Business Guide

7 Ways to Use Content in Healthcare Marketing

[Examples Included]

  • Javeria Tariq
  • April 20, 2020

The Google algorithm keeps on changing literally like every other day. And the healthcare sector is one of the most sensitive industry. Now, how both of these can match? Without causing chaos?

Choosing a healthcare marketing strategy is a challenging task. Can the healthcare sector survive without marketing?

PatientPop Survey confirms that 75% of the population in the U.S. turn to the internet before approaching a real doctor. Hence without proper marketing how real information can reach patients? Information about health is a crucial matter and a slight mistake can cost a life!

It is now 2020 everyone! Every healthcare sector must first think about genuine content marketing tactics. Forbes claimed in its 2019 year-end survey report. They stated that only 12% of healthcare companies are now ignoring the importance of content marketing. This confirms that businesses in the healthcare sector do require authentic content marketing. More than anything!

Assuredly we are living in a decade that is customer-focused and believes in connection with each other. The healthcare sector is no exception to this and ought to have a brand-building to maintain. Patients seeking healthcare services are inclined to have resources at their disposal.

That is why research proves that 70% of the patients consider the online reputation of a hospital before booking an appointment.

The current healthcare landscape is a whole lot different now. Today only word-of-mouth and references cannot attract potential patients. It is a customer-dominated era and without an online reputation, nothing can be achieved.

Doctor.com surveyed to clear this ambiguity in the air. They have concluded that 3 out of 5 patients will choose a healthcare provider depending upon its online presence and reputation.

But how to build a strong reputation? With content marketing of course. Organic traffic, patient referrals and social media presence must be combined with genuine content marketing strategies as a reliable marketing tool.

Here are the top 7 ways to use content in healthcare marketing with efficiency in 2020.

#7 – Engaging and Captivating Landing Pages

No matter what sector you are operating in, a landing page has its own virtue. It is a leading method of turning prospective visitors to permanent clients. When it comes to the healthcare sector, the importance of landing pages is often ignored.

The site owners believe that updating the content of their website is a waste. Changing the layout of landing pages is also not necessary at all. Another problem that arises is that some don’t even believe in the philosophy of landing pages. They don’t think it is wise to create separate landing pages for every service they offer.

Trust us, these are not truths, nonetheless ineligible in 2020. Today, you require high-quality landing pages with in-depth detail of every service you offer. There ought to be a separate landing page for every product or service. Every page must have a prominent call to action button. Each page must answer all the critical questions potential patients might have. And yes! These landing pages have to be updated from time to time.

The question that arises now is why to update landing pages now and then?

Well, there are several answers to it.

Firstly, the competitors might copy your existing healthcare landing page design. The duplication can lead to lower conversions.

Secondly, the Google algorithm keeps on changing hence craft latest design and better pages.

Thirdly, your customers get bored with the same content. They are always seeking for a new and enhanced content copy. If you are lacking in it, they will continue their search to find a better one. Lastly, your competitor might have created a better page. Don’t stay behind them and up your game as well.

Always remember, healthy competition can be beneficial. You can improve the UI and UX of the page or add certain new benefits. You can also market the content psychologically to touch the hearts of potential patients.

In the above example of Community Home Healthcare, they are using a direct approach to the visitors. As soon as a visitor lands on their page, they find the choice of choosing what they are looking for? Either a job opportunity or a need for a caregiver. The design is simple yet elegant with an appropriate color scheme.

#6 – Digital Marketing in Healthcare via Appealing Blog Posts

20 years back no one knew what a blog is? Today, there are over 150 million blogs available online. This indicates the importance of it. Still not convinced?

A survey confirms that a blog post is rated as the fifth most trustworthy medium for gathering information. Forbes claimed in its latest edition that websites that write blogs have an increased chance of 434% to be indexed higher.

Convinced enough? Now let us talk about how blog posts affect the healthcare industry.

When it comes to healthcare content marketing, a blog can get a lot of benefits. Like enhanced generation of organic traffic, more inbound or outbound links. Even a chance to win a SERP position. It also enhances SEO ranking on search engines.

Nearly 72% of online marketers claim that content creation is the most effective SEO tactic.

Hence every healthcare brand must have its blog post section to gain the trust of potential patients. It can also help them in improving their SEO ranking.

Some brands prefer informative blog posts that can provide an answer to queries of the visitor. This helps in the engagement of the visitor which mostly ends with an appointment booked for a physical visit.

Cleveland Clinic Health Essentials is a dedicated blog spot of the site that provides information on every possible health-related question. From the latest pandemic crisis to common health concerns, the website covers it all.

#5 – Professional Healthcare Content Marketing through Motivational Case Studies

A case study is a perfect choice to impress your prospective patients. Case studies are beneficial when you are a healthcare provider and especially dealing with the B2B segment.

Case studies have proof of your successful work and all the hardships behind it. It provides proof to the potential patients that you are an expert in your field and knows what you are doing. Through case studies, a healthcare provider gets a chance to exhibit the results of medical procedures. It also demonstrates the value you as a healthcare provider can bring for the patient.

Did you know? 73% of the B2B companies use case studies as part of their content marketing strategy.

B2B companies believe that case studies are the most effective asset that can help in generating leads. By using case studies as a channel in the healthcare sector, the brand can show its capability. They can also construct robust credibility in the eyes of the patients.

