Healthcare Content Marketing

This doesn’t quite qualify as shocking news, but most of us turn to the internet for information and insight when we have some new ache or pain or lump. That’s not just us saying it: A Google survey showed that 77 percent of people go online to find answers to their health questions. We do this knowing that we’ll find … uh … let’s go with less-than accurate health and wellness information out there.

So healthcare providers—consider this a call to arms: You are duty-bound to help patients in your community better understand how to be healthy.

Healthcare providers have a responsibility to educate their community about health and wellness.

 

Healthcare is changing. Whether it’s patients seeking to empower themselves or insurance and other realities thrusting more responsibility upon them, people are hungry for information. The smart providers are delivering.

Frankly, it’s just smart business. The same Google survey mentioned above showed that people who find a hospital or doctor online are far more likely to schedule an appointment. In other words, healthcare providers that have a significant online presence are more likely to attract patients.

The type of content a healthcare provider creates and distributes matters. The general public is not looking for answers in peer-reviewed journals; they quite literally don’t speak that language. Most often, people are searching for answers to simple questions they have: What should I do about persistent knee pain? Which foods are really healthy for me? How can I soothe my baby’s diaper rash?

In other words, they want “news they can use.”

Patient-focused content creates a stronger relationship.

The type of content a healthcare provider creates and distributes matters. The general public is not seeking answers in peer-reviewed journals; they quite literally don’t speak that language.

Most often, people are searching for answers to simple questions they have: What should I do about persistent knee pain? Which foods are really healthy for me? How can I soothe my baby’s diaper rash?

In other words, they want “news they can use.”

Content marketing helps healthcare providers to create a positive community connection.

Healthcare providers that create and distribute helpful health and wellness content can—we’re really not overstating this—change lives. By taking an educational approach to content marketing, they can change behavior, and even improve outcomes for patients and communities. Yes, it’s work—but it’s work worth doing.

For healthcare providers, trust is imperative. It can also be pretty doggone elusive, especially online. But it can be done! It’s been proven that high-quality, custom content drives traffic to healthcare websites, helps to promote and grow key practice areas, and help providers fulfill their mission to enhance the community’s health.

Infographic: The Healthcare Information Universe

This infographic provides more context on the need for patient-focused content, and how healthcare providers are addressing this need.

Healthcare Information Universe Infographic