A Prescription for Profit
Thanks to things such as the Affordable Healthcare Act provisions and HIPAA regulations, healthcare marketing can be challenging. However, reaching your audience through content marketing is both effective and cost efficient. According to Pew Research, 72% of those who used the Internet looked for medical information. Also, healthcare is the second most searched for service. With so many platforms that create opportunities for your healthcare organization to be found by those users, content marketing, when done right, can connect you with them. Here are some things that must be done for your content marketing efforts to translate into profit.
Tell Your Story
It doesn’t matter how large or small your organization is, whether it be a large hospital, small family practice, or medical device manufacturer, you must let your audience know your story and the purpose you serve. Talk about how your healthcare organization was founded, the values incorporated, and how you provide a solution for people seeking your specific line of service.
It is important that your healthcare organization does not seem like just another “cold” office in which patient volume and profits are the only things that matter. Content marketing is a way to show that your healthcare practice is comprised of people who care about the health and wellbeing of its patients. Think about your presence online. Are there videos and pictures of the doctors and staff? That is one of the best ways to make that emotional connection to current and potential patients.
For example, let us say that you are a pediatric doctor. Feature videos on your website and social platforms introducing the yourself and your staff and explain the high-quality care you provide and how everyone is there to help children through both wellness and sickness.
One of the most vital things to remember about content marketing is to be relevant and offer value to users reading your content. The way to do that is to stay up-to-date on news pertaining to your specialty, offering professional commentary. Going back to our pediatric example, let’s say there is a new vaccine on the market for children. This is an opportunity to share that story, along with your professional opinion if the new vaccine is needed or not and why. Then invite parents to make an appointment with your office to discuss the new vaccine further with you. Establish yourself as a thought leader and expert in your field, and your users will turn to your social media platforms when they have a question about breaking news that relates to them.
Conduct research internally to come up with a list of common questions your practices hears all the time, and make those answers available on your website. This will help you to produce content that is relevant and helpful to your users. Do not get too technical; stay general with your responses, welcoming those with more questions to schedule an appointment with your office. You can also take those general questions and break them down into social media posts to share with your audience. You never know which piece of advice can drive potential patients to make an appointment to learn more. Don’t just stop with blogs. You can turn those general questions into infographics, eBooks, and checklists.
Again, you are a pediatrician and want to help parents keep their child healthy during flu season. Write a piece of content entitled “5 Ways to Keep the Flu Away From Your Child,” and have a call to action at the end inviting them to make an appointment to get the flu shot for their child. You can then take that piece of content and create an infographic from it, offering another opportunity to spread your messaging.
Go Mobile or Go Home
eMarketer reports that in 2016, US adults spend an average of three hours a day on their mobile device. So, it is simple: you better be mobile friendly if you want content marketing to work. Google penalizes websites in organic search results that are not responsive. This means that Google prioritizes website who provide a user-friendly experience. And it isn’t enough for your site to be optimized for mobile. How your content will be seen on a smaller device versus a desktop computer? Patients are looking for information using their phones, so the less scrolling, the better. Also, be sure that your phone number and location are easily found for users.
All healthcare organizations will benefit from content marketing when it is done the right way. Need help? Then contact content marketing agency, The Contentinators®, at 866-471-4748, or contact us online.
Contact Us to Get the Right Content Prescribed for Your Healthcare Practice or Hospital