Feb 18, 2013
Why is health care marketing so far behind?
I’ve been wondering why health care marketing is so
Courtesy Content Marketing Institute
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. “
Kevin said:
I believe that health care companies care about the quality, not the quantity. That is also a reason why they are focusing more on brand awareness.
Unfortunately if they do not tell enough people what they’ve created there won’t be any customers either. There are also few risks when company decide to use content marketing as their main strategy. Educational materials is a good way to communicate with potential customers. There should be dialogue not only communication in one direction which is still used by many companies lately.
February 27th, 2013 at 3:23 am
Valadbsol said:
Nice Article and Health Care Marketing will be rise as the product is in good effect & Result
February 27th, 2013 at 3:37 am
Bonnie said:
I agree Kevin and see many health care companies bypassing some of the interim steps and leaping straight into content marketing. As you say, this makes sense, as we view health care as a protective and informative industry, not a “salesy” one.
February 27th, 2013 at 10:31 am
Lucy said:
Nice post thank you !
March 18th, 2013 at 6:29 pm
Bret cutts said:
I think marketing for health care products is not easier like any other products. Apart from the marketing, the product company has to take care a lot of things to develop the product including maintaining nutrition, quality and dealing with govt. officials to get approval. Sometime this leads down their marketing strategy.
March 22nd, 2013 at 2:16 am