Healthcare professionals have only recently started paying more attention to content marketing and it’s proving to be one of the most effective ways to reach new patients.
If you’re interested in finding out more about how to incorporate content into your own marketing strategy, keep reading.
Content Marketing: The What and How
Content marketing involves the creation of educational, engaging and entertaining content that moves beyond the usual ‘sales pitch’.
Along with encouraging more patients to engage with your brand, content marketing is also the ideal way to position yourself as an authority on specific medical specialities.
So, why is content marketing so effective?
Online users don’t respond to advertising in the same way that they used to. Today’s patients want value and the brands that can offer them value are the ones they want to do business with – content marketing is one way for healthcare brands to achieve this.
Content marketing benefits your healthcare brand in more ways than one though. When you start creating and promoting valuable and engaging content on a regular basis, Google also starts paying more attention to your website. Content marketing is directly linked to search engine optimisation, another tactic that should be used by all healthcare brands.
Getting Started with Content Marketing as a Healthcare Brand
While medical marketing specialists such as Azuri can make SEO and content marketing easy, here are some tips to get you started.
Turn updates into content. If there is anything happening at your practice that you feel would be important to prospective patients, turn your updates into content.
Touch on newsworthy issues. Sharing important news updates is a great way to engage with new and existing patients who want to stay abreast of these types of stories. Always make sure that the stories relate to your sector though.
Jot down topics of interest. What are some of the topics that you can use to create content your target audience would find interesting? Start by looking at the procedures that you specialise in and take it from there. Don’t be afraid to think outside the box to provide patients with unique and interesting takes on commonly-used topics.
Cover frequently asked questions. If your staff deals with the same questions time and time again, create an FAQ page that you can direct new patients to.
Reference common concerns. To make your content even more relevant, think about the common health, beauty or skin concerns that your patients are dealing with and work them into your content. This will help patients relate to your content and promote the fact that you can treat these different concerns. Being more specific is also excellent for SEO.
If you want new ways to engage your target audience, content marketing is definitely a tactic to consider. Since your content will be a direct reflection of your practice and your expertise, make sure that you are only putting out top-quality content. If you don’t feel that your writing skills are what they could be, rather seek help from a professional that specialises in medical marketing.