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4 Useful Tips for Content Marketers in the Healthcare and Wellness Sectors


It’s not very easy to create content for a healthcare organization because of stringent compliance laws such as HIPAA (Health Insurance Portability and Accountability Act).

While other industries can use case studies, reviews and customer testimonials as their marketing materials, the regulations in the healthcare industry -- protection of patient data and identity -- impede the freedom of healthcare marketers in their content marketing endeavors.

If you’re a healthcare marketer and are wondering how to create content without violating the compliance laws and stringent regulations, read on:

Inspire Trust in Your Customers

One of the major challenges for healthcare organizations is building trust among their potential patients and inspiring trust among customers. Whether you’re a large hospital network, smaller medical office, medical device manufacturer, or insurance company, your customers will choose you over the competition based on the trust you generate. This is especially true in the healthcare and wellness industry.

Doctor-With-MS-Makes-Film-on-Collapse-of-US-Healthcare.jpg                Courtesy: NutritionStudies.org

Building a positive image, therefore, has profound significance for healthcare organizations. In order to create a culture of trust and transparency, healthcare businesses must start with telling their story in an authentic and engaging fashion -- introducing their group, the individuals, their mission statements, operational philosophy, processes, and values. Answering questions that customers might have, can also add to the trust and confidence of your potential customers in the healthcare business.

Humanize Your Organization

To build a successful and thriving healthcare or wellness business, you must care about your patients and customers. Therefore, it’s essential to showcase the human side your healthcare organization by introducing the people behind your services. Present your organization as a group of professionals who are committed to helping others rather than a giant corporation that only cares about getting patients in the door to boost revenue and profit.

Use photos and videos of your day-to-day operations to give your healthcare organization a personality.  Feature your employees, nurses, doctors on your homepage, social media platforms, YouTube and Instagram channels to inspire your authenticity, transparency, empathy, and care.  Build a healthcare blog and share valuable information and success stories with your audience.

nada khairallah 1web.jpg           Courtesy: PrepareForCanada.com

When you give your organization a “face”, it becomes attractive to your patients and prospects alike.

Build Content around FAQ’s

Research frequently asked questions your prospects might be asking on the Internet. Use Google Keyword Planner, Quora, Reddit, and even Twitter to tap into queries of your prospective visitors.

The research will help you create guides, blog posts, eBooks, checklists, and educational videos for Instagram and Facebook audience. Moreover, the content you create will boost your domain authority and help you rank higher on Google Search.

Recommended Reading: 7 Effective Ways to Find Topics for Your Healthcare Blog

For example, if you’re a healthcare business specializing in dermatology, you can build content around topics such as “How to Get Rid of Acne” and “What Does Skin Cancer Look Like?”. You can include images or videos in the blog posts and advise your audience to schedule an appointment if they have noticed something suspiciously similar.

Pew Internet found 77% of your potential visitors were using a search engine for health information and medical advice. Therefore, creating valuable content assets is an organic way to being found on search engines and build a sustainable healthcare business.

Nurture Your Social Media Presence

In the age of social media, it pays to be active on social media regardless the nature of your business. However, if you’re in the healthcare business, it’s twice as vital for you to nurture your social media presence. According to PwC, 42% of the individuals looking for healthcare information would base their final decisions on health-related consumer reviews on social media.

unnamed.jpg    Courtesy: PwC.com

Using social media channels such as Facebook, Twitter, LinkedIn, YouTube, and Instagram, you can share educational content, success stories, news from within your industry, and answer queries directly put by your followers. Be sure to use a conversational tone that reflects professionalism as well as adds a personality to your brand. This will encourage your audience to engage with your content and develop a relationship with your brand. 

Most importantly, make sure the content you share on social media complies with HIPAA regulations and doesn’t include any confidential patient information.

Final Thoughts

Even as the stringent HIPAA regulations restrict healthcare marketers from sharing patient information such as customer testimonials, healthcare marketers and wellness businesses follow these tips to create and share engaging content to attract new customers. Creating content for healthcare business doesn’t have to be intimidating - you just need to understand your audience and prospective patients better.

Published on July 13, 2017

Topics Content Marketing Strategy