Health systems and hospitals are recognising the importance of delivering a creative content marketing campaign, but just a quarter deem their efforts to be very effective, according to a new study published by media enterprise True North Custom.
The content marketing report polled the opinions of 101 healthcare marketing professionals working for a variety of health-based organisations in the United States. The use of content to educate, inform and entertain is growing in popularity, as 69 per cent of respondents now manage content campaigns, while a further 17 per cent are planning to do so sometime this year.
While content is playing an ever-greater role in the marketing mix, executives are not entirely enamoured with their ability to implement it effectively, as 66.7 per cent said that their campaigns are only somewhat effective, and 5.6 per cent said they are not effective at all. In contrast, 27.8 per cent are happy with the returns from their content strategies.
When it comes to the most popular content types, social media leads the way by a substantial margin, with Facebook being the number-one platform for publishing articles and videos. Other popular social networking sites include Twitter and YouTube, while LinkedIn is used more than visual platforms such as Instagram and Pinterest.
Social is ranked as the top tactic, but articles on a website came in a close second, which indicates how important relevant written website content is for achieving a range of marketing objectives such as positioning an enterprise as an authoritative figure within the industry.
Execs were asked to rank their top five content types, and videos, eNewsletters, blogs, in-person events and print newsletters also feature prominently. However, health systems appear to place little value in producing content such as online presentations, illustrations, webinars, mobile apps or microsites.
Returning to social, more than half of health systems and hospitals are publishing content on these platforms each and every day while just over a third update them on a weekly basis. This compares to just 12.2 per cent that publish new content on their websites each day, though around 73 per cent update web copy within a month. Blogs are the least likely content type to be updated regularly.