Insight

notes ©2016 True North Custom. All Rights Reserved. Healthcare Insight is published quarterly by True North Custom, 5600 Brainerd Rd, Suite 1, Chattanooga, TN 37411. Postmaster: Send changes of address to Healthcare Insight, P.O. Box 4449, Chattanooga, TN 37402. PROUD MEMBER OF F R O M T H E E D I T O R All material submitted to Healthcare Insight becomes the property of Healthcare Insight magazine. No portion of this magazine may be reproduced in whole or in part without written consent of True North Custom. Call 800-624-7496 for more information. True North Custom is not responsible for claims made by any advertising appearing in Healthcare Insight. Direct editorial correspondence to editor, Healthcare Insight, 5600 Brainerd Rd., Suite 1, Chattanooga, TN 37411; for return, enclose a self-addressed, stamped envelope. HEALTHCARE INSIGHT LUD KIMBROUGH Executive Editor JASON SKINNER Editor-in-Chief KAYL A ANDERSON Executive Editor LISA PRICE Senior Managing Editor KAYL A ANDERSON, MELISSA MOORE Creative Services ERIC JACKSON Creative Director ASHLE A ROARK Art Director CL AY PRICE Production Manager TRUE NORTH CUSTOM LUD KIMBROUGH President & Chief Executive Officer JASON SKINNER Chief Marketing Officer ERIC JACKSON Creative Director HILL ARY MYERS Editorial Director JESSE THOMPSON Copy Manager KAYL A ANDERSON Marketing Manager Dear Colleagues, If Y O U S AW T H E cover of this issue and are still reading this, you probably love data as much as we do. This first annual "Intelligence Issue" is dedicated to providing you with market insights and industry forecasts that can enlighten your marketing efforts in 2016 and beyond. These include highlights from our State of Healthcare Content Marketing 2016 report, along with leadership perspective on this year's "Futurescan: Healthcare Trends and Implications" report from Society for Healthcare Strategy & Market Development President Larry Margolis. To illustrate intelligence in action, we're featuring two of the industry's most data-driven marketing organizations—St. Dominic Hospital in Jackson, Miss., and Tampa General Hospital in Tampa, Fla. In our exclusive interview with Margolis on pages 6–7, he notes that health care is undergoing an unprecedented period of transformation, and marketers can take specific actions to prepare— including "capturing and leveraging all of the data available ... to make important decisions and deliver return on investment." Here at True North Custom, we completely agree. The State of Healthcare Content Marketing survey and resulting report featured in this issue are just one example of the ongoing research we conduct on behalf of our clients and to inform our own content strategies. See page 5 for a few highlights from the survey, and discover some of the key findings from the report below: » 94% OF HEALTHCARE MARKETERS are either currently using content marketing (75%) or plan to start this year (19%). » 78% PLAN ON ALLOCATING more or significantly more resources to content marketing in 2016. » 60% OF HEALTHCARE MARKETERS create at least one piece of content every day. » NEARLY 50% SAY CONTENT is a high or essential priority, yet only one in four healthcare marketers has a documented content strategy. We hope you find this issue useful in shaping and supporting your strategic marketing plans. Until next time, L U D K I M B R O U G H PRESIDENT AND CEO 4 INSIGHT V12N1 TRUENORTHCUSTOM.COM

• Cover