Infographic: Healthcare Marketing Must Adapt to Digital Trends

The digital era is redefining the healthcare industry, with many factors driving its reform. First, the internet enables rapid access to global medical information, resources, and personal health data, making it easier for people to acquire knowledge and broaden their horizons. Second, the widespread adoption of mobile devices has helped more patients become familiar with new technologies, thereby facilitating digital access to medical services provided through these devices and digital platforms. Additionally, online medical forums bring together patients with similar conditions to facilitate communication and support. Finally, healthcare providers and marketers have recognized the importance of digital health, updating website content in real time, establishing social media accounts, and addressing patient needs online to improve healthcare efficiency.

Approximately two years ago, these changes began to draw attention within the marketing services community. The advertising agency MDG created an infographic to guide healthcare marketers, highlighting that the rules of engagement had been subtly shifting.



A survey found that in 2012, 72% of American adults sought medical information online, and one-third of them received substantial medical assistance. The chart shows that women are more inclined to seek answers through online Q&A platforms, with over 55% of the questions concerning specific diseases, 43% related to healthcare, and weight loss and health insurance each accounting for one-quarter. It also indicates that patients are more willing to gather on social networking sites to share their experiences, resources, and research findings. Consequently, 40% of patients post reviews or comments, while 30% pay attention to online reviews.

The chart also illustrates how physicians manage this digital dynamic, with their weekly online time concentrated between 9 and 15 hours. As patients and healthcare providers increasingly recognize the value of mobile applications, there has been an indirect surge in physicians recommending medical apps to their patients, given that many advanced apps are capable of performing various health assessments and tracking individual health status.

With the advancement of medical digitalization, mobile devices will drive greater benefits and breakthroughs. Over the next 25 years, the use of mobile devices and telemedicine technologies will help the United States save $197 billion in healthcare costs. The chart also reveals that Watson (IBM’s supercomputer) is being deployed in major U.S. hospitals and clinics to rapidly provide detailed medical answers, as this supercomputer can quickly process millions of records and research studies.

MDG believes that digital technology is prompting a rethinking of how healthcare products and services are marketed today. MDG recommends increasing budget allocations for mobile initiatives, as well as the development of digital advertising and applications, and building social media accounts for healthcare brands to meet the needs of today’s healthcare consumers. (To stay updated on the latest information about internet healthcare startups, please follow VCBeat’s WeChat official account: vcbeat. You are also welcome to interact with us on topics of interest, contact us via WeChat, and share your startup projects or related research insights.)