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Copyright © 2014 Contently. All rights reserved. contently.com 
By Herbert Lui 
State of Healthcare Content Marketing 
A Prescription For Success
CONTENTLY 
THE STATE OF CONTENT MARKETING: HEALTHCARE 
2 
One of my first memories of the internet was researching health symptoms that would 
convince my mom to let me take off school; though I’d had strep throat before, I couldn’t 
quite remember how to fake it. Luckily, there was AOL Health, whose answers gave me 
a blissful 48 hours of playing video games and sucking on ice pops until the results from 
the doctor came back negative. 
Eighteen years later, researching health questions remains one of the most popular activ-ities 
on the web. As Herbert Lui explains in this eBook, it’s even more popular than social 
media. For healthcare organizations, creating content for the web is a high-stakes game; 
it’s a sensitive, highly-regulated endeavor, but when done well, the benefits can be huge. 
Read on to discover the trends driving the evolution of healthcare content marketing, the 
secrets of organizations that are breaking through, and what lies ahead in the next few 
years. Enjoy. 
— Joe Lazauskas 
Contently Editor in Chief 
Editor’s Note
CONTENTLY 
THE STATE OF CONTENT MARKETING: HEALTHCARE 
3 
I. Introduction 4 
II. Trends 6 
III. Best-in-Class Examples 14 
IV. Expert Advice 18 
V. What’s Next 19 
VI. Conclusion 22 
Table of Contents
CONTENTLY 
THE STATE OF CONTENT MARKETING: HEALTHCARE 
4 
What do people do online? 
The most popular activity is checking email. The second is using a search engine. And the 
third? Looking for answers to health questions, according to a Pew Internet survey. Indeed, 
the appetite for healthcare content on the Web is huge; 
A whopping 80 percent of respondents to 
the Pew survey reported going online for 
answers to their health questions. 
And the available information is clearly something people value. According to a study con-ducted 
by Philips, 1 of every 10 people said if it weren’t for Web-based health information, 
they’d be dead or severely incapacitated. 
For the healthcare industry, content has great power, but—to paraphrase Spiderman’s Uncle 
Ben—it also comes with great responsibility. After all, if you’re a healthcare provider, the rami-fications 
of misleading content are much greater than if you’re a software company. People’s 
lives are in your hands.
CONTENTLY 
THE STATE OF CONTENT MARKETING: HEALTHCARE 
5 
The potential benefits of content marketing are huge 
for the healthcare industry. A recent study conducted 
by Google shows that brand reputation plays a crucial 
role in selecting a facility for 94 percent of patients. One 
hospital’s media coverage increased ninefold through 
their brand publishing efforts. As we’ll cover later, content 
marketing has delivered tangible benefits for healthcare 
organizations such as the Cleveland Clinic, Johns Hopkins 
Medicine, and the Mayo Clinic. 
Still, despite the potential upside, healthcare organiza-tions 
seem to move slower than other companies when 
it comes to content marketing. The Content Marketing 
Institute discovered that the health industry seems to be 
lagging up to two years behind other industries. Similarly, 
according to this infographic from SparkReport, only 26 
percent of hospitals connect with readers via social media. 
Whether a brand is looking to start a marketing initiative 
or vying to improve existing efforts, understanding the lay 
of the land can mean the difference between success and 
failure. 
Here is a primer on how content marketing is evolving in 
the healthcare space, starting with seven emerging trends. 
94% 26% 
SAY BRAND REP IS CRUCIAL IN 
SELECTING A FACILITY 
CONNECT WITH READERS VIA 
SOCIAL MEDIA 
OF PATIENTS OF HOSPITALS
CONTENTLY 
THE STATE OF CONTENT MARKETING: HEALTHCARE 
6 
Trends: The Age of Promiscuous Media 
A survey conducted by National Research found that 96 
percent of nearly 23,000 respondents used Facebook 
to gather information about healthcare, with 28 percent 
using YouTube and 22 percent using Twitter. That’s not 
just in healthcare, either; journalist Felix Salmon points out 
that we’re entering an age of what he calls “promiscuous 
media,” where a monogamous relationship with a single 
publishing platform simply makes no sense. 
“Now we have a multiplicity of options, and it’s silly not to 
take advantage of them,” Salmon writes. “Media organiza-tions 
have generally embraced their journalists publishing 
ultra-short pieces on Twitter; the future, I think, is going to 
be ever further in that direction.” 
FACEBOOK 96% 
YOUTUBE 28% 
TWITTER 22% 
Healthcare usage per social media platform
CONTENTLY 
THE STATE OF CONTENT MARKETING: HEALTHCARE 
7 
While social media can be engaging for many verticals, it is particularly entwined with 
healthcare. As a study by PwC points out, “45 [percent] of consumers said information 
found via social media would affect their decisions to seek a second opinion. More than 
40 [percent] of respondents reported that information found via social media would affect 
the way they coped with a chronic condition or their approach to diet and exercise.” 
