Healthcare Digital Marketing: Why Content Marketing Works
What is Healthcare Content Marketing?
Healthcare content marketing, is a digital marketing strategy meant for healthcare professionals. The medical space is full of questions from your potential patients, making it the best way to market your services.
The main idea is that healthcare professionals and companies can use content to reach their target audience. Such marketing efforts can help you educate your audience and build a trusting relationship with them, which results in more visibility and income for your business.
The pandemic has given this industry the much-needed push as people had a lot of questions about what was going on. 99% of the time, that would’ve led to a Google search — through which they eventually found healthcare providers to solve their problems.
This article will discuss the benefits of healthcare digital marketing and how you can use it to improve your healthcare establishment’s visibility.
Impact on the Healthcare Industry
While healthcare digital marketing is a relatively new industry, its adoption has increased by 25% in the past 4 years. Healthcare providers have realized that patients and consumers rely on the internet for answers, and that’s the ideal way to market their business. It helps you target consumers who are actively looking for your services and your ideal clients. This means increased revenue across the board, which is the right strategy.
As opposed to 2016, in 2021, 84% medtech companies are spending their marketing budgets on digital marketing channels only. The more they focus on such channels, the more benefits they’re reaping — 90% of companies have already seen a 10% increase in revenue.
Benefits of Healthcare Content Marketing
As you keep producing more thought leadership content, it establishes you as a go-to practitioner in your region. It also builds a trusting relationship with your patient without actively being involved in the process.
Builds new patient relationships
When you create content continuously, it makes you more discoverable with time. Your business tends to acquire more new clients through the content you’re putting out without any physical outreach effort.
Healthcare digital marketing gives you a longer patient journey, starting from the time they find your website/ socials. When they read your content and reviews, and their own in-person experience matches their online experience, you become their preferred practitioner. This leads to recurring revenue from a single client over a period.
Promote yourself as a solution
Healthcare digital marketing involves both content marketing and social media marketing. These two channels can help you position your business to solve your patient’s problem instead of just being their friendly local practitioner. You can constantly promote your services directly or indirectly, as much as you’d like.
Healthcare Digital Marketing Tips
Know your audience
When you nail down your customer’s journey and their buyer persona, you’ll be able to market yourself better. Understand the problems they face, and create content around those topics.
Perform competitor research
At the end of it, you’re running a business. It’s essential to see what your competitors are up to and what kinds of content they’re creating. Address any gaps that you might see, and position yourself.
Use different content formats
When you’re starting, you might not know what works and what doesn’t. Try to do a consumer survey to understand the types of content they consume and which format they do it in. You can also experiment and understand what works best for you.
Compliance is key
As a healthcare practitioner or a business in the same space, you’re governed by a specific set of guidelines by the US government and the marketing channel you’re using. Healthcare information is extremely sensitive, and incorrect information could cause serious harm to your audience — which is why it’s important to stay compliant.
Now you understand why healthcare digital marketing is vital for your business and how you can get started. If you’re looking for a professional to help you figure all these nuances, get in touch with us today.