Why this page? Healthcare is one of the fastest-evolving marketing verticals. Below you’ll find a curated set of verified 2025 healthcare marketing statistics — ideal for citations, strategy planning, and industry benchmarking.
Key takeaways
- Healthcare digital ad spend in the U.S. will reach $19.7B in 2025, growing ~10% YoY.[1]
- 77% of patients search online before booking an appointment.[2]
- 68% of patients say online reviews influence their choice of provider.[3]
- Over 60% of healthcare marketers are increasing investment in social media campaigns in 2025.[4]
- Email open rates for healthcare average 22.6%, above the all-industry average of ~21.3%.[5]
Healthcare digital ad spend (2025)
- $19.7B forecasted U.S. healthcare digital ad spend for 2025.
- Year-over-year growth of ~10% from 2024.
- Major spend categories: search ads (provider discovery), display (hospital branding), and paid social (awareness campaigns).
Source: Insider Intelligence, 2025 U.S. Healthcare Digital Ad Spend Forecast.[1]
Patient online behavior
- 77% of patients search online before making a healthcare appointment.
- 68% rely on online reviews as a deciding factor in choosing providers.
- 3 in 4 patients look for provider information on Google Maps or local search.
Sources: Think with Google (patient journey study), Healthgrades consumer research.[2][3]
Content & email marketing
- Email open rates for healthcare campaigns average 22.6%, above the cross-industry average of ~21.3%.
- Click-through rates (CTR) average 2.8% in healthcare emails, vs. 2.3% across all industries.
- Patient education content (wellness tips, preventive care guides) sees the highest engagement.
Source: Campaign Monitor, 2025 Email Marketing Benchmarks.[5]
Copy-ready stats (quick cite)
- $19.7B U.S. healthcare digital ad spend in 2025.[1]
- 77% of patients search online before booking.[2]
- 68% say reviews influence provider choice.[3]
- 60%+ of healthcare marketers are increasing social investment.[4]
- 22.6% average healthcare email open rates.[5]
Sources
