A smart healthcare marketing blog
March 2016

Brand is important to prospective patients

New research from Google tells us that brand is important to prospective patients.

Google Insights conducted a survey by tracking hospital researchers’ activity across online platforms. According to the study “The Digital Journey to Wellness: Hospital Selection“, 94% of prospective patients make an appointment based on the reputation of the facility.

Key findings include ::

  • 84% of patients use both online and offline sources for hospital research
  • Search drives nearly 3x as many visitors to hospital sites compared to non-search visitors
  • Patients primarily search on symptoms and condition terms towards the moment of conversion
  • 44% of patients who research hospitals on a mobile device scheduled an appointment
  • 53% of patients who did not watch a hospital video were unaware they existed

Other features important to prospective patients when selecting a hospital ::

  • Accepts healthcare plan 90%
  • Recommended by physician 86%
  • Uses latest technology 85%
  • Recommended by friends and family 51%
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