As a result, a new set of favorable circumstances are now available for healthcare facilities. Instead of patients having to resort to generic sites, such as Web MD and Everyday Health, several healthcare facilities are quickly seizing the moment and reaping the benefits of the merger of content and healthcare marketing.
The New Healthcare Marketing is Content Marketing
Content marketing is much more than a buzz phrase, it’s the new way of life in healthcare marketing. While every understands the cliché statement “Content is King,” not everyone understands how to effectively produce great content. The key in healthcare marketing is to create content and rich media designed specifically for your target audience. Brilliantly, several healthcare facilities have utilized creative ways to engage their audiences. A few of the more innovative methods of engaging audiences in the healthcare field are listed below.
- Healthcare blogs, newsletters, and medical white papers
- Videos, podcasts, and live Q&A chats
- Photography and infographics
- Article reviews and medical product reviews
- Case studies
- Patient text or video testimonials
While some may search the web looking for general healthcare information, others are searching for more in-depth information about particular conditions. As a result, healthcare facilities are now creating content targeting specific conditions and illnesses, such as Miami Children’s Hospital’s YouTube channel. The channel was launched to highlight some of the hospital’s more difficult congenital heart procedures performed on children and infants. Since its launch, the video series has received hoards of views and significantly boosted the hospital’s reputation. By producing colorful and insightful condition-specific content, you can provide your audience with valuable information and boost your facility’s brand at the same time.
Healthcare Marketing Goes Social
Considering nearly a third of consumers use social media for healthcare related purposes, it makes perfect sense healthcare marketing enter the social media arena. A perfect example of the merger is Boston’s Children’s Hospital’s Thriving Kids Facebook page. With over 700,000 “likes” and several specific pages for disorders, diseases, and online support groups, the hospital has turned social media into an excellent referral source. According to the hospital’s social media specialist, Ryan Paul, “Our patient support groups serve as a real-time referral network, which is very different than giving people a list of quotes regarding our patient care.”
Mobile Healthcare Marketing… There’s An App for That
With an impressive 31% of cell phone owners and 52% of smartphone owners having used their device to search the web for medical or health information, several facilities implement mobile access and mobile apps into their content healthcare marketing strategy. Considering there are over 40,000 health care related apps already being marketed, consumers are empowered to do everything from scheduling appointments to checking their glucose levels from their smartphone.
Smartphone mobile apps have already become integral tools in content marketing for healthcare providers. No matter the app’s use, more and more healthcare facilities are learning the importance of the statement, “There’s an App for That.” One great example is Boston Children’s powerful MyWay app. The free and powerful tool offers both out-of-town and local visitors step-by-step navigation of the facility; a connection with Children’s internal support services; information and directions about nearby dining, attraction and lodging information; and much more.