The Executive Landscape Study, a joint project between The DHC and Google, 
is the voice of the DHC Membership, with responses from a total of 60 members/organizations. 2013 survey topics included digital, online video, mobile, and change management/innovation.

 

The Summary Deck for the 2013 Executive Landscape Study

2013 Executive Landscape Reference Deck  Use this link to browse the findings and insights from this exciting project.

Summary Insights – The Voice of the DHC Membership

  • The biggest budget increase (for physicians) is expected for mobile content for tablets, mobile content for smartphones, and mobile apps.
  • The biggest budget increase (for consumers) is expected for mobile content for smartphones, consumer video for education and outreach, and social media for consumers.
  • For physician initiatives, paid search has the highest level of perceived ROI, followed by search optimization and mobile content for tablets.
  • For consumer initiatives, paid search has the highest level of perceived ROI, followed by search optimization and mobile content for smartphones.
  • 70% of respondents believe the industry is behind in digital overall.
  • 57% of respondents believe the industry is behind in online video.
  • 82% of respondents believe the industry is behind in mobile media.
  • 83% of respondents believe the industry is behind in social media. 

Click to download the Mobile Data from the Reference Deck: DHC_Google 2013 Executive Landscape Mobile Data

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