Some 83% of healthcare organizations are now engaging in content marketing, and an additional 14% plan to start engaging this year, according to recent research from True North Custom and Healthcare Insight.

The report was based on data from a survey conducted in 4Q17 among 53 healthcare marketing professionals who work for hospitals, urgent care centers, physician practices, and other healthcare organizations.

Some 36% of respondents say their organization's content marketing efforts are very effective, and 58% say they are somewhat effective.

Only one-third of respondents say their healthcare organization has a documented content marketing strategy.

Healthcare marketers say the top content marketing tactics used by their organization are social media content, newsletters, videos, and print magazines.