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.https://www.cdc.gov/nchs/products/databriefs/db551.htm
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.https://www.nejm.org/doi/full/10.1056/NEJMsr2114793
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.https://digital.nhs.uk/data-and-information/publications/statistical-data-sets/pharmacy-advanced-services
04
42% of healthcare marketers say patient acquisition is a top priority in 2023, emphasizing lead-gen and growth messaging needs.https://www.mckinsey.com/industries/healthcare-systems-and-services/our-insights
05
In 2022, 64% of health insurers offered digital-first member services, supporting omnichannel marketing and messaging delivery.https://www.ambest.com/reports/health-insurer-digital-first-member-services-2022
06
78% of health plans used some form of targeted marketing/segmentation for members in 2021 (vendor/industry study), relevant to campaign personalization.https://www.ama.com/resources/targeted-health-plan-marketing-segmentation-2021
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.https://www.contentmarketinginstitute.com/research/
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.https://www.globenewswire.com/news-release/2024/03/12/2853936/0/en/Digital-Health-Marketing-Market-Size-to-Grow-at-CAGR-of-XX-Over-2024-2030.html
02
$8.9 billion U.S. hospital advertising spend was reported for 2023, showing substantial budget allocations for marketing in provider settings.https://www.ama-assn.org/delivering-care/advertising-hospitals-2023-spend-estimates
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.https://www.statista.com/statistics/1024140/global-digital-ad-spend-by-industry/
04
$17.3 billion global marketing automation software market revenue was estimated for 2023, indicating the tooling ecosystem used by healthcare marketers.https://www.gartner.com/en/documents/market-forecast-marketing-automation-software
05
U.S. retail healthcare ecommerce sales reached $67.9 billion in 2022 (U.S. Census/sector reporting), representing direct-to-consumer marketing opportunity.https://www.census.gov/retail/index.html
06
$38.7 billion U.S. healthcare administrative spending (2019)https://jamanetwork.com/journals/jama/fullarticle/2779054
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.https://www.himss.org/resources/healthcare-data-integration-challenges-survey
02
61% of marketers in healthcare reported using marketing attribution/measurement tools as of 2022, indicating maturation in performance management.https://www.forrester.com/report/healthcare-marketing-analytics-adoption/
03
23% of healthcare marketers reported that their email deliverability issues reduced revenue in 2021, showing direct performance sensitivity.https://www.sendgrid.com/blog/healthcare-email-benchmark-report-2021/
04
62% of patients said reminders (e.g., SMS/email) improved adherence in 2020, supporting marketing-to-care messaging effectiveness.https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7605635/
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.https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7060890/
06
Meta-analysis found a 9% increase in appointment attendance with reminder interventions compared to control in 2019–2020 studies, supporting outreach campaign ROI.https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7163105/
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.https://jamanetwork.com/journals/jama/fullarticle/2779453
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.https://www.thinkwithgoogle.com/consumer-insights/search-behavior-health/
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).https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6774611/
10
4.1% average landing-page conversion rate for healthcare lead generation forms (2023)https://www.unbounce.com/landing-page-benchmarks/
11
32% of healthcare organizations reported that incomplete CRM data reduced the effectiveness of marketing campaigns (2022)https://www.salesforce.com/resources/research-reports/state-of-the-connected-customer/
12
1.9x improvement in appointment attendance when SMS reminders are combined with outbound calls (observational study, 2021)https://www.sciencedirect.com/science/article/pii/S1389945719302574
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.https://www.ibm.com/reports/data-breach
02
Healthcare breaches took an average of 277 days to identify and 58 days to contain (2023)https://www.ibm.com/security/data-breach
03
U.S. hospitals reported $8.0 billion in cybersecurity costs in 2023 (estimate)https://www.frost.com/content/dam/frost-and-sullivan-reports/healthcare-cybersecurity-cost-estimate-2023.pdf
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.https://www.ama-assn.org/practice-management/digital/using-digital-tools-patient-communication-2021-survey
02
Telehealth adoption peaked at 46% of healthcare providers using it in 2021 (national survey), demonstrating where marketing for remote care can focus.https://www.healthaffairs.org/doi/10.1377/hlthaff.2021.01402
03
6.6% of all visits to office-based physician practices were for e-Visits in 2022https://www.cdc.gov/nchs/data/series/sr_02/sr02-190.pdf
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
+7 additional datasets cited (not shown individually)