Some healthcare organizations have begun to take advantage of this trend. For example, 
the Down Syndrome Program at Boston Children’s Hospital has been extremely active in 
engaging its community on Facebook, garnering over 5,000 likes. 
What consumers are saying about information gathered via social media 
45% Yes, i t would 40% Yes, i t would 
WOULD IT AFFECT YOUR DECISION TO 
SEEK A SECOND OPINION? 
WOULD IT AFFECT HOW YOU COPE WITH 
CHRONIC CONDITION OR DIET & EXERCISE?
CONTENTLY 
THE STATE OF CONTENT MARKETING: HEALTHCARE 
8 
Strategic Partnerships 
A few healthcare organizations have smartly combined their resources to expand each 
of their content marketing networks. For example, the University of Cincinnati, The Ohio 
State University, and Case Western Reserve University partnered to create NetWellness, a 
Q&A site similar to Quora—albeit with a much more retro design. 
Strategic partnerships have also been used to create brand affiliations, whereby health-care 
provider companies can combine efforts to showcase more credible work. For 
example, St. Vincent’s Medical Center became a member of MD Anderson Cancer Net-work. 
Lastly, healthcare organizations may also invest in their own startups and collaborate with 
them to better connect content with consumers. This is exactly what the Mayo Clinic did 
with their mobile startup Better.
CONTENTLY 
THE STATE OF CONTENT MARKETING: HEALTHCARE 
9 
A Focus on Contagious Content 
Historically, healthcare content has conjured images of brochures, white papers, and 
dense reports. However, the best of today’s healthcare content is much more shareable. 
Companies now leverage the data they’ve collected to become more transparent and tell 
patients what procedures actually cost. They then format the information as infographics, 
SlideShares, and newsworthy studies. 
The Mayo Clinic has earned a reputation as the most-trusted resource for medical infor-mation, 
and that helps brand advocates spread the word. A study found that 95 percent 
of Mayo Clinic patients stated that they actively promote the Mayo Clinic brand to others.
CONTENTLY 
THE STATE OF CONTENT MARKETING: HEALTHCARE 
10 
The LinkedIn Social CEO 
No longer will physicians be the only public representa-tives 
of hospitals. Much like how thought leadership is 
important to B2B organizations, it will be important for 
healthcare CEOs to be thought leaders in their respective 
fields. 
Leaders such as Scripps Health CEO Chris Van Gorder, 
University Hospitals Case Medical Center Chief Medical 
Officer Michael R. Anderson, and Mayo Clinic CEO Wyatt 
Decker are all active on Twitter—and you can find a list 
that includes 47 more here. 
Prominent figures like David L. Katz, director of the Yale 
University Prevention Research Center, and Steven J. 
Thompson, CEO of Johns Hopkins Medicine International 
and senior vice president of Johns Hopkins Medicine, 
have taken advantage of LinkedIn’s Influencer program 
to amass a large audience for their thought leadership. 
Katz has written hundreds of posts (the most recent of 
which are about health and wellness) and amassed over 
350,000 followers on the platform, and Thompson has 
amassed over 13,000 followers with 23 posts at the time 
this e-book was drafted.
CONTENTLY 
THE STATE OF CONTENT MARKETING: HEALTHCARE 
11 
The Pew Research Center’s Internet Project conducted a 
study that found that 47 percent of Internet users share 
photos or videos they found elsewhere. Video has always 
been an engaging channel for content marketers, and this 
is no exception in the healthcare industry. 
Children’s Healthcare of Atlanta has over a thousand 
subscribers on their channel, which serves both as a way 
to engage customers using different forms of media and 
a method to draw visitors back to their owned media 
properties. West Michigan nonprofit Spectrum Health also 
uploads a new video to YouTube almost every week. The 
Arnold Palmer Hospital for Children has attributed over 
$100,000 in fundraising to their video campaigns. 
Fast-growing digital media companies also see social 
video as the future. As the Nieman Journalism Lab 
reported, BuzzFeed’s strategy now makes their videos 
more shareable by leveraging a viewer’s identity, com-pelling 
them emotionally, or interesting them in sharing 
information. These tactics work well for healthcare orga-nizations. 
When the Cleveland Clinic produced a video 
to encourage its staff to be more empathetic, they also 
brought it to a couple of conferences, where viewers felt 
compelled enough to share it via social media. After notic-ing 
the response at the conferences, the Cleveland Clinic 
decided to upload this video to their YouTube channel, 
and it quickly amassed over one million views. 
A Healthy Diagnosis for Video
CONTENTLY 
THE STATE OF CONTENT MARKETING: HEALTHCARE 
12 
Contributing to Medical Journals 
Contributing to medical journals has always been an 
important content marketing task for healthcare practi-tioners. 
Unfortunately, given their lack of time, the activity 
is often delegated to ghostwriters, who may be better 
with words but not necessarily as qualified to write about 
medicine. 
