1. Know Why You Are Creating ContentWriting blog posts for the sake of writing something is the quickest way to annoy and frustrate the potential patients you are trying to attract. What is the purpose or goal of your content? What are you trying to achieve? Without a purpose, you won’t know if your content has been effective; served its purpose. Every piece of content created as part of your content marketing strategy needs to have a well-defined reason for existing. Common purposes for pieces of healthcare content include:
- To benefit your practice on search engines
- To educate a potential patient
- To drive social engagement
- Build trust and rapport with potential patients before they ever come to your office.
- Attract new patients to your practice
- Show how your practice can be a solution for their health problem
- Build loyalty with existing patients
2. Targeted Messaging Patients Actually Care AboutContent is not a “one piece fits all” concept. Think about your email inbox. How many times a day do you click “unsubscribe” because the email is irrelevant to you? This shotgun approach is ineffective and disruptive because you will inevitably be creating something that is irrelevant (or worse, annoying) to a huge portion of your audience. One of the biggest struggles in healthcare content marketing is relevance. What does your audience care about? What are they looking for? The content you create needs to address a specific potential patient, who has a specific problem, who is at a specific point in their patient journey. Your content is an opportunity to prove that you understand them and what they are going through. Start each piece of content by outlining your target and the pain point you’re solving. When you create content patients actually care about, they are more likely to perform the action you want – like downloading your guide to back pain, subscribing to your newsletter, or requesting an appointment.
3. A Website That ConvertsGo to your website right now. What do you feel when you are looking at it? What do you experience? You are spending time and money to generate traffic to your website. But if it is filled with unnecessary elements, takes too long to load a page, or is too difficult to navigate, all that time and money is wasted. Every healthcare content marketing strategy needs a website that can convert your traffic into leads. Research shows that you have less than 8 seconds to catch the attention of a site visitor before they leave. Take a quick gut check on your website’s conversion optimization with these common questions:
- Is your value proposition clear?
- Do the calls-to-action stand out or get lost?
- Is the navigation intuitive or confusing?
- Do your headlines grab attention?
- Is the site design responsive when viewed on a mobile device?
- Do your visuals build trust or are they more of a distraction?
- Are you leveraging testimonials and social proof?
4. Patient-Generated ContentTrust between you and your patients is critical in the patient journey. But like many industries, healthcare is one where the opinion of other patients can have more value than anything you say. The Nielsen Consumer Trust Index, a score based on consumer sentiment, shows that 92% of consumers trust user-generated content more than traditional advertising. User-generated content is unpaid; it is created by users for users. This means that user-generated content is, in the eyes of the consumer, more authentic, truthful, and honest. So in the world of healthcare, this means that what your patients say about you to other potential patients (both directly and indirectly) can have a significant impact on your patient acquisition. Common patient-generated content includes:
- Pictures and videos
- Blog posts
- Testimonials and reviews
- Discussion boards
- Social media post
- Case studies
Healthcare Content Marketing OpportunityHealthcare content marketing is your practice’s opportunity to engage, share information, and provide value to prospective patients you want to convert into appointments. But that’s not all content marketing can do for you. Content marketing can:
- Build patient retention
- Increase brand awareness
- Build your reputation
- Elevate your search engine rankings
- Increase site traffic from a wider variety of sources
- Build trust, credibility, and authority
- Move patients through the patient journey
- Help you stay competitive
- Provide more touchpoints with your patients
- Trigger compounding ROI