The State of Healthcare Content Marketing

According to research from True North Custom, most healthcare marketing executives say the COVID-19 pandemic has affected their content marketing strategy, but not their budget. Two-thirds of executives say their content has become more educational, 45% say it has become more focused on driving to high-value services, and 59% say their budget remains unchanged.

The research also revealed that two-thirds of healthcare marketing executives say their organization is somewhat effective at content marketing, and 70% say they have a content marketing strategy in place. However, only 28% say their strategy is documented.

The report was based on data from a survey conducted in 2020 among more than 200 executives who manage marketing and communications functions for healthcare organizations.