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 torecent research fromTrue 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 fromthe report.

Budgets

Most (52%) hospitals are now spending at least 26% of their marketing budget on content.

Goals

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 reportwas based on data from a survey of 100 people who work at hospitals of all sizes (85% marketers, 15% other executives).