Top Healthcare Content Marketing Strategies for Providers
Last updated: February, 20, 2021
Healthcare content marketing is an essential part of any great marketing strategy. We have seen the likes of Mayo Clinic and Cleveland Clinic become synonymous with answering medical questions for patients, and as a result, become brand powerhouses in the industry.
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. That is why healthcare content marketing is so powerful.
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 healthcare content strategy 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 proven healthcare content marketing strategies that will help you get a headstart.
What is Healthcare Content Marketing?
Healthcare content marketing is the strategy of developing various forms of content to help educate and reach new patients. This healthcare content can take many forms such as blog posts, videos, quizzes, infographics, podcasts, and more. Healthcare content marketing has many benefits including brand awareness, thought leadership, patient education, and SEO.
Patients are more hungry than ever to engage and consume content from medical practices in many different forms.
If effectively used, healthcare content marketing can be one of the most effective healthcare marketing strategies you can leverage as a healthcare organization of any size or specialty.
The Best Healthcare Content Marketing Tips
Now that we have set the stage as to why healthcare content strategy are so important let’s dive into some of the actual tips you should be using to get the most out of your content.
1. Invest in Video Content to Connect with Patients
Video is a powerful healthcare content strategy that a provider can leverage to establish thought leadership and connect with existing and new patients.
Youtube is the second largest search engine so not only is it a great tool to educate patients but another opportunity to increase SEO rankings.
Check out these Youtube SEO tips for uploading your first Youtube video…
The big things to keep in mind when creating videos are to keep them short and sweet.
Typically under 5 minutes but generally more in the 2-3 minute range.
Number 2 is to make sure you are answer questions patients care about.
To get started, the easiest thing to do it to write down FAQs that patients ask you through the month.
Do that and I bet you can come up with 6 months worth of video content in a matter of minutes.
2. Write high-quality blog posts
Blogging is the cornerstone of health content marketing. No healthcare 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.
Here are 7 of the most important on-page SEO optimization strategies to keep in mind when creating blog posts
A healthy, active blog should make up a solid portion of your organic search traffic and should support the conditions and treatments pages that you have on your website.
Just check out this screenshot of a hyperbaric practice. You will notice some of their top organic traffic pages are all blog posts.
Not only does it allow you to leverage someone else’s audience for brand exposure and thought leadership, but it gives you major medical SEO benefits via the backlinks gained in the post.
For example, one of the large orthopedic practices that we do orthopedic marketing for we were focusing on increasing the search rankings of their knee surgery page.
What we did was secure a high-quality guest post opportunity on CareDash, a leading physician listings and reviews website with over 2-3 million website visitors per month.
As a result of the article, not only did Tennessee Orthopedic Clinics’ and their surgeon receive a large amount of exposure as experts in knee pain but we secured a high authority backlink to a knee surgery treatment page on their website.
As an orthopedic marketing agency, we knew the result of this would be a major boost for the site in organic search and particularly the knee surgery page in organic search.
5. Create visual infographics for your healthcare content marketing
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.
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.
6. Promote your healthcare content strategy via email
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. 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 Healthcare Content Marketing Strategy
Revamp your healthcare content strategy by keeping these simple yet effective strategies in mind. You will 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.
Best Medical Marketing Strategies in 2021
Putting together innovative medical marketing strategies for medical practices can be a daunting and often downright confusing endeavor.
With what seems like endless marketing and advertising channel options and oftentimes contradictory information online about what is the best fit navigating these waters can seem treacherous.
The last thing you want to do is end up making a wrong decision and spending time, money, and valuable resources to find out the initiative was a waste of time and ineffective at growing the practice.
That is why I have put together a list of 12 medical marketing strategies for doctors; every practice should not do without.
1. Optimize your practice website for patient experience
Today more than ever, potential patients are searching on the web for local physicians and healthcare services.
Patients are taking their health into their own hands and by doing so care more and more about establishing a know, like and trust relationship with a potential practice before walking through the doors or book an appointment.
