Content Marketing: A Cautionary Tale

screen-shot-2020-06-11-at-4-43-20-pmIn the world of healthcare marketing, we go through phases where certain genres of marketing, specific techniques, and strategies take on a faddish quality. Right now, two areas getting a lot of attention are content marketing and brand journalism. Social media had that same impact years ago when it first came on the scene. Within the industry, there was a lot of focus on social media adoption by hospitals and health systems; although honestly, few were concerned about using social media tools strategically. The initial buzz was more about getting on the bandwagon—with not enough attention given to strategy and supporting the organization’s objectives. Today, we run the risk of making that same mistake with content marketing. (To access the complete article, click on the link below.)

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