Study: Healthcare Brands See Opportunities in Content Marketing
According to a recent study, most healthcare marketers view content marketing as an exciting opportunity for their brands … but organizational inertia is thwarting their efforts to make it happen.
Co-sponsored by Econsultancy and Ogilvy CommonHealth, Organizing Healthcare Marketing in the Digital Age presents a snapshot of the healthcare marketer who’s very much aware that content marketing is the future:
“As push advertising leaks efficiency, the HC industry has to get its messages out. Content marketing is the path forward for many product types.” (Page 9)
In fact, for the question “Which one area is the single most exciting opportunity for your organization over the next 12 months?” content marketing received as many responses as did customer experience:
As the researchers commented,
“Tailored content is of particular interest to HC marketers given the complexity of the customer journey in many parts of the industry. It also reflects the increase in research conducted by patients as well as HCPs themselves.” (Page 9, emphasis mine)
So, if healthcare marketers value the opportunity that content marketing presents, why are so many organizations lagging behind?
Most of us might expect regulatory concerns and compliance with directives such as HIPAA to top the list of roadblocks. But 43 percent of respondents pointed to their own organizational structures as a “significant limitation” on their digital marketing capabilities (including content marketing), while only 33 percent cited regulatory obstacles:
The Conclusion: Change or Die
Despite the looming challenges facing healthcare marketing managers when it comes to content and digital marketing, standing still is not an option. As report author Stefan Tornquist noted in his concluding remarks,
“Innovators in healthcare companies can find it difficult to spark fast action. But the outside world demands change; 75% of respondents acknowledge that changing consumer behaviors will force them to innovate. Every study of consumer behavior, every new mobile app in healthcare, every new innovation in treatment…these are the levers that can be used to encourage innovation and investment.” (Page 25)
In other words, healthcare marketers are arriving at the same conclusion that many of their brethren reached some time ago: traditional marketing alone is no longer enough to build the relationships that consumers crave when it comes to their choice of healthcare brands. Those who begin building those relationships today – through content marketing and through other means – will begin reaping the rewards at a time when their competitors are still in the starting blocks.
If you’re a healthcare marketer, I’d love to hear your perspective on this study and the state of healthcare content marketing. Please share your insights in the comments.
About the Author
A self-described geek who can recite entire episodes of South Park by heart, Rachel Parker has had a passion for content ever since she was old enough to hold a crayon (purple, please).
As Founder and CEO of Resonance, Rachel helps businesses publish content that connects with their audience … and converts those followers into customers. She’s also the host of the Content Marketing Podcast and a sought-after speaker, having presented to many major business and marketing organizations. To learn more, download our complimentary audio 5 Things You Must Know About Content Marketing.
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