A Voice of Influence: The Healthcare C-Suite

• Forrester predicted healthcare would exit the “trusted category” as misinformation and cyberattacks persist.
• Fierce Healthcare predicted at the end of 2021 that digital health investments would double.
• Bain Capital reported across all five healthcare sectors record volume up 16%, with total deal volume up 44% to $440 billion.
• Healthcare Finance News shared healthcare is the second largest sector hit by the “Great Resignation.”

As compelling as those numbers are, there’s a bigger dialogue happening. Social media is now the largest healthcare marketing channel for B2B and B2C. And the C-Suite is the least engaged. 

Why? Too much dialogue. Too many conversations. Too much leadership content. So much content, according to Edelman, that 4 in 10 final decision-makers say there’s more than they can manage. What was once a meaningful dialogue is now diluted. 

Enter analysis paralysis.

Healthcare marketers face the same struggles. Doing more with less, determining what channels to invest in, spread thin across multiple disciplines. Spending time and valuable resources on thought leadership content will compete to be seen. And the fight to demonstrate the ROI of the content spend (more on that later).