Why practice owners need to know about content marketing

The best way for your potential patients to know about your practice is through content.

With so many people browsing, researching and discovering businesses online, a content marketing strategy allows you to connect with your patients and target audience and build a long-lasting relationship.

You might be currently using some form of traditional advertisements to get the word out about your healthcare practice. Because advertisements often try to reach a bigger audience, the ads can come across as generic and vague, leading to hit-and-miss results which isn’t necessarily the best strategy to use for small healthcare practices or clinics.  It’s also important to consider that the performance of advertisements can be difficult to measure. 

With content marketing, you can build your online presence and increase brand awareness by creating relevant and valuable content that not only educates your audience but also informs them as to why you’re the best healthcare practice for them to choose.

The numbers show just how effective content marketing can be. According to SEMRush’s research, 97% of surveyed business respondents said that content was a tactic that formed an important part of their overall marketing strategy in 2021. 

Content marketing is effective partly because of the diverse range of content types you can use to reach your audience. You can utilise long-form articles for audiences that prefer to read and acquire deep knowledge about a topic, or you can engage with short-form videos and infographics to tap audiences that prefer visual content.

As a practitioner, it’s understandable if you don’t necessarily have the time or expertise to develop and implement an effective content marketing strategy. That’s why it’s essential for you to partner with content marketing experts that can effectively showcase your healthcare clinic through targeting and proven content.

What is content marketing, anyway?

According to the Content Marketing Institute, content marketing is a strategic approach focused on creating and distributing valuable and relevant content to attract and retain a clearly defined audience and drive profitable customer action.

As well as having a bigger impact on smaller, more local audiences, content marketing is much more cost-effective than advertising, allowing you to increase conversion and sales with quality content for significantly less outlay.

The right content marketing campaigns position you as the authority through content creation that educates your target audience about health and wellbeing, your practice offerings and the healthcare sector you work in, allowing you to build your credibility and trustworthiness online. 

Valid healthcare content is especially important now as more people are Googling or asking strangers on social networking sites for advice and information on health issues, conditions and best practices. By consistently creating reliable and accurate content for regular and potential patients, you position yourself as an industry expert and source of knowledge in the virtual space which will be more satisfying and better received than non-professional sources.

3 types of content to use for your healthcare marketing

There is a wide variety of different content types and styles that can be highly effective in marketing, including podcasts and videos. 

If you are just starting out, the three types of content we’ve shortlisted below are perfect for getting your healthcare services known. You can build on these once you have established trust and recognition and are ready to step up your online offering.

1. Blogging on your official website

Blogs are the best avenue to provide comprehensive and detailed information to potential clients. Long-form articles will give you the opportunity to share your expertise and demonstrate the breadth and depth of your knowledge regarding your specialisation within the healthcare sector you work in. 

Blogging is a gentle way to introduce difficult topics and make it easier to understand complex issues for the benefit of your audience, which will likely make up your potential patients. If you have a solid content marketing strategy in place, you can prepare different themes that are interconnected with each other, so that you can create blogs that build on one another. A content marketing strategy will also ensure that you are constantly creating fresh and relevant blogs instead of hastily written generic articles that all cover the same topic or ideas.

Creating blogs for your official website can have multiple benefits for your practice:

  • It can drive traffic to the website – Posting relevant blogs on a consistent schedule will increase the indexed pages on your website, boosting the likelihood of your articles being featured on search engine results pages (SERP). This will allow your business to be seen by more people and enable them to easily click your blogs from the search queries, driving up your overall website traffic.
  • It can convert traffic into leads – Blogs that contain helpful content will encourage readers to stay on your site longer and make them more likely to continue through to the call-to-action (CTA) placed within your blog pages. Marketing campaigns should be set up to encourage readers to exchange personal information (i.e. their email addresses) for gated content such as e-books, brochures, or checklists. This will give them a better chance to know your brand and your healthcare practice and warm them up for conversion.
  • It can generate long-term results – Posting content that answers the questions your potential patients have establishes your authority and expertise. By creating valuable content regularly you can positively impact the way readers view your healthcare clinic and encourage them to make contact to get more personalised help.

2. Emailing your client database

Email newsletters allow you to create curated and simplified content that is easy and quick to read. It’s a great way to share practice updates and healthcare tips and it allows you to give subscribers exclusive access to services they might not otherwise receive, which can help make subscribers feel important and special. 

Email newsletters continue to be valuable to different audiences around the world with the Digital News Report noting that reading email newsletters is part of the daily routine for most people seeking news or updates from different industries. Because your audience is more likely to be oversaturated by too much content on the internet, email newsletters can be a good way to cut through the noise and provide a clear snapshot of different topics or trends based on what a subscriber has shown interest in. 

Using a marketing automation platform or email marketing service such as Mailchimp allows you to schedule weekly, biweekly or monthly email newsletters to create a structure of loyalty and a habit of receiving important information from you that your subscribers become familiar with. 

3. Posting on your social media platforms 

Social media has changed the way businesses and customers interact with each other. Creating social media posts on your official business accounts is the quickest and most effective way to engage with your audience in real-time, especially with people taking social media breaks throughout the day. 

With such a vast range of social media content available, you have access to multiple ways to build strong customer relationships and showcase your brand, voice and personality. Social media also works to give your healthcare practice a relatable human personality rather than a distant business feel and encourages your audience to make engagement a two-way street. 

Creating thought-provoking posts can invite discussion amongst followers and allow them to share their feedback, which can help you improve your healthcare clinic and show others how valuable your services are in the community.

There are different types of content that you can use on social media (it’s not all about memes). When you partner with a capable content marketing agency they can offer a range of suggestions and support that will enhance what you offer on social media and make sure you are posting content relevant to your services and audience. 

The content you can use on social media includes:

  • Short snippets or quotes from your blog posts
  • Educational infographics
  • Short videos

Social media gives you more creative freedom to create content that’s both visually pleasing and easy to read. 

Why you should get started

Content marketing can be crucial in building brand visibility and awareness of your healthcare practice. By implementing a content marketing strategy that utilises blogs, email newsletters and social networks, you can create a diverse range of content to reach your target audience and increase conversion rates.

QUAY Content Marketing works exclusively in the healthcare and lifestyle industry. We create professional and tailored content for your healthcare practice to give you more visibility and reach.

Want to boost your content marketing initiatives and see real results? We’re ready to help you. 

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