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New Survey Finds Hospital Marketers Anticipate 400 Percent Increase In Use Of Digital Media by 2013

JUN 28, 2011

A recently released national survey of hospital marketers revealed that they expect a dramatic increase in their use of digital media by 2013, but feel widespread uncertainty about how to enact the changeover from traditional to digital communications. The hospital marketing research survey also indicated that healthcare marketers are unprepared to adapt to new business models involving the use of digital communications.

The crowdsourced survey, "Insights into Action," was developed and conducted by Acsys Interactive, a Connecticut-based firm specializing in digital media consulting. The hospital marketing survey questions were provided by healthcare marketers regarding use of digital communications from the present through 2013 and will be distributed free of charge to U.S. medical centers.

"This was a national grass-roots survey with questions generated by hospital marketing pros of all stripes---and answered confidentially," said Mike Stutman, SVP, Strategy & Innovation at Acsys Interactive."It's an unprecedented look into the minds of the men and women who are the primary marketers for a trillion-dollar industry."

Major healthcare marketing trends included:
  • Marketers for hospitals anticipate a 400 percent increase in use of digital media as their core communications channel by 2013.
  • Community-hospital marketers predict a 900 percent increase in use of digital channels by 2013.
  • 91 percent of respondents currently feel unable to provide accurate social media metrics for their organization.
  • Marketers foresee their greatest use of digital media in social media, web video and secure patient portals.
The survey results underscore the importance of hospital marketers developing a digital roadmap for their organizations, in order to outline their strategic objectives and determine how digital can play a critical role in meeting them.

To read the survey "Insights into Action" please visit http://www.acsysinteractive.com/insights/crowdsourced-2010.

Acsys Interactive is an award-winning, full-service interactive agency focused on delivering quantifiable results for clients. Services include strategy, branding, design, digital marketing, software development, and hosting. Acsys delivers technology agnostic Web 2.0 solutions via rich media, social media, intranet, extranet, ecommerce, portal, and mobile delivery. Its 15 years of experience spans across consumer, financial services, insurance, healthcare, manufacturing, education, and non-profit industries. Healthcare clients include Yale-New Haven Hospital, Dana-Farber Cancer Institute, St. John Providence Health System, Atlantic Health System, Stamford Hospital, Hospital for Special Surgery, and Sentara Healthcare. Acsys is headquartered in Farmington, CT with offices in New York City and Boston.