Feb 18, 2013
I’ve been wondering why health care marketing is so
behind for a while now. Recently, I had a meeting with a person heavily involved in the creation of health care exchanges in several states. We talked extensively about the need for health care providers to understand that today, they’re in a competitive market and that means they need to learn more integrated (translate – modern) health care marketing strategies. And yet, much like many community banks, they don’t seem to understand their predicament.
However, many are starting to come round. This blog post is really just an introduction to an excellent post on the Content Marketing Institute site about research that shows health care marketing, specifically content marketing is at least two years behind other industries. Here’s an excerpt:
“In particular, some major findings include:
- Forty-three percent of health care marketers plan to increase their content marketing spend over the next 12 months, compared to 54 percent for all industries.
- On average, health care marketers spend 23 percent of their total marketing budget on content marketing activities, compared to 31 percent for all marketers.
- Brand awareness is the most popular content marketing objective (81 percent).
- The biggest content marketing challenge is producing enough content. “