GITNUXREPORT 2025

Marketing In The Health Care Industry Statistics

Healthcare marketing shifts to digital, emphasizing videos, reviews, and personalization.

Jannik Linder

Co-Founder of Gitnux, specialized in content and tech since 2016.

First published: April 29, 2025

Our Commitment to Accuracy

Rigorous fact-checking • Reputable sources • Regular updatesLearn more

Statistic 1

78% of healthcare consumers research online before booking an appointment

Statistic 2

54% of patients search for healthcare providers via their smartphones

Statistic 3

Video content increases patient engagement by 73%

Statistic 4

Healthcare content consumption increases by 85% during flu season

Statistic 5

65% of healthcare consumers rely on video content for health-related research

Statistic 6

90% of all healthcare content shared online is visual (images, videos)

Statistic 7

64% of patients use their smartphones to read health articles

Statistic 8

45% of healthcare organizations leverage webinar content for patient education

Statistic 9

75% of healthcare consumers look for online health information on mobile devices

Statistic 10

61% of healthcare consumers say they follow health-related social media pages regularly

Statistic 11

48% of patients are more likely to attend appointments scheduled via digital channels

Statistic 12

45% of healthcare institutions use chatbots for patient communication

Statistic 13

Mobile health app downloads reached 140 million globally in 2022

Statistic 14

48% of healthcare marketers are implementing voice search optimization

Statistic 15

76% of healthcare institutions utilize patient portals to communicate health information

Statistic 16

88% of healthcare organizations use social media for marketing

Statistic 17

62% of healthcare providers plan to increase their digital marketing budget in 2024

Statistic 18

68% of healthcare marketers say content marketing is their top priority

Statistic 19

Email marketing has an average open rate of 20-30% in healthcare

Statistic 20

52% of healthcare marketers report lead generation as a primary goal

Statistic 21

47% of healthcare providers incorporate influencer marketing strategies

Statistic 22

30% of website traffic for healthcare providers comes from organic search

Statistic 23

83% of healthcare organizations plan to implement AI-powered marketing tools in the next year

Statistic 24

60% of healthcare marketing budgets are allocated to digital channels

Statistic 25

55% of healthcare organizations reward patient loyalty with digital incentives

Statistic 26

72% of healthcare marketers use data analytics to enhance marketing efforts

Statistic 27

50% of healthcare providers are increasing investment in telehealth marketing

Statistic 28

77% of healthcare marketers believe that content marketing creates more trust and authority

Statistic 29

53% of healthcare providers actively use digital advertising campaigns

Statistic 30

60% of healthcare marketers plan to increase investment in social media advertising in 2024

Statistic 31

58% of healthcare organizations track ROI from digital marketing efforts

Statistic 32

43% of healthcare marketing budgets are allocated to content creation

Statistic 33

38% of healthcare providers plan to expand their digital marketing teams in 2024

Statistic 34

48% of healthcare providers use influencer marketing to promote their services

Statistic 35

67% of healthcare marketers incorporate user-generated content into their strategy

Statistic 36

80% of healthcare institutions report increased patient acquisition after implementing digital marketing strategies

Statistic 37

69% of healthcare providers consider reputation management as a key marketing strategy

Statistic 38

50% of healthcare organizations invest in targeted online advertising

Statistic 39

65% of patients say that written content influences their healthcare decisions

Statistic 40

70% of healthcare consumers trust online reviews as much as personal recommendations

Statistic 41

82% of patients want to schedule appointments online

Statistic 42

58% of patients prefer digital communication channels over traditional ones

Statistic 43

70% of patients trust healthcare providers who maintain active and informative social media profiles

Statistic 44

54% of healthcare marketers say personalization improves patient engagement

Statistic 45

74% of Americans say they are more likely to choose a healthcare provider with a user-friendly website

Statistic 46

80% of healthcare providers believe that virtual tours positively impact patient decisions

Statistic 47

65% of patients prefer receiving health updates via text message

Statistic 48

69% of patients read online reviews before choosing a healthcare provider

Statistic 49

81% of healthcare consumers want personalized health content

Statistic 50

70% of healthcare visitors to clinics and hospitals are influenced by online reputation scores

Statistic 51

62% of patients are more likely to trust a healthcare provider if they have a strong online presence

Statistic 52

54% of healthcare consumers prefer video consultations over in-person visits

Statistic 53

72% of healthcare marketers measure success through patient engagement metrics

Statistic 54

85% of healthcare marketers report that content marketing helped improve patient trust

Slide 1 of 54

Sources

Our Reports have been cited by:

Trust Badges - Publications that have cited our reports

Key Highlights

78% of healthcare consumers research online before booking an appointment
65% of patients say that written content influences their healthcare decisions
88% of healthcare organizations use social media for marketing
54% of patients search for healthcare providers via their smartphones
Video content increases patient engagement by 73%
62% of healthcare providers plan to increase their digital marketing budget in 2024
70% of healthcare consumers trust online reviews as much as personal recommendations
45% of healthcare institutions use chatbots for patient communication
68% of healthcare marketers say content marketing is their top priority
Email marketing has an average open rate of 20-30% in healthcare
82% of patients want to schedule appointments online
Healthcare content consumption increases by 85% during flu season
52% of healthcare marketers report lead generation as a primary goal

In an era where 78% of healthcare consumers research online before booking appointments, effective digital marketing has become the cornerstone for healthcare providers seeking to build trust, attract patients, and stay ahead in a competitive landscape.

