Why Successful Healthcare Marketing is Based on High-Quality Content

In the not-so-distant past, mentions of healthcare marketing content conjured images of informational brochures containing clinical copy and little practical insight.

For healthcare organizations seeking to penetrate their target market, establish themselves as industry thought leaders, and earn greater patient engagement, so many more options are at their disposal. That’s because online resources have fundamentally changed consumer behavior and healthcare organizations can analyze search engine data (or find an agency that can) to understand what medical information people are searching for and where they go to get it.

Even as far back as 2011, a Pew Research poll found that an astonishing 80 percent of internet users and 59 percent of all adults look online for health information (a number that has skyrocketed during the current COVID-19 crisis). Knowing that consumers seek solutions to their needs online demonstrates the importance of creating and curating high-quality content for healthcare organizations.

Content for the Micro Moments

A 2018 Ipsos survey of more than 20,000 adults found that search engines ranked as the second most used source of health information, trailing only doctors themselves. The aforementioned Pew poll found that 34 percent of internet users—or 25 percent of all adults—read others’ commentary or experiences regarding medical issues on online news groups, websites, or blogs. One in 20 Google searches are for healthcare information, according to a Think with Google report.

All of these statistics illustrate how consumers can be reached if healthcare brands can successfully leverage quality content. They also underscore the importance of micro-moments.

A micro moment, a term Google introduced in 2015, can be described as the instant someone takes to a device to search for something they want to know, go, do, or buy. (Read more about micro-moments). In essence, the concept speaks to the heart of the consumer’s mindset in a particular moment. When users seek information, their searches are often highly specific. For instance, a person seeking medical information might ask Google, “What does it mean if my toenail turns black after running?” or type “Best dentist in Des Moines” in the search box.

Creating content that addresses specific medical queries can drive online traffic, solidify organizations as industry leaders, and boost relevant leads.

The Power of a Good Reputation

Reputability is a major concern for most consumers when choosing healthcare. According to a Think With Google study, 94 percent of prospective patients cited organizational brand reputation as an important factor in their selection of a healthcare facility, a figure that ranks higher than whether the provider accepts their insurance or if it has been recommended by a physician. By becoming a trusted source for medical information, healthcare organizations can enjoy greater credibility.

Unsurprisingly, the industry standard for becoming an authority on health issues is the Mayo Clinic, which is also widely credited with bringing healthcare content marketing into vogue. The Rochester, Minnesota-based giant boasts a robust symptom tool and resource library rivaling that of WebMD. Additionally, it maintains a major social media presence that includes more than 2 million Twitter followers. However, at its core, Mayo Clinic’s strategy accomplishes what any effective content marketing does: it creates a conversation.

Whether on social media channels or on a blog, audience engagement should always be at the forefront of healthcare content marketing. Instead of using digital resources simply to promote product lines or treatments (efforts consumers are sure to see through and tune out), Mayo considers innovative ways to provide the information prospective patients seek. Quality content marketing can yield even greater value when properly paired with SEO and paid search keywords.

Storytelling Content

Another hallmark of Mayo Clinic’s content marketing strategy is its unique brand of storytelling that invites patients to become collaborative partners in their healthcare. As detailed in a 2016 PRWeek piece, Mayo Clinic employed a massive marketing communications team that was consolidated into a single integrated group in order to maximize its robust content marketing efforts. The result was a well-oiled team that produces so much content that it runs its own news center, creates video and radio programs, and partners with other major media outlets.

While Mayo’s content production is matched only by its organizational footprint, smaller healthcare providers can learn from its storytelling philosophy: meet people where they are.

Medicine is an enormously complex subject. If you fill your marketing with industry jargon, legalese, and other minutiae, you’ll likely lose your lay audience rather quickly. Using the stories of people can be an effective way to communicate treatment options, research studies, and innovations, while also keeping audiences engaged.

But it’s important to remain realistic in scope. While a video of a child hearing her parents’ voice for the first time after receiving cochlear implants may go viral, creating traditional written narratives can be an effective and consistent way of sharing powerful content that informs, empowers, and positively influences consumers. Mayo’s Sharing blog is an excellent example of a simple way to share stories of patients, staff, and clinicians that can be replicated on every website and shared on social channels.

Of course, an inherent challenge with patient-driven content is that HIPAA can make it difficult to share these stories. The health privacy law gives patients important controls over how their information can be used for marketing purposes and requires written consent before the individual’s likeness or story can be used. Some healthcare providers offer patients the option of signing—or declining— a consent form during the intake process, while others follow up with patients later. While the optimal procedure for obtaining written consent for a story is unique for every healthcare organization, the form must include certain explanations for what and how information will be used.

Improve the Health of Your Content Strategy

For private practices, healthcare systems, and all other healthcare organizations without the resources for a marketing team, undertaking a concerted content strategy can seem daunting, or even like a pipe dream. But this doesn’t have to be the case.

While the vast majority of healthcare providers lack a strategic marketing plan, more and more are investing in content marketing as a way to gain visibility, earn trust, and ultimately increase referrals. Contact Ethos Copywriting to learn how our content solutions can suit your organization’s needs.