Consumers now have the ability to do extensive research online more than ever before, and they are far more particular about the services they want, so the value and impact of healthcare content marketing extend way beyond SEO.

Why is Healthcare Content Marketing Important?

You should never underestimate the importance of the content that you choose to publish because it represents your brand and is a reflection of your product and services.

In fact, 81% of internet users research for a healthcare product or a service on a daily basis, and your content will be the first thing they see.

Creating a healthcare content marketing strategy will help you recognise what content you have to share and how in order to give patients the health information, the answers and the solutions they need.

With traditional marketing slowly declining, it is now essential for providers to communicate, connect and build loyalty with customers online.

Planning Your Strategy

The first steps to creating an effective healthcare content marketing strategy are planning and developing a baseline for success.

In healthcare, there are many different types of content, and each has its own purpose.

By choosing your objectives first, you can have a better idea of what topic and format to choose, who to write for and where to publish it.

What are your main objectives?

  1. Brand awareness
  2. Consumer engagement
  3. Lead generation
  4. Patient loyalty
  5. Educational purposes

healthcare content marketing strategy

1. Write For Your Audience

Targeting and understanding audiences are essential parts of an effective healthcare content marketing strategy.

Many providers only focus on writing content about their business that adds no value to their audience, this is self defeat.

Since people are using search engines to find health related solutions, putting together content that will answer their queries in depth will be a better way to provide value than just advertising your organisation.

Publishing valuable information that gives the audience what they need creates trust and positions an organisation as a credible source.

When creating content, think about who you are writing for and their gender. Are they babies, kids, teens or adults?

Each page on your website has its own purpose. For example, if you want a customer to book an appointment, then you must offer value and actionable advice on that specific page.

In summary, design pages that make sense and are easy for users to navigate through.

2. Use Your Specialisation

Creating brand authority must be included in your healthcare content marketing strategy.

With patients now reaching out to online platforms to find information about diseases and symptoms, most providers now dedicate a section on their site to blog posts in order to cover those health related topics.

Writing about diseases, technologies, discoveries, and medicines can be a great way to engage customers. It can also help to establish your reputation online.

By creating high quality and up to date information, you show the company’s knowledge, training and expertise.

Types of content you can use:

  1. Data driven articles
  2. Case studies
  3. Patient focused content
  4. Videos
  5. FAQ page
  6. Infographics
  7. Interactive content

3. Cover Valuable Topics

A study conducted by Ceralytics in 2018 analysed over 16,000 healthcare topics and more than three million social shares. The study also included web traffic, search engine popularity and more.

Their data revealed the top 26 most popular and successful topics. You can use the list below to find the most relevant topics to your niche and identify what matters most to your target audience.

  1. Heart disease
  2. Diet
  3. Tips
  4. Recipes (Surprisingly, the top-performing recipe was one for brussel sprouts!)
  5. Pain (performed better on social media compared to search engine queries).
  6. Brain
  7. Symptoms
  8. Women
  9. Stress
  10. Stroke
  11. Health
  12. Truth
  13. Heart attack
  14. Blood sugar
  15. Children
  16. Diabetes
  17. Foods
  18. Heart
  19. Weight loss
  20. Adults
  21. Sleep
  22. Smoking
  23. High blood pressure
  24. Blood pressure
  25. Americans
  26. Drugs

healthcare content marketing strategy

4. Human Touch

Even though the primary purpose of content in healthcare is all about providing beneficial data driven articles, it is essential to humanise your brand through the content.

If you want real engagement and success, you must be able to connect with readers, patients and potential customers on a person to person level.

While there is a place for AI, automated content should be avoided.

Robots are not authentic and cannot create content that will empathise with your audience.

Another great way to add human touch is through video marketing.

A quick video tour of the office or your staff will provide insight and when done properly, can increase the chances of consumers wanting to use your services.

5. Utilise Social Media

Regardless of the type or the topic of your content, you can use social media to engage with your audience effectively.

It has become one of the most powerful communication tools that can be used to market any service online.

Sharing your content on social media can also attract new customers through likes and shares.

6. Measure Your Success

There are many ways in which you can now track the performance of any piece of information that you publish.

The ability to check user engagement can help you understand whether your healthcare content marketing efforts are contributing and supporting the goals and objectives you created at the beginning.

  1. Website traffic
  2. Search engine rankings
  3. Call/lead volume
  4. Patient feedback
  5. Social engagement
  6. Social following

Final Thoughts

Apply our tips to your healthcare content marketing to produce high quality and relevant content that can help take your organisation where you want.