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Healthcare is 2 years behind other marketers


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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:

In terms of what healthcare marketers are doing, the top channels are dominated by digital:

Source: Marketo Whitepaper

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