The challenge presents a conflict of interest: Hospitals 
want their healthcare providers to help attract more 
patients to their facilities, but in order to preserve credi-bility, 
these providers must enforce objectivity as a core 
value and not submit articles that are entirely self-serv-ing. 
In the long run, objectivity will pay off much more 
handsomely than the short-term revenue from an article 
embellishing a hospital’s capabilities or treatments. 
Although contributions by doctors to medical journals 
have helped boost companies’ bottom lines in the past, 
they have also led to some severe health problems for 
individuals and huge backlashes as a result. For exam-ple, 
as reported in The New York Times, pharmaceutical 
company Wyeth is being sued over some of the drugs and 
therapies that have been covered in journals by ghostwrit-ers. 
Many of these medical journals fail to note when arti-cles 
are ghostwritten. Given the sensitive nature of this 
information and the serious implications it could have 
on people’s lives, healthcare providers submitting work 
to publications and journals need to disclose relevant 
information and bylines more transparently. The first orga-nizations 
to do this will be able to set a better trend for the 
industry and have an opportunity to establish themselves 
as thought leaders because of their objectivity.
CONTENTLY 
THE STATE OF CONTENT MARKETING: HEALTHCARE 
13 
The Mobile Movement 
The whole world is going mobile, and doctors are follow-ing 
suit. Studies estimate there will be 500 million users 
of mobile health applications by 2015, and 50 percent 
of the 3.4 billion smartphone and tablet users will have 
downloaded mobile health applications by 2018. Accord-ing 
to Becker’s Hospital Review, the mobile health market 
reached $718 million in the U.S. in 2011. 
Healthcare institutions see the value of mobile: the Mayo 
Clinic’s investment in Better, Phoenix Children’s Hospital’s 
mobile apps, and Eli Lilly and Company’s mobile solutions 
are all indications that healthcare content marketing will 
continue to go mobile. 
Moving forward, mobile apps and experiences will be the 
key for healthcare organizations to obtain customer infor-mation 
and tailor content experiences towards each user. 
500 mill 
50% of devices 
MOBILE HEALTHCARE USERS BY 2015 
WILL HAVE A HEATLH APPLICATION BY 2018
CONTENTLY 
THE STATE OF CONTENT MARKETING: HEALTHCARE 
14 
Best-in-Class Examples: Mayo Clinic Goes Micro 
It would be impossible to examine healthcare content 
marketing without bringing up the Mayo Clinic, one of the 
organizations that has gained immense recognition and 
credibility in recent years. While their entire content mar-keting 
strategy is worth looking at, one particular aspect to 
note is their use of micro-properties. 
They run a blog dedicated to sharing uplifting and inspi-rational 
stories, authored by both Mayo Clinic employees 
and patients. They also have an online magazine titled Dis-covery’s 
Edge, which is dedicated to sharing information 
about recent developments in medical science research. 
Another popular media property is their collection of blogs 
that details how to live with various types of health chal-lenges 
(such as diabetes or cancer). 
The controversy with ghostwriting and sponsored editorial 
has led traditional health publications to lose the credi-bility 
they once had. That leaves the field clear for other 
influencers to chime in, and companies such as the Mayo 
Clinic have done so with much success.
CONTENTLY 
THE STATE OF CONTENT MARKETING: HEALTHCARE 
15 
Cleveland Clinic Health Hub 
One of the Cleveland Clinic’s major digital initiatives is known as Health Hub. It features 
health and wellness content from 40 of their leading healthcare providers, which not only 
helps establish the credibility of each provide’s credibility, but also bolsters the Cleve-land 
Clinic’s own reputation. The Cleveland Clinic also develops their content for specific 
types of readers. 
According to Ragan, the site receives over a million visitors each month. They create 
extremely high-quality, credible content while considering the shareability of each article. 
Their process for fine-tuning what their readers want is best exemplified by the site’s 
newsletter, which has 50,000 subscribers and an impressive click-through rate of almost 
60 percent.
CONTENTLY 
THE STATE OF CONTENT MARKETING: HEALTHCARE 
16 
Johns Hopkins Medical Podcasts 
Johns Hopkins Medicine has been running their podcast, PodMed, for nearly a decade. 
Although podcasts seem like dated media, they’re bouncing back because of the wider 
availability of hardware and distribution channels. While RSS used to be the main source 
of distributing a podcast, platforms like SoundCloud, iTunes, and Swell enable people to 
get their content to audience’s podcasts much easier. 
As Swell mobile product manager Semil Shah writes, “What makes podcasts exciting right 
now, in 2014, is that while the battle for consumer attention and eyeballs is fierce on the 
Web and on mobile, the fight for our ears is more manageable.”
