Content Marketing for Healthcare Providers: 4 Things to Consider Before You Get Started
Content marketing has become one of the most effective marketing tools since social media. Email marketing has also started to replace taditional marketing media such as TV or newspaper ads. Content marketing is especially valuable for small businesses as it does not require huge marketing budgets and can be used in various channels such as blog articles, Facebook posts, etc. It can also help to improve the SEO of your website. But what should you consider before you develop or share content? Here are our top four tips for effective content marketing:
#1 Valuable Content is King
Providing your patients with content will only create interest, if it’s valuable to them. How do know what’s valuable to them? It all comes down to knowing your brand values and your target group. What kind of patient population do you attract through your brand positioning? Athletes? Families? Geriatric patients? If you stay true to your original proposition as a provider, create and share content accordingly, your chances are high it’ll meet your patients’ interest and be perceived as valuable.
#2 Have a Content Strategy
After you understand what kind of content speaks to your target group, make sure you define what you want to achieve with any potential piece of content. Here are some examples of how content can help your business:
- Sharpen your brand proposition
- Create awareness for specific service offerings
- Create a sense of urgency for a concrete call to action
If you, for example, want to position yourself as a clinic that focuses on running injuries – you could share (1) generic content on running injuries to build your brand, (2) content on a modality that can be used to improve specific running injuries, and (3) information on a workshop that you offer.
#3 Be an Efficient Content Marketer
Creating valuable content can become a time-consuming job. Time is a resource that’s very rare among healthcare professionals it’s important to use content effectively. Here are some tips for saving time:
- Don’t only create and utilize your own content, sharing content that has been developed by somebody else is a great way to build your social media presence. Just be sure to include the original source and that it is in line with your brand.
- Use content in as many channels as possible. Try to create content that is suitable for various outlets – social media, blogs, newsletters. Tease your content and add links to a landing page or a blog if the specific content piece is too long for certain channel (e.g. Instagram).
#4 Make Your Content Noticeable
Great and valuable content will not help you achieve your goals, if it’s not seen by your target group. Here are some tools to help your content stick out:
- Define a catchy headline for email and social media marketing. Using numbers such as, ‘Top 3 Strategies to Prevent Running Injuries’ or ‘5 Exercises You Should Be Doing Daily’ usually create more interest than less specific headlines. Posing questions such as, ‘did you know’ or provoking thoughts like ‘it’s not what you think” can also increase click and open rates.
- Catchy images or videos for social media. Finding the right images for your posts can be challenging but worth your while. Most of the existing social media channels are strongly geared towards visual senses. Videos seem to create more attention and views, but strong images can also be helpful to trigger a call to action, such as, a click onto a landing page.
A few last words of wisdom… The biggest challenge when executing a content strategy is often finding the right balance between sharing content frequently and keeping it relevant and high quality. Using the tips above might help you to identify valuable content more easily and to use it more effectively. Don’t forget, it all starts with your brand – defining and preserving it will make all your marketing efforts more impactful.
About WebExercises: WebExercises was created with the belief that patients want to participate in their healthcare, and if given the proper guidance they will succeed. In the rehabilitation environment, home exercise program paper handouts have been an industry standard, however we believe patients deserve more than the status quo. This has driven us to lead the industry since 2005 providing the best home exercise program and patient experience. We have delivered over 10 million exercises to patients helping them improving their health. Learn more at www.webexercises.com/join.
About the author: Friederike is the VP of Business Development and Marketing Strategy at WebExercises. She previously worked for Reebok, BMW, and the Adidas Group in the US and Asia and is an ACE certified personal trainer and NASM Corrective Exercise Specialist.