US Healthcare Execs Prefer Site Metrics to Patient Feedback on Content Marketing - eMarketer

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US Healthcare Execs Prefer Site Metrics to Patient Feedback on Content Marketing

43.3% of executives struggle to effectively measure marketing success

April 14, 2016

US healthcare executives overwhelmingly use website traffic as a tool to measure content marketing success, according to a March 2016 report from True North Custom. Nearly eight in 10 (79.6%) of those surveyed said so, with the next response more than 20 percentage points lower.

Metrics Used to Measure Content Marketing Success According to US Healthcare Executives, Dec 2015 (% of respondents)

About three in five (57.1%) respondents said they measure time spent on their website when considering the effectiveness of their content marketing, while just over half look at qualitative feedback from patients and prospects. Dependence on metrics like SEO ranking and call volume come in at just under half of those surveyed..

But if there are plenty of ways to measure success, there are also plenty of challenges for content marketing. US executives cited a lack of budget, lack of integration across marketing, and measuring content effectiveness equally when asked about challenges, at 43.3%.

Content Marketing Challenges According to US Healthcare Executives, Dec 2015 (% of respondents)

But if healthcare executives are having trouble measuring content effectiveness, perhaps they ought to listen to consumers more often. A March 2016 survey from MarketingSherpa, for example, provides some channels that US internet users prefer marketers use to communicate with them (specifically, when they're away from their computers): Nearly half of respondents said they want marketers to use print ads, and another 37% would prefer an email to their smartphone.

A February 2016 report by Audience Theory and Ipsos, meanwhile, reveals that millennial internet users are more likely to click on an ad specifically targeted toward their age group than Gen Xers or baby boomers.

It seems that healthcare executives struggling to measure content effectiveness would do well to consider listening to their patients and potential patients more, and maybe examining numbers less.

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