Just as healthcare providers must stay current on new research and treatment practices, marketers should stay current on new healthcare marketing statistics and tactics.
Today, Forge Apollo, a trusted provider of video and digital marketing in healthcare, is here to share fresh marketing statistics and how they should impact your strategy. Each statistic below comes from a first-hand source, whether that be a study, survey, or poll.
Let’s dive in!
Top Stats to Know for 2026 and Looking Forward
These are some of the top healthcare marketing statistics that you need to know based on research from multiple sources. Keep reading for more, plus how to apply them to your strategy.
- 60% of consumers use the internet in general to find a new provider (Source: Kyruus Health)
- 31% of patients surveyed use AI to search for and compare healthcare providers. (Source: rater8’s Patient Choice Report)
- The average click rate for Google Ads related to health is 6.11% (Source: Healthgrades)
- 90% of patients use reviews to help them choose a doctor (Source: Software Advice)
- The average open rate for emails in the healthcare industry is 30.5% (Source: Klayvio)
- 91% of businesses use video for marketing (Source: Wyzowl)
- 55% of adults seek out health info on social media. (Source: KFF Poll)
Healthcare SEO, AEO, & Website Statistics
- 46% of patients turn to Google to find a new healthcare provider (Source: Harmony Healthcare IT Poll)
- 60% of consumers use the internet in general to find a new provider (Source: Kyruus Health)
- 26% of patients read doctor bios on hospital websites to help them choose a doctor (Source: Aha Media Group Survey)
- The average click-through rate for organic position one in search results is 39.8%, while position 2 gets 18.7%, and spot 3 gets 10.2% (Source: FirstPageSage)
- 31% of patients surveyed use AI to search for and compare healthcare providers. (Source: rater8’s Patient Choice Report)
- 57% of patients surveyed were willing to rely on AI tools to summarize and rank doctors (Source: rater8’s Patient Choice Report)
- 89% of healthcare-related searches trigger an AI Overview in Google Search Results (Source: BrightEdge Study)
Your Next Steps: Optimizing Your Website & Content Strategy
From search engines or AI tools to visiting your own website, patients are clearly seeking out providers online. To appear where they’re looking, focus on creating a high-quality website and content strategy that’s optimized for SEO and AEO and conveys important trust signals.
Check out our guide to building a healthcare SEO strategy to learn how to get started. For website inspiration, visit our guide on healthcare website design.
Healthcare Reputation Management Statistics
Part of your online strategy should involve reputation management. A survey from Software Advice shows us the importance of these reviews.
- Nearly 75% of patients use online reviews as the first step in finding healthcare.
- Almost half of patients would go outside of their insurance network to see a doctor with good reviews.
- 90% of patients use reviews to help them choose a doctor.
- Two-thirds of patients feel it’s important for providers to respond to public reviews.
Your Next Step: An Online Reputation Audit
Take a look at your online reputation. What are patients saying about you? Use our guidance to respond to reviews, both positive and negative.
If you have no reviews, start requesting them from patients. You can use software to help collect feedback automatically.
Healthcare PPC Statistics
According to a study by Healthgrades:
- The average click rate for Google Ads related to health is 6.11%
- Hospital marketers use 85% of their budget for these ads.
Your Next Step: Evaluate Your PPC Strategy
Measure how your click rates compare to the average. Are you getting above-average performance or below? If your ads aren’t performing well, partnering with an agency to revitalize them or moving the budget elsewhere may be worthwhile.
Also, make sure to remember SEO in your search strategy. As we saw in the SEO statistics, organic results get much higher click rates than ads.
Healthcare Email Marketing Statistics
According to Klayvio data, in 2026, health industry emails reached the following benchmarks.
- One-off Campaigns
- 30.5% open rate
- 1.24% click rate
- Multiple-Email Flows
- 30.5% open rate
- 4.8% click rate
Your Next Step: Email Strategy Audit or Creation
If you’re currently doing email marketing, is it performing above average? If it’s above average, are revenue-driving metrics matching that performance? If it’s low, evaluate your email list, the value your content provides them, subject lines, and content.
If email marketing isn’t a part of your strategy, it should be. Read our guide for healthcare email marketing to learn how to get started.
Healthcare Video Marketing Statistics
According to a survey from Wyzowl:
- 91% of businesses use video for marketing
- Video quality impacts trust for 87% of consumers
- 90% of marketers report positive ROI from video marketing.
Your Next Step: Brainstorm a Video Idea
With the massive adoption of video marketing, healthcare marketers need to use this medium to stand out from the competition. However, as consumer trust is linked to video quality, marketers should invest strategically in their videos.
Video marketing agencies, like Forge Apollo in Philadelphia, can produce high-quality content for a price that maximizes ROI.
For example, Forge Apollo made this video for Main Line Health to amplify the messaging of a fundraising campaign.
To learn more about video marketing for healthcare and see real-world video examples, explore our guides on healthcare video best practices and video marketing use-case examples.
Healthcare Social Media Statistics
- 55% of adults seek out health info on social media. (Source: KFF Poll)
- Over 26% of patients use social media to help them choose a hospital or doctor. (Source: Kyruus Health)
- 26% of US hospitals have a social media presence, and this number is only likely to rise. (Source: Social media usage among health care providers study)
Your Next Step: Create a Social Strategy
A social media strategy can help you win more patients for your practice. Identify which platforms your target audience uses, then create a schedule for regular posting. Feeling stuck with what content to post? Check out these healthcare social media post ideas.
Upgrade Your Strategy with a Marketing Partner
How does your strategy compare to these healthcare marketing statistics? If you need help upgrading your SEO, website design, PPC, email marketing, video marketing, or social media, Forge Apollo is here to help. Contact us today to discuss how we can help you reach more patients.
