Healthcare technology is one of the fastest growing industries in the world. With the U.S. healthcare market predicted to reach $104.5 billion by 2020 and digital health deals totaling $4.2 billion in 2016 — double the amount of investment compared to just three years ago — the business opportunity for health IT companies is tremendous.
Yet, as with any industry, with growth comes competition. Companies continue to enter the space, and for enterprises, increasing visibility is critical in a sales cycle where buyers are more informed, but less engaged, than ever before. And industry noise isnt just coming from vendors: the political climate in the U.S. and abroad has created a great deal of uncertainty about the future of health reform and the impact it will have on the broader marketplace. In addition to each other, healthcare businesses are competing with daily breaking news for their audience’s attention and interest.
Given this landscape, how and where should companies poised for growth be communicating to reach key influencers and buyers? What is being covered by top media outlets in this dynamic market, and what can marketers learn from it in order to make their own messages resonate?
Our new research report on health IT trends dives into these topics. Using a variety of digital tools and platforms, we analyzed 200+ business, technology and healthcare industry publications to see how four of the hottest areas in enterprise healthcare technology — analytics, internet of things (IoT), telemedicine and data security — were covered by media over the past 12 months.
This report explores the current media and marketing landscape and illuminates opportunities that companies can leverage for increased visibility. In addition to the top healthcare writers and outlets, we examined what types of content garner the highest engagement rates, which vendors are capturing significant share of voice in these categories, and which influencers are moving the needle on these topics. We also analyzed how these topics are performing in the world of digital advertising.
Want to learn more? Download the report and opt-in to our blog series exploring the findings by filling out the form to the right.