Healthcare marketing budgets are expanding, with the global digital health marketing market forecast to reach $12.2 billion. Yet nearly half of U.S. adults have used telehealth, highlighting the shift in how patients now engage with providers.
Key Takeaways
- 2.1% of U.S. adults reported delaying medical care due to financial reasons in 2023 (vs. 2.0% in 2022), indicating persistent consumer cost barriers that marketing and care access messaging can influence.
- 48% of U.S. adults reported using telehealth at least once in the past 12 months in 2021, reflecting continued demand for remote care promotion and omnichannel marketing.
- 0.39% of patients in the U.K. received a community pharmacy service notification via digital channels in 2022 (as reported by NHS service adoption metrics), showing low but measurable outreach.
- $12.2 billion global digital health marketing market size was forecast for 2024, indicating a rapidly expanding marketing-addressable segment.
- $8.9 billion U.S. hospital advertising spend was reported for 2023, showing substantial budget allocations for marketing in provider settings.
- The U.S. healthcare industry accounted for 16% of global medical device-related digital ad spend in 2022, indicating product and treatment ecosystem marketing scale.
- 28% of healthcare organizations said lack of data integration is a key barrier to effective marketing measurement in 2022, affecting campaign performance analytics.
- 61% of marketers in healthcare reported using marketing attribution/measurement tools as of 2022, indicating maturation in performance management.
- 23% of healthcare marketers reported that their email deliverability issues reduced revenue in 2021, showing direct performance sensitivity.
- Healthcare data breach lifecycle cost increased to $10.8 million for breaches involving ransomware in 2023 (IBM Security), highlighting security cost exposure for marketing platforms.
- Healthcare breaches took an average of 277 days to identify and 58 days to contain (2023)
- U.S. hospitals reported $8.0 billion in cybersecurity costs in 2023 (estimate)
- 55% of clinicians reported they used digital platforms to communicate with patients in 2021, supporting marketing for programs that integrate clinician messaging.
- Telehealth adoption peaked at 46% of healthcare providers using it in 2021 (national survey), demonstrating where marketing for remote care can focus.
- 6.6% of all visits to office-based physician practices were for e-Visits in 2022
Rising demand for digital care and measurable marketing impact is driving major healthcare spend and omnichannel growth.
Related reading
01 · Category
Industry Trends7 stats
01
2.1% of U.S. adults reported delaying medical care due to financial reasons in 2023 (vs. 2.0% in 2022), indicating persistent consumer cost barriers that marketing and care access messaging can influence.
02
48% of U.S. adults reported using telehealth at least once in the past 12 months in 2021, reflecting continued demand for remote care promotion and omnichannel marketing.
03
0.39% of patients in the U.K. received a community pharmacy service notification via digital channels in 2022 (as reported by NHS service adoption metrics), showing low but measurable outreach.
04
42% of healthcare marketers say patient acquisition is a top priority in 2023, emphasizing lead-gen and growth messaging needs.
05
In 2022, 64% of health insurers offered digital-first member services, supporting omnichannel marketing and messaging delivery.
06
78% of health plans used some form of targeted marketing/segmentation for members in 2021 (vendor/industry study), relevant to campaign personalization.
07
Healthcare marketers reported using content marketing as a top channel with 82% adoption in 2022 (industry survey), emphasizing education-driven brand and demand generation.
Interpretation
Industry Trends Interpretation
Industry Trends show that as consumer cost pressure persists with 2.1% of U.S. adults delaying care for financial reasons in 2023, healthcare marketing is increasingly leaning into growth and digital engagement, with 48% of U.S. adults using telehealth in 2021 and 42% of healthcare marketers prioritizing patient acquisition in 2023.
02 · Category
Market Size6 stats
01
$12.2 billion global digital health marketing market size was forecast for 2024, indicating a rapidly expanding marketing-addressable segment.
02
$8.9 billion U.S. hospital advertising spend was reported for 2023, showing substantial budget allocations for marketing in provider settings.
03
The U.S. healthcare industry accounted for 16% of global medical device-related digital ad spend in 2022, indicating product and treatment ecosystem marketing scale.
04
$17.3 billion global marketing automation software market revenue was estimated for 2023, indicating the tooling ecosystem used by healthcare marketers.
05
U.S. retail healthcare ecommerce sales reached $67.9 billion in 2022 (U.S. Census/sector reporting), representing direct-to-consumer marketing opportunity.
06
$38.7 billion U.S. healthcare administrative spending (2019)
Interpretation
Market Size Interpretation
Across the market size landscape, digital health marketing is forecast to reach $12.2 billion globally in 2024 while the U.S. is spending $8.9 billion on hospital advertising in 2023, signaling that healthcare marketing budgets and related tech categories are expanding fast enough to support a larger addressable market for growth.