The above example is of US Acute Care Solutions. The healthcare provider has a dedicated page for case studies. From patient care to physician leadership to other hospital domains they have successful case studies.

#4 – Detailed Infographics for a Refreshing Perspective

An infographic is a visual representation of data. Complex and difficult to narrate information converted into an image to deliver knowledge. Is this advisable for the healthcare sector? Definitely yes!

The healthcare sector has a set of complex data that is not easy to understand. In such a situation, infographics can help a lot. Healthcare models that have white papers and blogs can also use infographics to create visual appeal for their readers.

To engage your audience in your multifarious medical-focused information than creative designs are a must. Studies indicate that infographics are easy-to-understand and comprehendible format.

Wondering why visuals are more preferable? The reason is that our brain processes 60,000 times faster when it comes to images. A survey indicates that 40% of the people across the globe prefer images. Hence using visual content in the healthcare sector can help in a phenomenal increase in brand awareness. It will also drive better traffic to your site.

Through infographics you can:

  • Demonstrate your healthcare service and products more effectively
  • Provides ease in comparing two or more services or products together
  • Helps in indicating the growth of the brand

Below is the example of a visual representation of the global healthcare outlook. The infographic is designed by Deloitte.

Source

Before designing an infographic for your healthcare brand, keep these tips in your mind:

  • The design must be simple with not more than three colors used
  • Make sure to organize the data from top-to-bottom and left-to-right
  • The image must be optimized for a mobile device
  • Don’t forget to include a CTA at a logical space

#3 – Videos are Always the King

Not only the infographic be a visual representation, but the videos are also engaging. They are considered as the most captivating format to involve an audience. Businesses are aware of the fact that an average person spends two hours on average a day watching videos.

87% of the marketers believe that video is the king and it is an effective marketing tool. The healthcare sector can use the video platform when they want to share something important. To convey a highly important message, using a video can help reach the target audience more effectively and prominently.

In the above example of Cleveland Clinic, they wanted to convey awareness regarding the recent Coronavirus pandemic situation. Hence they created a video to make sure the message can reach a vast audience in lesser time.

It is wise to create videos that are not just informative but also have an emotional and inspirational essence. In a video, you can use storytelling or narrative format. Research proves that the human brain retains 70% of the information through the storytelling method. And 95% receive the information through the emotional crux.

Do you know the best part of using video as a marketing tool? In a video, you can use everything, from images to texts to sounds to important links.

Since 47% of people use the search engine to get medical information online. And 72% of people prefer learning about health solutions through videos. This makes a pretty good score to leap into this opportunity. Make sure your videos are professional and can capture the attention of the viewers.

#2 – Checklists – An Imperative Content Marketing Idea for Healthcare Sector

What is the most psychologically comfortable way to reach out to the audience? Yes, you guess it right! It is listicles and checklists.

Using checklists at a healthcare website can help the visitors in a better understanding of the content they are viewing. It can easily answer to the problems they have. The chance of solving those challenges will also be higher.

Listicles are known to be the most popular type of content. Why? Because people are likely to involve in those articles that are titled with numbers. Yeah, all mind games!

Listicle titles themselves promise something. They assure a solution or an indication.

The above example is from The New York Times Well blog section. The title itself promises 7 habits that when adopt can help in maintaining a healthy heart. Such listicles help readers to know they will get a solution.

An analysis recently claimed that the top articles on BuzzFeed are 26% listicles. All these titles start with X Ways or Y Things or Z Reasons. These are tempting enough to grab the attention!

So what does the checklist do?

The checklist provides a list of things to do. A step by step guide to achieving something. Sometimes visitors need to find actionable tips or strategies to find a solution to their problems. It is easy to create checklists that can be relevant to healthcare topics.

Medline Plus is a trusted healthcare information platform. In the above example they are providing steps; a checklist for mothers who desire to conceive. Why it is engaging? Because when females decide to be a mother they have a lot of questions in their minds. Hence this checklist can provide them with a solution and a pattern to follow.

#1 – Glossary Content Focused with Healthcare Jargon

The healthcare sector is a complex industry with difficult to understand words. The terms and terminologies are even difficult to articulate. It can be challenging for the audience as they have not enough medical knowledge with them.

In such a situation, there must be a glossary content that is focused on the words used in the healthcare industry. Every terminology must have a complete definition and meaning with it.

Writing such content can prove as an asset to a healthcare brand. The viewers will stay on the site and learn from it.

The results will be phenomenal. Less bounce rate and higher dwell time. This will lead to better CTR. Ultimately better SEO ranking and lead generation.

Source

World Health Organization (WHO) issued this health promotion glossary. The 36-page glossary has every terminology explained. Either it is an easy word or a difficult or an expert level word. Everything is explained in-depth in this guide.

Medical Content Marketing – The Need of Time

Content plays a vital role in successful marketing in the healthcare sector like any other industry. Remember, marketing for the healthcare industry is not difficult. All you need to do is be smart and work intellectually.

You need to niftily choose the content type you desire to share on your site. Through successful medical content marketing, you can make the lives of your patients easier. You can gain their trust and become credible in their eyes. Enhanced patient experience is a new healthcare trend of 2020!

Are you curious that how you can effectively plan your content marketing strategy? Don’t be shy and contact The Write Pick to discuss it with us today.

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