teams find themselves somewhere on the spectrum between having proven their value and having to pitch and defend their ideas. Wherever your organization falls on the continuum, you’ll learn some tips and tricks to help you get the buy-in you need today. You’ll also get insight on how to transition your team to be seen as a value creator and make future asks that make easier.

You’ll get advice on how to:

Anticipate objections and questions
Show a direct tie to organizational strategy
Use data strategically

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Considering a Website Redesign?

Download this white paper and learn the five key areas you should review to gain a solid understanding of your current web presence. After all, the more you understand about where you’re at today and what you want the new site the achieve, the better you can work to ensure your next site is a success.

You’ll walk away with a solid understanding of why these five areas are critical to helping you find the right partner.

Organizational evolution and the impact on marketing
Current and future digital goals
Current digital presence
Internal and external stakeholders
Internal resources

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10 Google Analytics Tools for Healthcare Marketers

Download this white paper and learn the 10 tools and features you should be using in GA to monitor, analyze, and improve your hospital website.

This guide will help you:

Get a deeper understanding of your site visitors
Uncover places you can improve your website’s user exprience
Use reports and dashboards to monitor key metrics
Understand what bounce rates really mean
Use site search data and page pathing to understand how users are interacting wiht your site

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How to Align Digital Goals with Organizational Goals

Download this white paper and uncover five tips to help you ensure the work you and your digital marketing team are doing correlates directly to your organization’s top priorities.

Packed with insider tips and easy to follow examples, this guide will help you:

Understand your organization strategic goals
Align your digital strategy organization strategy with examples
Prove your impact with measurement
Track soft and hard conversions
Understand Key ROI terminology
Use your digital plan to discern the value of new digital requests

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Healthcare Digital Marketing Trends: Website Design & User Experience

Download the eBook today and learn the latest in marketing technology trends, including:

WordPress is cited as the most used CMS.
Half of all respondents are either in the planning stages for a redesign or have a redesign in progress.
Improving the overall user experience (UX) is far and away the primary motivator for organizations to redesign their website, but the continuing influence of mobile and changes to organizations’ brands are also significant factors.
While personalization of the web experience is gaining momentum, the average respondent is employing very few personalization methods today.

Healthcare Digital Marketing Trends: Teams

Download the eBook today and learn insights, such as:

While teams average nearly 13 FTEs for leaders, more than six for average, and nearly four for laggards, the distribution of team size is more complicated. Median team sizes are only four for leaders, three for average, and two for laggards.
Relative to their team sizes, leaders invest particularly heavily on staff for strategy and analytics and more lightly in social media, SEO, and copywriting.
Across all organizations, content development and analytics/CRM administration are the highest predicted growth areas.
The areas most often completely outsourced are web development, web design, and video production.

Healthcare Digital Marketing Trends: Strategy

Download the eBook today and learn the latest trends in digital strategy, including:

Across all organizations, increased new patient recruitment, increased consumer awareness and engagement, and delivering a positive return on investment (ROI) are the top digital goals.
The three areas organizations are most able to demonstrate the impact of digital marketing efforts are through improved consumer awareness, improved consumer engagement, and improved community relations.
Leaders clearly outpace average and laggard organizations in their use of real-time marketing dashboards.
Leaders see the inability to support online transactions with offline operations as a much bigger concern than other organizations.