How to Do Competitive Content Marketing Research for Healthcare Technology Companies – KoMarketing Associates

Tips & Guides

The healthcare technology space is fast-growing and über competitive. From medical technology and medical equipment technology to information technology, the applications are radically changing how consumers think about their health and how practitioners approach care delivery. Given the trend in healthcare toward a consumer-driven market, successful health systems have the right technology in their arsenal and are using it to their advantage. 

When medical technology companies go to market with their product and messaging, they need to be smart in their approach. The reality is, competition is fierce – and you’re not even competing with only fellow technology providers. There are industry giants like HIMSS, Journal of the American Medical Association, and Medscape that are likely covering topics like EHR adoption and the benefits of smartwatches. 

The good news is, the healthcare digital space is still in the early stages. According to a recent HIMSS and Content Marketing Institute (CMI) survey, “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.” With a clear content plan from creation to distribution, you’ll already be one step ahead. 

In comes the importance of competitive research. Your competition may or may not have a sophisticated content marketing strategy in place, but doing
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