As healthcare PR and marketing professionals, it’s important for us to know which trends are gaining traction so that we can adjust strategies accordingly, not just for our healthcare clients but for our internal marketing strategy as well.

Below are five marketing statistics we’ve gathered from Marketing Insider Group that you should be aware of to help your organization further define its marketing goals and strategies in 2016:

  1. Ninety-three percent of B2B buying processes begin with an online search. (Pinpoint Market Research and Anderson Jones PR via PureB2B)
  2. Eighty-eight percent of B2B companies use content marketing (Forbes).
  3. The top three responsibilities of B2B marketers, in order of importance, are: brand positioning, lead generation, and brand communications. Two years from now, B2B marketers expect the top three will be understanding buyers, marketing technology tools, and market/competitor analysis (eMarketer).
  4. Fifty-six percent of all online traffic comes through a mobile device (comScore).
  5. The three most commonly used B2B lead generation strategies are email marketing (78 percent), event marketing (73 percent), and content marketing (67 percent) (Demand Metric Research Corporation via Direct Marketing News via PureB2B).

What is an important marketing trend that healthcare organizations should pay attention to in 2016? Let us know by leaving a comment!

If you’re in healthcare, insurance, technology or other professional services industries, and need help with a PR, marketing or social media campaign, contact Scott Public Relations.

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