Health Care Content Marketing Trends

October 22, 2013    By Becky Sheetz ()

Health Care Content Marketing Trends

Are you actively involved in content marketing for your health care specialty practice, planning newsletter, social media or another form of content marketing? If so, research of more than 2,400 respondents from MedCity Media and MarketingProfs provides some very interesting data that will help you.

Content marketing grows, but not at the rate of other industries.

The use of content marketing is rising in health care specialties, but at a slower pace than in other industries. Across the health care industry, 43% of marketers plan to increase their content marketing spending over the next 12 months. That’s a major jump. However, it’s dwarfed in comparison to the 54% who plan to increase this form of outreach in all industries combined. This gap follows current content marketing spending. According to the research, on average, health care marketers spend 23% of their total marketing budget on content marketing, compared with 31% for all marketers.

What does this mean for medical specialists engaging in, or looking to engage in, content marketing? For one thing, it’s a proof of concept for content marketing for health care. The fact that comparatively fewer organizations are doing it points to more opportunity for those practices that do engage in content marketing, such as newsletter marketing.

Brand awareness is the primary objectives.

Why do health care marketers spend on content marketing? According to this study, 81% said that brand awareness is the primary objective. For medical specialists seeking to reach referring professionals, awareness and consistency are critical.

The biggest challenge is no surprise.

MarketingProfs and MedCity Media determined that the most significant content marketing challenge is producing enough content. That ongoing difficulty is consistent with one of the top reasons medical specialists report choosing a turnkey newsletter marketing program.

Health care marketers outsource more content than do their peers.

Health care marketers (63%) outsource content far more frequently than do their peers in other industries (45%). Fear of violating the Health Insurance Portability and Accountability Act of 1996 (HIPAA) was credited as one driver for the volume of outsourced content. WPI Communications also believes the incredible demands put on medical specialty practices make generating consistent, relevant and meaningful content extremely difficult, and for some, impossible. 

Health care marketers tend to use print at higher rates than do peers in other industries.

A full 43% of health care marketers report using print newsletters. Compared with 28% of all marketers using print newsletters, this is significant. It’s not surprising, however. WPI Communications has found that readers prefer concise summaries of the latest research findings—like that contained in a referral generating newsletter—be presented in print. It’s easier to digest and to retain.

The better you understand trends like these, the more successful you’ll be in your content marketing efforts. To learn more about how referral newsletters get results for physicians, contact us at 800-323-4995 or

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