LocutusHealth Content Marketing Maturity Model: Enterprise Healthcare Tech

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 improving the results of early-stage programs—laying the foundation of 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:

 

Level 0: Nascent

  • Content is non-existent beyond a basic website, a handful of outdated case studies and blogs might be available.
  • Referrals, word of mouth, and executive relationships drive business.
  • Sales is high-effort and high friction, with significant variability in messaging.
  • Prospect and customer experiences are inconsistent and do not reflect value prop or differentiation.

Level 1: Experimental

  • Strategy is typically non-existent or reactionary.
  • Content creation is ad hoc and run by whoever has the bandwidth. 
  • Content themes are driven by internal insights with little to no objective market input.
  • Publication is sporadic.
  • Program may rely on press releases, media interest, and partnerships to drive awareness.

Level 2: Tactical

 

  • An individual is in charge of production, sometimes with the help of third-parties.
  • Metrics exist but are not informing strategy refinement.
  • Publishing involves low-cost, low functionality tools.
  • Usually there is some use of social media and possibly newsletters to drive distribution.

Level 3: Operational

  • Strategy is informed by market research and customer inputs.
  • Content is published on a schedule and is connected to company’s value prop.
  • Basic metrics and KPIs are established and tied to business goals. Workflows are clear.  
  • Content has an owner with centralized resources to create, publish, and refine as needed.
  • Distribution is intentional and measured. Some use of paid channels to yield predictable results.
  • Sales conversations influence content and reps have the materials they need and a method of requesting more.

Maturity Model Levels

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.