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6 Types of Content Healthcare Marketers Use to Succeed


Creating useful content in interactive formats is the cornerstone of every successful and ROI-driven digital marketing campaign. These rules are no different in healthcare business either. In fact, healthcare and wellness content marketers have added responsibilities -- adhering to the stringent HIPAA regulations. In an increasingly competitive healthcare marketing scenario, content marketers should know where they should focus their efforts to get optimum ROI. What works for one healthcare industry may not work for another.

Here are some of the popular content formats that independent healthcare practitioners, organizations, and wellness clinics can choose from to get their content marketing campaigns off the ground.

Healthcare Infographics

Infographics are a visualization of data and statistics in compelling graphics to help a user grasp the essence of the message easily. Healthcare infographics can be useful to spread awareness of most frequently asked questions related to your practice or specialization.

For example, if you’re an eye specialist, you can create infographics about pinkeye (conjunctivitis) and precautions to avoid it. You may need a graphic designer to create infographics for you, or you can do it on your own with tools such as Canva.

Here’s a good example of healthcare infographic.


Courtesy: Scripps

Healthcare and Wellness Guides

Healthcare and wellness guides are great as a lead generation strategy, especially when you have to bring people into the sales funnel. If you’re a dietician, you could create elaborate guides on diet plans for specific age groups and promote across your social media channels before summer or around New Year’s time. If done well, these guides can help you get people to join your subscriptions and eventually turn into your customers. With health and wellness guides, your goals are not related to boosting sales or conversions. Rather, it’s about getting more and more people to sign up for your newsletters and spread awareness.

Healthcare Podcast

Podcasts have become one of the most preferred ways to share content because of the sheer convenience this format offers. As a healthcare professional or organization, you can leverage this format to share useful information about your practice and nurture a relationship with your audience and customers. With healthcare podcasts, you can create a range of content such as interviews, FAQs and the latest developments in your industry. A healthcare podcast is a unique tool in that it provides a robust platform for healthcare professionals to connect with customers and establish their authority.

Here are fifteen popular healthcare podcasts that can offer you some insights into the content and structure of podcast content in the healthcare sector.

You can also check out these health industry podcasts for more ideas to get started with your healthcare podcast marketing.

Customers Testimonials

Testimonials from satisfied customers are the greatest form of social proof for any industry, but it can do wonders in the healthcare industry where your prospective visitors are usually skeptical about clinics or healthcare professionals. According to B2C analytics, with an impressive rating of 89%, customer testimonials have highest effectiveness rating for all types content marketing. Getting satisfied customers to leave positive reviews about your products, services or clinic can have a profound impact on your prospective visitors and customers.

Here’s an example of patient testimonials on SCRC websites.

Screnshot of Healthcare Clinic Testomonials.png

Courtesy: Southern California Reproductive Center.

Blog Posts

Blog posts are the most popular form of content to generate awareness and attract visitors to your clinic. Healthcare blog posts don’t really have to be boring or lengthy -- depending on your practice or specialization, you can use real images and videos (wherever appropriate) to make your narrative come alive and make an impact on your readers and website visitors. Always focus on making your content informative and avoid technical language and jargon unless it’s absolutely necessary.

Apart from being a means to educate your prospects, your healthcare blog posts have a definitive advantage as a content format -- they are search-engine friendly and can help your website get found online easily.

To make your healthcare blog content SEO-friendly, always use the popular key phrases, long-tail keywords and related searches found at the bottom of the Google Search. Moreover, optimize your images by using appropriate alt tags before uploading them to your blog. Most importantly, use descriptive anchor texts to link to relevant internal resources (i.e, other blog posts, podcasts, videos, pages etc) as well as authoritative external sources.


The rise of YouTube and other video platforms have changed the digital marketing game as we know it. With a staggering 3 billion searches per month and over 100 hours of video uploaded every minute, YouTube is world’s second largest search engine.

According to a survey by MarketingProfs, 70% marketing professionals report videos convert better than any other medium. Therefore, your healthcare marketing will lose out on potential business opportunities without tapping into the videos.

eBooks, Whitepapers, and Case Studies

Ebooks, whitepapers, and case studies are an ideal form of authoritative content that not only helps establish your clinic as a leader in your industry but gets your valuable online attributions from relevant sources. As a result, you can quickly become one among the trusted sources for healthcare information and services.

Healthcare eBooks can be a comprehensive compilation of relevant information on a particular health topic. You can also repurpose popular blog posts to create eBooks in downloadable formats and give them away to grow your email lists.

Both whitepapers and case studies are data-intensive and statistics-rich research material that aims to educate not only your patients but peer organizations on how you achieved a milestone in your healthcare practice, e.g bottom-line benefits your products provided for your patients, an effective mechanism that resulted in improvements in quality of work of your staff etc.

Final Thoughts

Diverse content formats mean catering to a wide range of audiences and making it super easy for them to consume information quickly. With over 62% smartphone users looking health information online, you can’t afford to limit your content creation efforts to website content and brochures alone.

Which content formats have proved to be most successful for your healthcare marketing?

Published on July 25, 2017

Topics Content Marketing Strategy