03 · Category
Performance Metrics12 stats
01
28% of healthcare organizations said lack of data integration is a key barrier to effective marketing measurement in 2022, affecting campaign performance analytics.
02
61% of marketers in healthcare reported using marketing attribution/measurement tools as of 2022, indicating maturation in performance management.
03
23% of healthcare marketers reported that their email deliverability issues reduced revenue in 2021, showing direct performance sensitivity.
04
62% of patients said reminders (e.g., SMS/email) improved adherence in 2020, supporting marketing-to-care messaging effectiveness.
05
6% reduction in no-show rates was observed in a meta-analysis of digital appointment reminders (range 1%–12%) published in 2020, demonstrating marketing-adjacent impact.
06
Meta-analysis found a 9% increase in appointment attendance with reminder interventions compared to control in 2019–2020 studies, supporting outreach campaign ROI.
07
In a 2021 randomized trial, tailored health messaging increased follow-up completion by 12 percentage points versus standard messaging, relevant for personalized campaign design.
08
Google reported that 27% of people who search for health symptoms look beyond the first page (documented in search behavior research), affecting SEO marketing strategies.
09
A 2019 systematic review found that social media interventions improved health-related outcomes for specific conditions, with effects varying by study design (systematic review).
10
4.1% average landing-page conversion rate for healthcare lead generation forms (2023)
11
32% of healthcare organizations reported that incomplete CRM data reduced the effectiveness of marketing campaigns (2022)
12
1.9x improvement in appointment attendance when SMS reminders are combined with outbound calls (observational study, 2021)
Interpretation
Performance Metrics Interpretation
Performance metrics in healthcare marketing are showing measurable impact, with attribution tools used by 61% of marketers in 2022 while reminder campaigns consistently improve outcomes, including a 6% reduction in no show rates and a 9% increase in appointment attendance in 2019 to 2020 studies.
More related reading
04 · Category
Cost Analysis3 stats
01
Healthcare data breach lifecycle cost increased to $10.8 million for breaches involving ransomware in 2023 (IBM Security), highlighting security cost exposure for marketing platforms.
02
Healthcare breaches took an average of 277 days to identify and 58 days to contain (2023)
03
U.S. hospitals reported $8.0 billion in cybersecurity costs in 2023 (estimate)
Interpretation
Cost Analysis Interpretation
In Cost Analysis, healthcare cybersecurity spending and breach impacts are rising sharply, with U.S. hospitals estimated to spend $8.0 billion in 2023 and ransomware breach lifecycle costs reaching $10.8 million in the same year while breaches also took an average of 277 days to identify and 58 days to contain.
05 · Category
User Adoption3 stats
01
55% of clinicians reported they used digital platforms to communicate with patients in 2021, supporting marketing for programs that integrate clinician messaging.
02
Telehealth adoption peaked at 46% of healthcare providers using it in 2021 (national survey), demonstrating where marketing for remote care can focus.
03
6.6% of all visits to office-based physician practices were for e-Visits in 2022
Interpretation
User Adoption Interpretation
In the user adoption landscape, clinicians increasingly embrace digital engagement with 55% using platforms to communicate with patients in 2021 and telehealth hitting 46% adoption the same year, while e-visits still accounted for 6.6% of office-based practice visits in 2022.
report visual · Key figures
How patients engage—telehealth, reminders, and digital touchpoints
Digital-first engagement is widespread—telehealth use is high, and reminders can improve adherence and attendance, supporting omnichannel marketing strategies in healthcare.
48%
48% of U.S. adults reported using telehealth at least once in the past 12 months in 2021, reflecting continued demand fo
62%
62% of patients said reminders (e.g., SMS/email) improved adherence in 2020, supporting marketing-to-care messaging effe
9%
Meta-analysis found a 9% increase in appointment attendance with reminder interventions compared to control in 2019–2020
6%
6% reduction in no-show rates was observed in a meta-analysis of digital appointment reminders (range 1%–12%) published
46%
Telehealth adoption peaked at 46% of healthcare providers using it in 2021 (national survey), demonstrating where market
source-verifiednejm.org · ncbi.nlm.nih.gov · healthaffairs.org2021
Reference
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APA
James Okoro. (2026, February 13). Marketing In The Health Care Industry Statistics. Gitnux. https://gitnux.org/marketing-in-the-health-care-industry-statistics
MLA
James Okoro. "Marketing In The Health Care Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/marketing-in-the-health-care-industry-statistics.
Chicago
James Okoro. 2026. "Marketing In The Health Care Industry Statistics." Gitnux. https://gitnux.org/marketing-in-the-health-care-industry-statistics.
Sources & references
31 datasets cited across this report · attribution is report-level
+7 additional datasets cited (not shown individually)