A 2024 Definitive Healthcare report surveyed 114 healthcare leaders to understand how organizations market to consumers. Top service lines for attracting patients are orthopedics (30.1%) and women’s health (27.5%). Social media management (73.5%) is the most used marketing tool, with search engine marketing and paid social as the top channels. Most organizations rely on first-party demographic data (61.1%) for audience segmentation, while only 18.6% use third-party propensity models. The most important data need is identifying consumers likely to have specific conditions or behaviors, highlighting an opportunity to enhance targeting with third-party data.

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