Marketing

The State of Healthcare Content material Advertising and marketing

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Most healthcare executives say the COVID-19 pandemic affected their content marketing strategy, but it didn't change their content marketing budget. This is based on recent research by True North Custom.

The report is based on data from a survey conducted in 2020 of more than 200 executives who manage marketing and communication functions for health organizations (e.g., hospitals, medical clinics and specialty centers).

Two-thirds of health marketing executives say their content has become more educational due to COVID-19, and 45% say they have been more focused on promoting quality services.

59% of health care executives say COVID-19 didn't affect their content marketing budget, 21% say it caused a decrease, and 9% say it caused an increase.

Two-thirds of health marketing executives say their organization is reasonably effective at content marketing, 26% say their organization is very effective, and 7% say their organization is not effective at all.

Around 70% of healthcare executives say their organization has a content marketing strategy. However, only 28% of executives say their content marketing strategy is documented.

About research: The report is based on data from a survey conducted in 2020 of more than 200 executives who manage marketing and communications functions for health organizations (e.g., hospitals, medical clinics and specialty centers).

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Jeffrey Rabinowitz