Healthcare
may not be the first sector you think about when it comes to content marketing.
Nevertheless, health is a business like any other. Out of all the statistics
today, the most pertinent one is only 12% of companies are ignoring content in their
marketing campaigns. If this doesn’t tell you all you need to know about the
need for content marketing, take into account the fact that other 88% could
include your competitors.
This is how implementing an
effective content marketing strategy for the healthcare business.
1. Do You Have A Plan?: A plan is effective in 100% of
cases. You can’t control your content marketing efforts and figure out what to
do next without a plan. The scary fact is 35% of companies that implement content marketing
don’t document what they’re doing.
That means they can’t look back
and determine what works and what doesn’t. They will undoubtedly make the same
mistakes repeatedly, as a result.
2. News Jacking: The number one rule of content
marketing is to have content that’s relevant to the here and now. News jacking
is a big feature of the law industry, as well as the healthcare
industry. According to CEO of Drug Tests in Bulk, Leon Reingold “One of the few ways
healthcare can stay relevant is by offering professional commentary on a
breaking news story. Has a new cure being discovered for a serious illness?
Offer your analysis. Have some new drug test kits hit the market? Break the
news. Has a hospital been fined by the government for something erroneous? Make
an article out of it.”
This is also the number one way
to gain that vital social proof.
3. Humanize your company: The big problem you face as a provider of
healthcare is that you need to connect on a human level, even when we’re
talking about convincing someone to purchase a product or service from you.
Your content marketing strategy should be based around humanizing your staff.
Tell their stories by
creating personal profiles. Feature your staff in everything from articles to
videos to case studies to photographs.
4. Video Is King: Do you have something to say?
Put it in a video. Where possible, put something in a video. One of the biggest
reasons why many content marketing campaigns are failing is because they aren’t
connecting with their audience. It’s not because of what they’re saying. It’s
because they’re trying to deliver written content via mobile. This is a huge
mistake.
With
over 50% of users now favoring mobile devices over desktops, they want content
they can easily consume. This is why video is increasing in popularity.
5. Answer Common Questions: Save your customer service
agents time and effort by answering common questions. We all know that SEO is a
huge part of an effective content marketing campaign. If you cater to what
people are looking for, you’re going to find yourself in a great position for
gathering traffic and potential customers.
Answer the big questions that
you’re sick of hearing. Don’t try to get too specific or too technical.
6. Ease Up On The Hard Facts: You know that percentages are
important for making your point, but the big problem you have is that the hard
facts can get dry fast. The last thing your content should be is dry. Write for
an audience that doesn’t know much about science. The easiest way to do this is
to assume you’re always writing for someone who doesn’t know anything about
your niche.
7.
Create Something You Can Give Away: The most popular option in the healthcare industry
is a wellness magazine. This is where you focus on prevention. You may or may
not be able to sell something at the same time, but that’s not what you’re
trying to do. You’re trying to ensure yours is the only name they remember when
it comes to healthcare.
A good tactic is to give
something away just for signing up to your email list. This will encourage
sign-ups and give you more leverage for speaking to customers directly.
Marketing for the healthcare
industry doesn’t have to be difficult. You just have to think about who your
target audience is and how best to reach them. What content are they going to
be most interested in? In the beginning, the hard sell sales tactics from the
past simply aren’t going to work.
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