HIT Content Marketing Maturity Model

A mature content marketing program enables growth in multiple areas, including: 

• Increasing customer lifetime value
• Demonstrating marketing as a profit center
• ROI
• Feedback for product dev
• Cross-customer insights for thought leadership 

But none of this happens until you plot your starting point and take strategic action. That’s what this chart helps you accomplish.

Built to assess and improve the content marketing program results of enterprise healthcare tech companies, the LocutusHealth Content Marketing Maturity Model serves as a guide for healthcare tech leaders in launching and enhancing the results of early-stage programs—laying the foundation of simplified content marketing that:

• Positions marketing as a revenue center
• Drives business and thought leadership goals
• Supports sales enablement
• Encourages the professional growth of content marketing team members

 

Informed by the Gartner model, use this model for self-assessment, improvement, and roadmapping of your enterprise healthcare content marketing program through application of Value-Based Content Marketing pillars.  

 

Examples of advanced, differentiated programs in healthcare technology and the provider space include:

 

• Wolters Kluwer Expert Insights
• Cardinal Health
• IBM Healthcare

Maturity Model Level Progression

Many enterprise healthcare tech vendors stagnate at level 1 because of a lack of resource commitment, neglecting to establish an owner for content marketing, and a misunderstanding of the role content plays in remedying unfulfilled business goals. 

Marketing and sales leadership that invest in a content program that aspires to level 3 and beyond can expect to establish marketing as a revenue center and leverage feedback on content to inform product development, thought leadership, and sales investment.

 

For an evaluation of where you fall and what steps will get you closer to marketing as a revenue center, book a Diagnosis & Discovery call with me today.