2020 was one of the most challenging years in recent history for independent health care operators. Despite this, many independent healthcare businesses such as physiotherapists and podiatrists enjoyed a fruitful year in which they were rewarded with record numbers – in spite of the pandemic.
So, in spite of the untold economic turmoil that was experienced across the board, how did these businesses manage to grow and flourish in this time? Many businesses attributed the record numbers to increased access to information and improved client customer communication through online marketing mediums such as search engine marketing, Social Marketing, and online network marketing models.
In fact, according to the latest data that we have access to, 2021 represented a seismic shift in the way that independent health care businesses operated and marketed themselves online. According to the research, businesses allocated a staggering 63% of their total marketing budget into online marketing services over the last year. The largest amount was invested into SEO services, Google Ad Services, Social Media Marketing Campaigns and LinkedIn advertising.
Almost 90% of businesses in the health care sector that invested in digital marketing services in 2020 observed a decreased customer acquisition cost and an improved ROAS on previous year numbers.
In a year that challenged most industries, the growth of independent health care providers and shift towards online marketing as a primary means of advertising cannot be overlooked. The health care industry looks to be leading the way and setting the trend for other industries to follow as we head into an uncertain 2021.