Having a viable practice means not only attracting patients, but the right patients. Healthcare is a particularly complicated landscape in which physicians are often marketing not only to prospective patients but also to fellow providers looking for somebody to refer their patients to, or to clinics and hospitals looking to fill out a care team. Healthcare content marketing, which demonstrates a physician or provider’s knowledge, is one of the best ways to advertise and market a practice, regardless of whether the provider is marketing to patients, other healthcare providers, or payers such as insurance companies.
According to a GP on Sermo, “Marketing is very important, to create advertising content and thus be able to disseminate, whether through magazines, blogs, web pages or posters, all the information relevant to our work.ˮ
71% of Sermo members don’t think physicians have a clear understanding of how to market (but 64% claim they don’t struggle with marketing). This tells us many physicians think they understand marketing better than they do.
What is content marketing?
Content marketing is a marketing strategy that is designed to attract, engage, and retain an audience by sharing knowledge and useful information. It might include articles, videos, podcasts, email newsletters, and social media posts (including within specialized physician communities like Sermo) but the overall approach is that rather than directly advertising services, the provider is advertising the fact that they are knowledgeable.
This article is an example of content marketing. When done well, content marketing increases sales, improves customer loyalty, increases visibility and can, in some cases, earn money on its own.
How content marketing relates to healthcare and medical practices
At first glance, physicians may be reluctant to engage in content marketing. By definition, the services they provide are, if not essential, at least vitally important. However, in healthcare, content marketing serves another purpose. According to a Rheumatologist , “Content marketing could be an effective tool to educate patients, increase awareness about Arthritic conditions and build a trustworthy relationship with patients.” Content marketing can be used to inform patients, give them a head’s up on what to expect during and after a procedure, and help them learn more about how to manage their condition. 19% of physicians on Sermo say one of their content marketing goals is educating patients.
As people turn more and more to online resources to understand and improve their health, physicians who put out accurate information will build a reputation that will lead patients to come to them with their concerns.
Content marketing can be incredibly useful. An Endocrinologist says that “The marketing team at my institution often reaches out for opportunities to create informational videos and to contribute to articles that they post on my physician profile.ˮ
However, doctors must take care on what content they share, follow compliance rules, and be sure not to mislead. A General Surgeon is concerned: “I’m yet to commence the use of content marketing, so I won’t be able to say how it has benefited me. However, I believe that content marketing, if not regulated, can have similar adverse effects as other misleading online articles.ˮ
Why is content marketing important for healthcare?
Content marketing, done correctly, is incredibly important for healthcare providers. The right content strategy comes with multiple benefits. These include:
Raises brand awareness
Patients won’t come to a provider if they don’t know that they exist, what services they provide, and that they can be trusted. Relevant information can make all of the difference when building a doctor brand.
It can also level the playing field for smaller practices that aren’t widely known. When nobody is searching for a clinic’s name, they need to show up in searches for healthcare information that patients need.
Establishes thought leadership within and outside the Sermo community
Thought leadership goes beyond what somebody knows and into how they use that knowledge. Physicians have the opportunity to share deep insights and showcase what makes them, and their practice, unique. Content marketing, especially open discussions with other physicians, can show a deeper level of thought leadership. A provider’s personal experiences and learnings, for example, can shine through when they inform or advise others.
Drives social media traffic
“Social media is very important to make ourselves known and grow our medical practice. It is also a very practical means to educate patients since a large percentage of them believe much more in social networks than in the doctor in their practice. Therefore, it is a very good strategy, but we must know to what extent to provide certain types of information through this medium” shares an Emergency Medicine physician.
Informative posts get new followers as well as being a channel for educating and informing existing patients. Content marketing physicians know how to get more followers and traffic, which then converts to traffic to their or their practice’s website. 22% of practices post on social media, more than posting testimonials or publishing blogs, and 16% find Instagram the most effective platform to market their practice outside of their website.
Builds trust with patients
Trust is central to the relationship between patient and provider. Accurate information builds trust (conversely, inaccurate information can reduce it and can cause liability issues – such as a patient suing a doctor for inaccurate or misinterpreted health information).
A Family Doctor has this opinion: “I completely agree that content marketing is a game-changer for patient-centered practices. In my experience, even simple educational posts can build trust and bring in new patients. The tricky part is finding time to create consistent, compliant content while juggling clinical duties.ˮ
With the right help, though, a provider can find an audience and build that trust.
Increases SEO Visibility
Search engine optimization is still important. Long-form content improves metrics such as dwell time and bounce rate that can push a blog or website up in the rankings. This makes the practice more visible when somebody is searching for, for example, “emergency eye doctor near me.”
SEO visibility is an important tool for bringing in new patients and helping people find the right doctor in an emergency.
Builds lasting patient relations
Very few practices only see a patient once. Lasting relationships support a provider’s bottom line and also improve people’s health by improving compliance with both preventive care and ongoing treatment. Content marketing allows physicians to remain front of mind with their patients outside of consultations.
