Content marketing is key to healthcare service line growth, according to new report

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While service lines are a primary focus for healthcare marketers charged with driving higher patient volume, revenue growth and return on investment, consumers also are ignoring marketing more than ever, according to a new report from True North Custom.

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Quality content is a proven approach to growing key service lines and converting prospects into loyal customers who are already bombarded with messages

True North Custom, a leader in data-driven content marketing strategies, today released a new guide illustrating ways to engage, nurture, and convert consumers through the healthcare decision cycle.

While service lines are a primary focus for healthcare marketers charged with driving higher patient volume, revenue growth and return on investment, consumers also are ignoring marketing more than ever, according to the report.

“Quality content is a proven approach to growing key service lines and converting prospects into loyal customers who are already bombarded with messages,” said Lud Kimbrough, president and CEO. “The ‘retailization’ of healthcare is upon us and the stakes are high; consequently, healthcare organizations need to think differently about providing relevant content that can help them make informed decisions.”

In the report “Content Marketing for Healthcare Service Line Growth,” True North Custom explains that, as a result of a changing landscape that includes the use of mobile for healthcare content, marketers are spending fewer resources on securing the best ad placement and instead are focusing more on creating content that educates their audiences to establish their brand as an industry leader. This move to digital also provides marketers with more information than ever before to guide marketing decisions.

The report takes readers through the buyer’s journey and decision-making, outlines the conversion paths, and explains the best approach to promoting service line campaigns.

“The key to getting attention is relevancy,” Kimbrough said. “Relevant content educates, builds trust, and converts users into satisfied patients.”

Based on the firm’s work with some of the largest hospital systems nationwide, hospitals that deliver content that addresses specific needs of their audiences typically experience a six-to-one return on their marketing investment, Kimbrough said.

For many more insights, the full report is available at: http://hubs.ly/H039Pzp0.

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Thomas Becher
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