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.
Most (52%) hospitals are now spending at least 26% of their marketing budget on content.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji