HIMSS Media Announces Release of Health Information and Technology Content Marketing Research


Survey Research Conducted with Content Marketing Institute (CMI) Provides Insights into Best Practices and Trends in HIT Content Marketing and Will Be Shared Via a Webinar on September 26th

PORTLAND, Maine, August 21, 2018 – HIMSS Media, a HIMSS innovation company and the leading B2B media group focused exclusively on health information and technology, announces a webinar on September 26th to share findings from its research study on content marketing teams, strategies, metrics and results in the healthcare information and technology industry. The research provides HIT marketers with a unique industry perspective on content marketing best practices and benchmarks to help improve the effectiveness of their content marketing programs. 

“The Content Marketing Institute has a tremendous reputation for delivering education, thought leadership and best practices in the discipline of content marketing,” said Janet King, senior director of market insights at HIMSS Media. “We are excited to partner with them to specifically understand the state of content marketing in the health information and technology industry. Our joint survey effort allows us to provide HIT marketers with content marketing insights specific to their vertical.”

The data for the study was gathered via an online survey of 150 B2B healthcare information and technology marketers. Some of the key findings from the research include:

  • The use of content marketing in HIT is pervasive, with all respondents reporting that their organization uses content marketing to market their solutions. However, there is wide variation in content marketing team size, structure and program maturity level. While about one-third of HIT programs have what is considered a mature or sophisticated content marketing program, 36% of programs are just in the early stages and do not yet have a content marketing strategy, process and measurement plan.
  • HIT marketers report using a wide range of content types, with 89% using case studies, 87% using social content and 78% using eBooks or white papers. Case studies are considered to be the most effective content type (72%) followed by eBooks/white papers (53%). 
  • Email (65%), in-person events (50%) and virtual events/webinars (48%) are considered the most effective distribution channels for content.
  • When looking at what separates the most successful content marketing organizations from the rest, the leaders have a documented strategy, are consistently creating content and measure the results their content delivers. Most leaders (68%) also have an account-based marketing program in place.

HIMSS Media and the Content Marketing Institute will share more detailed research findings in a complimentary webinar to be presented by Janet King, Senior Director, Market Insights for HIMSS Media and Cathy McPhillips, Vice President, Marketing for the Content Marketing Institute on September 26th at noon ET. To learn more about and register for the webinar visit the webinar registration page.