The 2018 State of Healthcare Content Marketing: The Future of Digital Content

by | Mar 28, 2018 | Healthcare Industry Insights

Content continues to evolve as an essential component of a modern digital healthcare marketer’s toolkit into the future.

The third-annu­al State of Health­care Con­tent Mar­ket­ing Report is spon­sored by True North Cus­tom and devel­oped in part­ner­ship with the Health­care Insight advi­so­ry board to ana­lyze cur­rent con­tent mar­ket­ing best prac­tices. The future of dig­i­tal and print con­tent mar­ket­ing for health­care is rep­re­sent­ed through these health­care mar­ket­ing trends.

This year’s report is based on a rep­re­sen­ta­tive sam­ple of health­care mar­ket­ing pro­fes­sion­als. Over more than 150 hos­pi­tals and 500+ urgent care cen­ters, physi­cian prac­tices, and oth­er facil­i­ties nation­wide were surveyed.

Here are the high­lights from this year’s State of Health­care Con­tent Mar­ket­ing Report:

(Nearly) Everybody’s Doing It — Or Will Soon

More than 8 in 10 (83%) used con­tent mar­ket­ing com­pared to 69% the pre­vi­ous year. An addi­tion­al 14% plan to employ con­tent mar­ket­ing this year. Only 3% are not using con­tent mar­ket­ing and have no plans to start. Near­ly all of those who use con­tent mar­ket­ing (90%) ranked it a high pri­or­i­ty com­pared to oth­er mar­ket­ing and com­mu­ni­ca­tions initiatives.

Activity Outpaces Achievement

More than 9 in 10 (93%) find con­tent mar­ket­ing effec­tive, although most described their efforts as some­what effec­tive (58%). Only 36% called their efforts very effec­tive. Respons­es were almost iden­ti­cal last year.

Content Marketing Ideas for Healthcare Continue to Mature

Near­ly 9 in 10 (89%) have a con­tent strat­e­gy, up from 52% last year. Only 33% doc­u­ment­ed their strategy—although that rep­re­sents dou­ble-dig­it growth over the 21% who did so in 2016.

Not Much Change in Channel Mix

Four of the top five con­tent mar­ket­ing tac­tics are dig­i­tal, with social media con­tent well above the rest. Next fol­lowed by e‑newsletters, video con­tent and blog posts. Print mag­a­zines rose to num­ber 4 from num­ber 7 last year.

ROI Remains the Holy Grail

The major­i­ty of respon­dents (65%) now con­sid­er them­selves suc­cess­ful at track­ing ROI—only 44% gave that response last year. How­ev­er, only 10% con­sid­er them­selves very suc­cess­ful at track­ing ROI. This dis­par­i­ty between adop­tion and demon­strat­ed achieve­ment is like­ly tied to select­ing brand aware­ness, patient loy­al­ty and engage­ment as top goals instead of more quan­tifi­able objec­tives like lead gen­er­a­tion and cross-selling.

Learn More

Read the full 2018 State of Health­care Con­tent Mar­ket­ing Report.

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