So, first the level-set. This is a general marketing provider looking at the healthcare industry (because they have seen a market opportunity) so this white paper is no “Applying FDA Regulations to Online Marketing” (Klick Health) but it does combine some source research from the Content Marketing Institute and MarketingProfs to show the current state of the industry. This report takes a wide view of healthcare marketing so many of the examples are dominated by providers such as hospitals rather than pharmaceutical or medtech companies.
With the disclaimers out of the way, one of the most interesting findings was the use of social media. Notice that the top channels are at least close in usage (and YouTube is a favorite) but the more niche channels are much less popular:
Some of these channels represent important places where healthcare marketers could find value. Of note:
- Slideshare: this channel can hold large presentation decks and so has plenty of room for all of the safety requirements of healthcare marketing. The channel also integrates closely with LinkedIn (it is owned by them) to allow for extended reach of the materials.
- Instagram and Flickr: while the industry is on par with the outside world on Pinterest, they are falling behind in Instagram and Flickr. Health has many stories that can be told via images and these get shared more often than text so these are channels that should be considered.
- Blogs: (not included in the chart above) only 58% of healthcare marketers have blogs (and the number is much lower for pharma and medtech) while 74% of other marketers use them. This is an opportunity for healthcare marketers to get their message out, even the FDA does it.
In terms of what healthcare marketers are doing, the top channels are dominated by digital:
- 86% Articles on the website
- 81% Social media other than blogs
- 78% Enewsletters
- 75% Videos (doesn’t specify delivery channel)
- 75% In-person events
- 64% Articles on other websites
Source: Marketo Whitepaper