During our last webinar, we discussed how healthcare organizations seeking to boost market interest are heading online. That’s where the patients are.
Marketers looking to enter the digital arena and commit to quality content have a host of options. Whether in the form of newsletters, take-home pamphlets, blog posts or social media items, the tone should be one of providing information rather than advice.
A recent study by the Pew Internet and American Life Project estimates that 77 percent of patients research health information online. Marketers are responding by using content to keep potential patients interested and engaged.
According to the Content Marketing World Health Summit, 43 percent of healthcare marketers plan to increase their content marketing spend over the next 12 months, compared with 54 percent for all industries
Still, the healthcare industry is at least two years behind most other industry segments, over-reliant on traditional printed content and slow to adopt digital marketing efforts. As a result, too often patients are forced to make important decisions about health care without all the information they need to properly evaluate their options.
Leading organizations such as Cleveland Clinic, National Institutes of Health (NIH), and The American Heart Institution have launched major content marketing initiatives. Dozens more have similar programs.
Smaller organizations are also getting into the game, due to the relatively low cost of entry and strong return on the investment: an estimated 62 percent less than traditional marketing. Better yet, the affordable discipline is estimated to generate approximately three times as many leads as traditional efforts.
So whether an organization views content as digital newsletters, blog posts or social media items, odds are good that the effort will pay off with stronger leads.
That’s the kind of news every healthcare marketer wants to hear
Want to learn more?
If you liked what you read, and would like to learn more about Content Marketing or Social Media Marketing, join AIS Media’s summer webinar series, “The New Rules of Digital Marketing for Medical & Healthcare Organizations”.