The 2018 State of Healthcare Content Marketing

by | Mar 28, 2018 | Healthcare Industry Insights & Trends

Content continues to evolve as an essential component of the modern marketer's toolkit.

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.

This year's report is based on a representative sample of healthcare marketing professionals with purview over more than 150 hospitals and 500+ urgent care centers, physician practices, and other facilities nationwide.

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, while 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 Continues 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, followed by e-newsletters, videos, and blogs. 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.