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In healthcare marketing, digital spend is going up. But is it spent wisely?

The secret’s out about digital marketing in healthcare—that is, if the marketing budgets of leading healthcare systems are any indication. Ascension Health, the nation’s largest non-profit hospital organization, is doubling down on a digital approach to reaching its patients. Ascension’s chief marketing officer predicts that their digital vs. traditional marketing split will approach 50/50 within the next few years. New York’s Northwell Health is following suit. The organization has multiplied its digital ad spending almost twentyfold from its 2015 levels. With all... March 19, 2019