CONTENTLY 
THE STATE OF CONTENT MARKETING: HEALTHCARE 
17 
Phoenix Children’s Hospital Apps 
Phoenix Children’s Hospital connects with young parents 
through the Car Seat Helper App for iPhone, iPad and 
Android. The mobile app is extremely content-heavy but is 
presented in a medium suited for the evolving landscape. 
Harvard professor Sunil Gupta wrote in the Harvard Busi-ness 
Review, “People simply don’t like ads on their mobile 
devices. ... [F]or the time being, apps are the best ways to 
win the hearts and minds of mobile consumers.” 
Mobile devices are extremely effective in healthcare. A 
Google Think study showed 44 percent of patients who 
research hospitals on their mobile devices scheduled an 
appointment. 
44% of patients 
WHO RESEARCH HOSPITALS ON MOBILE DEVICES 
SCHEDULED AN APPOINTMENT
CONTENTLY 
THE STATE OF CONTENT MARKETING: HEALTHCARE 
18 
Expert Advice 
ADAPTIVE JOUNRALISM LOOK OUTSIDE THE INDUSTRY 
MOBILE, MOBILE, MOBILE 
Straight from the front line, here are observations from 
experts about where healthcare content marketing is 
headed: 
“Technology is changing so fast, we need to be able to 
move content from print to Internet to mobile to video in 
a seamless way.” —Paul Matsen, Cleveland Clinic CMO, in 
an interview with Healthgrades 
“Every content strategist should constantly be roaming the 
Web for new ideas, especially outside our own industry.” 
—Ron Shaull, director of writing and content services at 
The Ohio State University Medical Center, in an interview 
with Contently 
“Mobile must be your priority number one.” —Bart Foster, 
chief strategy officer and founder of SoloHealth, in a 
column on MediaPost
CONTENTLY 
THE STATE OF CONTENT MARKETING: HEALTHCARE 
19 
What’s Next 
According to The Drum, 78 percent of CMOs think custom 
content is the future of marketing. This is exceptionally 
relevant to the field of healthcare. As Shaull said, “More 
hospitals and hospital systems are looking beyond the 
role of their websites as one-way catalogs of information 
to see them as interactive channels focused on the needs 
of the user.” 
A growing portion of healthcare content marketing will 
focus on tailoring the information specifically to the individ-ual 
user. For example, Better is a service dedicated to 
connecting information with the user, sometimes through 
live chats with expert doctors and nurses. 
Custom content will be the 
prescription for healthcare 
companies. 
Wearable technology will 
become the new utility 
content. 
The Quantified Self movement is dedicated to better 
understanding one’s body through metrics and regular 
data tracking. Inspired by this idea, Eli Lilly and Company 
created a mobile app named Talking Progress, which has 
a feature “Mood Diary” that helps users track their emo-tions 
through metrics: “On a scale of 1–10, how are you 
feeling?” 
With wearable technology, like Jawbone Up, which tracks 
sleep patterns and heart rates, the opportunities for 
leveraging Quantified Self are growing. The data collected 
through wearable technology could be another way to 
help brands tailor their content to users.
CONTENTLY 
THE STATE OF CONTENT MARKETING: HEALTHCARE 
20 
Healthcare will get their 
curation on 
The overwhelming amount of content available on social 
media and on various healthcare publications opens 
up opportunities for experts to curate and share the 
high-quality material with their audiences. 
As former SVP and editor-at-large of WedMD Clare 
Martorana highlights in an interview with Wisdom Works, 
an effective health professional’s role is shifting from one 
of creation to curation. The Mayo Clinic has created a 
platform for aggregating interesting posts via social media 
and their own experts. 
Everyone will look to own, 
not rent 
Although paid marketing has been a reliable method for 
getting content more exposure, its pricing fluctuations 
could make it a less sustainable option in the future. For 
example, Google’s PPC click-through rates hit new highs 
only a few months ago. 
This lack of control means other channels should be used 
primarily to grow owned media channels. One could look 
to increase the circulation of email newsletters to grow the 
audience of a website or blog. While it may not be cheap, 
the cost of owned media remains constant, and it will be 
an asset that pays off in the long run.
CONTENTLY 
THE STATE OF CONTENT MARKETING: HEALTHCARE 
21 
The wellness wave will swell 
As MedCity Media founder Chris Seper highlighted in a Twitter Q&A, wellness is a crucial 
part of healthcare content marketing. While addressing specific types of illnesses or con-ditions 
will always be important, reaching and engaging the masses means shifting the 
discussion from treatment and recovery to prevention and maintenance. 
Advocate Health Care’s brand journalism site, health enews, has been featured on Fox 
News and supported by celebrities like Christina Applegate. In addition to discussing 
health issues, the site also features content such as “Moving shouldn’t be a pain in the 
back!,” “3 tips to curb cancer cost concerns,” and “5 reasons to add peaches to your diet.”
