As competition grows in the medical field, practices must develop tactics to help them beat their competitors. One of the best methods for improving your online presence is through content, a reliable source of fresh interaction. It’s a low-cost method that will set your office apart, help you improve your Google results, and even develop trust among your current patients.
Most businesses, including healthcare providers, have established content marketing strategies. Only 65% of these businesses have an in-house content marketing team, although 84% report implementing content strategies. Smaller clinics use many of the same strategies that larger companies do to get patients to interact with them online, even when they do not have content writers on staff. Even a tiny bit of content may significantly impact your marketing efforts and function as a trustworthy resource that attracts new patients over time.
Understanding the various kinds of materials and how they function can help you narrow down your strategy and use the resources at your disposal.
What content may serve your organization? What kinds of content should you prioritize? Should you regularly create content?
It can be intimidating to answer these questions. We’ve outlined the five most effective content marketing tactics to help you get started.
Which Forms Are Most Effective for Healthcare Content?
In the wake of the digital age, patients’ dependence on online resources to inform their healthcare decisions has grown substantially. Patients commonly use online research on healthcare topics and information about your clinic. They should be able to access all your content tools online for this reason.
Your content should captivate visitors to your website and lead them toward using your services by offering helpful information.
- According to the most recent data, 7% of all daily Google searches are on healthcare.
- 71% of marketers believe reaching customers through content marketing is more crucial than ever.
- 43% of Millennials think they will likely switch healthcare providers in the following years.
We know that significant healthcare firms intend to raise their advertising spending. Smaller practices can use the low-cost content marketing tactics listed below to remain relevant and competitive in the coming year.
Blogs are an effective tool for practices to engage patients. As medical practitioners, you already understand what your patients are concerned about. Using your understanding of your client base, you may create content that addresses their worries about your services and directs them to services that address their specific difficulties.
Relevant content is great content, and you know precisely why a possible patient would come to your practice. However, 94% of companies utilize this type of content marketing, and just 9% claim to be successful at it. The disconnect here comes from the quality of the material and how it applies to the person reading it.
This issue shouldn’t happen in medical offices, but it does because they need to write from the patient’s point of view sufficiently.
Your content strategy must be clear and include relevant information for your patients. By considering the factors that attract patients to your office, you will rapidly begin formulating a strategy for creating practical online journals that promote your practice. Your goal should be to take a problematic healthcare topic, simplify it, and then apply it to answer the following questions in your practice:
- What am I doing wrong?
- Why did this happen to me?
- Can this condition be treated, and how?
The solution is easier than you might think:
- Determine the most common health questions your patients ask.
- Create blog posts based on those questions.
- Answer such questions in your blog post.
This FAQ method will help you rank well in search engines because many patients Google these queries daily. Providing trustworthy information builds trust between a potential patient and your practice. As a result, it helps patients understand topics they usually need clarification on by giving them practical knowledge.
These blogs will boost your visibility with new patients but will also aid in retaining existing clients who may have similar questions.
Patient engagement is increased through personalized emails. One of the best ways to reach customers is through email marketing. Use of emails is beneficial as long as you follow the proper email behavior rules:
- Allow patients to opt out of the list.
- Keep your communications consistent (deliver them on the same day each month or week).
- Follow the 80/20 rule: 80% helpful content and 20% (or less) marketing.
- Remain HIPAA-compliant.
When patients were fearful, anxious, and frequently misinformed during COVID-19, email demonstrated its potential to have a profound effect. Consider if your practice communicated changes to safety rules, hours, and other details throughout the crisis. The practices that achieved the highest levels of patient and community engagement were those that promptly addressed inquiries via email and made necessary updates to their websites to enhance communication.
However, email is just as effective today as it was then. Frequent emails and newsletters can:
- Gain patients’ trust by educating them.
- Increase traffic to your blogs, website, or practice
- Advertise goods and services
- Seasonal reminders about wellness services, back-to-school physicals, and flu shots
- Request that patients evaluate your practice following their visit.
- Ask them to follow your Facebook page.
- Welcome new patients to your practice.
- Send new patient forms in advance.