Improving your patient’s experience on your website will significantly increase patient leads and retention.
Your website design should have customized features, fast page speed, be mobile-friendly, and interactive.
A. Designed for Mobile Devices
Most searches are done via mobile or tablet devices, so having a fully responsive medical website design is crucial.
Check out this primary care client example. You can see the menu, a clear call to action, and what they do all above the fold on mobile load.
Make sure your website design includes flexible images and website structures.
The practice website should be built for all platforms, so you capture the maximum number of website visitors and not just limited to desktop searches.
Page speed can be the #1 reason for a high bounce rate for your medical website.
B. Speed Matters
Slow website page speed will irritate your online users and deter them from staying on your website.
Websites that are difficult to navigate with slow page speed will give potential patients a negative experience.
A negative experience makes users more likely to leave your website to go to a competitor’s. It is critical to evaluate and put a plan together to improve website page speed to lower bounce rates and increase lead conversion.
C. Make Treatments & Services Visible
Layout practice treatments and services on the practice homepage.
When patients are visiting your practice website, they should find all your services and treatments quickly if your medical practice offers a wide variety of services down select to the main procedures and services that you want to feature.
We do ENT marketing for an otolaryngology practice, and we made sure that their core services are right on their home page.
When deciding on what treatments to promote, think of your ideal audience, key differentiators, and high revenue procedures.
Use lead forms to make it easy for patients to request appointments and to create a call to action for high revenue services.
Lead forms a big for driving leads in your medical marketing strategy.
When designing lead forms on the website, make sure they are accessible and straightforward. Patients don’t want to fill out long and unnecessary forms to schedule an appointment.
Your practice website needs to be built with proper medical SEO and keywords.
To stay competitive and show up in search results, your website design needs to have all the essential keywords and proper SEO structure.
A top-performing website will have a solid SEO and keywords at the foundation of the website design.
Search engine optimization will be built page by page for all aspects of the website through image optimization, accurate meta descriptions, H tags, page structures, and more.
A medical SEO expert will spend their time building out each page of your practice website and do competitive keyword research to make sure your site is on top of local search results.
2. Invest in Social Media Marketing for Doctors
Social media marketing is an essential part of great medical marketing strategies and will help you share content and reach your ideal patient base.
Social media marketing for doctors is a massive contributor to driving traffic to your medical or dental practice website and search engine rankings.
Social media will help medical marketing strategies reach a broad audience and can be used as a critical lead generation tool.
Utilize the available analytics tools that social media platforms provide to track your efforts and modify the social media marketing campaigns for your dental practice.
Did you know that Instagram analytics will tell you exactly what times of day your followers are most active?
That is a BIG advantage for optimizing exactly when to post to ensure the highest level of visibility.
Not all social media platforms are alike, and not all social media is a good fit for your medical practice. Each healthcare social media marketing platform is different and created for a specific audience.
Take the time to evaluate the social media profiles that are the best fit for the medical marketing of the practice based on the target audience and the makeup of the audience that each platform targets.
Check out the age demographics in the graph below for the major social media platforms. What age do you target?
You do not want to waste precious time and energy on profiles that don’t reach your audience. Instagram tends to be a great fit for marketing a plastic surgery practice, aesthetics, or dermatology marketing; however, Instagram may not be an excellent fit for urology practice marketing.
To be successful for medical marketing for doctors on social media, you need to be:
Consistent and organized
Contain unique images and content for your practice
Create consistent brand continuity
Share content that drives patients to your website
If you are investing in video content, here are some fantastic Youtube SEO tips to keep in mind when posting new videos.
3. Develop a local search engine optimization strategy
Medical marketing for doctors has gone local.
That means that you need to invest time and energy into ranking your website in the 15-20 mile radius around each location for your practice.
A big thing is if you want to rank for it locally. YOU NEED A PAGE FOR IT.