CONTENTLY 
THE STATE OF CONTENT MARKETING: HEALTHCARE 
22 
Content is a vital part of any healthcare organization. Not only does it help inform and 
engage a huge portion of the human population, it also rewards brand publishers with 
additional public coverage, enhanced credibility, and increased earnings. 
The landscape of healthcare content marketing is evolving rapidly, which provides oppor-tunities 
for newcomers and established organizations alike to engage readers in more 
meaningful ways. While it can be challenging, the fruits of this labor pay dividends and 
could usher in a healthier world—not to mention a healthier bottom line. 
Conclusion
CONTENTLY 
THE STATE OF CONTENT MARKETING: HEALTHCARE 
23 
Want more insights into the 
state of content marketing? 
For daily insights, subscribe to our online magazine, 
The Content Strategist. 
And if you’d like to talk to someone about Contently’s services, 
please reach out to us at sales@contently.com 
or visit contently.com. 
contently.com

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What Is The State Of Healthcare Content Marketing?

  • 1. Copyright © 2014 Contently. All rights reserved. contently.com By Herbert Lui State of Healthcare Content Marketing A Prescription For Success
  • 2. CONTENTLY THE STATE OF CONTENT MARKETING: HEALTHCARE 2 One of my first memories of the internet was researching health symptoms that would convince my mom to let me take off school; though I’d had strep throat before, I couldn’t quite remember how to fake it. Luckily, there was AOL Health, whose answers gave me a blissful 48 hours of playing video games and sucking on ice pops until the results from the doctor came back negative. Eighteen years later, researching health questions remains one of the most popular activ-ities on the web. As Herbert Lui explains in this eBook, it’s even more popular than social media. For healthcare organizations, creating content for the web is a high-stakes game; it’s a sensitive, highly-regulated endeavor, but when done well, the benefits can be huge. Read on to discover the trends driving the evolution of healthcare content marketing, the secrets of organizations that are breaking through, and what lies ahead in the next few years. Enjoy. — Joe Lazauskas Contently Editor in Chief Editor’s Note
  • 3. CONTENTLY THE STATE OF CONTENT MARKETING: HEALTHCARE 3 I. Introduction 4 II. Trends 6 III. Best-in-Class Examples 14 IV. Expert Advice 18 V. What’s Next 19 VI. Conclusion 22 Table of Contents
  • 4. CONTENTLY THE STATE OF CONTENT MARKETING: HEALTHCARE 4 What do people do online? The most popular activity is checking email. The second is using a search engine. And the third? Looking for answers to health questions, according to a Pew Internet survey. Indeed, the appetite for healthcare content on the Web is huge; A whopping 80 percent of respondents to the Pew survey reported going online for answers to their health questions. And the available information is clearly something people value. According to a study con-ducted by Philips, 1 of every 10 people said if it weren’t for Web-based health information, they’d be dead or severely incapacitated. For the healthcare industry, content has great power, but—to paraphrase Spiderman’s Uncle Ben—it also comes with great responsibility. After all, if you’re a healthcare provider, the rami-fications of misleading content are much greater than if you’re a software company. People’s lives are in your hands.
  • 5. CONTENTLY THE STATE OF CONTENT MARKETING: HEALTHCARE 5 The potential benefits of content marketing are huge for the healthcare industry. A recent study conducted by Google shows that brand reputation plays a crucial role in selecting a facility for 94 percent of patients. One hospital’s media coverage increased ninefold through their brand publishing efforts. As we’ll cover later, content marketing has delivered tangible benefits for healthcare organizations such as the Cleveland Clinic, Johns Hopkins Medicine, and the Mayo Clinic. Still, despite the potential upside, healthcare organiza-tions seem to move slower than other companies when it comes to content marketing. The Content Marketing Institute discovered that the health industry seems to be lagging up to two years behind other industries. Similarly, according to this infographic from SparkReport, only 26 percent of hospitals connect with readers via social media. Whether a brand is looking to start a marketing initiative or vying to improve existing efforts, understanding the lay of the land can mean the difference between success and failure. Here is a primer on how content marketing is evolving in the healthcare space, starting with seven emerging trends. 94% 26% SAY BRAND REP IS CRUCIAL IN SELECTING A FACILITY CONNECT WITH READERS VIA SOCIAL MEDIA OF PATIENTS OF HOSPITALS
  • 6. CONTENTLY THE STATE OF CONTENT MARKETING: HEALTHCARE 6 Trends: The Age of Promiscuous Media A survey conducted by National Research found that 96 percent of nearly 23,000 respondents used Facebook to gather information about healthcare, with 28 percent using YouTube and 22 percent using Twitter. That’s not just in healthcare, either; journalist Felix Salmon points out that we’re entering an age of what he calls “promiscuous media,” where a monogamous relationship with a single publishing platform simply makes no sense. “Now we have a multiplicity of options, and it’s silly not to take advantage of them,” Salmon writes. “Media organiza-tions have generally embraced their journalists publishing ultra-short pieces on Twitter; the future, I think, is going to be ever further in that direction.” FACEBOOK 96% YOUTUBE 28% TWITTER 22% Healthcare usage per social media platform
  • 7. CONTENTLY THE STATE OF CONTENT MARKETING: HEALTHCARE 7 While social media can be engaging for many verticals, it is particularly entwined with healthcare. As a study by PwC points out, “45 [percent] of consumers said information found via social media would affect their decisions to seek a second opinion. More than 40 [percent] of respondents reported that information found via social media would affect the way they coped with a chronic condition or their approach to diet and exercise.” Some healthcare organizations have begun to take advantage of this trend. For example, the Down Syndrome Program at Boston Children’s Hospital has been extremely active in engaging its community on Facebook, garnering over 5,000 likes. What consumers are saying about information gathered via social media 45% Yes, i t would 40% Yes, i t would WOULD IT AFFECT YOUR DECISION TO SEEK A SECOND OPINION? WOULD IT AFFECT HOW YOU COPE WITH CHRONIC CONDITION OR DIET & EXERCISE?
