The relationship dynamic in the healthcare industry has flipped. Whether the business is a hospital system, independent practitioner, insurance provider, or pharmaceutical company, patients today are more self reliant, informed, and comfortable operating independently to find information and services.
This change has come as a direct result of the growing importance of technology in modern lives—consumers have simply grown accustomed to using the digital networks available them to solve their problems. 93 million Americans turned to the internet to self-diagnose in 2013, and searching for health information is the 3rd most common online activity.
In any industry, marketing success is predicated on understanding your audience's behavior. In this infographic, we share some telling statistics to help healthcare marketers understand the digital habits and considerations that their patients go through as they navigate through their decision-making journey—from brand awareness all the way to brand advocacy.
As the healthcare industry continues to adapt to this shifting digital landscape, it's vital that marketers continue to put their patient's needs, preferences, and behavioral tendencies at the center of their digital strategy in order to meet them in the channels, and moments, that matter most.
This infographic concept was created by Lindsey Byroads, R2i's VP of Client Services