Insights for Enterprise Health IT Marketers

Healthcare Marketing Audit: The Most Popular Healthcare Content of 2016

Driving potential customers to meaningful, compelling content is fundamental to marketing and sales success. Customers need to know, trust and understand your business value early on in their buyer journey, and content -- through articles, blog posts, white papers, infographics, videos and more -- provides a method for helping to shape that decision-making experience.

To help marketers assess where to best invest time and resources to develop materials, our Health IT Media Coverage and Digital Trends Report analyzed the most widely shared content across healthcare analytics, IoT, telemedicine and data security, evaluating both the type of content that most appealed to readers and the channels through which it was shared. Here are a few insights:

  • Healthcare Internet of Things: Stories about IoT trends, cyber security and its use for supporting patients with chronic conditions like Parkinson’s disease were among the most shared in this category -- but overall, stories about IoT were shared the least among these four topics (the most popular story of 2016 had fewer than 2,000 total shares).
  • Telemedicine: Telemedicine, by contrast, was by far the most shared topic -- its most popular story, a New York Times article about women using telemedicine apps to receive birth control prescriptions and other health services, was shared more than 16,500 times. Multiple stories about how telemedicine can be used internationally in areas like Ghana, Syria and Brazil (particularly with Zika) were also shared thousands of times across social channels.
  • Healthcare Analytics: Predictive analytics dominated the top big data headlines, as reporters explored how data mining, statistics, modeling, machine learning and AI will be able to analyze current healthcare data to make predictions about future.

Health Data Security: Security errors, breaches and hacks were the most shared stories in this category, as news about erroneous Social Security records, ransomware attacks and other vulnerabilities were exposed to consumers.

Download the report here to see all of last year’s most shared stories and popular social channels for healthcare technology content.

Download the Health IT Media Coverage and Digital Trends Report

Topics: IoT Healthcare thought leadership