HMPS 2016: Healthcare Summit Takeaways

HMPS 2016: Healthcare Summit Takeaways

If you’re a healthcare marketing executive who happened to miss the Healthcare Marketing & Physician Strategies Summit (HMPS 2016) held 5/23-5/25 in Chicago, here’s a quick recap of some important takeaways.

I had the pleasure of joining 750 marketing executives, 64 exhibitors and a “Who’s Who” of executive leadership from iconic healthcare brands including Boston Children’s Hospital, Cleveland Clinic, Mayo Clinic, NewYork-Presbyterian Hospital as well as some retail and technology giants expanding rapidly into the space like Walgreens and IBM Watson Health.

Key Takeaways

As a brand strategy + activation agency focused on healthcare, wellness & personal care, we wanted to share some statistics gleaned across multiple conference tracks to highlight what’s driving the future of healthcare marketing. If you want to learn more about any of them, reach out and I’ll try to fill in the blanks.

Retail Health

  • 25% of consumers used a retail clinic in past year.
  • 67% were very satisfied with their experience at a retail clinic.
  • 32% would use a retail clinic only if affiliated with a local health system or provider.


  • In 2015 only 14% of healthcare marketing budgets were allocated to digital.
  • Nearly 90% of patients want to use digital channels to manage their healthcare.
  • 72% of patients want the ability to book and manage appointments online but only 10% of the current in-house online solutions meet this demand.


  • 65% of ER visitors use search before going to the ER.
  • 62% of consumers search using smartphones to get health information.
  • Over 70% of hospital site traffic comes from search.

Social Media

  • 40% of consumers say that info found through social media affects their health.
  • 57% of consumers said a hospital’s social media presence strongly influences where to go for service.
  • 81% said a strong social media presence is an indication that a hospital offers cutting-edge technology.


  • 60% of consumers are willing to have a video visit with a physician through a mobile device.
  • 58% of clinicians would rather provide a portion of care virtually.


HMPS 2017

If you’re a health system marketing executive and haven’t attended a Forum for Healthcare Strategists Summit, I highly recommend you check them out. I actually recommended the summit to a time-starved CMO of a major health system who attended this year and I received a sincere “thank you” for it. Hope to see you next year for HMPS 17 in Austin, TX.

And once again, if I can help clarify and expand on any of the above, please feel free to reach out.

Eric Brody

Eric Brody is President of Trajectory, the specialist health & wellness branding and marketing agency using every moment as an opportunity to move customers, brands and businesses upward to a new destination.