5 Tips To Gain Success in Healthcare Content Marketing Now

Content drives traffic; it drives conversions. The right healthcare content encourages patients to improve their health or take action. Providers and practitioners must invest in healthcare content marketing to create value-packed content.

This guide is about the top five tips for healthcare content marketing success:

1. Personalize content.
2. Provide social proof.
3. Use new content formats.
4. Gain the audience’s trust.
5. Create valuable content.

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1. Personalize Your Content

Personalization is critical for healthcare websites. It is about showing content that differs from one user to another depending on their needs, preferences, and interests. Personalization means providers and professionals can guide patients to make intelligent decisions about their health.

It is also important to note that most healthcare searches are urgent. For instance, someone searching for information about wrist pain may already suffer from severe pain. These people do not have time to read lengthy posts. They need straightforward, concise, and easy-to-access content ASAP.

For successful personalization, healthcare marketers must consider the user's location, gender, and age. They must also account for the pages visited, ads or email campaigns joined, forms completed, and keywords searched to produce posts that appeal to users. 

Here are some techniques to personalize healthcare content:

• Segment the audience. Separate them into groups so it is easier to serve content that suits their needs and preferences. Segment them according to location, age, and position in the buyer’s journey (Awareness, Consideration, and Decision stages).
• Create focus groups to gather feedback about the kind of content they prefer. Use surveys, questionnaires, social media comments, and reviews.
• Collect data from customers. Data can be their purchase history, traffic history, interests, or customer behavior. Ask for their consent beforehand and inform them about data usage.

With these techniques, healthcare marketers can reach the right audience and experience success in their marketing campaigns.

2. Provide Social Proof

People looking for health information need validation. They want to ensure they make the best choice for their health, family, and loved ones. When they buy healthcare products such as supplements or medicine, they rely on recommendations or endorsements from people they trust.

They also prefer professionals with good ratings and positive reviews when searching for specialists or clinics. Social proof promotes credibility, which is critical in healthcare decision-making. Ensure that your online spaces reflect your social proof and use these techniques to add social proof to healthcare marketing content:

• Include positive customer comments while being mindful of confidentiality regulations. These comments can serve as social proof on websites, blogs, and social media pages.
• Engage with followers and clients on social media. Keeping an active social media presence increases social proof. Respond to comments, follow relevant pages, share valuable information, etc.
• Use social media counters on websites, posts, and articles. These show that other people read and share your articles or posts.
• Integrate photographic evidence of real people who used your products or services.

Following these strategies promotes social proof and expertise. These also show trust, which is critical in the healthcare industry.

3. Use New Formats

We are used to reading posts or articles for healthcare information. The content comes in readable formats, from tips for healthy eating to articles about smoking cessation benefits. Nowadays, people prefer new ways to digest information.

Medical professionals such as dermatologists and cardiologists use TikTok to deliver short but valuable messages to users. TikTok is one of the most popular social media platforms, with almost $500 million in revenue in Q1 of 2023. This platform lets users get short, easy-to-understand, and professional medical information.

Short videos are just one of the new types of healthcare content. Here are more tips for other types:

• Try podcasting. Invite relevant specialists, resource persons, or people involved in healthcare. Use quality audio equipment to produce great podcasts.
• Create infographics, especially when disseminating hard-to-follow information, statistics, step-by-step techniques, and facts.
• Use a photo carousel to highlight a list. For example, list the top ten most nutritious foods for pregnant women or the top 15 ways to keep hydrated outdoors. Use high-quality images to create the carousel.
• Integrate whiteboard videos. This is an animated video presentation where the author seemingly draws a story. Hire a good whiteboard video creator online to present how-to tips, techniques, and facts.
• Include storyboard content. This organizes information into a systematic process. Use this to tell a story sequence, present tips, or complement an article.
• Tell a story using augmented reality (AR). Use this for product trials, medical research, and presentations.

These fresh forms help healthcare businesses and professionals connect with patients and improve awareness of their products or services.

4. Gain the Audience’s Trust

People want someone they can trust, especially when it comes to healthcare. They want specialists who can solve their issues, medical clinics with the latest equipment, or organizations that provide reliable information. Content marketing can address these needs and help specialists and providers gain their audience’s trust.

People leave information and data about themselves when signing up for a newsletter or purchasing products. The data can be about their health condition, diet, fitness levels, activities, interests, etc. Marketers use this data to create marketing strategies and personalize email and lead-generation campaigns.

While this information is a valuable marketing tool, healthcare professionals and providers must follow the Health Insurance Portability and Accountability Act of 1996 (HIPAA). HIPAA ensures that companies protect patient health information (PHI) from disclosure without the patient’s knowledge. Like HIPAA-compliant texting, a business that protects patient data promotes trust among its users. Securing patients' personal and health information builds trust.

These strategies can gain the audience’s trust:

• Show competence in providing healthcare information and services. Cite reports, including statistics, use updated data, and add contact information.
• Ensure policies and procedures consider respect for the confidentiality and privacy of patient information.
• Make all information clear, concise, and free of medical jargon.
• Connect with the audience through comments and reactions on blogs and social media. Show active listening, summarize points, and clarify any confusing messages.
• Show honesty and integrity. Include any downsides to a procedure or side effects of a product. Ensure the audience has options for their care, not just the products or services you provide.
• Research topics beforehand. Have an expert review articles, research papers, tips, techniques, and other forms before publishing.

These tips can help promote trust in the products, services, or information the healthcare specialist provides.

5. Create Valuable Content

Healthcare companies, providers, and professionals can stay relevant by creating content that provides value to the audience. They prove their expertise and authority to stand out in a competitive environment or industry.

Healthcare content marketing starts by conducting thorough research on the most relevant keywords. These are the terms the target audience uses to search for information, products, or services. Keyword research also reveals terms competitors are using. Learning these terms helps discover untapped strategies and improve existing ones.

The following are best practices for creating valuable healthcare content, which are also part of content marketing for specialists such as plastic surgeons:

• Define marketing goals. These must align with the business's or brand’s objectives. Goals can be to educate the audience, raise awareness, attract new patients, or grow the brand.
• Develop a budget. Decide how much to put aside from organic content marketing; consider design, distribution, research, tool costs, etc.
• Research competitors. Doing so creates insight into uncovered areas and how to outrank competitors.
• Valuable content also helps healthcare businesses rank higher on search engine results pages (SERPs), improving visibility, traffic, and revenue.

Summing Up

By using personalized content, providing social proof, and adopting new formats, healthcare companies and providers can improve their marketing efforts. Creating valuable content and gaining the audience’s trust lead to marketing success.

Content is king; reliable, valuable, and updated content rules healthcare marketing. Find out how experienced content marketing can boost your business. Call Digital Authority Partners, the experts in healthcare content.