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3 Content Marketing Strategies for Healthcare Providers

Kaitlin Westbrook

2019 Content Marketing Strategies to Increase Website Traffic

Over the last few years, heart disease, cancer, and diabetes have become a major problem in the US. Coupled with the rising costs of healthcare, more and more Americans are starting to think about their health.

In today’s digital age, if someone is beginning to realize the importance of health and wellness, what do you think they do first?

They go online to look for answers.

According to research by Pew, approximately 8 out of 10 Americans use search engines as their primary source of health-related information. More often than not, though, they don’t find information that will actually help them.

This is where content marketing comes in. By developing superior content marketing strategies, you’ll be able to provide helpful information to your audience and drive traffic to your website—boosting your revenue in the process.

Don’t know where to start? Here are three content healthcare marketing strategies that will help you get a headstart.

1. Write high-quality blog posts

Blogging is the cornerstone of content marketing. No content strategy would be complete without a blog, and your facility is no exception. In order to reach your intended audience, you should have a blog page on your website.

However, blogging is more than just posting articles on your website on a regular basis for the sake of publicity. All healthcare providers do that, so it’s nothing new. If you want to stay ahead of the competition, you need to offer your audience something else.

Instead of generating new content just so you can promote your brand of healthcare, use your blog page as an opportunity to both educate and help your audience.

For example, you can write something like: how to find the best healthcare provider for your needs.

You can even write on a topic like: how to stay healthy and avoid frequent visits to the doctor. This type of content might not make more patients flock to your facility, but it does something much more valuable to you in the long run—it builds trust.

When you publish a blog post that provides your audience with helpful advice, you let them know that you care about them and that you have their health in mind. As a result, they’re more inclined to choose you as their healthcare provider when the need does arise.

2. Create infographics

Regardless of the quality of your blog posts, your audience will soon get bored of reading plain old text again and again. Change it up once in a while by creating infographics.

In terms of what your infographics are going to be about, you have no shortage of options. You can do an infographic on healthcare marketing trends to watch out for in 2019 or new medical technologies that will benefit patients around the world.

You can even create infographics based on data you already have. To communicate the quality of healthcare that you provide, you can do an infographic that shows data such as the number of patients you’ve treated in a certain period of time, the number of successful operations performed in your facility, or how many doctors or nurses have tenured at your facility.

The possibilities to create infographics that your audience will find helpful and enjoy reading are literally endless. If you need some inspiration, take a look at this infographic.

content Marketing Strategies for Healthcare Providers

Creating an infographic takes time and effort.

You’ll have to collect all the necessary data, create meaningful content around that data, and work with your design team (whether in-house or outsourced) in order to produce an informative and well-designed infographic.

Despite the challenge, the time and effort you spend will definitely be worth it. If you did your infographic right, you’ll drive more traffic to your website, increase awareness for your brand, and more easily engage with your audience.

3. Promote your content via email marketing.

Here’s a scenario: you’ve just released a wide array of brand new content. So how do you get people to read them and drive more traffic to your site?

You can maximize the reach of your content by promoting it with email marketing. Send newsletters to your subscribers and let them know that you’ve just published new content. A good number of your subscribers most likely don’t visit your website and check your blog every single day, so informing them of new content is always a good idea.

You can also segment your lists to determine which of your subscribers will be interested in a specific blog post or infographic. Sending relevant content to your subscribers increases the likelihood of them opening the email and consuming your content.

To get rid of the hassle of creating the emails you’ll need to send out, take advantage of email templates. The great thing about email templates is that they’re not just for creating emails to promote your content. You can use them to create other types of emails such as event announcements or company updates.

Wrap up

Revamp your content marketing today. By keeping these simple yet effective strategies in mind, you’ll gain the trust of not just your existing patients, but also other people who might be looking for a new healthcare provider. When you create meaningful content, you’ll encourage your audience to keep coming back to your website and therefore get more traffic.

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