develop a content strategy to build a brand This is the fourth of five thoughts addressing marketing in the health and medical sector. Research suggests that this is now the largest sector in the Australian economy. That said, it is a sector under pressure economically and it is not at all well regarded in terms […]

develop a content strategy to build a brand This is the fourth of five thoughts addressing marketing in the health and medical sector. Research suggests that this is now the largest sector in the Australian economy. That said, it is a sector under pressure economically and it is not at all well regarded in terms of the application of 21st century marketing expertise. Research completed in 2017 found that 50% of heathcare patients use healthcare information sites. Further, some 26% of consumers actively seek out consumer-generated reviews regarding medical and healthcare services. Together, these statistics highlight the increasing appeal of health-related content online. Consumers are becoming skilled researchers and they want to read articles and watch videos. It is interesting to note that 80% of all new content on the Internet in 2017 was video. This reflects an increasing reluctance of consumers to read and an increasing attraction towards visual…