How should the healthcare industry approach content marketing? How about starting with a simile comparison: content marketing is like personalized medicine.
Allow us to explain. Personalized medicine (PMx) came about as a reaction to the completion of human DNA identification by the Human Genome Project in 2003. This new, genome-specific has led to several advantages, key among them: reduced chance of negative side effects, higher probability of desired outcomes and reduced healthcare costs.
Imagine the same principle applied to your marketing efforts. Personalized content marketing (PCMx) is all about creating and then serving up content based on the individualized needs of your particular audience. After all, your target audience is unique to your organization—a boxed, super inclusive approach simply won’t cut it in today’s online marketplace—it’s bad medicine.
PCMx, like PMx, would reduce the chance of negative side effects (like your marketing reaching the wrong audience or being generally ineffective), produce a higher probability of desired outcomes (meeting your marketing goals) and reduce your marketing costs.
Discussing the specifics of PCMx is beyond the scope of this blog post, however—we’re working on a new white paper that discusses its workings and benefits. Look for it in the near future. In the meantime, let us know what you think in the comments below.