Healthcare Content Marketing Tips To Attract Traffic In 2023

Picture this: Rohit notices a strange rash on his body. If he is a normal human being in 2023, the first thing he’d do is reach out for his phone to quickly ask Google what’s wrong.For most of us, ‘Dr. Google’ is there to save the day. Or diagnose us with some deadly disease. Either way, the number of people resorting to self-diagnosis online continues to rise at an alarming rate. In fact, according to the research at Yext, there are at least 100 billion searches for healthcare on Google alone each year. That’s 273 million healthcare searches a day!

In this digital age, it’s becoming increasingly important for healthcare companies to focus on their online presence. And one of the most effective ways to do this is through healthcare digital marketing!

First, What Is Healthcare Content Marketing?

Content marketing is the process of creating and sharing valuable, relevant, and consistent content to attract and retain a clearly defined audience. It’s a way to establish trust with potential customers, position your company as an authority, and ultimately, drive profitable customer action. Visit here to learn about content marketing agencies.

In the healthcare industry, content marketing can include anything from informative blog posts and social media videos to educational webinars and eBooks.

Why Do Healthcare Companies Need Content Marketing?

Healthcare is a complex and ever-changing industry, and patients are often searching for answers to their health-related questions online. By creating valuable, clinically-vetted content, healthcare companies can establish themselves as trusted sources of information and connect with potential customers.

Additionally, content marketing can help healthcare companies to:

• Improve search engine rankings: By creating high-quality, accurate content that answers patients’ burning questions, healthcare companies can improve their search engine rankings and attract more traffic to their websites.
• Build brand awareness: Content marketing allows healthcare companies to showcase their expertise and establish themselves as authorities in their field.
• Drive patient engagement: By creating content that’s informative, reliable and engaging, healthcare companies can encourage patients to take a more active role in their healthcare.

To summarise, here are the benefits of healthcare content marketing:

• Increased website traffic
• Improved search engine rankings
• Increased patient engagement
• Enhanced brand awareness
• Increased patient loyalty

What Are The Factors To Keep In Mind?

When it comes to healthcare content marketing, there are a few factors to consider:

• Regulatory compliance: Healthcare companies need to ensure that their content is compliant with all applicable regulations, including HIPAA, FDA, and FTC guidelines.
• Content quality: Before publishing health-based content, it should be reviewed and approved by a medical professional or subject-matter expert to build trust with potential customers and drive engagement.
• Patient privacy: Healthcare companies need to ensure that their content is respectful of patient privacy and doesn’t include any identifying information.

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8 Healthcare Content Marketing Tips For 2023

As the healthcare industry continues to evolve, it’s important for companies to stay up-to-date on the latest healthcare content marketing trends and techniques. Here are some healthcare content marketing tips that will help you attract traffic in 2023 and beyond:

#1: Understand what patients want

Your content should be focused on addressing the needs and concerns of your patients. Consider what questions they’re likely to have and create content that provides answers.

For example, a dermatology clinic can create a series of blog posts that address common patient concerns, such as “Why Am I Breaking Out In My 20s? 10 Surprising Causes Of Adult Acne” or “The Ideal Skincare Routine Approved By Dermatologists.”

#2: Optimise for search engines

Target keywords (the phrases that someone enters into Google’s search bar) that have a higher search volume from your potential audience. Include these keywords in your content to improve your search engine rankings and attract more traffic to your website.

In the above example of a dermatology clinic, the keywords in focus are ‘causes of adult acne’ or ‘dermatologist-recommended skincare routine’.

#3: Use a variety of content formats

Medical content is always regarded as being too complex and tedious to understand. Since you’re providing information to the general public, try to make it engaging and easy to consume.

Experiment with shorter, visually compelling content like infographics, videos, checklists and social media updates to reach a wider audience and encourage engagement.

#4: Focus on mobile

With more patients using their mobile devices to search for healthcare information, it’s important to ensure that your content is optimised for mobile.

Make the most of mobile-first video best practices and use responsive design techniques that support different devices and screen resolutions and formats.

#5: Partner with influencers

Consider partnering with medical professionals, healthcare influencers or patient advocates to create content and promote your brand.

MSD India Pvt. Ltd., a leading pharmaceutical company, launched its campaign to spread awareness regarding Human Papillomavirus (HPV), called #Don’tGetCaughtByHPV. Using a bold visual narrative and spoken word poetry, the campaign roped in strong female influencers like Raja Kumari, Bani J and Sayani Gupta to shatter societal stigmas and be vocal about preventative measures.

Watch the campaign here: Listen up and #DontGetCaughtByHPV | MSD India

#6: Incorporate user-generated content

Encourage patients to share their own experiences and stories and incorporate them into your content. Case studies and success stories are the easiest way to showcase your capabilities and foster trust among prospective customers.

#7: Use data to personalise your content strategy

Use data analytics to determine what types of content are resonating with your audience and adjust your strategy accordingly to make it more relevant to their individual needs and concerns.

#8: Be consistent

Regularly sharing high-quality content is essential for building trust with potential customers and establishing your company as an authority.

By becoming the go-to resource for exhaustive, engaging and clinically-vetted content in your field of expertise, you can differentiate yourself from competitors and create a community of loyalists.

Final Words

In conclusion, healthcare content marketing is a powerful tool for healthcare companies looking to establish themselves as authorities in their field, engage more patients, and increase traffic to their websites. By following these healthcare content marketing tips and staying up-to-date on the latest trends and techniques, healthcare companies can create high-quality content that resonates with potential customers and, ultimately, drives profitable customer action.

If you wish to leverage healthcare marketing, collaborating with a team of content marketing experts is the best way to go. Amura Marketing Technologies is a leading healthcare digital growth marketing agency that specialises in SEO and content marketing services. With over 15 years of experience, an on-time delivery record, extensive market understanding, agile processes, and a team of 150+ digital experts, Amura can help your healthcare company with stand-out content marketing strategies and execution.