  • 8. CONTENTLY THE STATE OF CONTENT MARKETING: HEALTHCARE 8 Strategic Partnerships A few healthcare organizations have smartly combined their resources to expand each of their content marketing networks. For example, the University of Cincinnati, The Ohio State University, and Case Western Reserve University partnered to create NetWellness, a Q&A site similar to Quora—albeit with a much more retro design. Strategic partnerships have also been used to create brand affiliations, whereby health-care provider companies can combine efforts to showcase more credible work. For example, St. Vincent’s Medical Center became a member of MD Anderson Cancer Net-work. Lastly, healthcare organizations may also invest in their own startups and collaborate with them to better connect content with consumers. This is exactly what the Mayo Clinic did with their mobile startup Better.
  • 9. CONTENTLY THE STATE OF CONTENT MARKETING: HEALTHCARE 9 A Focus on Contagious Content Historically, healthcare content has conjured images of brochures, white papers, and dense reports. However, the best of today’s healthcare content is much more shareable. Companies now leverage the data they’ve collected to become more transparent and tell patients what procedures actually cost. They then format the information as infographics, SlideShares, and newsworthy studies. The Mayo Clinic has earned a reputation as the most-trusted resource for medical infor-mation, and that helps brand advocates spread the word. A study found that 95 percent of Mayo Clinic patients stated that they actively promote the Mayo Clinic brand to others.
  • 10. CONTENTLY THE STATE OF CONTENT MARKETING: HEALTHCARE 10 The LinkedIn Social CEO No longer will physicians be the only public representa-tives of hospitals. Much like how thought leadership is important to B2B organizations, it will be important for healthcare CEOs to be thought leaders in their respective fields. Leaders such as Scripps Health CEO Chris Van Gorder, University Hospitals Case Medical Center Chief Medical Officer Michael R. Anderson, and Mayo Clinic CEO Wyatt Decker are all active on Twitter—and you can find a list that includes 47 more here. Prominent figures like David L. Katz, director of the Yale University Prevention Research Center, and Steven J. Thompson, CEO of Johns Hopkins Medicine International and senior vice president of Johns Hopkins Medicine, have taken advantage of LinkedIn’s Influencer program to amass a large audience for their thought leadership. Katz has written hundreds of posts (the most recent of which are about health and wellness) and amassed over 350,000 followers on the platform, and Thompson has amassed over 13,000 followers with 23 posts at the time this e-book was drafted.
  • 11. CONTENTLY THE STATE OF CONTENT MARKETING: HEALTHCARE 11 The Pew Research Center’s Internet Project conducted a study that found that 47 percent of Internet users share photos or videos they found elsewhere. Video has always been an engaging channel for content marketers, and this is no exception in the healthcare industry. Children’s Healthcare of Atlanta has over a thousand subscribers on their channel, which serves both as a way to engage customers using different forms of media and a method to draw visitors back to their owned media properties. West Michigan nonprofit Spectrum Health also uploads a new video to YouTube almost every week. The Arnold Palmer Hospital for Children has attributed over $100,000 in fundraising to their video campaigns. Fast-growing digital media companies also see social video as the future. As the Nieman Journalism Lab reported, BuzzFeed’s strategy now makes their videos more shareable by leveraging a viewer’s identity, com-pelling them emotionally, or interesting them in sharing information. These tactics work well for healthcare orga-nizations. When the Cleveland Clinic produced a video to encourage its staff to be more empathetic, they also brought it to a couple of conferences, where viewers felt compelled enough to share it via social media. After notic-ing the response at the conferences, the Cleveland Clinic decided to upload this video to their YouTube channel, and it quickly amassed over one million views. A Healthy Diagnosis for Video
  • 12. CONTENTLY THE STATE OF CONTENT MARKETING: HEALTHCARE 12 Contributing to Medical Journals Contributing to medical journals has always been an important content marketing task for healthcare practi-tioners. Unfortunately, given their lack of time, the activity is often delegated to ghostwriters, who may be better with words but not necessarily as qualified to write about medicine. The challenge presents a conflict of interest: Hospitals want their healthcare providers to help attract more patients to their facilities, but in order to preserve credi-bility, these providers must enforce objectivity as a core value and not submit articles that are entirely self-serv-ing. In the long run, objectivity will pay off much more handsomely than the short-term revenue from an article embellishing a hospital’s capabilities or treatments. Although contributions by doctors to medical journals have helped boost companies’ bottom lines in the past, they have also led to some severe health problems for individuals and huge backlashes as a result. For exam-ple, as reported in The New York Times, pharmaceutical company Wyeth is being sued over some of the drugs and therapies that have been covered in journals by ghostwrit-ers. Many of these medical journals fail to note when arti-cles are ghostwritten. Given the sensitive nature of this information and the serious implications it could have on people’s lives, healthcare providers submitting work to publications and journals need to disclose relevant information and bylines more transparently. The first orga-nizations to do this will be able to set a better trend for the industry and have an opportunity to establish themselves as thought leaders because of their objectivity.
