B2B Healthcare Marketing Challenges Exposed in New Report
Ceralytics’ 2018 Healthcare Content Marketing Report shows heavy competition in B2B healthcare marketing that outpaces competition in B2C healthcare. It also identifies the top performing topics in B2B healthcare content, and topics that are currently underutilized in the industry.
To create the report, Ceralytics ran content intelligence on 18 of the top performing healthcare websites, including Mayo Clinic, Blue Cross Blue Shield, Aetna, Kindred Healthcare, and Johns Hopkins University.
Over 16,000 different topics, 3.3 million social shares, and hundreds of thousands of inbound links, were analyzed to identify the most engaging topics covered in the healthcare industry.
The report is broken into two sections: consumer-focused (B2C) content and provider-focused (B2B) content. Nine healthcare sites were analyzed for each section.[email protected]’ 2018 Healthcare Content Marketing Report identifies the top performing topics in #B2B healthcare content, and topics that are currently underutilized in the industry. #ContentForSales #DigitalSalesClick To Tweet
B2B healthcare marketing vs. B2C healthcare marketing
Meanwhile, provider-focused (B2B) content made up 32.2% of the content but only 3% of social shares. This makes sense considering provider-based content is targeted to a much smaller demographic. But the sheer volume of content created for providers shows that the B2B content marketing space for healthcare providers is saturated with content in comparison to consumer-focused content marketing. In fact, it’s over 15x harder to get a social share in B2B healthcare than in consumer healthcare.
Despite having a slightly smaller content footprint and a fraction of the social shares, provider-focused content could still excel in driving engagement. Some of the top performing provider-focused content outperformed some of the top consumer-focused content, which is discussed in the report.
Top Performing Healthcare Topics
The analysis identified the top 25 best performing healthcare topics for each segment. These topics are based on the overall effectiveness of topics getting social shares, inbound links, organic traffic, and other proprietary ranking factors. Below are the top 5 topics for each segment.
For provider-focused (B2B) healthcare content, the most engaging topics are:
- Mental health
For consumer-focused (B2C) healthcare content, the most engaging topics are:
- Heart disease
The full report breaks out each of these topics and analyzes some of the top performing articles that drive the overall success of the topic in more detail.
Overall Topic Effectiveness Rate
To get a holistic view of the content effectiveness of these sites, the report analyzes the effectiveness rate for these publications, which is a measure of the topics that perform the best vs. those topics that are covered the most by the industry.
The topic effectiveness for both consumer-focused (B2C) and provider-focused (B2B) content is higher than most other industries, which average 50%. This high topic effectiveness rates show that these top healthcare publications have a good pulse (pun intended) on what their audiences want to read and they focus on creating content to fill that need.
Underutilized Topics in Healthcare
The high content effectiveness rates are bad news for any content marketers competing against these healthcare publications. These publications don’t waste time on content that doesn’t drive engagement.
But, through the analysis, Ceralytics identified specific topics where the healthcare industry is currently underserving its audiences. These are areas where larger players had success with a topic, but didn’t revisit the topic in future content. This lack of follow-through means smaller healthcare players could make a move on these established topics, or larger players could fill gaps to keep challengers from taking advantage of them.
For provider-focused healthcare, the top 5 underutilized topics are:
- Medical errors
- Cancer patients
For consumer-focused healthcare, the top 5 underutilized topics are:
- Quitting smoking
- Blood sugar
- Cancer patients
- New baby
The full list of 50 top performing topics and 50 underutilized topics can be found in the report, which you can download here.
B2B healthcare marketing isn’t easy, but it’s do-able with the right tools
If you’re in B2B healthcare marketing, you are battling uphill to gain the attention of your target audience. Whether you compete with some of these larger publishers directly or not, more than likely they are covering topics similar to those that you want to cover. When it comes to content, that means you’re competing for the attention of the same people, so you need a way to stand out.
Content intelligence tools can help in this process by identifying existing opportunities where you can find success in the industry through analysis of the successes and failures of those large publications. Also important is the creation of relevant content for sales teams that give the sales organization better opportunities to engage with prospects and create new conversations.