In today’s crowded elective healthcare market, acquiring new patients through digital channels has become significantly more expensive—and less effective. Since 2020, providers across Europe have ramped up online advertising, creating fierce competition for limited patient attention [Google Ads Benchmarks 2023: Key Trends & Insights for Every Industry | WordStream]. Simultaneously, privacy regulations like GDPR and tracking restrictions from platforms such as Apple and Meta have eroded advertisers’ ability to accurately target and convert users. The result? Rising costs and falling conversion rates.
Across both search and social, acquiring a single patient now costs dozens—sometimes hundreds—of euros. More worrying still, conversion rates have slipped even as budgets balloon. In 91% of industries, healthcare included, conversion rates declined year-over-year. That means more ad spend yields fewer patient appointments.
This shift has hit elective care providers hardest. In specialties like laser vision correction or fertility treatment—where patients research extensively, compare providers, and decide slowly—traditional ad campaigns struggle to deliver ROI.
📊 Digital Marketing in Healthcare: Where the Numbers Are Heading
| Metric | 2021 | 2023/2024 | Insight |
|---|---|---|---|
| Google Ads Cost-per-Lead | $33.45 | $38.94 | ↑ 16% increase in two years |
| Elective Specialty CPA (UK): | |||
| • Ophthalmology | — | £98.89 | One of the highest acquisition costs |
| • Orthopedics | — | £56.23 | Well above the healthcare average |
| • Cosmetic Surgery | — | £62.74 | High competition for leads |
| • Fertility | — | £54.58 | Cost reflects longer patient journeys |
| Facebook/Instagram Lead Cost | — | $29–$61 | Increased pressure post-iOS privacy updates |
| Healthcare Conversion Rate (Search) | — | 4.71% | Declining across industries |