That is a very dumb down version as to say you need well structured and optimized pages for each of our core treatment and services pages.
Take a look at this orthopedic client that we handle medical marketing strategies and local SEO for.
We optimized their orthopedic urgent care page to be well structured and contain local ranking signals such as “Knoxville” on the page.
As a result, they are ranking #1 in search results, and it is one of the top organic traffic generating pages on their website.
Here are some essential tips to remember when creating or optimizing new pages on your website for SEO.
Another critical medical marketing tip for local SEO is to make sure you have individual pages for each location.
If you are a multi-location medical practice, develop a landing page for each dedicated location that you have.
Make sure you include the following items on the page:
A well structured, well-performing blog can and should generate up to 50% of a websites organic traffic.
Take a look at a women’s health client we have in Atlanta.
Last updated on 5/13/20
They specialize in vaginal rejuvenation procedures, so we created an informational blog post on the Mona Lisa Touch Procedure they offer.
As a result of this blog post, they now rank #2 for “mona lisa procedure” on Google and drive 30+ people per day to the website looking for information on mona lisa touch.
That is the power of content marketing in your overall medical marketing strategies.
Leverage data at the center of your content marketing strategies.
You can use free tools like Ubersuggest to punch in keywords for topics you want to write about.
It will tell you things like:
Top pages ranking for that keyword.
You can use this information to ensure you are writing about topics people are searching for and take a look at that is already ranking well and make sure you write a more detailed post.
Also, remember that when it comes to medical marketing and content, blog posts are not the only format!
There are dozens of types of engaging content that you can develop to attract and engage patients.
Video is one of our personal favorites.
6. Email is still a viable medical marketing strategy
Stay in front of your patients and website visitors with email marketing! Email as part of your medical marketing strategy is a great way to retarget patients or reach new patients that have expressed interest in a particular procedure or treatment.
Utilize email marketing to create touchpoints with your practice website visitors and share new promotions, specials, blog posts, and the latest practice news. Grow your practice patient email list by encouraging website visitors to sign up for a newsletter.
A newsletter will help you share monthly content about your medical practice and keep your practice in front of mind for patients.
Another powerful way to leverage email as part of your medical marketing strategy is by creating nurture sequences for your lead generation campaigns.
We have a saying here at Intrepy, “you paid for them, nurture them!”.
That means on a good day; you may convert 30% or 3 out of every ten leads to book an appointment.
However, you paid for the other seven, so get them into a 10-12 email sequence that provides value and establishes trust with them.
Doing so can help ultimately get them to book an appointment and walk through the door.
7. Generate new patient reviews
Patient reviews are one of the top 3 most important local SEO factors when it comes to local search rankings.
Let’s go back to this graph again.
You will see reviews are listed at a close 3rd BUT considering that Google My Business is 1st and reviews are a top-ranking factor for GMB; I believe it to be a #1 or #2 most crucial medical marketing strategy to improve local SEO.
Video content created by your physicians is one of the most powerful and engaging ways to content with potential patients.
Video medical marketing helps physicians and medical practices reach potential patients and easily market themselves.
Video now receives substantially higher engagement rates than any other type of content, including images and blog posts.
On top of that, Youtube is owned by Google and is the second largest search engine online.
Giving you another avenue for search growth for your practice to pursue.
Building a video content marketing strategy will help you, as the doctor promote your practices, talk specifically about medical conditions and your treatment approach and create a know, like and trust relationship with potential patients before they ever walk through the door.
If you are struggling to come up with topics or ideas for your first round of videos, we recommend starting with the low handing fruit: patient FAQs.
Think about it…
As a physician, you probably get asked hundreds of questions per month by your patients.
Just jot those down, and I can guarantee you could very quickly come up with six months worth of topics.
The great thing is…you know people are wondering about this!
I highly recommend you get on the video training as part of your medical marketing for doctors.
9. Create procedure based content that relates to patients
Sharing high quality before and after pictures of actual patient results can be one of the single most important medical marketing strategies, a practice that provides aesthetics services can do.
