Health content marketing lags behind as we move into 2021. With more people working from home and using search engines to answer queries about everything from trivia to aches and pains, healthcare websites are in high demand.
To gain the trust of patients, practitioners must create accessible and credible content for their blogs. But how do you create a content strategy?
We’re sharing seven ways to make the process more efficient for healthcare professionals making their first foray into the world of content marketing.
1. Plan and track your health content marketing
Planning is essential for any project, especially one as impactful as the marketing of healthcare content that can drive enrollment and patient acquisition.
To create a project plan for your content strategy, like the example below, which describes the direction the organization is taking with its marketing.
Note how the plan includes the main goals of the marketing strategy, as well as the ideal audience personalities. Competitor research helps organizations define how their marketing can go beyond existing content.
Healthcare marketing teams can also design a draft content marketing timeline in their 2021 plan that defines the number of blog posts, expert interviews, videos, and social media posts created for each. month or quarter.
However, a content plan doesn’t need to be set in stone – allow room for flexibility as events can occur that require less or more of a specific type of content to produce.
One of the benefits of building a plan is that it becomes easier to track SEO performance, brand impressions, social media views, website traffic, and conversion rates.
2. Focus on your specialties for health content marketing
To make health content marketing more effective, organizations need to focus on areas they already know.
This is especially important because of the amount of content available online – potential patients will be reluctant to seek advice from the wrong sources.
It is possible to spread its wings by recruiting experts in a variety of medical fields; it is best to recognize the internal thought leadership of your organization.
All content (text, video, images, and social media posts) should share advice based on the organization’s specializations in the health field.
Also, all information should be current and accurate at the time of writing or posting – if the data you included is likely to change, add a note in your post.
3. Targeting healthcare content marketing to patients
Only 24% of consumers believe organizations are protecting their health on their business interests – this goes for healthcare organizations.
While some of your content is intended for other experts, the the majority of your target audience will be potential patients.
You should simplify your content accordingly so that it is more accessible to customers. For example, the symptoms of an illness and how to recognize them can be confusing to the layman.
Make your content as easy to understand as possible: divide your text with headers, use bullet points, make a video for a complex topic, or try to create a organizational chart, like the one below, to show patients what to do if they have symptoms.
Health content marketing should be geared towards its audience, and for the most part, these are patients looking for quick fixes to their health problems.
4. Highlight heroes in health content marketing materials
2020 showed the world how heroic healthcare professionals need to be – which is why they should be highlighted in healthcare content.
Organizations have long appeared as impenetrable monoliths – and this creates a barrier between the company and the patients it serves.
Get around this by showcasing people behind the company in your content strategy– doctors, nurses and administrators. In other words, the people patients are most likely to meet.
Watch this tweet from the Mayo Clinic about handwashing – it features a doctor, creating a human bond between the brand and the consumer.
5. Create Gated Healthcare content
Closed content is a mainstay of online marketing strategies and it is something that health content marketing can embrace.
EBooks, white papers like the one below, and exclusive content all fall under the category of closed content and help generate more leads.
When you create secure content, add links to it on your website and promote it on your channels.
6. Ditch Lingo in Health Content Marketing
We mentioned that patients won’t always know or understand complex medical jargon – if this is your target audience for your health content marketing, ditch the jargon.
If you need to include medical terms, explain what they mean. Like we said earlier, make it easy to read by using more headlines and bullet points.
Create original graphics to explain difficult terms and procedures—create youtube videos to support consumers in a procedure and demystify medical processes.
Consider creating patient testimonials or experience videos – these create personal connections between your existing patients and new ones. But it also puts people at ease.
7. Reuse healthcare content
Creating new content is extremely difficult – envisioning stories and graphics every week, and new ways of using platforms can get overwhelming.
But healthcare content marketing doesn’t have to be such a challenge, as marketers have the flexibility to repurpose existing content.
There are many ways to use a content type in more than one way:
- Create infographics from blog posts
- Divide an infographic into multiple social media posts
- Use infographics as newsletters
- Create videos from blog content
- Split longer videos into short video clips for social media
- Combine multiple blog posts into a white paper or eBook
- Combine multiple videos in a webinar
When it comes to repurposing content, the possibilities are endless – it may take a bit of work at first, but once the marketing team gets used to it, the process will become easier.
By reusing content, healthcare professionals can reach various audiences who can use various platforms to get medical information, so it’s worth it.
Key takeaways: Keep health content marketing simple and accessible
Patients are the primary audience for your marketing materials, so they should be easy to understand by someone without extensive knowledge of the field.
To make health content marketing effective in 2021, do the following:
- Plan and follow your strategy
- Focus on your specialties
- Targeted marketing to patients
- Highlight the heroes
- Create closed content
- Give up lingo
- Reuse content
Use the methods above to create a strategy that will attract more consumers to your business and retain them over the years.