Content Marketing Research for a Leading Hospital

Many companies use Content Marketing to supplement traditional marcom channels and communicate new information via a variety of alternative media contexts. Recently, a prominent hospital launched a custom magazine publication in an effort to grow awareness in the healthcare market, communicate with leading medical, academic, and business influencers, and position the hospital as the definitive resource and leader in the medical and biotechnology fields. The company engaged Gallup & Robinson to design and conduct research to help the hospital better understand the magazine’s effectiveness, including the characteristics and needs of its audience, their attitudes towards the custom magazine, and the publication’s influence on perceptions about the hospital. The research provided benchmarks for quantifying performance and revealed how the audience thought and felt about the magazine. It resulted in new insights about how to improve lower-rated elements, adjust delivery methods and strengthen engagement moving forward. Learn More >