The document discusses trends in digital marketing structure and budgets in the healthcare industry. It recommends reducing costs by outsourcing routine digital marketing functions like SEO. Most healthcare companies plan to increase their digital marketing budgets by over 10% in the next two years, though they currently lag in tracking digital marketing analytics compared to other industries. While 55% of US companies use a hybrid digital marketing structure, the overall trend is toward more centralized structures, as seen in 60% of all companies and 88% of innovative companies centralizing over the last two years.

1. Mastering
Digital Marketing
Structure
Boost
Outsourcing
Growing
Budget
Reduce costs by outsourcing some of
the more rote functions of Digital
Marketing -- for example, Search
Engine Optimization (SEO).
72% of Healthcare companies and 84%
of elite performers plan to increase their
DM budgets by more than 10% in the
next two years.
Better Metrics
Tracking
Hybrid
Structure
Most Healthcare companies lag
behind other industries in
formally tracking Digital
Marketing analytics.
55% of companies use a Hybrid
Digital Marketing structure in the US.
New Paths Forward Toward DM
Structural Success
DM Structures are
heading towards greater
centralization across all
industries. In the last 24
months, 60% of all
respondents, and 88%
of innovative
companies, have
become more
centralized.