If you're in healthcare marketing, you're aware that there are plenty of hoops to jump through to make sure your content is compliant and follows regulations. But if you're on the fence about beefing up your content marketing, you should know that healthcare is the second most searched for online service. If you can find a way to get the two to work together, there are amazing opportunities for your brand in content marketing.
At the heart of these opportunities are patients and readers, and content marketing has benefits for the patient that might be lost in traditional marketing. The point of content marketing is to build trust with the reader, and trust is the cornerstone of a successful medical practice. Using content marketing to speak directly to the patient gives you a valuable outlet to communicate and educate.
1. Begin the Conversation
Whether it's through a blog, video channel, social media or newsletters, the point of content marketing is to get on the consumer's level. This element is especially crucial in the health field, where open dialogue is so important. Creating that space through your content marketing will help lead to a medical relationship that fosters communication. Getting the patient thinking about the questions they can and should ask ahead of time will get the conversation rolling when they sit down with a medical professional.
2. Accessibility
Content marketing has the ability to take a message and make it more accessible for the general public. From simple cold and flu tips to an explanation of the latest medical breakthrough, expressing a message in terms that your readers can follow helps to bridge the gap between patients and the medical field.
3. Content Marketing Puts the Focus Back on Patients
Your services should absolutely be listed on your website, but when it comes to content marketing, your focus shifts to the patient. It's a unique chance to address a healthy lifestyle and the full picture of a patient's health. This sets the stage for a positive, more understanding conversation before a patient ever steps foot in an office.
4. Plan for Quality
If you want to improve the patient experience through your content marketing, it pays to have a plan. If your content is sporadic or hard to read, it will be tougher to foster relationships, build trust or retain readers. Put together a content marketing plan to address the needs of your readers. Brainstorm the topics you're going to cover, the outlets you'll use to share your content and what you think readers need most. Check your FAQ page and marketing materials to get started. You might be able to break some of that content out into blog posts or videos. If you approach your content marketing with a clear plan, you'll be able to deliver more valuable content.
Do not underestimate the importance of providing your audience with content that is accessible, approachable and valuable. Starting the conversation in a way that speaks directly to patients will set the tone for a more positive medical experience overall.