How Healthcare Companies Can Leverage Content Marketing

Jul 05, 2016 Beth Smedinghoff

Marketing, Production

Many healthcare companies have difficulty seeing how content marketing will benefit them. With the sweeping prevalence of quality content, there is no denying that your company needs to be on board. Think about the topics that you search for most often on the web. According to the Pew Research Center, 72% of adults look online for facts regarding their health. As a member of the healthcare industry, that’s a number that should get you thinking about your content.
As with any industry in the business world, the healthcare industry has a unique set of challenges that don’t apply unilaterally to all companies. There are a couple of things you need to consider before preparing your content marketing strategy.

  • Who is your audience?
  • What kind of content does your audience want to see?
  • How do you make your content relevant?
  • How do you ensure that you meet the necessary regulations?

First, you will need to identify your audience. Knowing who will be reading your content is a key element for success. Once you identify your readership, you will need to consider what they want to read. Although there are probably topics that you want to cover, your marketing strategy will fall flat if it doesn’t appeal to readers. Knowing what your audience wants to see is essential to developing a content strategy. Making your content relevant will naturally follow. Finally, you must abide by regulations. Offering inappropriate advice is a fast way to lose the trust of potential customers.
As with any content marketing strategy, it can be difficult to determine the value of your content and measure the return on your investment. Of course, the ultimate goal is to get people to buy your product or service. However, before you can do that, you must build trust. If you plug your product or company at every turn, people will lose faith in your content and your brand will quickly follow suit.
Ultimately, your goal is to provide quality content that is relevant to your readers. If you do this on a consistent basis, people will choose your company when seeking what you have to offer. The big question is: how do you get there?

1. Focus on prevention and health instead of illness.

Give readers a reason to trust you. We are all faced with illness. Giving people a way to avoid those conditions, rather than treat them, will go a long way toward gaining trust. Ultimately, this trust will pay off when those readers seek out your company to manage the illnesses they will eventually face.

2. Use the experts you already have at your disposal.

You likely already have a team of knowledgeable professionals performing the jobs they are good at. Use them to provide the information that readers are seeking. Doing so will further your goal of gaining trust in your brand.

3. Provide helpful content.

Think about your own internet search practices. What types of information do you browse the web for? The truth is that many people turn to the web before making purchases or decisions. There is the great fear that offering valuable information for free will lead to a loss of revenue. Why would people pay for information they can get for free? People still need what you are selling. Giving them quality information is one more reason they will choose you when they decide to seek out quality healthcare.

4. Offer information, not advice.

This is the real key to meeting the regulatory standards that the healthcare industry faces. Offer real information and let people draw their own conclusions. Educate your readers with what they need to know and they will inevitably seek you out when they need that expert advice.
For more tips on how to use content marketing for your healthcare business, check out these best practices from the Content Marketing Institute.
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