Search based ads allow you to target specific keywords in search and present ads to those people in a particular geographical area if you outbid competitors.
Above is a sample of search ads for a client we do mental health marketing for that is a psychiatrist in Manhattan.
We were focusing on bringing in new telepsychiatry clients for them during COVID.
Facebook Ads Manager allows you to create highly specific audiences to present ads based on the data Facebook ad pulled from their personal profiles.
Above is a sample of an ad from a women’s health clinic focusing on driving in new menopause consultations.
We took into consideration things such as age, geography, and interests when targeting our ads.
Therefore, we were able to target only those people that best fit our client’s potential patient base of a specific procedure we are promoting.
Digital advertising has revolutionized the medical marketing industry with platforms like Facebook and Google Ads.
Both PPC and Facebook advertising allows you to customize your advertisement to reach your exact potential patient base and provide specific tracking and analytics to gain great insights into the success of the advertising program.
Not only can you customize your medical practice ads but also monitor the ROI.
Analytics will help you adjust the ads to improve results based on data that has been received.
Digital advertising can be interactive and allows potential patients to engage with advertisements making it easier to capture contact information and convert leads.
Not only can you use digital advertising to drive in new leads and conversions, but you can also use it to boost your organic reach.
Google Ads and Facebook advertising are considerable drivers in converting new patients, growing high revenue procedures, and increasing overall practice revenue.
11. Grow new patient referrals through physician outreach
Physician referrals can be the lifeline of a medical practice, so developing a physician liaison marketing program is essential for sustaining strong doctor referral relationships.
Successful medical marketing for doctors will include efforts to expand your healthcare network and increasing patient growth.
Physician liaison marketing is hiring a representative for your practice to meet with local referring doctors and medical practices to increase patient referrals for the practice.
As the physician relations representative, they extend the bridge of communication between referring doctors and their medical practice.
Referral outreach can result in a significant increase in patient referrals and overall practice growth.
Physician liaison marketing is especially an excellent fit for hospitals, surgeons, and specialty medical practices because their patient base is majority referrals from general practitioners.
Other medical practices can significantly benefit from having a physician relations manager to help grow their healthcare network and meet with local physicians.
Benefits of a Physician Liaison Program:
Skilled physician liaison representative to promote the practice
Connects medical practice and doctors with referring physicians
Helps introduce new physicians to the healthcare community
It provides a way to streamline referrals for primary care providers easily.
Accessible point of contact for referring doctors for questions, concerns, or any other needs
Marketing director for practice
Increases patient referrals
Increases high revenue procedures
Increases overall practice revenue
Track visits and builds the physician’s network
Provides physician referral analytics
Evaluates practice growth and creates a marketing strategy
12. Depend on marketing analytics to make decisions
Understanding the medical marketing efforts that are most effective for your medical practice requires proper tracking and data and analytics reports.
Tracking and analytics will give you a fully comprehensive report on the progress of the medical marketing for your practice.
With tracking and analytics, you can target and re-invest in the marketing efforts that have proven successful.
We recommend utilizing software or CRM that provides marketing attribution so you can not only track how patients got into your funnel but see all their points of interaction that caused them to convert ultimately.
Dashboards are a fantastic way to see the executive-level health of your medical marketing program quickly.
At Intrepy, all of our clients get access to their very own marketing growth dashboards so they can see where they are at in their program at all times.
Take a hard look at each of these medical marketing strategies and formulate a plan to either implement or update these tactics in your overall healthcare marketing initiatives.
If you do, I think you will be plenty surprised at the amount of new patient growth the practice will experience.
The beauty is that many of these items play directly off each other, and the effectiveness of one dramatically contributes to that of another.
As we mentioned in many other articles, whenever you add a new digital marketing campaign to your arsenal test, test and retest one more time to make sure you are correctly optimizing all aspects of the campaign.
