In the healthcare industry, information is not just power but also a lifeline. There is a huge need among people for accurate medical content. All this has made medical content marketing the backbone of healthcare marketing.

Nothing convinces us better than numbers! Hence, we bring you some statistics that will shed light on the pivotal role that medical content marketing plays in today’s healthcare industry.

Healthcare Is a Growing Sector

• Between 2022 and 2027, the healthcare market in India is estimated to grow at a compounding annual rate of 30.7%.

The Need for Medical Content Is Increasing

• About 7% of all searches in Google are health-related.
• Every minute, about 70000 health-related searches are being done on search engines.
• 66% of internet users use search engines to know about specific medical problems or diseases.
• 70% of people prefer to be introduced to a business through content rather than ads.
• People who did extensive research booked healthcare appointments three times more than the people who didn’t do the research online.
• The searches with the phrase ‘near me’ have doubled since 2015.
• More than 70% of patients will look for a new healthcare provider if the existing provider’s website lacks information.

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Also Read: 5 Loyalty-Building Techniques for Healthcare Marketing

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Healthcare Institutions Lack a Strong Content Marketing Strategy

• Only after 2017 did most healthcare companies start incorporating content in their marketing strategy.
• About 66% of marketers now vouch for content marketing as an effective tactic.
• 26% of the marketers have described their content marketing efforts as being very successful.
• 31% of marketers use blog posts and articles to boost brand awareness.
• In 2021, the cost of healthcare digital advertising overtook that of healthcare TV ads for the first time.
• Healthcare marketers are ready to pay more for each lead.
• 95% of healthcare organisations plan to include content marketing in their marketing strategy.

The Influence of Online Reviews on Patients

• More than 90% of patients read online reviews to determine the quality of service offered by healthcare providers.
• About 71% of patients read online reviews to choose a new doctor or hospital.
• It takes about 1-6 reviews for a patient to form an opinion about the hospital or a doctor.
• 43% of millennials are expected to change their healthcare providers in the coming years.

The Potential That Calls Hold

• 45% of marketers say that phone calls have higher conversion rates.
• Marketers say that insights from inbound calls have helped them realise more about the wants of patients to form better marketing strategies.
• 76% of patients have called their healthcare provider at some point.
• Healthcare marketers say that including call extensions in Google Ads and a ‘call now’ button on web pages have increased lead generation.

The Power of Social Media Platforms

• More than 40% of patients make their healthcare decisions based on content on social media.
• 33% of people use social media to gain healthcare information.
• Video marketers get 66% more quality leads.
• Content has an 80% higher readership rate when visuals like infographics, images and charts are used in it.

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Also Read: WhatsApp Ads Decoded: Everything You Must Know About This Marketing Game Changer

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Outsourcing of Medical Content

• Because of the complexity of medical content and the need for accuracy, most healthcare content marketing teams have about 3 specialists on staff.
• 62% of all healthcare institutions are outsourcing their medical content development efforts.
• Healthcare outsourcing helps institutions save up to 60% on costs.

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