Although online healthcare services and digital healthcare solutions have thrived over the past decade, the recent pandemic has catalyzed digital transformation in the healthcare and medical care industry. Marketers of MedTech companies, or the healthcare industry in general, need digital content marketing strategies that work, and they need them fast. In this article, we’ll look at 5 healthcare marketing strategies for online success.
Marketing Strategies Tailored to Consumer Behavior Patterns
Understanding consumer behaviors and the psychology behind those behaviors is the first and foremost priority for any marketer. This is particularly important for healthcare marketers as the nature of business is so personal and personalized. One wouldn’t normally want to learn about certain medical conditions unless they’re facing it themselves— a healthy individual isn’t likely going to be searching and reading information about cancer treatment just to kill time. So in order for a healthcare content marketing strategy to work, marketers must first segment their target audience, then come up with topics or content pillars based on the psychological profile and behavioral patterns of each target group. Afterward, customized content tailored to each platform in order to reach short-term and long-term goals. Your strategy may include regularly publishing blog articles, building a login page, creating shareable videos for social media platforms, or interactive games.
Put Your Existing Resources to Good Use
Healthcare is a unique industry that, as a marketer, you really need to put yourself in your client’s shoes. Think about what your client may want to know. In healthcare content marketing, taking advantage of your existing resources like professional knowledge and experience to provide meaningful content can be really useful for your marketing plan. Not only will your existing and prospective customers find the content helpful, but it can also boost Google rankings. These unique insights that you’re providing allow you to stand out on search results pages that are flooded with low-quality content created by content farms (trust us, your potential customers can tell the difference). In-depth introductions to certain products or services that you’re providing, unique insights from experts, and case studies are just a few examples of useful content you can include in your content marketing strategy.
Create Easy-to-Understand Content
Strike a balance between difficulty and readability based on your company’s services and client groups when creating content. Avoid in-depth or technical explanations and theories just for the sake of appearing professional. Remember your audiences when writing website content and social posts. Pay extra attention to word choices and try to simplify industry jargon into layman terms. Write in a way that’s easily digestible and avoid sounding too academic as you would for a research paper. If the content involves professional advice, stay objective so that you’re not overgeneralizing. When producing healthcare-related content, audiences may find it more approachable if it’s written from a day-to-day angle that is relatable and is easier to understand.
Think in the “SEO Mindset”
Developing a content calendar or an editorial calendar will allow you to expand your keyword coverage strategically moving forward. During the content ideation stage, categorize your ideas and topics into different pillars and take reference from metrics and considerations like your website’s traffic, reader’s preferences, search intents, your company’s services, keywords, and search volumes to decide the type of content you need. The work doesn’t stop after posting the content, be sure to regularly check each page’s traffic and the search volumes of targeted keywords so that you can go back and optimize your content for long-term results.
Humanize Your Marketing Efforts
Our experience tells us that a lot of marketers fall into the cycle of blindly pursuing KPIs. Unlike other consumer products, food and beverage and entertainment, healthcare products and services directly affect personal health and well-being. That’s why healthcare content marketing strategies need to be “human” and go beyond simply attracting customers to pay for a product. A marketer’s goal here is to make their brand known, understood, and ultimately gain trust and confidence from their existing and prospective clients. Consider including customer recommendations, reviews, and success stories to humanize your content marketing efforts.
In conclusion, whether you’re planning promotions or creating content, remember to think from your customers’ perspective. Look into the psychology and behaviors of your potential customers to find critical touchpoints! MWI offers one-stop search engine optimization (SEO) and content marketing services. Contact us to find out how we can help take your business to the next level.