Are you spending too much or too little on healthcare digital marketing? It’s a common question for growing healthcare brands trying to maximize ROI. To get more insight, we surveyed 400 SMBs in the health wellness, real estate, and luxury verticals to uncover how much successful brands invest in their marketing.The results? Some clear trends emerged in spending on MarTech, video production, and agency partnerships.

1️⃣ Breaking Down the Budgets: Where Healthcare Brands Spend the Most

Marketing Technology

📊 Survey Data:

• 34% spend $1,000–$5,000/month on marketing tools.
• 36% spend $5,001–$10,000/month on marketing technology.

💡 Why It Matters: Investing in the right MarTech stack is critical for tracking ROI and automating marketing workflows. Without it, brands struggle to scale effectively.

✅ Actionable Tip: Audit your current tools to ensure they’re delivering measurable value; Focus on platforms that integrate CRM, analytics, and automation.

Video Production

📊 Survey Data:

• 40% spend $2,000–$5,000/month on video production.

💡 Why It Matters: Video content is the highest ROI format for healthcare brands, driving engagement, patient trust, and conversions.

✅ Actionable Tip: Prioritize short-form video to maximize engagement and ROI; Repurpose webinar content into multiple video assets.

Agencies and Freelancers

📊 Survey Data:

• Most businesses allocate $5,001–$15,000/month to agencies.
• Some spend up to $30,000/month on external marketing services.

💡 Why It Matters: Agencies can provide expert support, but cost efficiency and ROI are top concerns for many brands.

✅ Actionable Tip: Regularly evaluate agency performance and ensure alignment with brand goals; Demand clear ROI reporting and measurable results from partners.

2️⃣ Common Pitfalls in Budgeting: Where Healthcare Brands Waste Money

🚨 Survey Data on Wasted Budget:

❌ Content Formats: Social media campaigns and email are the most commonly wasted formats.

❌ ROI Challenges: 30% of businesses struggle to measure lead gen ROI.

💡 Why It Matters: Even with significant investments, mismanagement or poor tracking can lead to wasted dollars.

✅ Actionable Tip: Use a systematic approach to measure ROI, such as CRM integration and analytics tracking.

3️⃣ How to Invest Smarter in 2025

Data-Driven Decision-Making: 📊 Use survey benchmarks to guide your budget allocations.
💡 Example: If you’re spending below $5,000 on MarTech, you may be underinvesting.

✅ Actionable Tip: Ensure your budget is aligned with industry benchmarks and business goals.

Efficiency Through Content Repurposing: Instead of creating new content from scratch, repurpose what you already have.

✅ Actionable Tip: Turn one webinar into multiple content assets (blog posts, videos, social media clips).

Importance of ROI Measurement: 📊 Tracking ROI is critical for ensuring every dollar is spent effectively.

✅ Actionable Tip: Invest in tools that enable you to track success from lead gen to retention.

Wrap-Up

Successful healthcare brands don’t just spend more—they invest smarter. 💰 Key Takeaways:

✅ MarTech investments ensure brands can track and optimize marketing.

✅ Video production is a must-have for engagement and ROI.

✅ Agencies require cost-efficiency and measurable results.

📢 Want to ensure your marketing budget is optimized?
Take Tobe’s Free Efficiency Audit to see how your budget compares and where you can improve