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5 Tips to Level Up Your Healthcare Content Marketing Strategy

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.

 

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5 Content Marketing Ideas for Your Practice

Content marketing involves creating and sharing content that attracts and interests your target audience. The goal is to create high quality content that your audience will find valuable. When done right, it can convert prospects to patients or clients.

If you’re thinking of using content to attract patients and clients, it’s a great decision. By providing your audience with useful and relevant content, they are more likely to engage with you, share the content with their family and friends, and return for more. Not only will it capture the attention of your target audience, it will also help you build your credibility and position yourself as an industry leader.

As compared to other sectors, the healthcare market has shown a slow adaption rate when it comes to content marketing. By implementing a content strategy now, you’ll have less competition in your industry and get ahead of your competition.

Here are 5 content marketing ideas for your practice.

Blogging for Health and Wellness Practices

There may be lots of content out there, but they will never be enough to satisfy our thirst for knowledge.

Blogs are a great way to share new and relevant information while attracting new visitors to your stie. But before you start putting your content strategy into action, it is important that you know your audience well. The more effort you put into understanding your audience, the better you’ll be able to cater to their needs.

Keep your audience in mind when writing your content. Capture their attention by choosing topics they actually want to read about. If you’re a pediatrician, you can use your blog to offer insightful advice to parents, establish relationships with your audience, and attract new patients.

Once your blog is up and running, you’ll be surprised at the opportunities it brings. Establish your authority as a thought leader and you’ll find your practice climbing to the top search results.  

Interactive content for Medical Marketing

Content marketing doesn’t have to be a one-way conversation. Get your audience involved through interactive polls, quizzes, and challenges.

Let’s take UnitedHealthcare’s “We Dare You” campaign as an example. They were able to position themselves as a leading healthcare brand using this strategy. As part of their campaign, they provided their followers with quizzes and monthly challenges. The goal is to encourage people to make small changes and live healthier lives. Followers are then asked to share a photo of themselves performing that challenge.

“We Dare You” campaign received two silver awards – one for digital marketing and one for social media.

Patient spotlight series

Sharing patients’ stories and testimonials on your website is a great idea for the same reason Amazon user reviews are so powerful.

Unlike in retail industry, healthcare providers do not offer refund or “return services”. This is why patients conduct thorough research and read online reviews before booking an appointment with a healthcare provider. Without these reviews, you’ll be missing out on hundreds of new patients each year.

Make it easier for potential patients to choose you by shining a light on patient success stories. Patients trust other patients. And in success stories, you, your staff, and the facility are presented as capable. That’s what patients are looking for – a capable healthcare practitioner who can help them with their medical condition.

Video content in Healthcare Marketing

We don’t have to tell you how big video content is in today’s marketing world. People love videos. In fact, recent study shows that more than 500 million hours of videos are watched on Youtube every single day.

We believe that video would be an excellent marketing strategy for your health and wellness practice.

There is a wealth of video content ideas that you can explore – from sharing medical information to how-to videos.

If you’re a physical therapist, you can create a video series showing patients how to perform exercises at home. If you’re a yoga instructor, you can do some pose tutorials for different levels. Or talk about your personal experiences practicing yoga.

Infographics for Healthcare Data

People love information. But if you’re posting links to your blogs on social media, they might not even read them. Why? Because most people have a short attention span. They want to get the information they want without too much exerting too much effort. They want content that are easy to digest and understand. This is where infographics come in.

Infographics are more eye-catching than plain texts. They contain both photos and content, which naturally draw the eye. Infographics are also extremely shareable. Every click or share means more people seeing your content.

Overall, infographics are a fun, engaging medium that can generate a unique connection with your target market.

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5 Content Marketing Ideas for Your Healthcare Practice