The 2017 State of Healthcare Content Marketing Report

by | Mar 29, 2017 | Healthcare Industry Insights

The State of Healthcare Content Marketing 2017 report features the latest tips, trends, and best practices for healthcare marketers.

Although con­tent mar­ket­ing is not a new con­cept, it is clear that the health­care indus­try is con­tin­u­ing to adopt mea­sur­able dig­i­tal con­tent strate­gies and tar­get­ed direct mar­ket­ing methods.

Accord­ing to eMar­keter, 60 per­cent of health­care mar­keters cre­ate at least one piece of con­tent each day. This num­ber paints a clear pic­ture of mar­keters’ past, present, and future focus: con­tent. In fact, the aver­age mar­keter invest­ed more in con­tent in 2016 and will con­tin­ue to increase their con­tent bud­get in 2017.

How­ev­er, most orga­ni­za­tions are lever­ag­ing con­tent in an ad hoc fash­ion that may not tie into their broad­er busi­ness objectives.

This is a huge missed opportunity.

Content Marketing Challenges and Wins

Mea­sur­ing the impact of con­tent con­tin­ues to be a chal­lenge (it was also the pri­ma­ry chal­lenge in 2016’s report), as health­care mar­keters con­tin­ue to focus on upstream efforts, such as brand aware­ness, but are not yet able to tie these cam­paigns to down­stream revenue.

One of the top goals for health­care mar­keters this year is to increase web­site traf­fic. Accord­ing to a study from Aberdeen, year-over-year growth in unique site traf­fic is 7.8 times high­er for con­tent mar­ket­ing lead­ers com­pared to fol­low­ers (19.7 per­cent ver­sus 2.5 per­cent). Con­sumers crave content.

How­ev­er, our indus­try is still hav­ing dif­fi­cul­ty prov­ing content’s effi­ca­cy and cal­cu­lat­ing ROI. For oth­er B2C indus­tries, 82 per­cent of mar­keters see a pos­i­tive ROI from their inbound mar­ket­ing (Hub­Spot). To enjoy the same ben­e­fits, health­care mar­keters need to choose mean­ing­ful goals, select the right met­rics, and con­duct thor­ough plan­ning before exe­cut­ing con­tent mar­ket­ing campaigns.

One thing is clear: We’ve only seen the tip of the ice­berg for con­tent in healthcare—and the future is bright. A shin­ing exam­ple of this poten­tial is the selec­tion of one of our own for the nation’s high­est award hon­or­ing con­tent mar­keters. Cleve­land Clin­ic Direc­tor of Con­tent Mar­ket­ing Aman­da Todor­ovich was rec­og­nized as the 2016 Con­tent Mar­keter of the Year by the Con­tent Mar­ket­ing Insti­tute. She sur­passed final­ists from tech­nol­o­gy, finance, and oth­er sectors.

Her suc­cess reflects the industry’s progress in lever­ag­ing con­tent as an effec­tive strat­e­gy for deliv­er­ing brand and rev­enue growth. We expect to see more health­care con­tent mar­keters win­ning awards like this as that progress shows results.

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