By John Lavey | Hammock President and COO

It’s no secret that healthcare marketers had to shift gears in 2020. According to the inaugural HIMSS Healthcare Technology Marketing Survey, more than 85% of marketing decision-makers at healthcare or healthcare technology organizations reported using content marketing, social media, webinars, email marketing and virtual events as part of their 2020 marketing strategy—and more than 75% of marketing decision-makers expect to continue using these tactics throughout 2021.

When marketers were asked what marketing tools were most effective, the top five answers were: 
  1. Webinars
 (At Hammock, we think of webinars as a type of content marketing.)
  2. Account-based marketing

  3. Virtual events

  4. Content marketing

  5. Social media

It’s no surprise in a year when in-person events were so limited that webinars and virtual events were so highly rated by marketers. Notable as a rising investment by marketers was an uptick in the spend on account-based marketing (ABM)—61% of respondents reported using ABM during 2020, while 67% said they intend to use the tactic in 2021. ABM is the practice of marketing to individual prospects or customers, and tracking the interactions with those targets.

In healthcare, particularly, ABM makes sense because of the relatively small universe of buyers compared with, say, marketing to millions of consumers or small-business owners, where casting a large net is required. When marketing to healthcare providers or payers, the targets are known. The survey results suggest we’ll see a rise in ABM moving forward—39% of survey respondents reported that ABM will be in their top five marketing spending areas in 2021.

The top three areas that healthcare technology marketers indicated a desire to learn more about from a subject matter expert are: 
  1. Marketing optimization

  2. Account-based marketing

  3. Content marketing

If you would like to connect to resources we’ve developed around these topics or if you would like a subject matter expert from Hammock to present to your marketing team or leadership about best practices in these areas, please let us know

Image: Getty Images


About Hammock Healthcare Idea Email |
This post is part of Hammock’s award-winning Idea Email series. Idea Emails are sent every other week and share one insightful marketing idea. Idea Email comes in two flavors: Original and Healthcare. To subscribe to the original Idea Email (general marketing ideas), click here. To subscribe to the Healthcare Idea Email (healthcare marketing ideas), click here.



By John Lavey | Hammock President/COO

How can content be used to support account-based marketing (ABM)? We defined ABM in an earlier Idea Email this year, and as the concept has gained traction, we thought it deserved a closer look.