Healthcare Content Marketing

Healthcare content marketing is different from other forms of digital marketing for a number of reasons. For example, sometimes you might need a healthcare fractional CMO or a Fractional CMO for medical device companies. It all depends on what you need.

Depending on the specific healthcare products and services marketed, all healthcare marketing, unlike other marketing methods, must comply with multiple regulations on federal and local levels. These include, but are not limited to HIPAA, The Truth In Healthcare Marketing Act, and Stark Law, as well as state and federal regulations.

Nearly all digital advertising platforms have specific healthcare advertising guidelines and regulations. Ignorance, negligence, or willful non-compliance significantly delays timely ad approval and may result in account closure.

Google has 92% of the search market share in the US. Unbeknownst to many non-specialized marketers and agencies, Google ranks healthcare pages differently. Under what Google terms your-money-or-your-life (YMYL), health and finance content is held to higher standards and must meet strict guidelines in order to rank.

Healthcare is a complex subject. Health topics and procedures can be difficult for lay people to understand. Many people who prepare health marketing content struggle to make topics interesting or explain them in ways everyday people can understand and relate to. Even when they are successful at those tasks, marketers must be capable of a third component of strategic healthcare content: persuasiveness. Healthcare content creators must understand complex topics and distill them in an engaging and persuasive manner while maintaining compliance.

According to Google Health, roughly 7% (1 Billion) of daily search queries are health related. Healthcare digital content is the #1 source of healthcare-related information among people 18-64. Content and search engine optimization (SEO) go hand-in-hand. About 88% of people searching for local businesses on a mobile device call or visit the business within a day. Regardless of your healthcare organization’s goals, content marketing is vital to traffic, connection, and conversion. In 1996 Bill Gates famously wrote the essay “Content is King”. The title became a maxim that is as true today as it was then.

If, as noted above, content is king, then engagement is queen. Content marketing helps you get more patients by engaging prospects with high-quality content that answers questions, solves problems, anticipates next questions, and overcomes objections, leading them down the pathway to scheduling an appointment.

Content is your opportunity to communicate the value of your services, your personality, expertise, and authority. Content builds trust and establishes credibility and relatability. According to persuasion expert Dr. Robert Cialdini, all of these are necessary psychological components in influencing purchase decisions.

Towards the bottom of your funnel, after prospects have gone through the consideration and comparison stage and are nearing a decision, incentivizing contact or scheduling and allaying fears through content dramatically increases conversion, resulting in more patients

Healthcare provision is your arena. Healthcare marketing is ours. We could read volumes on brain surgery and develop a solid understanding of the subject, but you wouldn’t want us operating on you.

The same is true with marketing. You can know a lot about it without really knowing it. Every member of our team spends a minimum of 2080 hours per year working with clients in healthcare and across a range of industries. There is no substitute for experience. We are professionals immersed in the business and culture of marketing. We know from experience the content and strategies necessary to fill healthcare clients waiting rooms.