In the healthcare industry, your website content is becoming more and more important whether you focus efforts on it or not. That is to say, more and more people are relying on online information to make decisions about their health and related healthcare services.
This means that your website content and the way you use it for marketing is also becoming a large part of how people learn about and interpret your business and healthcare offerings. Let’s take a look at marketing, content marketing, and how content marketing can increase your business and bottom line.
What is Marketing?
If you’re in the marketing business, you already know the answer to this question, but if you’re a physician, you might not know about all the different ways marketing can help your business. Let’s take a look at the basics before we get into content marketing. Marketing is the action or business of promoting and selling products or services, and includes market research into the people or businesses you are trying to sell your healthcare services to and the actual advertising you do for your healthcare business.
Marketing is present throughout all stages of a healthcare business. Marketing is there when you’re researching information on how to make your healthcare practice better, or how to provide healthcare to a larger group of people.
Marketing is there when you’re trying to demonstrate to people why taking care of their health is important and how it will help them in the long run. So -- marketing is a necessary part of any healthcare practice, because the purpose of marketing is to let people know your business exists and is the best resource for healthcare for them.
What is Content Marketing?
Content marketing is a specific type of marketing designed to use the Internet, websites, education, and information sharing to create and inform people about the various healthcare services your practices provide.
An excellent way to think of content marketing is “soft-selling” instead of “hard-selling.” In other words, content marketing does not explicitly promote your healthcare Brand or practice, but instead uses helpful and timely information and education to increase interest in them.
Some examples of content marketing are online videos (vlogs), blogs, and social media posts that offer information about or solutions to problems, questions, or issues that people may have. In the healthcare industry, those questions might concern topics like the best kind of procedure for a particular ailment, or tips to improve your health this year.
How Can Content Marketing Help My Healthcare Practice?
Regardless of the type of healthcare services your practice offers, there is no doubt that prospective patients and even current patients will take a look at your website before they decide to go to your practice.
Excellent content marketing can go a long way toward retaining current patients and persuading prospective patients that your healthcare business is dependable and perfect for their needs -- and that improves your bottom line.
Content marketing can help your healthcare practice in the following ways, as well:
- Content marketing can grab and hold the attention of your patients. Constant communication with your patients is the best way to keep them as a patient. And content marketing can send them useful information on a schedule to ensure they stay engaged and interested in how your business can help them.
- Content marketing can build, maintain, and strengthen your business’ relationship with its patients. Although newsletters are a good way to keep up communication with your patients and pique their interest, the content you provide needs to be something your patients are interested in.
- Content marketing allows your healthcare practice to create a Brand. Branding includes personality, belief system, purpose, and goals -- all things prospective patients base their opinion of your business on. It’s important to have a strong presence that patients can see and feel even over the Internet.
At Hult, we help you prepare content driven by personas, tailored by the target audience that we work with you to define. If your team hasn't gone through a deliberate process to hone in on your audience to cater content to, we're here to help. We will take a deep dive into where those individuals go to find content, what their decision making process is, and to what extent they lean on social media, reviews, or other online entities to make decisions.
Content marketing is a key part of marketing your healthcare business in today’s world, and finding a marketing agency that can help you create your business’ vision is paramount to success. Learn how to use marketing content to your advantage and increase your business’ exposure for current and future patients on the web.
Let's chat and put the Hult Team’s inbound experience to work for you. You can reach me at either 309-673-8191 or email@example.com, and together, we can grow your healthcare Brand.