Give us a call or fill out a form and get a FREE practice assessment where we look at where you are at, what you need to do and what your competitors are doing.
We hope you found these medical marketing insights and tips helpful! Thanks for reading.
Justin Knott, President & CEO.
Leveraging Email Marketing to Reach New Patients
Healthcare digital marketers need to reach patients in digital environments where they’re least distracted. That’s why email marketing is so important. It gives marketers the chance to engage with patients directly via their inboxes.
That said, simply sending out mass emails isn’t an effective strategy. Marketers need to carefully plan campaigns to ensure they’re as successful and effective as possible.
Following email marketing best practices is essential. This includes using an email verifier tool, tracking performance metrics, and segmenting lists. The following healthcare marketing ideas can help your practice. They illustrate what types of campaigns tend to be most successful in this industry.
Marketing a healthcare practice is a unique challenge. In other industries, like retail, customers may decide to purchase an item or pay for a service when they want it. However, that’s not the case in the healthcare industry. Patients only schedule consultations or appointments when they feel they need to.
That’s why maintaining brand engagement among your followers is essential. You want your organization to be the first thing they think of when they’re in need of your services.
You can achieve this goal by designing a campaign that tells the story of your brand in a sequence of messages. Start with a welcome email when a new patient signs up for your mailing list. Then, send follow-ups that explain exactly who you are, what values you represent, and what specific services you offer. Including new reviews from patients can also help you deepen the emotional and practical impact of your messages while lending an air of authenticity to your claims. As well as, play a major role in local SEO for a practice.
Again, the goal isn’t to convince a patient they need to book an appointment now. Instead, a campaign should convince them to contact your organization when the time comes to book an appointment.
Sending emails that provide patients with information on a relevant subject is a smart tactic for several reasons. First, it serves as a continuous reminder of what services you offer. For instance, if you’re marketing a hospital’s surgical treatments, sending emails about, “How to prepare for [insert specific procedure here]” will ensure customers associate your brand with that particular treatment.
Second, providing this kind of information throughout a campaign also helps establish your authority and expertise. It’s important that patients feel your brand is trustworthy. If they perceive your organization as an authority in its niche, they’ll be more likely to turn to you when they need that kind of treatment.
Patients who subscribe to your email list are a valuable resource. You know they’re already engaged with your brand to some degree. You also know they’ve had multiple interactions with your brand via marketing content. Thus, you can rely on them to provide relevant feedback if you’re trying to improve future campaigns.
Patient surveys are a simple way of collecting feedback and learning what you can do to design stronger marketing content. To ensure the maximum number of patients actually open the email containing the survey, simply include the recipient’s name in the subject line. Doing so has been shown to boost open rates by as much as 50%.
You can also use email to solicit general feedback about former patients’ experiences if they’ve already been treated by your doctor or organization. With their permission, you may use someone’s positive remarks as a testimonial on your medical website or in future messages.
If you’re launching a new product or service, let your email followers know about it first is a smart move. You may even want to provide some form of a special offer or discounted service. Research indicates that loyalty emails yield a 50% higher reaction rate than generic promotional messages.
It’s also worth noting that you don’t need to wait until a new service or product is officially available to start promoting it via email. You want to ensure your followers are ready to take advantage of this new offering as soon as possible. Thus, you should send emails publicizing it ahead of time, which helps generate anticipation.
Does your organization or practice offer a wide range of services? If so, patients who subscribe to your email list are likely only interested in some of the topics you may cover.
That’s why it’s a good idea to send a welcome email that gives new subscribers the choice to select what types of content interest them most. This makes it easier to segment your list into different subsets. Doing so has been shown to yield a higher email open rate than simply sending the same emails to all your followers, regardless of whether they’re relevant to their needs or not.
Again, healthcare marketing is unique, especially when email is involved. You’re not encouraging patients to take action now; you’re simply making sure they associate your brand with the treatments you offer. Applying these tips will help you achieve that goal.
