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How Hospitals Are Approaching Content Marketing

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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.


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).

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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

Twitter: @ayaznanji

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