Healthcare Content Creation

If we use the analogy that digital marketing is a car, heading down the road toward your marketing goals, CONTENT is the fuel that’s going to get you to your destination.

Content is the fuel for digital healthcare marketing.

Websites, blogs, social media, downloadable resources, and emails all require quality content. It’s the foundation for nearly all digital marketing efforts.

If you already have a solid digital healthcare marketing strategy in place, and you’re simply looking for a partner to help you develop content so you can execute your strategy, we might be a good fit.

What is Healthcare Content?

Healthcare Content takes on many forms. Some of the most popular forms of content we produce for our marketing clients:

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With 85% of marketers seeing positive ROI from video (Firebrand Group), it’s easy to see why it’s such a powerful content-type. And a third of online activity is spent watching video (Insivia) – if you’re not producing quality, engaging video, you are missing out.

We produce a wide range of videos for our clients:

  • Brand “hero” – videos that are promotional in nature.
  • Behind the curtain – an inside look to showcase a brand or employees.
  • Feature driven – an in-depth look at a specific feature of a product or service.
  • News or opinion – a video that gives you the opportunity to with in with expertise or opinion on news or developments in the healthcare.
  • Testimonial – have someone else tell your brand’s story.
  • Post-purchase – videos that are intended to be watched after someone purchases a product or service.
  • Expert advice – sharing your knowledge and truly helping a prospect eases that person through the funnel naturally.
healthcare marketing podcast

Podcast listenership is on the rise – it grew 23% Between 2015 and 2016 (Edison Research). One of the strengths of podcasts is mobility. 65% of podcasts are consumed on a mobile device. It’s one of the only ways we as healthcare marketers can produce content that is consumed whether our audience is commuting to work or working out. Here are a few benefits of podcasting from Social Media Examiner:

  • Increased website traffic – traffic to your website from a podcast can be difficult to track, but those running traffic surveys have been pleasantly surprised by the number of visitors that found the website through their podcast.
  • Relationships with influencers from interviews – a podcast is a great way to build relationships with influencers as you invite guests to participate via interviews. These relationships can serve you well down the road.
  • Speaking opportunities – a podcast will make you a better communicator and can lead to opportunities to speak at conferences and events.

When we talk about content, most people think of blog articles… With good reason: 47% of buyers view 3-5 pieces of a company’s content before engaging with a sales rep. Commitment to blogging, as part of your overall healthcare marketing strategy, is a great way to produce content regularly. Quality blog content reaches outside of the website itself – we’ve seen huge traffic increases from search engines and social networks when there’s a commitment to producing blog posts on a consistent basis.

A few benefits of blogging:

healthcare marketing blog
  • Blogs drive traffic to your website.
  • Blogs establish your brand and employees as an authority in the healthcare industry.
  • Blogs lead to more indexed content and better search rankings.
  • Blogging makes your brand more personal.
  • Blogging provides content for other channels like social media and email.
  • Blogs help convert strangers into leads.
Website Content
healthcare content for websites

It’s important for the main pages of your website to convey your company’s product and service offerings, as well as their features and benefits. In general, the goal of producing content is to move your prospects through the sales funnel, and the main pages of your website and big part of that process.

Here are a few best practices we use when writing website copy:

  • Create content around buyer personas.
  • Know the difference between benefits and features and use them accordingly.
  • Use citations to build credibility and show the source of your information.
  • Optimze copy for the search engines and readers alike.
  • Provide a next step with a ‘call-to-action’.

Converting anonymous visitors into leads with names and contact information usually takes place as an exchange. You provide something of value to the visitor, and they provide you with their information. This valuable resource usually takes the form of free resources like:

  • Whitepapers
  • eBooks
  • Guides
  • On-Demand Demos or Product Tours
  • Case Studies
healthcare content resources