Digital Engagement and Content Consumption

78% of healthcare consumers research online before booking an appointment
54% of patients search for healthcare providers via their smartphones
Video content increases patient engagement by 73%
Healthcare content consumption increases by 85% during flu season
65% of healthcare consumers rely on video content for health-related research
90% of all healthcare content shared online is visual (images, videos)
64% of patients use their smartphones to read health articles
45% of healthcare organizations leverage webinar content for patient education
75% of healthcare consumers look for online health information on mobile devices
61% of healthcare consumers say they follow health-related social media pages regularly
48% of patients are more likely to attend appointments scheduled via digital channels

Digital Engagement and Content Consumption Interpretation

With a digital health revolution underway, evidence shows that savvy healthcare providers must prioritize visually-rich, mobile-friendly content and online engagement strategies—like videos and webinars—since 78% of patients research online, 90% of healthcare info shared is visual, and nearly half prefer scheduling via digital channels, or risk falling behind in patient engagement and trust.

Digital Tools and Technology Adoption

45% of healthcare institutions use chatbots for patient communication
Mobile health app downloads reached 140 million globally in 2022
48% of healthcare marketers are implementing voice search optimization
76% of healthcare institutions utilize patient portals to communicate health information

Digital Tools and Technology Adoption Interpretation

These statistics reveal that healthcare providers are increasingly embracing digital tools—from chatbots and patient portals to voice search and mobile apps—highlighting a shift toward smarter, more accessible patient engagement, but also raising questions about the digital divide and data security.

Healthcare Marketing Strategies

88% of healthcare organizations use social media for marketing
62% of healthcare providers plan to increase their digital marketing budget in 2024
68% of healthcare marketers say content marketing is their top priority
Email marketing has an average open rate of 20-30% in healthcare
52% of healthcare marketers report lead generation as a primary goal
47% of healthcare providers incorporate influencer marketing strategies
30% of website traffic for healthcare providers comes from organic search
83% of healthcare organizations plan to implement AI-powered marketing tools in the next year
60% of healthcare marketing budgets are allocated to digital channels
55% of healthcare organizations reward patient loyalty with digital incentives
72% of healthcare marketers use data analytics to enhance marketing efforts
50% of healthcare providers are increasing investment in telehealth marketing
77% of healthcare marketers believe that content marketing creates more trust and authority
53% of healthcare providers actively use digital advertising campaigns
60% of healthcare marketers plan to increase investment in social media advertising in 2024
58% of healthcare organizations track ROI from digital marketing efforts
43% of healthcare marketing budgets are allocated to content creation
38% of healthcare providers plan to expand their digital marketing teams in 2024
48% of healthcare providers use influencer marketing to promote their services
67% of healthcare marketers incorporate user-generated content into their strategy
80% of healthcare institutions report increased patient acquisition after implementing digital marketing strategies
69% of healthcare providers consider reputation management as a key marketing strategy
50% of healthcare organizations invest in targeted online advertising

Healthcare Marketing Strategies Interpretation

In an era where 88% of healthcare organizations embrace social media and 83% plan to adopt AI-powered marketing tools, it's clear that digital and data-driven strategies are no longer optional but vital for building trust, driving patient engagement, and ultimately, increasing patient acquisition in the healthcare sector.

Patient Trust and Preferences

65% of patients say that written content influences their healthcare decisions
70% of healthcare consumers trust online reviews as much as personal recommendations
82% of patients want to schedule appointments online
58% of patients prefer digital communication channels over traditional ones
70% of patients trust healthcare providers who maintain active and informative social media profiles
54% of healthcare marketers say personalization improves patient engagement
74% of Americans say they are more likely to choose a healthcare provider with a user-friendly website
80% of healthcare providers believe that virtual tours positively impact patient decisions
65% of patients prefer receiving health updates via text message
69% of patients read online reviews before choosing a healthcare provider
81% of healthcare consumers want personalized health content
70% of healthcare visitors to clinics and hospitals are influenced by online reputation scores
62% of patients are more likely to trust a healthcare provider if they have a strong online presence
54% of healthcare consumers prefer video consultations over in-person visits
72% of healthcare marketers measure success through patient engagement metrics
85% of healthcare marketers report that content marketing helped improve patient trust

Patient Trust and Preferences Interpretation

In an era where a compelling website, active social media, and personalized digital communication influence more healthcare choices than the bedside manner itself, it's clear that health providers must embrace the digital and content revolution to earn trust while navigating the delicate balance between technology and human touch.