According to Forrester, “today’s (B2B) buyers control their journey through the buying cycle much more than today’s vendors control the selling cycle,” and recent studies show that 74 percent of business buyers conduct more than half of their research online before making an offline purchase. Additional research shows that 94 percent of business buyers do some form of online research, with 77 percent of those buyers using Google search. In this digital age, companies must capture mindshare online to even be considered as part of the buying process.
In our Health IT Media Coverage and Digital Trends Report, we analyzed pay-per-click and cost-per-click data for healthcare analytics, IoT, telemedicine and data security to help marketers better understand how to drive the valuable visibility to their content.
We found the highest costs for terms healthcare IoT and health data security, which were heavily prioritized by large technology companies, indicating a high level of interest from both consumers and marketers. Telemedicine was the most affordable option, representing a good opportunity to grab online market share before prices likely spike in the next 1-2 years as more companies enter the space and large vendors increase their marketing spend around telehealth solutions.
Download the report here to learn more about the average CPC in these categories and the top companies purchasing AdWords in each space.