Google algorithms change in the blink of an eye these days. For such a sensitive space as healthcare is, it results in a new challenge: choosing a digital marketing strategy that would satisfy both search engines and the audience. As we get closer to 2020, when more and more people search for medical-related information online, the general population remains very suspicious about marketing ads from healthcare providers. At the same time, the healthcare business needs to promote itself to stay on top of the game, build its patient base and increase revenue.
To make the most out of content marketing for your healthcare practice, it is sometimes a fine line between the Google algorithms and your target audience. One of the top digital marketing trends in healthcare, this strategic approach will help you build an audience and boost conversion rates.
See for yourself how ReferralMD can improve your patient referral process with patient engagement tools that reduce no-shows.
Besides organic traffic, social media, and patient referrals, content marketing can be another great tool in your marketing toolbox. For your healthcare practice website to benefit from this approach, make sure to use the right types of content that resonate with your audience.
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Here are some that can help you stay the course in 2020.
1. Better Landing Pages
A landing page is your #1 method of turning prospects into clients. The problem is a very few healthcare marketers think of updating their website or landing pages regularly. Another problem is that very few marketers think of creating a separate landing page for each product or service their website offers.
It would help if you had high-quality and in-depth landing pages for each product or service your practice offers. Each landing page should have a clear call to action and answer all critical questions of the target audience. Despite being effective, make sure to update it from time to time.
- Competitors may copy your healthcare landing page, which leads to duplications and lower conversion.
- Competitors may craft their landing pages better.
- Your customers want something new. They have got used to your content, so they may decide to continue searching for other websites in hopes of better.
It’s healthy competition in the market. So, improve content usability, add benefits, and consider marketing psychology for your landing page to stand out from the crowd. Do research regularly and think about what else you can do to entice new leads and retain existing ones.
2. Blog Posts
Healthcare marketing can get many benefits from blogging: more organic traffic, more chances to win a SERP and its position zero, and more inbound/outbound links – this all improves your SEO and influences conversion by far.
Also, informative blog posts are a great way to build relationships with your audience. Share valuable and persuasive content that answers their questions and helps them solve a problem, and they will trust your healthcare brand when it comes to purchases.
3. Case Studies
When you are a healthcare provider working with the B2B segment, case studies are what you need to impress prospects. Your success stories are proof of expertness and the reason to work with you. They are your chance to demonstrate the results and value your business brings to customers.
Case studies are a part of a content marketing strategy for 73% of B2B companies. They rate this content type as the most effective asset that brings leads. No wonder: case studies showcase your capabilities and establish your credibility, moving the leads through the marketing funnel.
As you know, an infographic is a visual representation of complex data and knowledge. Perfect for the healthcare business, right? It’s your chance to engage the audience, presenting medical-focused information in an easy-to-understand format.
People love visuals more than text because our brain processes them 60,000 times faster than words. 40% of people respond better to infographics, so using this content type at a healthcare website can help you increase brand awareness and drive traffic.
Tools like Visme or Venngage will help to create beautiful infographics for your website. But make sure your content is interesting and easy-to-understand for the audience. It needs to attract and engage so they would consider it valuable and worth sharing. In infographics, you can:
- Present data from your healthcare surveys
- Showcase your healthcare product or medical services
- Compare your two or three service plans
- Show your brand’s growth over time
- Tell about your new service
As well as infographics, videos are among the most engaging content types for the audience. Businesses know that the average person spends around two hours a day watching videos online, so 87% of them consider it an effective marketing tool today.
Create videos that are informative yet emotional and inspirational. Storytelling and narratives would be nice to use here, as the human brain retains 70% of information through stories and 95% – through emotions. So they are more likely to remember your marketing message if they see it in a video.
The best part about using video marketing for healthcare promotion is that you can include all the other content types: images, texts, sounds, and links. And given that 47% of users search for medical information online when having a health problem (72% of them prefer learning about a problem by watching a video about it), it’s your chance to engage them. Just make sure your videos are professional yet appealing enough to capture viewers’ attention.
Listicles and checklists are psychologically comfortable and clear for the audience. Using them at a healthcare website, you will help visitors understand what content they see there and how it can solve their problems or answer their questions.
Listicles are among the most popular types of content brands use because people are more likely to click and read articles titled numbers. Such titles themselves promise that you’ll get something: 11 ways to become healthier, 15 variants to make money traveling, and so on.
In their turn, checklists provide a list of things to do, step by step, to achieve something. That’s what visitors need when it comes to your website: actionable tips or strategies to solve their problems. So, create checklists on your relevant healthcare topics, share them on social media, or incorporate them in your blog posts.
7. Healthcare-Focused Glossary Content
The healthcare industry is full of terms and definitions that might be challenging for the audience to understand. So if you don’t want them to bounce to other websites and learn what you are writing about, create a glossary of your industry-related terms.
Such a content asset is your guarantee that users stay at the website to find answers. As a result, you get a lower bounce rate, higher dwell time, and better CTR. Significant for RankBrain, – Google’s algorithm that measures how users interact with content at a website – these metrics influence your SEO and marketing performance online.
In a Word
When it comes to the healthcare industry, content plays a significant role in the marketing success of medical businesses and healthcare providers. Carefully chosen content types can help your website and referrals grow, as well as make your patient lives easier. Improved patient experience is another healthcare trend for 2020 and beyond.