5 Ways Healthcare Content Marketing Can Improve your Business

“I have my healthcare website. Do I need anything else?”

OR

“I already have many patients/customers. Why should I spend on Healthcare Content Marketing?”

Are you continuously asking these questions to yourself or the people around you?

Then, here’s the answer!

Pandemic has taught us many lessons; one of them being “Make your digital presence count”. The role of the internet in healthcare content marketing has undergone a rapid rethinking and upgradation. Old school face-to-face consultation has re-voluted into multiple online portals as a more effective avenue to engage with your patients.

And what we can see in near future? This is an upcoming trend for the pandemic and beyond. Medical market is now getting dominated by key players like E-labs, home healthcare providers, health tech companies and E-Pharmas.

Why you need Content Marketing for Healthcare?

Before we talk further on the benefits of Healthcare Content Marketing, it serves ONE most important purpose:

People who buy/will buy your healthcare products or services go online and educate themselves before they interact or transact with you.

This has become an important aspect in the healthcare sector, since a patient NEEDS to trust the healthcare provider.

Gaining access to credible content has become a top-priority for today’s tech-savvy youth, and as a healthcare provider, it is your responsibility to market the true content. Even if a patient is referred by a credible source, he makes sure to check online for reviews and information about you.

According to Pew Research:

• In 2019, approximately 72% of the young adults used social media and other online forums to connect and engage with content whilst sharing information.
• 66% of the internet users try to find information about their disease and health.
• 7% of the Google research is health related.
• 70,000 health related keywords are searched per minute.

These figures prove the worth and need of healthcare content marketing!!

But the key question still remains!

How to utilize the power of content marketing for your healthcare business?

To answer this, let’s go shopping to a pharmacy store!

And why a pharmacy?

Number one, it’s a crucial aspect of the healthcare sector. And secondly, it represents an organized model of healthcare content marketing.

The content you put on your website and its marketing strategy share the same structure as a pharmacy store – correct product positioning and easy navigation.

These two things can Make-or-Break a first impression on your customers.

It is an asserted fact that consumers drop-in-the-shop again where it was easy to “Find” things. Such is an effect of a well-developed website and thoroughly marketed content on the minds of the people.

So, let’s grab a trolley and show you what the well-structured aisles of a pharmacy store teach you about healthcare content marketing!

1.Segmentation of products viz. segmentation of web content

It is important that you have a well-written content and precise information segmented into relevant pages to give the right answers to your audience.

Too much information in a clutter, like too many products on the shelves, can lead to confusion. Understand the pain points of your target audience to create content specific for them and your business, which will have an enormous impact on their psyche.

2. Labelling of sections viz. targeting the right audience

Like every section in a pharmacy store is labelled, also per the age range of consumers, similarly, one needs to understand the diversity of their target audience related to their business.

Your content should be focused on every age and buying stage of potential customers to help them find right information to their doubts related to their health issues, and thus, propel them to interact with your business.

3. Upgradation with new products viz. upgradation of content

Correct positioning of products/ content is of equal significance along with regular up-gradation of information involving creative methods, just like the kids’ section that is ever-changing to perk up the kid’s mood. A playful approach is helpful for better communication with your audience too. Just remember to keep that “Inner kid” alive!

PROTIP: Update your content to provide new information to your readers, like general tips and tricks, any technological advancement, new diseases and its prognosis, general industry news or blogs related to alternative treatment or disease prevention, along with daily health maintenance tips.

4. Supplements viz. digital marketing channels

A supplement becomes necessary when a person lacks any nutrient in the body. Similarly, digital marketing channels can complement the already present content on your website.

Examples of such digital marketing channels:

• Newsletters: Important for existing customers.
• Social Media Posts: For potential customers, easy and playful way to pass on information in a limited frame.
• Ad-copy: For potential customers to improve Brand Awareness
• Infographics
• Healthcare Videos

5. Content layout viz. the website layout

After roaming through the aisles, I need a chilled drink! Here comes the Drinks Fridge. And what do I notice? Each drink is arranged height wise, sectioned according to the fizz, color coded and well kept so that none falls while taking one out!

Wow, that had me impressed!

Likewise, enhance your websites with colors and sections to avoid the cluttering and trademark your online presence. Colorful pages, inclusion of graphics and videos, well-spaced content etc. play a key role to improve the footfall and customer retention rate. Similarly, your marketing channels should reflect the same presence of colors for easy-recognition of your brand.

My Takeaway Basket for Healthcare Content Marketing

A substantial content marketing strategy surely begins with “Having a website” but doesn’t stop at that. To fill your trolley with goodies, you need to check various aspects like:

Proper and organized layout of the website
Easy navigation on the website
Precise information through web content after understanding the pain points of your audience
Regular upgradation of content
Distributing the content through various digital marketing channels

It is not only about showing your expertise and making your website rank on the first page of the search engines, rather focusing on posting genuine and unique content relevant to your business.

Marketing it on other media platforms and posting as a guest on other digital platforms will help you drive longevity in strengthening your authority and trustworthiness amongst the audience.

But we know your topmost challenge to utilize these goodies – LACK OF TIME!!

Worry not! Sign up for our healthcare content marketing services here to help us grow your business while you take care of your patients. ☺️