Content marketing is a perfect tool for the healthcare field. It's an opportunity to share information that hits many people in an area that's always a concern -- their health. Healthcare-related content marketing establishes credibility, builds positive reputation, and explains potentially complicated subject matter in a way that everyone can understand.

So, what is content marketing? Simply put, it’s the creation and distribution of interesting, relevant, and engaging materials that are of interest to current and prospective clients. We’re not talking about hardcore sales material here. Think of content marketing as long-form means of communication that speaks to your audience in a 'non-salesy' way, such as e-newsletters, blog posts, case studies, white papers, and even social media posts. For example, Biotica creates e-newsletters for medical device manufacturers that feature articles of interest to their customer base, helpful tips and tricks for using their products, industry news, the occasional product showcase, and an assortment of other goodies that keep their customers engaged.

Social Media also falls under the content marketing umbrella. LinkedIn, Twitter, and others can provide fantastic channels for sharing information, whether it’s the latest advice about COVID-19 or the newest innovations from your R&D department.

With a program of creating and distributing information, a healthcare provider can provide interactions with prospects and clients that keep them front-of-mind. You become a resource that could provide the answer to a medical or healthcare need--instant marketing.

Here are a few guidelines to keep in mind

Start with your audience in mind. Focus your material, so it’s pertinent and relevant. Oh, and remember that it’s what interests your audience, not you.

Don't think sales pitch. Content marketing should be more about creating a relationship versus inspiring any immediate action. Strive to be unbiased and provide useful, reliable information.

You can (and should!) be entertaining. Use conversational tones, good story-telling techniques, and humanize data or technical details.

Give it time. This is the long game, and results take time and effort. The benefits of content marketing develop over the period of time needed for the audience to grow in size and acceptance. Depending on the marketing goals, your content marketing can significantly add to traditional (and more immediate) advertising methods.

Be consistent. If you choose a monthly e-newsletter as your preferred method of content marketing, make sure it shows up in inboxes like clockwork. The value of content marketing comes, in part, from being a reliable, timely, and consistent resource with regular updates and fresh material. And keep it on-brand.

Content marketing delivers value to your constituents that will inspire confidence, fuel referrals, and connect and engage the reader. Oh, and as a bonus? Content marketing boosts your SEO and drives traffic to your website. Score!

Content Marketing Tools

  • Blog posts
  • Case studies
  • Discussion Forums
  • E-books
  • E-newsletters
  • Instructional articles/guides
  • Podcasts
  • Print newsletters
  • Research reports
  • Social Media
  • Videos
  • Virtual conferences
  • Virtual demonstrations
  • Webinars
  • Website
  • White papers