From mounting regulations and consumer distrust to an unusual market structure that puts insurance companies between providers and patients, healthcare marketers and digital marketing teams navigate one of the most stringent and challenging industries in the market. It’s high time you’re given a break from marketing advice that beckons more of your time, money and effort. Today, we’re going to show you how to get extra mileage out of your healthcare digital marketing content to maximize ROI and support greater distribution consistency.
Understanding the Importance of Healthcare Digital Marketing
In today’s fast-paced digital world, healthcare digital marketing has become an indispensable part of the healthcare industry. With the proliferation of digital channels, healthcare providers can now reach and engage with patients more effectively than ever before. Digital marketing allows healthcare providers to promote their services, build brand recognition, and connect with patients through personalized campaigns. The importance of digital marketing in healthcare cannot be overstated, as it enables healthcare providers to reach a wider audience and engage with patients in a more meaningful way.
Patients are increasingly turning to the internet for information about their health. According to a recent study, almost 90% of patients Google their symptoms before heading to the doctor. This shift in behavior underscores the need for healthcare providers to have a robust online presence. By leveraging digital marketing strategies, healthcare providers can establish themselves as trusted sources of health information and attract new patients. Whether it’s through informative blog posts, engaging social media content, or targeted email campaigns, digital marketing offers a myriad of opportunities for healthcare providers to connect with their audience and enhance patient care.
Building a Successful Healthcare Content Marketing Strategy
A successful healthcare content marketing strategy is essential for healthcare providers looking to establish themselves as thought leaders in the industry. A well-thought-out strategy can help healthcare providers build trust and loyalty with their target audience, drive patient acquisition, and enhance their reputation.
To build a successful healthcare content marketing strategy, healthcare providers should start by identifying their target audience and understanding their needs and preferences. This involves creating buyer personas, which are fictionalized representations of different audience segments. By developing personas, healthcare providers can tailor their content to meet the specific needs and interests of their target audience.
Next, healthcare providers should focus on creating high-quality, engaging content that resonates with their target audience. This can include blog posts, videos, infographics, and social media posts. The content should be informative, educational, and entertaining, and should address the specific needs and concerns of the target audience. By consistently delivering valuable content, healthcare providers can build a loyal following and position themselves as trusted authorities in the healthcare industry.
6 Content Strategies For Your Healthcare Content Marketing Strategy
1. Transcribe Your Videos
When video marketing skyrocketed, and the internet went abuzz with headlines like Video Killed the Content Star, content writers rolled their eyes and kept writing. Of course, video and video SEO is an essential part of your healthcare marketing strategies. But nothing beats a vibrant digital page teeming with keyword- and link-rich copy, ripe for the indexing. Why? Because search bots cannot crawl video content.
The good news? You can get the best out of both marketing tactics. Transcribe your videos by publishing transcripts as supplementary information alongside the videos or as a stand-alone article (with a little formatting and editing, of course).
2. Update and Republish Older Content
Here’s something that rarely falls from a content marketer’s mouth—the most impactful tactic Kuno Creative used also happens to be the easiest and most cost-effective for healthcare organizations. We experimented with republishing old content and increased viewership for one client by 375%!
You can do the same with your top-performing blogs. Review analytics from the last few years to identify your front-runners. Update pertinent information, such as healthcare statistics, the mention of specific years, and timely medical news. If an older article ranked high on Google, be sure to incorporate the same keyword(s) when you update the content. Deactivate the old URL, and republish the updated content under a new URL.
3. Turn One Webinar Into Three New Assets
Health, treatment, and prevention webinars require a ton of time and energy to produce, often involving healthcare professionals. Maximize the time and resources you already allocated by turning the presentation into a YouTube video.
Bonus points if you incorporate tip No.1 (above) by transcribing your webinar-turned-video, and transform one valuable content asset into three.
4. Convert Presentation Slides Into Visual Content
Buddy up with your sales department and repurpose their presentation slides. Unless you’re targeting bottom-funnel leads, don’t forget to run slides through a round of editing to strip away over-salesy verbiage and adjust for top- or mid-funnel audiences. Next, you have three options:
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Upload and publish the presentation in SlideShare.
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Publish slides that feature an interesting statistic, quote or insight independently as a graphic tile on social media.
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Pull charts, graphs and statistics from the presentation and repackage the content as an infographic.
Optimizing these visual contents for search engines can further enhance their reach and engagement.
5. Turn Multiple Interviews with Healthcare Providers Into Expert Advice
Trust is a critical issue in healthcare digital marketing that, frankly cannot be fixed without involvement from physicians. Content marketers sit on a treasure trove of audio files and transcripts from interviews with subject matter experts (just ask my idling MacBook). Generally, we only use fractions of interviews to inform articles and other content assets, leaving valuable scraps to collect dust in our hard drive storage. Why not compile the best advice and insights from several relevant interviews, pull some direct quotes, and publish them as one high-value article or downloadable resource? Featuring experts in your content is a powerful way to revive consumer confidence and establish your organization as an authority in the healthcare space.
6. Turn Blog Posts into Top Tips Newsletters
The average open rate for email marketing in the healthcare category is about 33%. In other words, growing and finding unique ways to engage your subscriber lists is well worth the attention and effort. One way to incentivize subscribers is by giving them a concentrated dose of only the most valuable information you’ve distributed recently. Identify your top-performing blogs from the last quarter, skim the best details off the top, and put them together like a highlight reel. Include links to each full-scale article to earn more traffic without having to produce more content. Incorporating this tactic into a successful healthcare marketing strategy can significantly boost engagement and ROI.
Measuring Success in Healthcare Digital Marketing
Measuring the success of a healthcare digital marketing strategy is crucial for healthcare providers looking to optimize their efforts and achieve their goals. There are several key performance indicators (KPIs) that healthcare providers can use to measure the success of their digital marketing efforts.
One of the most important KPIs is website traffic. By tracking website traffic, healthcare providers can see how many people are visiting their website and engaging with their content. Another important KPI is social media engagement. By tracking social media engagement, healthcare providers can see how many people are interacting with their content on social media platforms.
Healthcare providers can also use search engine optimization (SEO) metrics to measure the success of their digital marketing efforts. By tracking SEO metrics such as keyword rankings and search engine traffic, healthcare providers can see how well their website is performing in search engine results pages (SERPs). Finally, healthcare providers can use conversion metrics to measure the success of their digital marketing efforts. By tracking conversion metrics such as form submissions and phone calls, healthcare providers can see how many people are taking action as a result of their digital marketing efforts.
By regularly monitoring these KPIs, healthcare providers can gain valuable insights into the effectiveness of their digital marketing strategies and make data-driven decisions to improve their campaigns.
Going Forward
As you repurpose content this year to sustain a consistent strategy, keep in mind the fact that healthcare consumers start their patient journey online. As such, they are driving a higher demand for mobile-friendly content that addresses common patient questions quickly and in layman terms. Get in front of the latest healthcare digital marketing trends and leverage opportunities that your competitors may be missing to pull ahead and better support patients online and in person, forming a successful healthcare marketing strategy.
