Nearly two-thirds (73%) of hospitals in the United States are already engaging in content marketing, and an additional 19% plan to start this year, according to recent research from True North Custom.
The report was based on data from a survey of 100 people who work at hospitals of all sizes (85% marketers, 15% executives in other roles).
Some 48% of respondents say content is a high priority for their organization in 2016, and 17% say content is viewed as being essential to their marketing efforts.
Below, additional key findings from the report.
Budgets
Most (52%) hospitals are now spending at least 26% of their marketing budget on content.
Goals
Hospitals' biggest content marketing goals are increasing brand awareness (84% say so), patient loyalty (77%), and engagement (63%).
Content Marketing Priorities
Using patient/fan-generated pieces is the content marketing tactic that the largest proportion (37%) of hospitals plan to begin working on in 2016; however, it also has the largest amount (20%) of marketers saying it isn't a priority.
About the research: The report was based on data from a survey of 100 people who work at hospitals of all sizes (85% marketers, 15% other executives).
