Every business today recognizes the importance of content. For the healthcare industry, content marketing is slowly being recognized as one of the prime drivers of traffic, trust, and authority. But starting can be tough when there are so many ideas to go around.

Introduction

We’re all familiar with the idea that the more you can do to stand out from your competitors, the more likely people are to visit and engage with your brand. But what if there were another way to drive demand? What if it was possible to attract new patients through content marketing instead of just going after existing ones? The answer is yes—and it’s called content marketing! Content marketing is simply any type of content (articles, infographics, video) that you create for your audience so that they feel like they are learning something valuable about what services you are providing.

For a service as deep in knowledge as the medical industry, lack of knowledge and information is often one of the fundamental things that prevent patients from being satisfied in their healthcare journey. The act of providing information and knowledge through content marketing is a great way to improve not only patient experiences but also other factors like building trust and authority for your healthcare organization.

But starting a content marketing strategy can be overwhelming at first. With so many possible topics and so many possible subjects to cover, the problem isn’t the lack of medical content marketing ideas but understanding which ones to focus on at the start. Here are 7 great content marketing ideas for your healthcare organization.

1. The Hospital Blog: Your New TLC

The hospital blog is one of the most important assets you can have for driving patient demand and growing your brand. Your website or blog is one of the first things that a patient will find when searching for your presence online. The lack of a website is one of the biggest red flags when it comes to trust in today’s age. It’s an established platform for interacting with patients, employees and referring physicians. The best way to establish thought leadership in this space is by creating content on blogs that educates people about what makes your healthcare organization unique from others, but also how it helps them in their daily lives as patients.

2. Inspiring Patient Testimonials

Testimonials are a great way to showcase your brand’s strengths and help drive more patient demand. They can also be used to build trust with potential patients, which will increase their likelihood of choosing you over other practices.

Testimonials can be used as a tool for building credibility within the healthcare industry as well, allowing you to show that you’re an expert in what you do and how it helps people feel better when they leave your practice or hospital.

3. Answer Medical FAQs

FAQs are a great way to engage with patients. By answering medical FAQs, you can help educate patients and build trust and credibility. These answers can also lead to more traffic to your website, which in turn builds your email list (which is a key component of email marketing and content marketing). FAQs also allow you to show your expertise in your field by answering questions that are commonly brought up by patients.

4. Develop Quizzes

Quizzes are a great way to engage your audience, collect information about your patients and product or service, and test the waters before launching a full-blown content marketing campaign. Through quizzes, you can understand what sort of content would resonate the most with your audience. But at the same time, to be effective quizzes do require you to have a sizeable audience beforehand.

Quizzes are also an effective way of showing off what you can offer your patients while they’re there waiting for an appointment. For example, if you’re offering free blood tests every six months at every office location, then it makes sense that you’d want to put together some quick online quizzes so people can see how well they do with certain health goals—and perhaps even get some tips on what they should change next time around!

5. Produce How-To Videos

There’s a reason why YouTube is the second-largest search engine in the world, and that’s because it delivers content that people love. If you want to drive more patient demand, think about producing how-to videos for your practice. These can be used to educate patients about new procedures or medications that they may need or want. You’ll also be able to attract new patients who are interested in learning more about what you do and how you do it! Video content is more engaging and easier to market to those who are searching for specific information. For patients who are struggling with their medical questions, video content is a god-sent answer.

6. Create Infographics

Infographics are a great way to share information in a way that is easy to understand. They can be used as educational tools, or they can simply be fun. If you want your patients and staff members to know about the benefits of a specific procedure, for example, creating an infographic about it and sharing it on social media platforms would be one way of doing this.

Infographics also provide you with another opportunity for brand building: by having multiple people interact with the same content (like when someone shares on Facebook), they’re more likely than not going to remember what you had said in their feed later down the line!

7. Create a Campaign Around a Holiday or Awareness Month

During the holiday season, you can use the occasion to drive more patient demand. For example, if you have a new product available for purchase in your store during Black Friday or Cyber Monday and it’s going to be on sale for up to 80% off, offer some kind of special promotion on your website or social media channels so that people are aware of this opportunity. You could also use this time period as an opportunity to promote a campaign—for example: “If you sign up today we’ll give away $100 towards buying our new product.”

But campaigns can also be around awareness weeks like Cancer Awareness Week and American Heart Month when healthcare organizations can focus on outreach programs to spread awareness.

Conclusion

We hope these ideas have given you some inspiration to try out content marketing in your practice. Content marketing is a great way to build your brand, engage with customers and attract new patients, but there are so many avenues to explore. If you want more ideas on how best to use content marketing at your location, check out our other blog posts!

These are just a few ideas for hospitals, doctor’s offices, and other medical practices to drive more patient demand using content marketing. Content marketing is a great way to drive more patient demand. These are just a few ideas for hospitals, doctor’s offices, and other medical practices to drive more patient demand using content marketing. Content marketing should be part of a larger marketing strategy that includes social media channels, paid advertising, and email communications.

BraveLabs is a medical content development agency that helps healthcare organizations build comprehensive content marketing strategies that drive traffic and boost growth. Contact BraveLabs today to learn more about how your healthcare organization can benefit from content marketing.