5 Steps to boost healthcare content marketing in 2023

The world of the internet is a DYNAMIC environment that requires the highest standards and updated information. Every year, new apps and styles of content creation and promotion are launched, making it cumbersome for the health organizations to stay updated.

In such times, the need for a digital marketing agency becomes an absolute necessity. But worry not, to make it easy for you, ensure the compliance of your healthcare content, and target the right audience, we summarized these 5 steps that can boost healthcare content marketing.

But first, you must understand your business structure, whether you cater to other businesses or to direct customers. This will define your target market.

Classification of Health Business

Healthcare businesses can be classified into two major categories:

B2B: Business to business

This refers to the organizations dealing directly with other organizations, e.g. surgical instrument companies will have hospitals and clinics as their target audience.

B2C: Business to customers

An organization that directly handles clients and patients is B2C, e.g. any hospital, pharmacy, or clinic.

Healthcare Content Marketing Tailored to Business Type

As per the business, the content will change according to the:

Tone and Language

B2B can use a straightforward tone of writing as the audience belongs to the same stream. For a B2C, readers vary in age and experience, and hence, the simpler the tone, the better it is heard by the audience.

Complexity of content

For B2B, the level of expertise can determine the content complexity and, hence, the writing can change accordingly. One can use simple to complex medical terms even without explanation.

For B2C, one can never assume the understanding of the public and hence, all the information should be shared without saying.

However, simplicity is the best solution for both cases so that the content created is clear, distinct, and easily understood by either.

Distribution Channels

For a B2B, content should be research-driven and professional. The distribution strategy should focus on sharing the content via webinars, long blogs, research guides, newsletters, emails, etc.

For a B2C business, the content should be crisp that can be easily shared and re-shared. One can use the power of various social media channels or short blogs to promote bite-size information.

The important thing here is that your audience should be able to consume your content effectively. Hence, you can use any distribution channel you see fit for them.

After understanding your business and its audience, let’s summarize those 5 steps that can boost healthcare content marketing.

How to Boost Healthcare Content Marketing?

Listen to your audience

To create content that customers appreciate, use customer feedback and queries, and transform them into quality content.

You can create a health community on social channels or daily posts for the clients to engage. Use their comments as questions to be answered in the upcoming posts.

For example, the community page created by the World Health Lifestyle shows how content can be created from the queries posted in the comment section.

Ask your employees internally about their own passions projects that they have handled and align those ideas with the customer’s needs. The best team for this will be customer support as they handle the queries from the clients and must understand their requirements.

Research the public to find out current trends and topics of discussion. Finding issues and proposing solutions is the most successful way to make content that resonates with people, especially in the health sector. 

To find out what people are talking about, I use these two tools:

Answer The Public

Also Asked

Both these tools help to:

• Find the questions related to a trending keyword
• Create topics using those questions and their answers
• Download and save the data for future use
• Identify the audience region-wise and language-wise

This is a fail-safe formula to reach the target audience in the best way.

To give you an example, I searched for the most common topic, diabetes, and here’s what people are asking about it:

Do thorough topic research

This is the primary key to enhance the value of your content and engage your audience.

Topic research should be done

• By creating your niche authority on the topics you hold expertise in. For each topic selected, there are many ways to talk about it. Showcase your expertise on these topics.
• Once you find the right topic, keyword research becomes imminent. It will help you in creating tailor-made content for audiences and influence potential gains.
• Read health news and scroll through social media to pen down some trending topics. You can also attend live sessions and find ideas from their content. This is known as “Newsjacking” your topics from other major players in the same niche.
• Complete topic research through competitive analysis. Study your competitor’s website and blog content to understand their operations and key players.

For such a vast research, you can use some tools like:

SEMrush Topic Research

Find the trending topic of your choice from the vast array of trends running in your country.

Mangools/KW Finder and Ubersuggest

Find out the related keywords for your topic. You can find both long-tail and short-tail keywords.

Newsjack your favorite hot topics from YouTube! Search for related tweets and hashtags over LinkedIn, Instagram, and Twitter. You can also search Quora and Reddit for questions related to your topic, or go handy with the Google Trends tool.

Don’t shy away from Interactive Experimenting

Add diversity to your content by shifting from read-only blogs to videos, audios, short clips, etc.

This will capture audience interest and boost your healthcare content marketing while differentiating your outlook from the competition. To be honest, healthcare writing can become boring with time, with serious content and fewer images.

Here you can play to your strengths by:

• Adding fun videos on your website showcasing some behind-the-scenes.
• Use interactive content like a calculator, pop-quiz, multiple-choice questions on your blog page, so that the customers want to read further
• Share stories, podcasts, create quizzes, etc.

For a healthcare professional, timesaving is the prime concern, and hence a simple blog post with few images is the ideal content for them.

But what if I guide you with certain apps that can save time and give an extra edge to your content?

For good quality videos, you can use apps that provide you with ready-to-use templates.

Canva

Vimeo

To connect with the customers include interactive tools on the website like

A period/ Ovulation calculator

BMI Calculator

Build your brand’s trust with Influencer Marketing

You can use two types of influencers to promote your content:

• Use healthcare professionals to write your content. This automatically builds trust and saves time. You can use in-house physicians or outsources.
• Use outside influencers who are famous amongst the masses from your field and ask them to promote your content on their websites. Here you can use a mix of creators like celebrities focused on health, industry peer, or healthcare experts.

Make sure that the content they give should be verified, HIPAA-compliant, accurate and high-quality. Influencers can share their own stories related to your business that can capture the undivided attention of your audience and connect to them.

For example, you can collaborate with like-minded people and include budget-friendly giveaways together to attract attention.

Or you can share influencer information with ratings along with blog-post so that the readers believe their authenticity.

No idea where to find the right influencers for your brand? Feel free to use these tools:

Upfluence

Exolyt

Organize for a better content experience

Even if your content is of the best-quality, well-written, or interactive, it won’t be able to grab attention or keep readers engaged if it’s not arranged properly, difficult to find, and confusing to look at. To avoid these simple errors, also focus on the content’s alignment on the website.

After all,

To achieve such proficiency, you can:

• Create categories and hubs: Organize your content more logically by creating categories related to your business or create a hub where specific clients can land and search for their answers.

• De-clutter your website: Too much of anything is harmful, even information. Don’t clutter your website with everything at once. Reorganizing your content will ensure maximum footfall along with better rankings on search engines. Remember, your vision should be to stay in the digital market and your concise content must reflect that.

• Enhance readability with structured articles: Understand the importance of the length of the article on search engines along with keyword headings that improve the overall readability. With the use of graphs, pictograms, etc., it is easy to relay serious messages in a fun way. Again, a table of content with click-ability provides easy access to the content of interest.

• Rather than just words, use visuals: When you feel your words are going too far, switch to visuals like a detailed image or a video to better convey the information.

Boost Healthcare Content Marketing Today!

I have always emphasized on the plethora of topics the health industry offers, but with so many choices comes a lot of confusion too.

Healthcare writers are always looking for a way to keep themselves updated with all the health news, and then find trendy ways to share that news with the readers.

With the addition of so many digital tools for guidance, technology advancement puts more pressure on users who are already struggling.

To make it easier, I have summarized the steps and the tools you can use to boost healthcare content marketing. So, which of these tools you liked the most? Let me know in the comments below!