Investing money in your hospital’s website can drive traffic online and to your door. Primacy analyzed the traffic and paid search activity of five hospitals during 2012 to see if any patterns emerged. It turns out some did. Take a look at the infographic and see which clicks matter the most.

1. Clicks That Count
Investing money in your hospital’s website can drive traffic online and to your door. Patients have
more choices today than ever before and the web is the first place they go. Are you making sure
every click to your website counts? A look at trends and data shaping your hospital’s investment
on the web. Primacy analyzed the traffic and paid search activity of five hospitals during 2012.
Mobile is the imperative
IN 2013
a growing percentage
of visitors to your
hospital's website are
on a mobile device.
55%
16%
BY 2016
2013
2016
55% a mobile device
of traffic will be on
Searching for healthcare on the go
For the first time ever in 2013,
mobile searches for health related terms
exceeded desktop searches. 2
How patients find your website
9%
83%
8%
PAID SEARCH
REFERRAL WEBSITES
ORGANIC SEARCH
3
Investments in paid search vary
by hospital size and location
Average
$142,860
$ 339,000
$ 79,000
On average, hospitals
promote between 6 and 12 service
lines via paid search.4
PAID SEARCH: average cost per
click to promote key service lines
5
Bariatrics
$4.70
Oncology
$3.29
da Vinci
$2.37
Orthopedics
$2.75
Pediatrics
$2.75
Maternity
$2.15
Cardiology
$2.36
Neuroscience
$2.13
CLICKS COUNT AT CONVERSION POINTS:
drive website traffic to your physician finder page
10%
of paid search
visitors reach
your physician
finder page,
A TOP CONVERSION POINT
TO ACQUIRE NEW PATIENTS.
6
Paid search provides
a clear path for ROI
$
IT COSTS
$1.88
TO DRIVE ONE NEW
VISITOR TO YOUR WEBSITE
Paid search campaigns provide
marketers with more quantifiable
metrics for measuring success
than traditional, offline campaigns
like TV and print advertising.
Considering that,
$
7
IT COSTS
$18.00
TO ACQUIRE ONE
POTENTIAL PATIENT
VIA A PHYSICIAN
FINDER REFERRAL
$
THE
ROI FOR A COMMON
BARIATRIC SURGERY IS
APPROXIMATELY
$5,000
$18.00 IS A RELATIVELY SMALL INVESTMENT THAT
CAN LEAD TO BIG RETURNS AT YOUR HOSPITAL.
1.
2.
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4.
5.
6.
Source - Cisco Visual Networking Index: Forecast and Methodology, 2012–2017
Source - Google.
Measured by 2012 website device visits for five regional hospitals.
Measured by 2012 paid search spend for five regional hospitals.
2012 paid search spend by service line for five regional hospitals.
Measured by 2012 paid search visitors reaching the physician finder page / 2012 total paid
search visitors for four regional hospitals.
7. Source - Forrester
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