Healthcare companies and retailers can no longer rely on traditional advertising and in-store promotions to market their goods and services. Today, people turn to the internet for information.
If people can’t find your products and services online, you may as well be invisible. This is why healthcare brands should embrace content marketing.
The Importance of Content Marketing for the Healthcare Sector
Today, around 83 percent of healthcare organizations are using content marketing to drive growth.
When researching their healthcare options, consumers are seeking out valuable content in the form of blog posts, ebooks, videos, images, infographics, email newsletters, social media posts, and more. When you provide the right content at the right time, you strengthen your credibility and are more likely to gain loyal customers.
This trust-building approach is backed up by research. According to TMG Custom Media, around 78 percent of consumers believe that companies that offer original content are interested in building long-lasting relationships with their customers2. But in order to reap the benefits of content marketing, you need to get it right.
Best Practices for Creating Healthcare Content
Focus on High-Quality, In-Depth Content
Consumers also want specific answers. Around 66 percent of all internet users look online for information about a specific medical problem. Create content that addresses specific health issues, and link to sources that support your content. Consider writing an ebook, whitepaper, or reference guide.
Start a Company Blog
Constant blog content is one of the best ways to improve your search engine rankings, drive web traffic, and build your credibility. Focus on topics that your target audience cares about and you’ll become a go-to source for healthcare information.
Produce More Video Content
According to Becker’s Hospital Review in an article on healthcare marketing trends for 2018, health-related video content is in demand. By 2019, videos will account for around 85 percent of all internet traffic in the US.
Videos are engaging, easy to consume, and highly shareable. Use them to share expert health information, or tell staff stories.
Use the Right Tone
Most people aren’t interested in marketing buzzwords like “patient-centric” or “state-of-the-art.” Instead of using complicated medical terms, use conversational, compassionate, jargon-free language.
Don’t Forget Email
According to Twitter research, 74 percent of marketers consider email as the most effective distribution channel for new content. Most people need time to make a healthcare decision, so consider distributing an email newsletter to keep people engaged with your brand.
Optimize for Local Search
Around 47 percent of internet users search online for information about doctors or other health professionals. If you have a local practice, make sure your content includes keywords related to your location to maximize your online visibility.
Find out where healthcare conversations are happening on social platforms, get involved, and promote your content. Facebook is still the most popular social media channel, followed by Instagram, Pinterest, LinkedIn, and Twitter.
Optimize for Mobile
Most US adults now own a smartphone, and Google Search now prioritizes mobile-friendly websites, so you must optimize your healthcare content for mobile devices. Find out how to make your content mobile-friendly.
According to HubSpot, it takes about six months of posting relevant content on a weekly basis to impact your web traffic. Start using an editorial calendar to ensure you deliver regular, useful content to your target audience.
Healthcare Content Ideas
- Stories. Your staff, patients, and the history of your organization all provide useful material to help humanize your brand.
- Lifestyle content. Tackle topics related to patient health and lifestyle choices.
- Opinion pieces. Give your stance on current news stories and trends in your industry.
- New data and surveys. Use your own data, source data from the internet, or survey your existing customers as a springboard for new content.
- Aftercare content. The period after an appointment or procedure is often neglected by content marketers, but it provides a broad range of content opportunities.
- Condition-specific information. You don’t have to cover every topic, but you can discuss common procedures and conditions.
- Billing information. Most patients read billing statements, so don’t miss this opportunity to refer customers to your website and social media channels for more information.
The wealth of healthcare information now available online means every healthcare brand must fight for attention. However, with access to various content formats and online distribution channels, it’s also a great opportunity for brands to reach new customers with content.
If you’re a healthcare company looking to leverage the power of content marketing, consider hiring freelance health & medicine writers.
Follow these recommendations and above all, offer content that supports and informs potential customers. Content marketing requires patience, but if you’re willing to invest in it, you’ll increase your web traffic, leads, and ultimately sales.