Intrepy Healthcare Marketing is a medical and dental focused digital marketing agency that has years of proven experience in creating marketing and advertising strategies to help practices grow their patient base and revenue. Call us or fill out a form today.
Building Blog Posts That Generate Traffic & Drive New Patients
When people have questions about their health or health service options, they go online. They turn to Google before a physician. But who actually answers their questions?
If you follow the steps below, you will be the one answering their questions – and you’ll be able to turn many of these concerned viewers into loyal patients. It’s a huge opportunity if you know how to take advantage of it.
I’ll show you how to turn people’s questions into your own blog posts, drive traffic to those posts, and convert some of your viewers into appointments. Let’s get started!
How do you get blog posts in front of the right people?
Medical SEO is short for search engine optimization. It’s the process of getting your web pages to show up at the top of search results for specific terms. This is how we’re going to get your blog posts in front of the right people. It’s also how we’re going to drive traffic to your website and create new appointments.
So how does it work?
To create blog posts that rank well, drive traffic, and bring you appointments, you need to follow three steps:
Answer a question
Make your answer 10X better than everyone else’s
And provide a next step
Seems simple right? This process, along with a few specific SEO for doctors tips that I’ll cover, will do everything you want. Here’s what it looks like in practice.
Step 1: Answer a question.
Before consulting a physician, people ask the internet. They might go to Google and search “how do I know if I have a hernia” or “knee joint relief.”
In response, you should create blog posts on “How Do I Know if I Have a Hernia?” and “6 Ways to Provide Fast Knee Joint Relief.”
Take a question someone asks, use it for your blog post title, then thoroughly answer that question in your blog post.
What questions should you start with?
Well, what questions is your team asked most?
Start with your most frequently asked questions. You already know people are interested in the answers, and you’re probably pretty good at giving those answers by now.
If you get all sorts of questions around dealing with allergies, for example, or on how to reduce various medical expenses, you might want to create The Complete Guide to Seasonal Allergy Relief or 5 Tips to Reduce Common Medical Expenses.
Just be wise when you think through your target keyword for each post. Generally, your target keyword should be the most popular search term for that topic. If you create a great post that ranks high, like what I’m showing you to do, we want to make sure it gets the most eyes available.
In other words, people will type in 100 different phrases for “fighting allergies.” They might search for “how to handle allergies,” “allergy remedies,” “allergy relief,” “how to fight allergies,” etc. You want to focus on the phrase people search for most.
How do you figure out which is used most?
Free tools like Google Trends will help you compare search volume, and tools like AnswerThePublic will even help you come up with the best blog titles for a given search term.
You’ll also want to include this keyword in your meta description, and in a section header tag or two (for more details, view this guide). This will help your posts rank higher in search results. Combine all that with steps two and three, and you’ll be in high cotton!
Step 2: Make your answer 10X better than everyone else’s
High ranking and converting blog posts all have a few things in common:
They have properly optimized title tags, header tags, keywords, and meta descriptions. (Here’s a guide for more details on SEO basics)
They thoroughly yet succinctly answer the question (I’ll elaborate in a moment)
And they provide engaging elements, like bullet points, section headers, supporting visuals, pull quotes, or videos.
In short, you can use this blog post as an example of what yours should look like. You can also use these examples:
The goal is to make your content stand out. If your blog post is just average, then there’s no reason for Google to rank it higher than anyone else’s. There’s also no reason for anyone to read your post over another.
Find the best piece of content out there on your topic, then create something that offers 10X more value to readers.
The best content isn’t hard to find. Just do a Google search, it will be on the first page. You can also use BuzzSumo to see who’s getting the most shares.
Visuals aren’t enough to create great blog posts that are 10X better than everyone else’s, though. You still have to answer the question in a surprisingly helpful and enjoyable way. How do you do that?
Write in your own style, but use this framework:
State the problem or question (e.g. “You’re sick of suffering from seasonal allergies, but you don’t know what to do about it.)
