While retainers in the old days may have implied money that wasn’t accountable, there is an increased need today for balancing the delivery of assets with the guidance and expertise (and outside perspective) that come from working with a content agency, not just buying a certain amount of content.

The ongoing creation of new content will always be critical, of course, but the “evergreen” approach can supplement and round out what you do.

Your SMEs’ wisdom is a resource you can tap to produce compelling content that shines a bright light on your brand. When you share what you know, others can draw useful lessons from it that will increase your long-term value to them and help you nurture lasting relationships.

Today’s most successful healthcare marketers realize the importance of engaging with consumers across a range of media and platforms. The methods of reaching your target audience are practically as limitless as your imagination. Outsourcing and partnerships can be valuable allies in providing the best care.

Changing marketing operations structures are the new reality. We share 5 principles that can guide your approach and help you succeed.

If you are focused on establishing yourself as a thought leader in your part of the healthcare industry, or providing helpful content to your customers, consider the golden opportunity provided by data-supported insights.

It’s estimated that content marketing generates three times the number of leads as traditional marketing channels yet right now, many companies are being very conservative with their spending and holding off on investments in marketing.

There are lots of ways AI can optimize content successfully for SEO or higher open rates, and AI and machine learning will be a great tool for the tactical aspects of content marketing. But the strategic value and human storytelling value aren’t yet being replaced.

True engagement requires addressing health equity issues throughout your entire organization—not just in your marketing communications. Healthcare organizations must first address equity to truly engage patients.

One thing worth evaluating in your marketing is the degree to which you expect content to drive leads, and to what extent you view its role as brand support. While some companies rightfully invest in both, others are more confused in what they expect.