Content marketing for the healthcare industry calls for strategies that help you connect in meaningful ways and create value for your audience. Here are five secrets for a content marketing program that drives results in this field.
Great healthcare extends beyond in-person interactions. Healthcare organizations can implement content marketing strategies to drive revenues, provide a better patient experience and even improve patient outcomes. These five secrets can transform an existing content marketing program to achieve better results.
Write for your audience
Content marketing for the healthcare industry needs to adapt to the unique audience each organization targets. It’s crucial to conduct market research to learn more about your local audience.
On average, 74% of patients have a positive view of medical doctors. Using surveys to measure trust at a local level is a great place to start with market research.
Quality demographic data can inform healthcare organizations about different patient groups and their needs, expectations and health risks to help develop content that is more relevant.
Create content for the patient’s entire lifecycle
Content marketing for the healthcare industry should focus on delivering valuable content throughout the entire patient lifecycle. Too often, healthcare organizations focus on specific pivot moments when a patient decides to seek care.
Focusing on the complete lifecycle can unlock more value through repeat visits and can deliver a better experience for the patient. It also allows for more personalization with content tailored to a patient’s unique history with your organization.
Remember that branding matters
Mergers and acquisitions activity is on the rise in the healthcare field, with 19 mergers in Q3 2020 alone. It’s easy for patients to get confused and lack awareness of what your brand stands for.
Your content marketing program should inform patients about any M&A deals or name changes and prioritize branding through content that communicates the value proposition of your brand.
Address content blind spots
A common issue with content marketing for the healthcare industry is that content often sounds too broad and encyclopedic. If your blog looks like a collection of articles from Mayo Clinic or WebMD, it’s time to address content blind spots with the following techniques:
- Find a tone and voice that sets you apart.
- Update evergreen content with recent research and statistics.
- Make a topic more engaging by adding a Q&A section with one of your medical experts.
- Create more relatable content by integrating testimonies from patients.
- Keep an eye on search trends to address new questions and concerns.
- Make content more appealing with images and videos.
Amplify your content
You can increase awareness and organic traffic by amplifying your content through the right channels.
Social media is a key method for amplifying your content and connecting with your audience. Emails are another channel to explore for delivering content throughout a patient’s lifecycle, and text messages can be a great way to share more customized information. If your organization has an online patient portal, use it for personalized content recommendations too.
Good patient-provider relationships are the hallmark of a successful healthcare organization. Developing those relationships goes beyond the interactions patients have in person, extending throughout the entirety of their lifecycle.
Content marketing is the tool that enables you to reach your patients, no matter where they are. By taking advantage of these five secrets, your content marketing for the healthcare industry can drive better results and deliver more value for your audience.
But these aren’t the only factors to be aware of. Download Tempesta Media’s e-book on 100 mistakes businesses make when implementing their program to set yours on the path to success.
Need help getting traction? Our managed service is built around your strategic and financial objectives. We blend the right balance of content, social media, and influencer marketing programs together to achieve performance-driven results. For a free evaluation of your current program and objectives, please contact us to learn more.