Validate the reader (e.g. “Of course you want relief. You want to focus at work and enjoy being outside.)
Share available research and expert opinions
Explain what they mean in layman’s terms
Provide additional resources along the way (e.g. links and guides, images and videos)
All of this together will give viewers a thorough yet succinct answer that’s 10X better than whatever else is out there. Next you need to tell viewers what to do what the information you’ve given them.
Step 3: Provide a next step.
Knowledge alone isn’t enough. It doesn’t matter if your kids know better. You want them to do better, too.
It doesn’t matter how helpful or valuable your blog posts are if you don’t ask viewers to do anything with the information.
A natural next step for your viewers is to schedule an appointment for professional consultation. So tell readers to do it!
For instance, after you give an answer that’s 10X better than everyone else’s, you can place a call-to-action:
Think you might [have a hernia]? Schedule your appointment with one of our healthcare professionals today to bring your health back to normal!
[Call to Action Button]
It’s even better if you include multiple CTAs throughout each post. For example, you could add one after you introduce the issue, after you answer the question, and at the bottom of the post.
Respective examples: “If you think you have a hernia, schedule an appointment for professional assessment.” “If this sounds like your problem, schedule an appointment to get help.” “What’s next? Meet with a doctor to discuss your concerns. Schedule your appointment.”
You might even include a contact form at the bottom of each post or in a sidebar to make contacting you easier.
By following the steps above, you can create an active blog that is helpful to both your potential patients and your bottom line. What more could you want?
First, put together a short list of questions you and your team are frequently asked. Search Google to see how others have answered the same questions, then create blog posts answering those questions with more helpful information and visuals than what you found searching Google.
Finally, give viewers a reason to contact you – and many will. That’s how you create blog posts that actually drive traffic (and appointments).
If you are looking for help developing a healthcare content marketing strategy that drives website traffic, improves SEO, and generates new practice growth, we would love to help! Give us a call 678-250-4757 or fill out our contact form.
33 Healthcare Marketing Statistics to Pay Close Attention to in 2020
Whether you are a physician, dentist, chiropractor, office manager or marketing in the healthcare space pay close attention to these statistics and how they should influence your approach to marketing your practice. Enjoy and if you have any statistics that would be a good fit for the post please email us and let us know!
1. According to Pew Research: in 2019 nearly 72% of adults use social media to connect with others, engage with news and content, share information and entertain themselves.
Meaning: Doctors and dentists need to be utilizing social media to engage and connect with their current and potential patient base.
2. According to Medium, infographics create 3X higher engagement, including likes & share, over any other type of content.
Meaning: Create infographics or convert some of your best content into infographics to increase engagement.
3. 47% of Internet users search for information about doctors or other health professionals. (Source Pew Research)
Meaning: Consumers are searching for your practice locally. Are they finding you or your competition? Invest in local medical SEO.
4. 78% of people searching on mobile devices for local business information make a purchase. (Source Neil Patel)
Meaning: When people perform local searches they are highly likely to convert into a paying customer. Therefore, showing up in their local search query is critical.
5. Social media usage is not just for young adults now, a breakdown of people with at least one social media profile as of 2016: age 18-29 – 90%, age 30-49 – 82%, age 50-64 – 69%, age 65+ 40%. (Source PEW)
Meaning: If your practice serves an older market social media is still an extremely important avenue to reach and engage with those patients.
6. It only takes 1-6 online reviews for 68% of potential patients to form an opinion about your practice. (Source RevLocal)
Meaning: Generating positive online reviews is essential to making a solid first impression and converting those people into patients.
7. Of all internet users, 66% look online for information about a specific medical problem or disease. (Source)
Meaning: Patients are searching online to learn more about specific medical alignments. Doctors should utilize their blog to answer questions and demonstrate expertise for certain medical producers and issues.
8. The top three search results receive 50% of all clicks on Google. (Source)
Meaning: If you want to generate organic website traffic it is essential to show up in the top three search results.
