Healthcare content marketing is an essential component of the marketing efforts of a wide range of organizations. From small private practices looking to generate local interest to international charities and care centers. attempting to raise awareness of misunderstood or unknown medical conditions. As of 2018, 83 percent of healthcare organizations use content marketing, and 14 percent intend to use it in the future. So, which organizations are running the best healthcare content marketing campaigns, and what do you need to know before you start your own?
Understanding Healthcare Content Marketing
Content marketing is an essential part of inbound marketing strategies. Companies use to provide important or entertaining information that internet users are keen to find. Unlike traditional forms of advertising where the intent is to openly sell a product. The focus of content marketing is on providing potential customers with information they need while increasing awareness of your brand.
In general, if content marketing fails, the company fails to see a significant return on the investment or misses certain goals. When it comes to healthcare, the stakes are so much higher. Often the content seeks to shine a light on a specific, important problem in an attempt to engage and activate an audience. For example, content may teach people how to correctly search for signs of breast cancer while providing information on how they can make an appointment at a medical practice if they have concerns. Done well, the content could lead to an increase in the identification of early-stage tumors, earlier treatments, and improved chances of survival for patients.
Top 15 Healthcare Content Subjects
An important part of any content marketing is to establish what your audience needs to know. It doesn’t matter how good your content is if nobody is interested. Good ways to track hot topics amongst your audience, is by monitoring regular keyword searches and more.
In 2018, Ceralytics published a Healthcare Content Marketing report identifying the most popular healthcare subjects that internet users want to know about: Heart disease, Diet, and symptoms. From these popular search topics, it’s clear that people are interested in learning tips and tricks to lead a healthier lifestyle and to care for their families. While also learning to identify and act on various medical conditions. This knowledge is essential to help content marketers guide content creation so the output matches what people are seeking.
Examples of Best Healthcare Content Marketing
Healthcare content is tricky. The subject matter is often very serious and technical. This is why it doesn’t always lend itself well to sound bites, funny tweets, or short videos. The content needs to be accurate and in-depth enough to explain complicated illnesses, conditions, and maybe even political situations in different countries. It must also be accessible enough that people want to read on to learn more. Finding the right balance between education and entertainment isn’t easy. Some organizations have done a fantastic job of spreading awareness.
Doctors Without Borders
Doctors Without Borders is a humanitarian organization that places doctors in extreme situations, such as the front lines in war-torn regions and countries stricken by natural disasters. Its content aims to highlight the plight of those in need for example, fleeing refugees and those trying to rebuild their lives after a catastrophe. Furthermore, the content helps encourage the audience to get involved through attending fundraising events, educating schoolchildren, or raising money. The organization’s home page has an information hub where it’s possible to select countries or illnesses to learn more. The organization also shares the news and stories section to keep you up to date on current affairs.
Doctors Without Borders has also used content marketing to raise awareness. One of their projects focused on raising awareness on the number of refugees throughout the world in a documentary “Exodus”. The dedicated website for the project covers Syria, South Sudan, and Mexico. Combining long-form content with interactive features and short videos to engage the audience and encourage action.
Colon Cancer Alliance
Healthcare is a serious subject, but that doesn’t mean there aren’t opportunities. One of them is to use some humor to make a serious point. That’s the tactic the Colon Cancer Alliance adopted when the organization partnered with the Contagious video production company. Moreover, to produce a shareable video in which a comedian pranked members of the public. During prank consisted of the use of fake x-rays to convince the audience they had various unusual objects lodged in their colons. Watching someone try to figure out how their house keys got into their colon is funny viewing and guaranteed to raise a laugh. This works however, because there’s a serious message beneath the good-humored japes. Cancer is often unexpected, so check regularly.
Conclusion: Healthcare Content That Counts
There’s an important message behind every piece of healthcare content. Information must be factual and accurate to help guide people through potentially upsetting or scary times in their lives. The best healthcare content marketing campaigns make information widely available and accessible. Encouraging people to think about their own health and what they should be doing to improve their wellness. Don’t shy away from detailed medical insight, even if it gets a bit technical. Always try to present the information in a way that’s relatable. Get it right, and you will be spreading awareness of your brand. Additionally, helping people feel better and maybe even saving lives.
