It may seem strange to see creative content and healthcare in the same sentence. But it’s true that healthcare companies should care about content marketing. But the healthcare industry is at least two years behind other industries in its use of content marketing. Pew Research found that 72 percent of Internet users looked online for health information in 2012. With healthcare being the second most-searched-for service online, healthcare content marketing is crucial.
No matter how big your company is, content marketing does not happen overnight. It’s important to be patient and have a plan prepared. Be sure to include things like outline buyer personas, or ideal target customers that can benefit from your services. The more specific you can get, the better defined your strategy will be.
Collecting and analyzing your data can give you further insight into what topics interest your audience. These insights can help you find gaps in your current content strategy as well.
Ensuring trust with your potential customers creates a sense of insurance. While 45% of adults living in the US have a chronic condition, turning to a reliable and loyal healthcare company is of the utmost importance. Updating your content when new information arises in the health industry is a good way to show your company is a thought leader in the healthcare industry.
Partners in Health constantly update their content to showcase the work and news they have done in their industry.
The United Nation’s offers Live TV so viewers looking to get involved can see live actions being taken. While the UN is not a healthcare company, they are an advocacy charter striving for affordable universal healthcare. This sense of transparency shows that the UN is working for and with the people.
Partners Healthcare’s landing page immediately eases the viewer by stating they are committed to patient-focused care. Focusing on the micro level of patient care lets prospective clients know Partners is there with them at every step of their medical journey.