Every company that makes it onto the Fortune 500 list is part of a highly competitive industry, competing for a spot as an industry leader. The last industry we analyzed was the top one hundred tech companies. This time, we’re going to be analyzing the top healthcare companies on the 2019 Fortune 500 list. For the healthcare industry, 71 companies made it onto the 2019 Fortune 500 list. Let’s dive in and take a look at how these healthcare leaders position their online presence within the market.
What does Healthcare Include?
Healthcare is an industry that has many sectors, which were classified as “Pharmaceuticals,” “Pharmacy and Other Services,” “Medical Facilities,” “Medical Products and Equipment,” “Insurance and Managed Care,” and “Scientific, Photographic, and Control Equipment.” The most common sector is “Medical Products and Equipment,” with 17 out of 71 companies falling into that category.
Average Number of Website Pages
The average number of website pages for the industry is 22,405. The most common range for the number of webpages was between 10,001 and 50,000. If you read our last website analysis post of the Top 100 Tech Companies, those websites had on average, 23,348,527 website pages. The reason for the stark difference is that many technology companies are B2C, so they host many product pages or are companies such as social networking sites. The majority of these healthcare companies are not selling products that customers can simply add to a virtual cart, but they do have a lot of web content about careers, product specs, press, and events, building up their website. Surprisingly, a little more than 5% of websites had less than 1,000 website pages.
Many of these companies have more than one main call-to-action on their homepage. In addition to having multiple calls-to-action, many of them invite site visitors to learn more about their solution or product.
The healthcare industry often handles products or services that are considered confidential, so, it may be hard to effectively showcase what they do using images on their website. Due to that, it’s unsurprising that 90% of websites featured stock photos on their homepage and only 43% show off pictures of their product or service on their homepage.
As for videos, only 26% used a video on their homepage, and only 18% of companies use a video that highlights their actual product.
When someone goes to your website, they are likely looking for more information, but they also may want to contact your company. We found that healthcare companies don’t put their contact information front and center like many other companies would. In fact, only 24% have a phone number on their homepage, and only 4% have the option to chat with a company representative.
Not surprising, but many of the top healthcare companies don’t publicly list their pricing on their website. For solutions such as health insurance, or products such as pharmaceuticals, it’s hard to list the price online because there are so many components that make the sticker price different for every consumer. In total, only 5% of these healthcare companies have their prices publicly facing.
Blogging is an excellent way for brands to build trust with consumers, share thought leadership, and position themselves as the best solution. 46% of companies on this list had a blog on their website offering valuable resources for their audiences.
Out of these companies, the biggest social media presence was on LinkedIn. Every single company on this list had a LinkedIn profile, but for other platforms such as Facebook, Twitter, and Instagram, the presence was less common. LinkedIn also had the highest average for following out of the social media platforms analyzed.
A company website is a valuable tool for gaining insight into a business and their products and solutions. For the healthcare industry, while it is highly competitive, it’s also crowded with companies who have to keep information secure and confidential. So, it makes a lot of sense that their websites all follow a similar theme of limited information, stock photos, and more written content, news, and thought leadership, than product insight. To learn how to analyze your competitive landscape, download our free guide.