6 essential elements of your healthcare content marketing strategy
Your healthcare content marketing strategy should include several types of content to be really effective.
But some healthcare and medical companies don’t know where to start when it comes to creating healthcare content. That’s where we come in!
Here, we’ll describe the most effective types of content to use in your healthcare content marketing strategy.
However, you must remember that your content will only work if it’s relevant and useful to your audience. So, don’t just start creating videos for the sake of it; produce something with real meaning!
6 types of content to include in your healthcare content marketing strategy
1) Data-driven webpages
The healthcare industry captures a wealth of patient and hospital data, and most of it is readily available if you know where to look.
Use it on your webpages, in your blog and as part of your guides to support any claims you make. This will help convince new and existing patients to trust you and your methods, and it may even persuade them to purchase something.
Remember that this data must be part of a narrative to be truly convincing. Add some context and emotion to give the statistics depth and meaning. Include a quote from a reputable source and you’ll have a powerful piece of content on your hands.
A great example of this can be found in Bupa’s “Need to Know” section:
“The Office for National Statistics says that, by 2024, the average age in the UK is predicted to rise from 40 to 40.9 years, while by mid-2039 more than one in 12 people may be aged 80 or over.
That means employees of the future are increasingly likely to be responsible for both dependant children and elderly relatives needing care.
Law firm Barcan+Kirby recently published their Citizen 2025 Report about how the UK will deal with an ageing population, concluding that ‘this will put huge pressure on pensions and health spending with future generations paying for care of the elderly (both outright and through their taxes).”
If a picture is worth a thousand words, an infographic must be worth a million!
These visually-rich, compelling images are a great way to present information to an audience.
Healthcare audiences respond particularly well to infographics as they cut through complex medical jargon and quickly deliver the facts they need to know.
Infographics can highlight key areas of interest in an engaging and efficient way. Here are a few tips on how to get them right:
- Keep design simple – two colours max!
- Ensure you optimise for mobile
- Avoid jargon at all costs
3) Case studies and patient-focused content
As a marketer, it can be tempting to focus on your business and product. However, as with all areas of content marketing, healthcare content requires you to look at things from the patient’s perspective.
In every interaction with your brand, your audience will have one thing in mind: “How can this brand help me?”. If you don’t answer that question, your audience will quickly look for answers elsewhere.
Don’t get us wrong – you can still talk about the difference your healthcare product makes – but you must always relate this back to how it can help the reader solve his or her problem.
Use case studies to demonstrate how effective your product is and offer real-life examples of your product in action. This will help persuade users that you’re the best solution for their problem.
4) Industry news page
We hate the term ‘news-jacking’, but writing about key industry events and trends can make a huge difference to your brand’s reputation.
Top-of-funnel news content can help garner respect and build confidence in your solution. By staying on top of industry trends you’ll be seen as an authority, a thought leader and (most importantly) a brand your audience can trust.
If you want your audience to respect and trust you, you need to prove that you’re up-to-date with the current goings-on in your industry.
5) FAQ page
If your healthcare business focuses on specific areas, a great FAQ page could really save your readers (and your staff) a lot of time.
Try to answer all the important, common questions that arise time and time again. This page is an easy way to provide relevant, useful content for the reader and it saves them the hassle of contacting you directly.
One thing – don’t get too technical! FAQ content must always be accessible.
Videos should be a key component of your healthcare content marketing strategy. They’re a great way to support your written content.
Videos are engaging, quick and accessible – a huge plus for visitors on the move! Also, with people increasingly using mobile, not everyone will have the time to read longer blogs. Videos are a great way to get around this; they allow you to provide the same information in less time. Studies suggest videos are often more memorable, too!
With these six types of content, your healthcare content marketing strategy will be complete. Now all you have to do is come up with a strong creation and distribution plan that will support your audience throughout its journey. Good luck!