How You and Your Patients Can Benefit from Healthcare Content Marketing
Healthcare content marketing benefits your medical practice and, by extension, patients in many ways. This is what we will talk about here.
This blog post outlines the biggest reasons medical content should be part of your online marketing campaigns.
5 Ways Healthcare Content Marketing Helps You and Your Patients
Do you know that the right medical content is already a form of patient-quality care? Below are more details.
1. The Best Content Boosts Your Credibility and Educates Clients
The Hippocratic Oath says it clearly: primum non nocere (first, do no harm). As a medical provider, your priority is ensuring your patient is always safe. Healthcare content can help you do that by:
- Inspiring you to follow the HIPAA rules. The right content does not violate HIPAA, which suggests that you cannot share personally identifiable information of your patients online without their consent. It compels you to become more analytical in gathering and presenting objective data without compromising someone’s privacy.
- Guiding patients through decision-making. More patients turn to Dr. Google to advocate for themselves for diagnosis and treatment. But one wrong piece of advice immediately puts them in harm’s way. To solve this, publish evidence-based content and make it appear first in search results through search engine optimization (SEO).
- Encouraging you to follow the E-A-T guidelines. Google’s E-A-T (Expertise, Authoritativeness, and Trustworthiness) is a set of rules that help search engines improve the user experience. Creating healthcare content with E-A-T helps you rank so that more patients will find you and access accurate, reliable information anytime.
According to Digital Authority Partners (DAP), doing healthcare content marketing guarantees that meeting patient needs remains your practice’s core mission. In turn, it enhances your credibility and trustworthiness, making you the go-to medical provider in your field or niche.
2. Healthcare Content Marketing Significantly Improves Customer Service
About 75% of people thought that improving knowledge and content delivery to customers should be one of the primary goals of any business, including your clinic. And yet the same Gartner report stressed a huge issue: organizations find it challenging to provide current, truthful data.
How do you bridge the gap? The answer is by deploying a content marketing strategy, which then:
- Enables you to resolve customer inquiries faster. When you have informative materials readily available online, it becomes easier for your staff to direct patients to the right page and get them the answers they need ASAP.
- Helps you develop empathetic messaging. Your website is where you can show the human side of your brand. Sharing your unique story and letting patients know you understand what they are going through nurtures a deeper connection.
- Receives updates as new information comes in. Unlike printed materials, you can quickly change your website’s content to reflect the latest updates in your field. This way, you give patients peace of mind that they are getting accurate information from your clinic.
The best healthcare content creates a seamless, satisfying customer experience. This then positively impacts your bottom line by improving patient retention, promoting word-of-mouth marketing, and spurring new patient acquisition.
3. It Helps You Achieve Your Sales Targets
Does healthcare content marketing lead to sales? Absolutely! It allows you to:
- Generate more leads. Optimizing your website for search engines and using the right keywords attract patients actively searching for doctors or treatments you offer.
- Qualify your leads. Tracking metrics such as average duration sessions and using tech like heat maps let you know which leads are ready for conversion. This way, you can send follow-ups or call them at the right time.
- Nurture prospects. Content marketing strategies such as emails, webinars, and e-books keep you relevant. When patients are finally ready to book an appointment, they think of your clinic first.
- Remarket to reduce abandoned sales. Certain content types, such as paid ads or email sequences, can help you recover patients who left your site without converting.
- Convert at any point of the customer journey. Providing factual, engaging content at every touchpoint can close a deal no matter where a patient is in their journey. If not, it pushes them deeper into the funnel until they are ready for conversion.
4. It Boosts Your Overall Marketing Strategy
Content marketing helps you scale by being essential to any well-rounded marketing campaign. You can incorporate it in:
- Search engine optimization (SEO) to make sure patients can find you easily on Google
- Social media platforms, such as Facebook and Twitter, to engage with patients where they are
- Email marketing to nurture your relationships with patients
- Paid advertising to attract new patients and complement organic marketing techniques
- Podcasts and webinars to show off your knowledge
Content marketing covers all of these channels and more. In fact, deploying a content strategy gives you an edge over your competitors who have not done the same. Here is why:
- You control the message. Creating your own content allows you to shape the narrative around your brand. You decide what patients should know about your clinic and how you want them to feel.
- It makes you a thought leader. Producing high-quality, original content establishes you as an expert in your field. When patients are ready to convert, they are more likely to choose a clinic considered an authority in the healthcare industry.
- You differentiate your brand. In a sea of sameness, content marketing helps you to put your best foot forward and show patients what makes your clinic unique.
5. It Drives Better Patient Engagement
Patient engagement (PE) is key to improving healthcare industry outcomes. In fact, a study showed that this had become a key component in:
- Enhancing treatment outcomes and patient health
- Increasing patient satisfaction
- Improving a medical provider’s productivity
But how does medical content raise PE? It does so in a few ways:
- It breaks down technical concepts into relatable ones. Using content to explain a medical procedure or condition helps patients better understand their bodies and illnesses. In turn, this builds trust and strengthens the doctor-patient relationship.
- The content is available on patients’ terms. Creating blog posts, social media content, and e-books lets patients engage with your brand on their own time. In the process, they get to know you and your clinic better before they step inside the door.
- It fosters two-way communication. You can use content to start a conversation and invite responses from patients. This open dialogue helps build trust and lets you address any issues before they become bigger problems.
The right healthcare content marketing strategies support your organizational goals and provide a seamless, reliable patient experience that truly promotes wellness.
But the process is often challenging. If you are new to medical content or want to revamp your campaigns, consider partnering with an experienced content marketing agency. They can help you create high-quality, engaging content that gets results.