Healthcare Marketing Budgets Being Cut, Web Expenditures Less Impacted

Tuesday, January 27, 2009

Jan. 27, 2009 – ATLANTA – Three out of four in healthcare report being asked to cut their budgets or freeze specific line items, a possible indication of the impact of the economic downturn.

The survey was conducted by Greystone.Net among marketing and Web leaders Jan. 7-16, 2009, and received nearly 170 replies. Intended as a “snapshot” of the economic conditions in healthcare, the survey showed:

• Three out of four respondents have been asked to cut their budgets, freeze specific line items or both. The average “across the board” budget cut is 17 percent. 
• Despite the budget cuts, Web budgets remain relatively stable. Only one in five (18 percent) reported a reduction in their Web budgets for this year. 
• Approximately half of the respondents have a hiring freeze (33 percent) or extenuating approval processes in place (19 percent) for new hires. 
• Just under half (44 percent) of respondents expect further budget cuts for next year. 
• Half of the respondents in the survey reported declining revenues at their hospital or health system. 
• The picture for Web-based initiatives remains bright. Several respondents reported an increased emphasis on online activities. As one commented, “(In the future) I believe we will rely more heavily on our Web site and on Web-based strategies to reach our goals.” 

“Although the news isn’t the most encouraging, it isn’t all bad news either,” said Kathy Divis, president of Greystone.Net. “There are some encouraging developments for Web activities and interactive media, and many organizations are still doing well.”

Greystone.Net offers Internet and Web solutions and services for healthcare organizations. After more than a decade in business, we have helped hundreds of hospitals and health systems of all kinds plan and implement Web-based strategies. Services and products include:

• Consulting and strategic planning for the Web (Internet & intranet) 
• Web site assessments and usability testing 
• Social media monitoring and planning 
• Call center consulting 
• Web site benchmarking 
• Web site design and creative services 
• Education and conferences 

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Contact:  Neal Linkon (770-598-1994 or nlinkon@greytone.net)