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5 Top Healthcare Content Marketing Trends You Should Follow Right Now


Thanks to the technological revolutions and evolving consumer behaviors, the relationship between healthcare professionals and their patients has transformed dramatically over the past few years. The consumers have become more informed and goal-oriented in their pursuit of healthcare services and solutions. Factors such as time, convenience, and value are now central to every healthcare practice. As a result, healthcare marketers have adopted innovative content marketing strategies to ensure growth and customer satisfaction.

canva-disrupt-sf-2015-beth-seidenberg.pngCourtesy: TechCrunch

In the face of intense competition in an already crowded healthcare sector, content marketers are exploring advanced approaches to reach out to their target audiences, and carve a niche of their own.

According to the 2017 State of Healthcare Content Marketing Report, 67.4% of healthcare marketers said their primary goal was to increase website traffic.

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Courtesy: TruthNorthCustom.com

Here are some top healthcare content marketing trends to watch out for, if you want to grow your business.

Diversification of Content Types

While blogging is a popular tactic to boost your brand and establish your authority with your healthcare practice, you need to diversify your content marketing strategies to expand your outreach and spread your message further.

For example, you can repurpose your blog content to create interactive videos and put them on your YouTube channel to garner more views and brand authority. Use the same videos on your social media channels to grab more views and ultimately, it will help your website traffic.

Likewise, you can turn different parts of your blog posts into eye-catching images and share them on your Twitter or Instagram profile to generate tractions. If you’re not familiar with Photoshop software, you can go with Canva which offers a slew of captivating design layout to showcase visual content.


Courtesy: Diabetes.com

Did You Know: Buffer found that tweets with images receive 18% more clicks, 89% more favorites, and 150% more retweets.

Clearly, your content deserves more attention and it’s up to your how well you can diversify it.

Promoted Content

Until a year ago, promoting content across social media channels, especially Facebook and Twitter, was fairly easy. However, after Facebook and Twitter revamped their algorithm, it has not become a bit more difficult to gather organic views. In other words, you need to pay to get your content seen by more people. Therefore, promoted content is the way to move forward now.

In the healthcare industry, it becomes all the more important to promote your content to your target audience. When you choose paid promotion on Facebook, Twitter, and Instagram, you have access to customize the display of your content in a better way, which gives you an edge over others that choose to go with the organic promotion of their content.

Moreover, with promoted content, you get to target your niche consumers, i.e, people from a particular geographic location and age groups etc. This is especially helpful when you’re promoting your services to a specific locality.

Reputation Management

Reputation management is a critical component of every marketing campaign; however, it’s indispensable for healthcare content marketers. According to Pew Research Center’s Internet & American Life Project, patients first go online for a self-diagnosis and then consult a physician to confirm it. They research symptoms, treatment options, treatment costs, and even the latest studies.

However, more often than not, they end up getting misleading information. As a wellness business or healthcare professional, you can leverage your knowledge and authority to build informative guides and build your reputation as a healthcare professional. Moreover, healthcare organizations can use content marketing opportunities to build as well as protect their online reputation.

When you get negative reviews online from your past patients, it may have an adverse impact on your reputation and business. Healthcare content marketers should monitor their online presence and take proactive actions to protect their business.

Thought Leadership

In the age of smartphones and social media convergence, thought leadership can be a catalyst to your healthcare practice. No wonder then why around 50% of content marketers use it boost patient engagement rates.

According to Leon Reingold, CEO of Drug Tests in Bulk, one of the most effective ways for healthcare professionals to stay relevant is to offer professional commentary on breaking news stories in the healthcare sector. Whether it’s the discovery of a new cure for a disease or new drug test kits in the market, health care professionals can offer their take in order to establish their thought leadership.

Recommend Reading: How to Build Thought Leadership in Healthcare.

User Experience

When the healthcare marketing becomes deafeningly noisy, your commitment to providing excellent user experiences will stand you in good stead.

Offering a positive user experience starts with a building a great website that perfectly meets the needs of your users. Look at your current website and ask yourself the following questions:

  • Do my visitors find information easily?
  • Are symptoms explained in plain English?
  • Do I have clear call-to-actions across my site?

As a healthcare professional, you might want to show off your medical vocabulary, but your patients will have a hard time wrapping their heads around it. This is not good for your business.

Robert Wachter, a professor and associate chairman of the Department of Medicine at the University of California, San Francisco, says he blogs in a conversational tone to ensure it’s understood easily.

Use layman’s terms while explaining symptoms for a disease and answering common questions. This not only makes your patients happy but help your SEO rankings as well.

Final Thoughts

Healthcare content marketing trends tend to change from time to time, as technologies evolve and patients change the ways they consume content. Healthcare content marketers, therefore, should observe the trends keenly in order to adapt and succeed.


Published on July 27, 2017

Topics Content Marketing Strategy