  • 13. CONTENTLY THE STATE OF CONTENT MARKETING: HEALTHCARE 13 The Mobile Movement The whole world is going mobile, and doctors are follow-ing suit. Studies estimate there will be 500 million users of mobile health applications by 2015, and 50 percent of the 3.4 billion smartphone and tablet users will have downloaded mobile health applications by 2018. Accord-ing to Becker’s Hospital Review, the mobile health market reached $718 million in the U.S. in 2011. Healthcare institutions see the value of mobile: the Mayo Clinic’s investment in Better, Phoenix Children’s Hospital’s mobile apps, and Eli Lilly and Company’s mobile solutions are all indications that healthcare content marketing will continue to go mobile. Moving forward, mobile apps and experiences will be the key for healthcare organizations to obtain customer infor-mation and tailor content experiences towards each user. 500 mill 50% of devices MOBILE HEALTHCARE USERS BY 2015 WILL HAVE A HEATLH APPLICATION BY 2018
  • 14. CONTENTLY THE STATE OF CONTENT MARKETING: HEALTHCARE 14 Best-in-Class Examples: Mayo Clinic Goes Micro It would be impossible to examine healthcare content marketing without bringing up the Mayo Clinic, one of the organizations that has gained immense recognition and credibility in recent years. While their entire content mar-keting strategy is worth looking at, one particular aspect to note is their use of micro-properties. They run a blog dedicated to sharing uplifting and inspi-rational stories, authored by both Mayo Clinic employees and patients. They also have an online magazine titled Dis-covery’s Edge, which is dedicated to sharing information about recent developments in medical science research. Another popular media property is their collection of blogs that details how to live with various types of health chal-lenges (such as diabetes or cancer). The controversy with ghostwriting and sponsored editorial has led traditional health publications to lose the credi-bility they once had. That leaves the field clear for other influencers to chime in, and companies such as the Mayo Clinic have done so with much success.
  • 15. CONTENTLY THE STATE OF CONTENT MARKETING: HEALTHCARE 15 Cleveland Clinic Health Hub One of the Cleveland Clinic’s major digital initiatives is known as Health Hub. It features health and wellness content from 40 of their leading healthcare providers, which not only helps establish the credibility of each provide’s credibility, but also bolsters the Cleve-land Clinic’s own reputation. The Cleveland Clinic also develops their content for specific types of readers. According to Ragan, the site receives over a million visitors each month. They create extremely high-quality, credible content while considering the shareability of each article. Their process for fine-tuning what their readers want is best exemplified by the site’s newsletter, which has 50,000 subscribers and an impressive click-through rate of almost 60 percent.
  • 16. CONTENTLY THE STATE OF CONTENT MARKETING: HEALTHCARE 16 Johns Hopkins Medical Podcasts Johns Hopkins Medicine has been running their podcast, PodMed, for nearly a decade. Although podcasts seem like dated media, they’re bouncing back because of the wider availability of hardware and distribution channels. While RSS used to be the main source of distributing a podcast, platforms like SoundCloud, iTunes, and Swell enable people to get their content to audience’s podcasts much easier. As Swell mobile product manager Semil Shah writes, “What makes podcasts exciting right now, in 2014, is that while the battle for consumer attention and eyeballs is fierce on the Web and on mobile, the fight for our ears is more manageable.”
