In the rapidly evolving healthcare industry, hospitals are fiercely competing with each other
to provide the best services to their patient and this competitiveness also extends to the
marketing tactics used to build and maintain their customer base. Healthcare is something
deeply personal and the marketing strategies devised by the hospitals also need to reflect
this aspect to deliver the best results. The content developed to market your healthcare
brand needs to be able to:
- Create brand awareness
- Increase engagement
- Maintain your brand position
- Promote better health through informative, educational content
- Generate leads and encourage sales
Why focus on content marketing?
According to google reports, 5% of google search queries are related to healthcare, which means by utilizing strategic content marketing tactics, you can put your brand at an advantage. By
showcasing your experience and expertise through your content, you will be building your
brand reputation as well as relieving the patient of their anxieties and worries. By letting
them know what to expect and answering their queries, you can help patients make
informed decisions regarding their healthcare which directly contributes to a better patient
experience. Content marketing is also beneficial in generating more local traffic which can
be converted to leads and to firmly establish a loyal customer base who will keep coming
back. A recent study showed that 97% of brands found content marketing to be a successful
tactic in generating traffic. This opens a whole new avenue of possibilities for hospitals to
establish and maintain their position in the industry. Let’s take a look at what you need to
keep in mind while developing content for a hospital brand.
Know your audience
Knowing what your audience need from you is the very first step in effective content
marketing. Find out what they want to know about the most and address them through
your content. This will help build a connection with the audience where they’ll learn to trust
your brand in matters of healthcare over time and can generate leads later on. This can be
facilitated through social media platforms or through a dedicated e-mail. Proper research
has to be done before deciding on the content and your team of experts can also provide
valuable insights on what kind of content the audience may want to see from your brand
which can be incorporated into the marketing strategy.
Aim to build authority
The content created for hospital marketing needs to exhibit your brand’s experience and
expertise in the field. The topics need to be thoroughly researched and analyzed to provide
high quality content that can establish your brand as a trustworthy service provider in the
area. Combined with strategically placed keywords to drive traffic, such targeted content
marketing can help keep your brand visible at all times.
Pay attention to design and format
Content created for hospitals needs to be specifically tailored to resonate with your
audience on a deeper level. This means that serious considerations must be taken while
designing and formatting content. Experimenting with new, interactive content formats can
be of immense help in a field like healthcare marketing where the content itself might be a
bit too dry for the audience. This is also the reason why brands are slowly shifting the focus
to video content as they are better at keeping the audience engaged.
For static posts with texts, it’s imperative to ensure that the design, layout, colors, and
images used are all optimized to not only grab, but also keep the attention of the audience.
When it comes to content developed for hospital branding and marketing specifically, you
need to ensure compliance. Any error in the content may bring disastrous consequences to
your brand reputation so the created content needs to be vetted by subject matter experts
before going live. The other option is to have the content creator work directly with the
experts while developing the content so as to make sure nothing goes wrong.
Ensure a better experience
Everything boils down to providing the potential patients with the best experience through
your content. This means the content needs to be visually appealing, structured coherently,
and with a language that is direct in tone so that there will be nothing ambiguous about it.
Logic and clarity of thought should be maintained throughout so that the content will be
easy enough to skim through, all the while addressing whatever specific concerns the
prospective patients might have. Breaking down the content into smaller, easier to read
points is an effective way of achieving this result.
Strategic content marketing is an effective tool that can be used to bring desirable
outcomes by expanding your brand’s reach. What needs to be kept in mind is that the
content developed should be able to understand the audience and resonate with them, all
the while maintaining its quality and compliance. Successful content marketing can not only
keep your brand visible, but also facilitate patient engagement and retention with the brand
so as to ensure sustained growth and success.
Moksha Media is a highly reputed branding and digital agency based in Hyderabad with a
stellar track record of delivering the best results to hospitals in both India and abroad
through innovative marketing strategies that are carefully designed and executed to provide
optimal outcomes. The experience and expertise gained through specializing in healthcare
marketing enable our team to make efficient use of the latest tools and technologies
available in the market to drive engagement and generate traffic which contribute directly
to lead generation and conversion, and thus, a significant rise in the brand revenue.
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