Where do your patients go when looking for health-related information?
You may want the answer to be “my website” but “Dr. Google” is more likely the go-to source of information for patients, caregivers and health enthusiasts alike.
With the internet penetration rate increasing, the number of individuals searching the internet for health-related topics is steeply rising as well. According to a recent research study, 80 percent of Internet users have searched for a health-related query online.
Here’s the catch though. Not all internet searches are yielding reliable information. There is a whole lot of misinformation out there that makes the internet a double-edged sword for physicians and patients alike.
How do you combat the spread of misleading health information while ensuring that the patients check in with you when looking for treatment?
Having a content marketing strategy for your healthcare business.
What are the elements of an effective healthcare content marketing strategy?
When implemented correctly, content marketing has the potential to not only engage, nurture and convert your target audiences but also raise awareness about your healthcare brand by establishing a distinct brand identity.
While providing patients with the information they need is a noble altruistic goal, your content needs to be structured in such a manner that it drives patients to your facilities and brings in measurable RoI for your content marketing efforts.
Formulating a revenue-centric content marketing strategy for your healthcare business
1. Keep the patients in focus
A healthy content marketing strategy needs to keep the patients in focus. Don’t overlook the human element. The content you create needs to keep the needs of the patients in mind and offer significant value instead of being too self-promotional.
Understand what the patients want from you and then formulate a content strategy to provide it to them. For example, if you are a childcare clinic you should be invested in satiating the queries of concerned parents first. The information can be followed by a plug-in of how you can help or how parents can contact you but this cannot be used as primary content.
Understanding the patient’s journey as a buyer is critical for converting the patients and getting them to visit your healthcare facility when the need arises. Healthcare content marketing needs to ultimately generate revenue for your healthcare business by getting visitors down through the stages of your content marketing funnel.
The content needs to engage with patients in the awareness stage who are just looking for information and nurture them towards the consideration and decision stages of the marketing funnel. The visitors that interact with your content should recognize you as a trustworthy source of reliable information which increases their chances of conversion.
2. Optimize your healthcare website for conversions
The content you create is only valuable if it organically reaches the target audience you have written it for. Optimizing your content so that it ranks on the search engine’s result pages is important to promote discoverability, bring in relevant traffic and boost conversions for your healthcare business.
An audit of your existing website is an important step in the quest of boosting your search engine rankings. Fix pages with duplicate content and thin content on them. Any content piece that is failing to drive meaningful traffic, has no backlinks and does not rank for its targeted keyword has to be looked into as well.
Finished dealing with the content on your website? It’s time to move on to the landing pages and optimize them for the buy intent keywords. These are the strings of words that people looking to avail the services you offer would be searching the web for.
Let’s understand this with an example.
If you run a facility that undertakes bone marrow transplants, the landing page that you create centered around this service should be targeting buy-intent, bottom of the funnel (BOFu) keywords such as “bone marrow transplant cost”, “price of bone marrow transplant”, etc.
If you are spread around multiple locations, location optimization of landing pages is also a good idea to ensure your website comes up in local searches. Even if the visitors aren’t explicitly searching for location-based queries, with the bulk of the population using smartphones to conduct searches, location plays in as an important ranking factor.
Having location optimized landing pages can directly help increasing footfalls for your healthcare business.
3. Create content that strategically ranks
Once you have optimized the landing pages of your healthcare business targeting BOFu keywords, the next task is to get them to rank for those keywords. Backlinks from high authority publications help in accomplishing that.
Layering the landing pages with the middle of the funnel (MOFu) content that targets patients in the consideration phase of their journey acts as a bridge for building backlinks while channeling referral traffic to your website at the same time.
Understand what topics your audience is looking for. Taking the same bone marrow transplant facility example, the MOFu keywords could be “bone marrow transplant risks”, “bone marrow transplant success rate” etc are some keywords you can create content about to drive relevant traffic to your landing pages.
Awareness focused content that targets top of the funnel (TOFu) keywords like “what is bone marrow transplant” or “what happens in bone marrow transplant” cast too wide a net when formulating a conversion-focused healthcare content marketing strategy. You need to prioritize on MOFu content first and then move to TOFu content.
4. Don’t forget about compliance
Healthcare content marketers are uniquely positioned to use storytelling to form an empathetic bond with the readers, building trust and generating conversions. While this is an engaging technique, it is important to be mindful of data privacy and security laws such as HIPAA and GDPR.
Sharing patient stories requires a high level of accountability and confidentiality measures to be set up to avoid possible non-compliance lawsuits. Any content you produce, even social media posts that you share are at risk of becoming a possible HIPAA violation so marketers need to extra cautious while leveraging storytelling for engaging potential as well as existing patients.
5. Document your strategy and be consistent
An age-old saying goes, “what gets measured, gets managed.” Documenting your content strategy is important in figuring out what is working, what isn’t and what needs to be changed. While traffic and engagement are important for any brand, you need to connect the content marketing efforts with RoI in order to comprehend how much fruit they are bearing for your healthcare business.
That being said, content marketing requires perseverance, dedication and consistency to bring about measurable outcomes. Documenting your healthcare content marketing strategy helps you in figuring out how far you have come and what more needs to be done to bring in quantifiable returns.
Interested in knowing how your current content is performing and how effective is it in turning visitors into paying customers?Contact us for a free content audit and our team of expert consultants will get in touch with you so that you can take your healthcare business to the next level.