When I speak to health care marketers I often hear the same saying: Health care marketing is 20 years behind the times.
When it comes to content, that’s kind of true. While industries like travel, financial services, and technology have been content marketing for over a decade, healthcare is lagging behind. In our June Healthcare Content Marketing report, we found that 63 percent of health companies on the Fortune 1000 had either limited or no presence on their website.
At the same time, however, fast-growing health tech newbies such as Oscar, Epic, and athenahealth are investing heavily in content and gaining a critical competitive advantage by gaining tens of thousands of shares in individual content – with their content success accelerating in the pandemic. You will find a lot of success especially through original research and data visualization.
These high investments in content make sense. It’s a game book top tech companies have been using for years, and there’s an incredible SEO opportunity out there too. Google processes a billion health-related searches every day. If you can create content that has good organic rankings and hits people in the buying phase, you can get results that would have cost you over millions of dollars paid.
These innovative healthcare startups are spurring the rest of the industry to catch up.
Dive into our infographic and read the full report for more information Health content trends webinar on demand.
Infographic by Judy Wong
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