Creating digital content can be time-consuming. Resources available in-house for many medical groups, hospitals and ASCs are often inadequate. Get more out of the effort and budget that you invest in marketing with these insights:
What Kinds of Content Work?
Webinars/events 43%
Videos/motion graphics 41%
Interactive content 40%
Newsletters/blog posts 40%
Case studies/articles 38%
Research/eBooks 32%
Infographics 28%
What ARE THEY TRYING TO ACHIEVE?
Increasing conversion rates 54%
Improving quality of leads 53%
Increasing leads/subscribers 49%
Increasing engagement time 38%
Improving brand preference 33%
Integrating across channels 20%
Reducing sales cycle time 19%
TO WHOM ARE THEY MARKETING?
Ideal Customer Insights
- Location and time zones
- Spending patterns and buying power
- Languages spoken
- Stages of life
- Interests
- Industries in which they are employed
- Title
- Age
CONTENT CREATION SOURCES
62% – Outsourced to a specialist
24% – Combination of outsourced and in-house resources
14% – In-house resources only
Channel Effectiveness
Email 77%
Social media 53%
Website/blog 52%
SEO/organic search 22%
Display ads 21%
PPC/paid search 21%
Content syndication 20%
How MANY HAVE A CONTENT STRATEGY IN PLACE?
36% – Executing on a set strategy
32% – Preparing to take action
25% – Talking about it
8% – Doing nothing – no plans