Most healthcare marketing executives say the COVID-19 pandemic has affected their content marketing strategy but it has not changed their content marketing budget,according torecent research from True North Custom.
The reportwas based on data from a survey conducted in 2020 among more than 200 executives who manage marketing and communications functions for healthcare organizations (e.g., hospitals, medical clinics, and specialty care centers).
Two-thirds of healthcare marketing executives say their content has become more educational because of COVID-19, and 45% say it has become more focused on driving to high-value services.
Some 59% of healthcare marketing executives say COVID-19 has not affected their content marketing budget, 21% say it has led to a decrease, and 9% say it has led to an increase.
Two-thirds of healthcare marketing executives say their organization is somewhat effective at content marketing, 26% say their organization is very effective, and 7% say their organization is not effective at all.
Some 70% of healthcare marketing executives say their organization has a content marketing strategy in place. However, only 28% of executives say their content marketing strategy is documented.
About the research:The reportwas based on data from a survey conducted in 2020 among more than 200 executives who manage marketing and communications functions for healthcare organizations (e.g., hospitals, medical clinics, and specialty care centers).