9. 56% of US adults use more than 1 of the 5 major social media platforms. (Source PEW)
Meaning: Practices need to diversify their online social media presence into more and one social media platform that best fits their target patient base.
10. 73% of people that receive online news from friends or family via emails and texts are likely to take a follow-up action. (Source Journalism)
Meaning: If you can create content that your patients want to share with friends and family there is a high probability of converting those new eyes into patients.
11. 81% of US adults say they now own a smartphone, this is up from 35% in 2011. (Source PEW)
12. 9x more leads are generated from long-form blog posts than short-form blog posts. (Source Curata)
Meaning: Content marketing and SEO have shifted toward long-form posts. 300-400 word short form posts are becoming more and more of a waste of time and resources.
13. The two most important content marketing tactics are blogging (65%) and social media (64%) according to SnapApp.
Meaning: More and more medical practices are seeing the value and adopting a content marketing strategy in 2018. When doing so the two most important focuses on that strategy should be blogging and social media.
14. 32% of US users utilize social media to post about their friends and family’s health and medical experiences. (Source PWC)
Meaning: People are willing to share their experiences online about your practice. Make sure you are leveraging this in a positive manner.
20. 48% of people start their mobile research using a search engine. (Source Smart Insights)
Meaning: Search engines are the go-to when someone beings the process of finding a new physician or medical practice.
21. 45% of U.S. adults are now turning to mobile devices to get their news, up from 36% in 2016 and 21% in 2013. (Source PEW)
Meaning: Consumers are going to their mobile devices to see what the latest in medical news is.
22. By 2019, videos will account for 85% of internet traffic in the US. (Source Cisco)
Meaning: Video is the way of the future when it comes to how patients consume media. Therefore, start in 2018 rolling in video into your media strategy.
23. Peak usage times daily varies across device type. (Source Smart Insights)
Meaning: This is an important piece of information, especially, when it comes to digital advertising for a medical practice. Make sure you have optimized your ad delivery appropriately to increase reach and conversions.
24. 92% of consumers read and utilize online reviews when looking for a local business. (Source RevLocal)
Meaning: Over 9 out of 10 patients turn to online reviews to help them decide which practice or doctor to visit. Therefore, make sure online reviews and reputation management is a focal point of your healthcare marketing strategy.
25. The average length of the #1 search result in Google for a given topic is 1,890 words. (Source Red Website Design)
Meaning: If you want your practice to show up in the first slot in search results then the content being produced needs to be long-form, high-quality in nature.
26. When posting on Facebook, video posts receive 135% more organic reach than photo posts. (Source Social Media Today)
Meaning: We have actually seen this stat go even way higher near 1,000%. Plain and simple video is the best when it comes to engagement, reach, etc.
Meaning: Digital advertising in the healthcare world is here to stay, it’s not just good business: it is what is best for your medical practice.
Healthcare Marketing Statistics Wrap Up
When evaluating, updating, revamping or creating your healthcare marketing strategy for 2020 make sure to take these healthcare marketing statistics into consideration. There are some interesting conclusions to draw, including: video is critical, online reviews really do matter, content needs to be long-form, mobile is the focus now and patients are looking for you in search. Content marketing is not an overnight success, it takes a well thought out, methodical strategy but if you are willing to invest in it the rewards can be substantial in new leads, new website traffic & substantial improvement in search results. We hope you found these healthcare marketing statistics helpful and as we said before feel free to share any more!
Intrepy Healthcare Marketing in Atlanta is an expert in health and medical marketing and advertising. We provide digital marketing and advertising to help healthcare organizations and practices reach new patients. Intrepy understands the life cycle of a patient, the pain points physicians experience and the techniques needed to effectively reach and grow a new patient base. Whether you are established and looking to spark new growth or you are just starting out we can help you create a full wrap marketing strategy to reach your targeted patient demographic. Give us a call 678-250-4757 or fill out our contact form.