Sending a Clear Message: Content Still Reigns Supreme
// By Jason Skinner //
The decision process of a health consumer is changing, and as a health care marketer you must understand how to find and engage your audience using the power of content marketing.
Consumers are bombarded with an average of 5,000 marketing messages a day.
New research shows the average attention span is a mere eight seconds.
The brain processes 70,000 thoughts each day.
These stats reflect the harsh reality you face as a health care marketer: Engaging your target audience has never been more challenging. From technology that enables an advertising-free experience to Google’s efforts to engineer a digital meritocracy, marketers face unprecedented barriers in building awareness, preference, and loyalty for their brands.
To separate their signal from the noise, leading health care organizations are leveraging the power of content.
“Our job as marketers is to provide the content our consumers are looking for wherever they are in the decision process, so that in turn they will engage the content we want them to read,” says True North Chief Health Care Strategist Tim Hanners. “The key is offering valuable content that connects with your audience, and then using effective calls to action that lead them to your hospital.”
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