Content Marketing and Healthcare

Gaurav Dhingraby Gaurav Dhingra20 April, 2018

Healthcare might be the last business that comes to our minds when we think of content marketing. However, today the healthcare sector has taken the shape of a proper business and industry. This means you need to market your healthcare business just as you would have done in case you were running something else. You cannot ignore the importance of marketing in healthcare.

When it comes to the strategies employed today by businesses to market themselves, content marketing has taken the shape of an essential. There are only about 12% of all the companies out there that actually ignore the importance of content when they are running their marketing campaigns. If this figure does not alarm you, think about the fact that the remaining 88% of this number also includes your competitors. This can cause a major setback to your marketing plans and strategies if they are able to maximize on them while you just sit there thinking where you are lacking.

Content Marketing and Healthcare

Consumers in the healthcare industry, which also include patients, are always on the lookout for a healthcare service provider that they can trust. They want a company they are sure will look after them. The reliability of healthcare services offered by the service provider is the first thing that is usually considered when a patient is choosing a healthcare service. Thus, to keep patients and consumers coming to you for their healthcare needs, you need to be more reliable than your competitors.

Patients today compare websites of healthcare service providers and read reviews about them before they make their final decision of choosing one. Thus, content marketing today plays a major role in how well your healthcare business is going to do in the industry full of competitors and big players.

If you have just started thinking about including content marketing to your overall healthcare business strategy, here are some important tips to help you out.

1. Know Your Target

First things first, you need to know your target to make an effective content marketing strategy. The editorial statement is one of the main content statements that outline your business goals and objectives. Make sure it is made according to the consumers you are catering to. Your goal should be quantifiable through analytics. Whatever the goal of your business may be, make sure your editorial statement is in line with the objectives.

2. Make a Plan

Making a plan makes your strategies all the more effective. You know what you are doing and where you are headed when you have a proper content plan in place. Without a marketing plan, it will become difficult to implement your content marketing efforts and also figure out what things need to be done next. As many as 35% companies do not document the content marketing plans and efforts they are doing, which often leads to their failure. Making a plan also helps you prevent doing the same mistakes over and over again.

3. Make Sure the Content is Relevant and Current

No matter which business sector you are in, if your content is not relevant to your target audience and not current, it is not going to make the impact you were expecting from it. Thus, make sure the content is relevant and current. Include the latest research developments taking place in the industry and talk about the breaking news everyone is talking about currently. Let the customers know if a cure for some serious disease has been discovered or if there is a new drug in the market. This will keep your audience hooked to your website for reliable information and will also improve the factor of trustworthiness in them related to your company.

4. Connect with them on a Human Level

Another major to-do thing when it comes to content marketing for your healthcare business is that you need to connect with the customers on a human level. You also need to humanize your staff and base your content marketing strategies around it. Create the personal profiles of your staff and include them in the website. This will encourage your audience to know about the service providers and your staff on a more personal level which is always a plus in content marketing.

5. Answer their Questions

It is a great idea to include a page for answering some frequently asked questions by your customers. This will not only work as a great SEO tool for your website but will also help you in attracting more traffic and hence more customers. It will also help the customer service agents save their time when customers will have an answer to all their questions right on the website.

6. Include Visual and Digital Content

Content marketing is not just limited to writing some great words these days. It is more about creating content that makes a difference. People today usually do not have the time to read long stories. They are more interested in crisp and to the point content. And, it becomes all the more easier when the content is in the form of pictures, visuals and videos. It allows your audience to connect with you on a different level and allow you to get your message across to your audience more effectively.

Content marketing is not a difficult thing to do for your healthcare business. You just have to make sure you know what you are doing. Making a proper content plan and then sticking to it will help you achieve your goals. You should know your audience and the best ways to reach them. It might seem hard at the beginning, but once you get the knack of it, you will start getting results as you expected.

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ABOUT THE AUTHOR

Gaurav Dhingra is digital marketing expert for healthcare companies, backed by robust technology team to develop strategy and execute plans to perfection. He is a passionate, dedicated and truly empathic listener, who has made a life of designing and delivering digital
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