By Derek Andersen
The majority of health care consumers start their journey by finding and comparing providers online, usually through searches. When they’ve completed their research, they typically convert by calling. To acquire more patients, health care marketers are optimizing SEO and digital ads to drive more high-quality calls and personalizing the caller experience to increase call conversions.
1. 5% of all Google searches are health-related. Google is a trusted resource for people worldwide to get answers to health-related questions and find providers (source: Google).
2. Search drives 3x more visitors to hospital sites compared to non-search. Search is by far the preferred way for patients to find health care providers online (source: Google).
3. Patients who booked health care appointments ran 3x more searches than those who didn’t. The health care consumer journey often involves extensive research — consumers evaluate numerous providers before taking action (source: Google).
4. Consumers researching physical therapists, nursing homes, and optometrists are the most likely to use search engines. In most major health care verticals, over 60% of consumers run a search before scheduling an appointment (source: LSA).
5. In 2018, US health care providers spent $2.84 billion on digital ads. This is a 13% increase in spend from 2017 (source: eMarketer).
6. The average cost for a health care lead is $286. With digital ad spend on the rise, health care marketers are paying more for each lead (source: HubSpot).
7. 88% of health care appointments are scheduled by phone. Prospective patients who research online prefer to call because health care is personal and private. People booking health care appointments for themselves, their children, or other family members want to speak to a real human being (source: Sequence).
8. 2.4% of health care appointments are scheduled online. Many patients are reluctant to type their personal health information or reason for their appointment into an online form (source: Accenture).
9. Consumers researching nursing homes, physical therapists, and chiropractors are the most likely to call health care providers after performing a search. In many health care verticals, consumers transition directly from online searches to phone calls (Source: LSA).
10. Calls will influence $1 trillion in US consumer spending this year. In our mobile-first world, calls are often the most convenient way for customers to convert (Source: BIA/Kelsey).
11. Phone calls convert to 10-15x more revenue than web leads. Calls are the most valuable conversions health care marketers can drive. By tracking the calls driven by your health care ads, you can measure your full ROI and optimize accordingly (Source: BIA/Kelsey).
12.Callers convert 30% faster than web leads. Calls provide a more immediate return on your health care marketing investment (Source: Forrester).
13. Caller retention rate is 28% higher than web lead retention rate. Driving calls from health care marketing campaigns is also more profitable in the long-term — callers are more loyal than web leads (Source: Forrester).
14. 80% of customers say the experience a company provides is as important as its products and services. Expectations for the customer experience have never been higher — to acquire new customers, health care marketers need to meet them. This includes calls (source: Salesforce).
15. 65% of consumers have cut ties with a brand over a single poor customer service experience. If you fail to provide frictionless caller experiences, it will cost you customers (source: Digiday).
16. 32% of consumers say phone calls are the most frustrating customer service channel. Simply fielding inbound phone calls isn’t enough for health care marketers — it’s important to have data on each caller so you can quickly and efficiently address their needs (source: Aspect).
To learn more health care marketing best practices, download our eBook — 4 Health Care Marketing Strategies for Consumer Calls.
To learn more health care marketing best practices, download our eBook, 4 Health Care Marketing Strategies for Consumer Calls.Download My Free eBook →
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