Healthcare Marketers Need to Tie Content to ROI
While content marketing is a high priority for most healthcare organizations, most haven’t yet tied it to ROI, finds True North Custom’s 2017 “State of Healthcare Content Marketing” report.
The recently released research discloses that 69.2 percent of healthcare marketers were already using content in their mixes in 2016 and 17.3 percent planned to add it in 2017. They knew it was important, but they didn’t know how to measure it right, concluded the research.
“Although content marketing is not a new concept,” reads the report’s introduction, “it is clear that the healthcare industry is continuing to adopt measurable digital content strategies and targeted direct marketing methods. Measuring the impact of content continues to be a challenge (it was also the primary challenge in 2016’s report), as healthcare marketers continue to focus on upstream efforts, such as brand awareness, but are not yet able to tie these campaigns to downstream revenue. The bottom line: While most organizations are using content marketing, they are doing so in an ad hoc fashion that may not tie into their broader business objectives.”
Cleveland Clinic leads the pack and here’s how other healthcare marketers can catch up, says True North Custom’s report:
Install Google Analytics on the Website
“It comes with preloaded dashboards to get you started,” says the tip.
From there, identify which types of content and calls to action perform the best and build on those. (Add in social media reports to this analysis, regarding views, engagement and shares.)
Some ideas from the research:
- Which Web pages are most popular?
- Which blog posts are getting the most traffic and shares?
- Which calls to action are getting the most conversions? [Author’s note: Also, define a conversion based on business goals.] How are you responding? Emails about making appointments? Opt-ins for RSS feeds from the site?
Get the CRM/PRM In Order
“Self-reported health data and other health and wellness data can be used to encourage targeted prospects to download a guide, complete a health assessment, or book an appointment,” it says.
Optimize, Measure, Repeat
“Use this data to refine your content strategy and give your audience more content that compels them to take your desired action,” reads the report. [Author’s note: Testing can also bring in new ideas, rather than sticking with only the content that would be considered a control.]
What do you think, marketers?
Please respond in the comments section below.