Please accept all cookies to ensure proper website functionality. Set my cookie preferences

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).

Sign up for free to read the full article. Continue reading "How Hospitals Are Approaching Content Marketing" ... Read the full article

Subscribe's free!

MarketingProfs provides thousands of marketing resources, entirely free!

Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.

Already a member? Sign in now.



image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. 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