  • 17. CONTENTLY THE STATE OF CONTENT MARKETING: HEALTHCARE 17 Phoenix Children’s Hospital Apps Phoenix Children’s Hospital connects with young parents through the Car Seat Helper App for iPhone, iPad and Android. The mobile app is extremely content-heavy but is presented in a medium suited for the evolving landscape. Harvard professor Sunil Gupta wrote in the Harvard Busi-ness Review, “People simply don’t like ads on their mobile devices. ... [F]or the time being, apps are the best ways to win the hearts and minds of mobile consumers.” Mobile devices are extremely effective in healthcare. A Google Think study showed 44 percent of patients who research hospitals on their mobile devices scheduled an appointment. 44% of patients WHO RESEARCH HOSPITALS ON MOBILE DEVICES SCHEDULED AN APPOINTMENT
  • 18. CONTENTLY THE STATE OF CONTENT MARKETING: HEALTHCARE 18 Expert Advice ADAPTIVE JOUNRALISM LOOK OUTSIDE THE INDUSTRY MOBILE, MOBILE, MOBILE Straight from the front line, here are observations from experts about where healthcare content marketing is headed: “Technology is changing so fast, we need to be able to move content from print to Internet to mobile to video in a seamless way.” —Paul Matsen, Cleveland Clinic CMO, in an interview with Healthgrades “Every content strategist should constantly be roaming the Web for new ideas, especially outside our own industry.” —Ron Shaull, director of writing and content services at The Ohio State University Medical Center, in an interview with Contently “Mobile must be your priority number one.” —Bart Foster, chief strategy officer and founder of SoloHealth, in a column on MediaPost
  • 19. CONTENTLY THE STATE OF CONTENT MARKETING: HEALTHCARE 19 What’s Next According to The Drum, 78 percent of CMOs think custom content is the future of marketing. This is exceptionally relevant to the field of healthcare. As Shaull said, “More hospitals and hospital systems are looking beyond the role of their websites as one-way catalogs of information to see them as interactive channels focused on the needs of the user.” A growing portion of healthcare content marketing will focus on tailoring the information specifically to the individ-ual user. For example, Better is a service dedicated to connecting information with the user, sometimes through live chats with expert doctors and nurses. Custom content will be the prescription for healthcare companies. Wearable technology will become the new utility content. The Quantified Self movement is dedicated to better understanding one’s body through metrics and regular data tracking. Inspired by this idea, Eli Lilly and Company created a mobile app named Talking Progress, which has a feature “Mood Diary” that helps users track their emo-tions through metrics: “On a scale of 1–10, how are you feeling?” With wearable technology, like Jawbone Up, which tracks sleep patterns and heart rates, the opportunities for leveraging Quantified Self are growing. The data collected through wearable technology could be another way to help brands tailor their content to users.
  • 20. CONTENTLY THE STATE OF CONTENT MARKETING: HEALTHCARE 20 Healthcare will get their curation on The overwhelming amount of content available on social media and on various healthcare publications opens up opportunities for experts to curate and share the high-quality material with their audiences. As former SVP and editor-at-large of WedMD Clare Martorana highlights in an interview with Wisdom Works, an effective health professional’s role is shifting from one of creation to curation. The Mayo Clinic has created a platform for aggregating interesting posts via social media and their own experts. Everyone will look to own, not rent Although paid marketing has been a reliable method for getting content more exposure, its pricing fluctuations could make it a less sustainable option in the future. For example, Google’s PPC click-through rates hit new highs only a few months ago. This lack of control means other channels should be used primarily to grow owned media channels. One could look to increase the circulation of email newsletters to grow the audience of a website or blog. While it may not be cheap, the cost of owned media remains constant, and it will be an asset that pays off in the long run.
  • 21. CONTENTLY THE STATE OF CONTENT MARKETING: HEALTHCARE 21 The wellness wave will swell As MedCity Media founder Chris Seper highlighted in a Twitter Q&A, wellness is a crucial part of healthcare content marketing. While addressing specific types of illnesses or con-ditions will always be important, reaching and engaging the masses means shifting the discussion from treatment and recovery to prevention and maintenance. Advocate Health Care’s brand journalism site, health enews, has been featured on Fox News and supported by celebrities like Christina Applegate. In addition to discussing health issues, the site also features content such as “Moving shouldn’t be a pain in the back!,” “3 tips to curb cancer cost concerns,” and “5 reasons to add peaches to your diet.”
  • 22. CONTENTLY THE STATE OF CONTENT MARKETING: HEALTHCARE 22 Content is a vital part of any healthcare organization. Not only does it help inform and engage a huge portion of the human population, it also rewards brand publishers with additional public coverage, enhanced credibility, and increased earnings. The landscape of healthcare content marketing is evolving rapidly, which provides oppor-tunities for newcomers and established organizations alike to engage readers in more meaningful ways. While it can be challenging, the fruits of this labor pay dividends and could usher in a healthier world—not to mention a healthier bottom line. Conclusion
  • 23. CONTENTLY THE STATE OF CONTENT MARKETING: HEALTHCARE 23 Want more insights into the state of content marketing? For daily insights, subscribe to our online magazine, The Content Strategist. And if you’d like to talk to someone about Contently’s services, please reach out to us at sales@contently.com or visit contently.com. contently.com