Did you know that healthcare-related queries account for about 7% of all Google searches? According to David Feinberg, head of Google Health, they get approximately 70,000 healthcare queries every minute. This translates to about 1 billion searches a day.
With these statistics, it’s pretty clear that people need a trusted and reliable source of healthcare information. This is your chance to position your practice in front of potential patients.
Use these tips when creating a content marketing strategy for your healthcare practice.
Begin with the audience in mind
Content marketing is about attracting the right audience. To do that, you need to know your audience on a deeper level.
– Who is your ideal audience?
– What’s important to them?
– What are their most common concerns?
– How can you serve their needs?
Once you have a better understanding of your audience, it will be easier for you to craft messages that resonate with them. Plus, you’ll be able to speak their language. Remember, content marketing is about the reader, not your brand.
Set clear, measurable goals
Creating content for your practice can be overwhelming given the sheer volume of options you have. Blog posts, video content, social media posts, podcasts, and ebooks are just some of them.
But when creating content, it is essential to take the time and decide what you want to achieve from it. Simply writing and publishing blog posts is not enough. Getting views isn’t a clear goal either.
When creating content, ask yourself:
– Do you want to educate your audience and turn them into clients?
– Do you want to increase engagement and connect with potential clients?
– Do you want to build trust with your audience and position yourself as a thought leader?
Identify how your content can serve your audience and then create pieces that tie back to that.
Focus on your area of expertise
Some organizations focus on a specific niche. Similarly, every doctor has an area of expertise. Before you start working on your content marketing strategy, it is best to define your area of focus and the main problem areas in your niche.
Start by listing down some of the main concerns and pain points that people in your niche struggle with. You can easily list down some topic ideas based on these problems.
For instance, an ophthalmologist can educate their audience about the dangers of working on a computer for extended periods. On the other hand, dentists can talk about the importance of flossing every day or how to brush teeth with braces properly.
You want to become the person your audience relies on when they need information related to your area of expertise.
Go beyond written content
Content marketing isn’t just limited to written formats. Many businesses are fighting for people’s attention, so you need to figure out how to stand out. The key is to diversify your content strategy.
With the rising popularity of videos, it is good to include videos in your content marketing strategy. You can share short and informative videos on social media. Or do a live Q&A. This will not only help educate your audience but also increase engagement. Other content ideas include infographics, podcasts, webinars, and quizzes.
Humanize your healthcare brand
A patient is more than just a name on a medical chart. They’re someone’s son, daughter, parent, sibling, or spouse. You won’t win their loyalty unless you show them that you care.
People are more likely to engage and connect with you if they know a real person behind your practice. Post regularly on social media. Create some video content. Respond to comments. Make sure, though, that you have a clear policy to let people know that they should contact their physician or 911 in emergency cases.
We can help!
Content marketing has been proven to be highly effective. When done right, it can help you improve your online visibility, boost SEO, and even position yourself as an expert in your industry. Keep in mind, though, that results take time.
To reap all the benefits of content marketing, you need to do post content regularly. It usually takes about six to nine months for your content marketing efforts to bear fruit.
Feel free to reach out to us if you need help with your content marketing strategy. Whether you’re just starting or you’re hoping to double down on your content marketing efforts, we’re to help.
Schedule a free 30-minute consultation call with us. Let us help you create engaging content that attracts the right traffic and converts leads.