A GP finds that “Digital marketing can help you maintain contact with the patients in your practice’s database. This will allow us to remind them of appointments and promote new services, which fosters loyalty and helps encourage patient retention in our private practice. This is without neglecting the importance of quality care and sound medical judgment, which truly benefits the health of our patients.ˮ
Meanwhile, a Pediatrician has this opinion “Social media is used to create content that promotes trustworthy medical practice, but we must be careful about what we share. Medical confidentiality, as well as patient confidentiality, must be preserved, and the substitution of medical practice by non-physicians cannot be promoted. This is a red line that must be managed with great care. ˮ
7 Rules of Healthcare Content Marketing
Healthcare content marketing requires a lot of care. If not done right, there are risks, such as these elicited by a Rheumatologist on Sermo: “specific risks regarding patient data privacy, data breaches and patient & healthcare provider’s exploitation and character assassination to name a few…ˮ
Here are some rules to follow when making healthcare content:
Serve a purpose
Every post needs to have a reason to exist. Poor quality content marketing often includes self-aggrandizing posts that are nothing more than long-form advertisements, barely relevant information and, most common of all, posts that say something every provider is saying, sometimes in almost the same words.
Every post, video, or podcast, should provide some nuggets of useful, ideally unique information that is fully relevant to the audience, be this patients or other HCPs. Some doctors will be creating patient-facing info, others creating content for physicians in the same specialty and/or location. Irrelevant content clogs your platform and can reduce visibility. Also, 32% of physicians on Sermo said their biggest challenge creating content was lack of time, making irrelevant content a waste.
Be easily comprehensible
It’s easy to for physicians to communicate in language that is specific to their specialty, and not as commonly recognized by the general public. Posts should be comprehensible by patients who know little or nothing about the topic. Language should be kept simple – the Hemingway scale is helpful. Ideally, somebody with little knowledge should look over the material before it is posted. Failing that, content producers should keep an eye on comments and feedback to make sure things are easy to understand.
Be genuine in posts
Patients want to hear from their provider as a person. They want to get a sense of personality as well as accurate health information, so they know they will be comfortable if they choose the provider. A Pathologist on Sermo recommends “Consistently share educational, trustworthy, and patient-centered content that addresses common health concerns. These will be interesting and will showcase physicianʼs expertise and approachability.”
Only make claims that can be substantiated
Too many “healthcare professionals” promote miracle cures or provide information that has not been checked by a physician or other verified medical professional. Everything a physician posts and promotes should be accurate and checked for privacy and other concerns.
Relatedly, physicians must be honest about the results of the treatments the practice offers. They must not make promises they can’t deliver on.
Use compassion and empathy
Content should have a good bedside manner. Doctors should discuss symptoms, diagnoses, or chronic conditions with compassion and empathy, ensuring not to offend patients who may be experiencing them.
Be sensitive to world events and cultural context
Content marketers that take advantage of a disaster look bad. This goes for healthcare as much as any other topic. Providers may need to adjust or reschedule content because of world events. At the same time, they should be sensitive to the local cultural context of their patients.
Know the audience
Is the target audience patients? Other physicians? Both? Providers might need to do different content depending on who it is aimed at. Pediatricians for example, might even produce content specifically aimed at parents and families.
Healthcare content marketing tactics to consider
Below are several content marketing tactics and digital marketing tips physicians should consider:
Have a documented strategy
Providers should carefully plan their content marketing strategy and have it recorded, so that if the original creator leaves or is sick, it can easily be continued. Only 29% of practices have a dedicated marketing department.
Tell a story
Physicians should create and use patient personas to tell their story to their audience. Personal stories bring the audience in, include them, and can give hope and a sense of relatability. They can use real testimonials (with permission) or create fictional material (but always be honest if it is not a real testimonial).
Conduct a content audit
If the practice has existing content, they should audit it for relevance and accuracy, potentially removing older content, fixing broken links, and updating items to reflect new developments. This can also help to identify what content works to engage the audience and what doesn’t. Good content can be repeated and poor performing material removed from the strategy.
Use credible sources
Ideally, use scientific papers as a source for medical information. Avoid healthcare information sites and competitors. Providers can also use reputable journalistic outlets such as newspapers and magazines to back up their content.
Prioritize accessibility
Ensure content is accessible to all people. Images and infographics should have alt text, add closed captions to video content, don’t use color to convey information, and use easy-to-read fonts. Test the website and blog for accessibility.
Share healthcare news
One way to show knowledge is to provide up-to-date information. Providers can share healthcare news and consider adding opinion and analysis to add value. Also, they could share content from healthcare thought leaders they respect, making use of their knowledge to support their own ideas.
Invest in medical video content
Many patients prefer to receive their information in videos, which are quick and easy to consume. Investing in video and other multimedia content provides multiple channels to distribute information.
Your Takeaway
28% of physicians surveyed on Sermo say their content marketing effort has inconsistent results, while 22% say it has moderately improved patient engagement and visibility.
Content marketing can help a practice’s bottom line and create more engaged and educated patients who are better able to take charge of their own health journey. As long as physicians make sure they provide accurate information and use a genuine tone while respecting privacy, it can really help develop a practice. However, it has to be done right and as part of your overall business plan.
