Have your healthcare content marketing campaigns been missing the mark? If you want to achieve better results with your healthcare marketing efforts, you need content that’s personalized, easy to digest, useful, and factual.
A consumer’s journey to your healthcare organization might begin when a prospective patient goes searching for a provider near them and clicks on a social ad or promoted infographic that you’ve published. So are you creating that content that helps these potential patients find you?
A consumer who needs knee replacement, for example, might click on a Facebook ad that takes them to a page featuring interesting articles about the procedure. Next, they might watch a video testimonial of a patient who's had the same surgery. From there, they might get to know doctors and other members of the ortho team by watching engaging bios and videos. At strategic touchpoints along this journey, you need to include easy-to-find contact information or an online appointment scheduling tool to make conversion easy.
The 5 types of content you need to reach and engage healthcare consumers:
1) Articles and Blog Posts
Avoid creating content that is too self-promotional. Your target audience is searching for content that helps them better understand health topics and how to live longer, healthier lives.
Knowledge-based articles that are detailed, answer patients’ questions, and contain pictures, videos, and infographics are most popular among healthcare readers.
According to Anna Martin at IVFMedia, an international media group in the infertility space, 80% of content should be useful and engaging, while 20% can feature news about the facility or procedures.
Blog posts provide a way to create a series of content about a specific condition or news about the latest treatments and advances. Successful blogs should be updated at least twice a week with new and interesting content. Shorter posts of less than 1,000 words can keep consumers from leaving the page too soon.
Cleveland Clinic’s Health Essentials is a great example of a healthcare blog that features engaging articles and videos aimed at helping people get accurate health information. Rather than directly promoting Cleveland Clinic services, the site serves as a trustworthy source of health information to counteract all of the misinformation commonly found on the internet.
2) Service Line Landing Pages
Before creating a “near me” search ad, you need a landing page to send your engaged consumers to if you want to keep the relationship moving forward.
Your homepage isn't always the best place to send the people who click on your ads. Good landing pages should encourage your consumers to take some sort of action – like attending an event, scheduling an appointment, or signing up for your service line’s newsletter.
Your landing page should have a clear purpose and a message consistent with your campaign. The call to action should be the clear priority. Whatever it is you're trying to get your audience to do – click somewhere, call, identify themselves through a form – the landing page copy and design should support this.
3) Provider Profiles
A profile or bio page is one way to help consumers build trust by getting to know your providers. A truly engaging provider profile will help consumers begin to trust your organization and providers and may even inspire loyalty in current patients.
For starters, a physician's profile should answer a prospective healthcare consumer’s basic questions, such as whether they are accepting new patients, what conditions they treat, what they specialize in, and which insurance plans they accept.
Providing this information helps prospective patients narrow the field. However, the consumer journey doesn’t end there. Their final decision usually comes down to likeability, trusted endorsements, expertise, and convenience.
Avoiding the formal, resume-style bio and writing a compelling story that includes personal information can help create an early connection between patient and doctor. Videos can further this relationship by offering a glimpse into the provider’s personality. Short testimonials from satisfied patients can further establish trust. Finally, every provider page should have easy-to-find contact info or link to an appointment scheduler.
According to Forrester research, one minute of video is worth 1.8 million words. And Aberdeen research found that when marketers use video content they can grow revenue up to 49% faster than their counterparts who don't use video.
In addition, MarketingProfs reported that short videos are one of the strongest growing marketing trends within the healthcare industry. Information offered in shareable, short videos are becoming one of the most effective tools in healthcare marketing.
Whether it's video of a healthcare professional discussing a specific health condition, a hospital administrator highlighting the care their facility offers, or a patient speaking about the care they received or a procedure they underwent, video is impactful, shareable, and enduring.
As part of a provider bio, videos can help reinforce a physician's attributes and skills, display personality, and offer insight into their background and philosophy of care. It also creates a sense of comfort and familiarity prior to meeting the physician for the first time.
Overall, videos can play a key role in driving new traffic to your hospital’s website, engaging prospective health consumers, and then converting them to loyal, long-term patients.
As important as an acquisition is, retaining loyal clients is even more important. Every serious healthcare organization needs at least one initiative to build client loyalty. Newsletters help build relationships, and it's those relationships that keep clients or patients coming back.
Good relationships with past and present customers are the basis for building referrals. Newsletters reinforce loyalty — as long as they regularly offer valuable and useful content.
Solid content demonstrates your expertise and builds customer loyalty by providing useful material that readers consider valuable and easy to read.
Repurpose your content to maximize time and resources
Content and distribution channels together are critical to successful content marketing. For healthcare institutions that are revising or repurposing content, it goes without saying that good content must include mobile views and be available across all channels and outlets where readers may easily discover it.
Newsletter articles can be repurposed in blog posts, shared on social media, and posted on your website. Webinar videos can be accompanied by a link to a white paper or case study on the same topic. Or, you might connect blog articles you’ve written for Heart Health Month to a health risk assessment (HRA) campaign on Facebook. Ultimately, repurposing content across various channels will help strengthen your message and maximize your campaign efforts.
Want insight into specific content strategies that work for individual service lines? Read our guide.