5 Tips to get started with medical content marketing

Content marketing is a marketing approach that involves the creation and sharing of materials such as blogs, videos, infographics, images, and audios online. The medical space can benefit a lot from content marketing, even though it is generally regarded as a conservative industry.

Players in the medical field should use content marketing to introduce their brands, educate, inform, communicate, and engage with their followers. Here we give you some of the best content marketing tips for healthcare providers to start using content marketing.

Define your audience

There are different players in the healthcare industry. Some cater to children and youth, while others offer their services to adults. It could also be a healthcare centre that serves women or men only.

In all cases, create content with your target audience in mind. For instance, if your target market is women, then you have to know the type of content that appeals to them. Your content should be based on what your target audiences like and not what you think is right. Post educational and informative content that focuses on the needs of the readers.

Localise your content

By localising your content you make it easier for your target market to locate your brand on the internet. For instance, if you are a pharmacist in London, UK, then you can create content that relates to people in London.

When you create content as a medical professional, most of the time, the target is the final consumer. This means that the content needs to be in a language that the end consumer can read and understand. You may, at times, need to shift from the source and adapt language and meaning to the local target group.

Incorporate a human touch

People are emotional beings, make sure to use this in your content.

There are millions of healthcare providers that offer similar services. What will make you stand out from the rest and make a potential client choose you? Data-driven and informative content is useful for a medical centre. However, you need to know how to present this content in a way that connects with your target market and address their needs.

Use a conversational tone and embrace the art of story-telling when explaining complex concepts. Something like behind-the-scenes videos and customer-generated content will draw your followers closer.

Take advantage of your specialization

Do you have sites that you always turn to when you want specific content related to industries such as sports, politics, fashion, or business? Your platform should be specific in the same way; you should establish your site as an authority.

The medical sector is very broad, and you cannot cover everything. Therefore create content that speaks directly to a specific section of your audience while ensuring that you align with your industry.

Your teams can also help you create content based on their specialization. For example, even though your employees might not have the expertise to write a blog post, you can interview them and in that way create a blog post where they share their insights.

Set goals and track results

Why do you want to create content for your medical practice? Maybe you want to attract new patients, communicate with your followers, or increase engagement levels. Define your goals and set realistic targets, such as: ‘attract 1000 followers within a month’ or ‘improve customer satisfaction by 10%’.

There are many tools available to determine whether you are on the right track or not. You can check the engagement levels and determine the type of post that performs the best. You can even tell the best time to release new content based on interaction. You can then repurpose your strategies after testing different approaches.