2018 Healthcare Market Research Uncovers The Industry’s Most Engaging Topics

In the latest 2018 Healthcare Content Marketing Report, Ceralytics ran content intelligence on 18 of the top performing healthcare websites, including Cleveland Clinic, Aetna, CVS, Kindred Healthcare, and Johns Hopkins University.

After analyzing over 16,000 different topics that generated over 3.3 million social shares and hundreds of thousands of inbound links, the report identifies the most engaging content marketing topics being written about in the healthcare industry.

The report is broken into two sections based on the two main audiences healthcare marketers target: consumer-focused content and provider-focused content. Nine healthcare sites were analyzed for each section.

Top Performing Healthcare Topics

The top 50 performing healthcare topics were identified based on the overall effectiveness of topics at getting social shares, inbound links, organic traffic, and other proprietary ranking factors. Below are the top 5 topics for each segment.

For consumer-focused healthcare content, the most engaging topics are:

  1. Heart disease
  2. Diet
  3. Tips
  4. Recipes
  5. Pain

For provider-focused healthcare content the most engaging topics are:

  1. Study
  2. America
  3. Mental health
  4. Autism
  5. Cancer

Within the report is a breakout of each of these topics with explanations of the content that is driving each of them within the industry.

Overall Topic Effectiveness Rate 

For both segments, the report analyzes the topic effectiveness rate, which is a measure of the topics that perform the best vs. those topics that are covered the most in each segment. If topics that are covered the most are also engaged with the most, the result is a high topic effectiveness rate.

The topic effectiveness rates for both consumer-focused and provider-focused content are higher than most industries. This high topic effectiveness rate shows that these top publications have a good pulse on what their audiences want to read and they spent their time creating relevant content to fill that need.

Underutilized Topics in Healthcare

Content marketers trying to go up against these healthcare publications have an uphill battle to take on these incumbents, but there are specific topics where the healthcare industry is currently underserving its audiences. These topics are where smaller players can take an advantage or larger players can fill weak spots.

For consumer-focused healthcare, the top 5 underutilized topics that audiences crave more content for are:

  1. Quitting smoking
  2. Blood sugar
  3. Stroke
  4. Cancer patients
  5. New baby

For provider-focused healthcare, the top 5 underutilized topics are:

  1. Medical errors
  2. Autism
  3. Depression/anxiety
  4. Addiction
  5. Cancer patients

The full list of 50 top performing topics and 50 underutilized topics can be found in the report, which you can download here.

The full report is a sampling of the insights that can be found at the topic level using content intelligence tools. These insights can be customized to any industry and any competitive set.

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