7 Ways to Reach More Patients Using Content Marketing

With all the changes happening across the healthcare industry on the technical side, healthcare units are attracting more customers with content marketing. A recent survey stated that nearly 75% of people looked up a website when searching for a new physician. This stat indicates that resources are abundant when a particular person seeks health-related information. Hence, the need for authentic and positive online information is necessary as guidance regarding health issues should never be wrong.

Simple referrals or recommendations are no longer enough for patients to trust a specific healthcare unit or a physician. People seek information online regarding the reputation of a doctor or a healthcare unit. In all these cases, you need to maintain an online presence and a great reputation all the time. You would need to reach your target audience correctly, and here’s how you can do it.

These tips are applicable to keep your audience engaged with your healthcare information posted online. These tips are curated by some of the top healthcare professionals so you can trust and implement them.

Focus on the Area of Your Specialization

When posting medical content online representing your healthcare services, make sure that they are to the point and relevant. Quite naturally, someone with a nervous disorder will not go to a gynecologist Similarly, when looking for information online, they want specific and relevant news. Moreover, they would wish to see testimonials from people who have physically experienced the service for making better decisions. Hence, when you are up for writing blogs or sharing posts regarding healthcare services, make sure that they are relevant and positively cater to the people’s needs.

Analyze Your Target Audience

Considering the area of expertise and the industry you are dealing in, you need to analyze your target audience accordingly. For example, if you trade in the medical supplies industry, you cannot communicate directly with the patients. You are more likely to communicate directly with hospitals and healthcare professionals. Likewise, analyze the audience you are posting it to when creating your content. Analyzing the audience will help you focus on the topic better and align your content accordingly. Moreover, ensure that you choose an easy set of words that explains better to the audience.

Share Authentic Patient Stories and Testimonials

You will be able to attract more people if you share real stories and testimonials that speak for the services of a particular healthcare unit. This ensures that the trust development is on the point between the healthcare unit and its customers. Moreover, it provides a lot of motivation to those suffering when they know stories about healing from other patients. This point would work successfully to heal people and would help commercially. A lot of hospitals and healthcare professionals have used this method. Just make sure that you arrange for proper consent from the people before posting their content online.

Use Gated Content for Creating an Inbound Funnel

All sorts of general content like blog posts, social media posts, videos, and journals are great and effective ways to reach the audience within a very brief period. But the problem lies when you need insights regarding the reach of this content, and it is not easy to connect through these articles directly. That is when content funneling is beneficial and handy. When you create gated content for your website, reach and direct communication automatically increase. For example, you can create a whitepaper for your website where you ask your readers to put some essential yet valuable information that can help you keep a close track of the insights.

Boost Interactivity

Show Your Human Side

Patients are more likely to heal if they feel connected to their physicians and healthcare professionals. Hence while posting personalized medical articles, blogs, or sharing posts on social media, make sure that you appropriately interact with the readers and patients in the comments section to make the readers know that you are available. With healthy human interactions, customers are like to stay loyal to your organization. Even if another person is acting as the moderator on your social media or blog posts, they should let your readers know that you are available at all times of emergency. It would be best if you had particular policies to handle the complaints with compassion and care, administer the issues as quickly as possible and handle emergencies critically. You also need to see if all the content you are posting is HIPAA compliant, which brings us to our last trip.

Ensure that Your Content is HIPAA Compliant

While engaging with a vast audience, it is expected that you would collect a lot of information about that audience. This step is information to enhance the quality of your content. On top of that, keeping that information safe is also crucial. The first step toward posting the story from another patient is to get consent. Your content should be HIPAA (Health Insurance Portability and Accountability Act) compliant in all situations and does not violate any law. Also, avoid providing medical assistance about treatment or diagnosis on social media platforms.

Wrapping Up

With the world turning upside down with digitization and technology, the healthcare industry was never spared. Technological advancements have provided a lot of positives as connecting with the audience through online platforms has become more accessible. The tips discussed above are constructive and can be used by all means.

BraveLabs

BraveLabs is a digital transformation agency that is custom crafting digital marketing solutions for the pharma & healthcare industries. BraveLabs empowers, healthcare and Pharma businesses to deliver improved patient experiences, which in turn drives improved patient and business outcomes.