Healthcare Content Marketing: 10 Types of Content

Healthcare content marketing serves two main purposes: improving patient education and making your healthcare website more visible and authoritative. While it’s easy to see the value of healthcare marketing, implementing an effective strategy is a little less obvious.

Are you having trouble figuring out what healthcare content marketing would look like for your website?  Here’s a handy list of 10 types of content you might use:

1. Healthcare news

Provide an accurate and readable breakdown for healthcare news. Did you see the new report on probiotics and brain fog? Chances are good that your patients have, but they may not understand it or be able to put it in a context that will make it helpful for them.

Your blog post can give them clarity from a trusted source, and allow you to help create a useful narrative instead of anxiety.

2. Seasonal tips

Every year, people face seasonal allergies, holiday-related safety questions, and life milestones. There may not be much new to say about back-to-school or Halloween or daylight saving time, but every year many people are thinking about these issues for the first time, or under new circumstances, or with a new set of priorities.

They need accurate information from someone they trust. So even if you are tired of talking about how to pack a healthy lunch for school, remember that your patients need that information — especially with the new AAP policy statement on food additives and packaging. There’s always something new to say.

3. Infographics

We’ve been seeing amazing results with infographics lately. These images pack facts in easy-to-grasp graphics. They’re highly sharable on social media, and they can make good patient handouts.

Since health infographics require a combination of research, thoughtful writing, and creative design, they are usually an extra cost. It makes sense to include them in your budget, though. The ROI can be impressive.

4. Behind the scenes information

Share details about your facility’s doctors, your practice staff’s dogs, or your community service — patients love to Like and Share them. Take a few snapshots, check them for HIPAA compliance, and enjoy the extra engagement.

5. Healthy Recipes

We keep being reminded that healthy eating choices are one of the most important elements of a healthy lifestyle — and one of the hardest to stick with. Recipes continue to be one of the most popular internet searches (right behind healthcare information). They’re also fun and very sharable.

6. Quizzes

While it’s easy for online quizzes to be lightweight and even misleading, a quick, well-designed quiz can be fun and thought-provoking. WordPress plugins make it easy to include an interactive quiz as part of an informational post.

7. Deep dives into the familiar

There are a lot of healthcare topics that are familiar to everyone, but not actually clear to most of your visitors. Recent studies have shown that most parents make mistakes when giving medication to their babies. It’s worth going into detail on your website and referring patients to that information.

8. Digital presents

A coloring sheet, in-depth guide in PDF form, or exercise video can make a great gift for your patients. Gated gifts can provide you with new potential patients’ contact information or data on which of your current patients appreciate digital products.

9. Challenges

Ask your visitors to pick up a small healthy habit change and show it off on Instagram or Facebook. Pick a hashtag and ask visitors to try your #VegetableoftheWeek or to #HydrateTimes8.

10. Patient shares

You have to be careful for HIPAA compliance, but testimonials, reviews, and happy videos have a place in healthcare content.

Talk about these kinds of content with your web firm or your medical blogger. Mixing up the types of content you use can help keep things fresh.


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