Health care and well-being are extremely personal matters that generate a lot of research traffic and generate a lot of commitment. According to Pew at least 8 out of 10 people use search engines as their primary source of health information, but are often unable to locate current and accurate information. Of course, WebMD dominates the search results. It is the main health media company in the United States, although Vox raised questions about its accuracy and the biases inherent in its business model. At the same time, vocal research on health care topics is expected to increase rapidly in 2019.
What do all these convergent tendencies mean? It's time for healthcare providers and health systems to really invest their money in content-driven content marketing. Pioneering pharmaceutical, medical device and hospital systems providers are already investing in content marketing – but there is still much room for differentiation and sophistication in vendor marketing programs and content marketing strategies health care.
Examples of powerful health care content marketing
Hospitals and health systems are uniquely positioned to provide engaging content that not only drives public knowledge, but also commercial results. By their very nature, hospitals and health systems are filled with experts in the field (doctors and other health care providers) who deal daily with life and death issues. In simple terms, these health care providers, working in collaboration with experienced journalists and marketers, can provide reliable answers to some of the most common and pressing questions asked by patients – ] whether it is a new trend in diet or something more complex such as hip replacement surgery .
The Cleveland and Mayo clinics, often cited as the world's two best hospitals, are widely known for launching a revolution in content marketing for hospitals. The Mayo Clinic, perhaps the most experienced player in the industry, offers an extensive library of resources to help potential patients navigate potential diagnoses and treatment plans, in addition to the blog for patients and employees launched in 2009 . A few years later, the Cleveland Clinic launched Health Hub, now the Essentials of Health to appeal to both marketers and patients alike.
But beyond simply answering the questions of potential patients, hospitals and health care systems have the opportunity to create online communities of support and gather information to help them improve the care provided to their patients. As we recently emphasized the content of Northwell Health has been at the root of many online conversations, followers scoring their friends and loved ones to read articles and watch videos. This type of content marketing essentially allows patients to act as a referral program for the hospital system.
Northwell Health also helped the pioneer of voice research and health care marketing. The Alexa integration of the hospital system not only provides information on the location of nearby services, but also on waiting times for emergencies. This fits perfectly with the basic principle of content marketing: creating content that brings personal value to your target audience.
Tips for Creating a Healthy Content Marketing Program in a Hospital
As hospital CMOs begin to adopt a more content-centric strategy, it is important to keep in mind strategic priorities and best practices. Although 83% of health organizations use some form of content marketing only 33% have implemented a documented content strategy. Every hospital and every health system has different strategic priorities, but here are some tips for developing your health care content marketing program:
1. Explain the value of content marketing to your C-Suite and gain leadership support
Let's face it: patient care, research and income will always be the top priorities of any hospital and healthcare system. Innovative marketing techniques may not be a major concern for many marketers, but marketers would be better served to explain the value of a content program to the achievement of a hospital's or a hospital's primary goals. a health system. Explain to your C-suite how content can tell amazing patient stories, explain complex research, and ultimately increase patient volume and satisfaction.
With your management team behind you, you can make sure you get the budget you need to start a content marketing program. Here are 14 content marketing statistics to help you build a strong profitability analysis in 2019.
2. Listen – and interact – with your audience
The purpose of any content program is to capture the attention of your intended audience and convert it into powerful advocates for customers and customers – or, in the area of health, patients . Your audience will put you off guard if the only content you post on your social media channel or blog is self-promotional. Instead, monitor your social channels for opportunities to interact with patients. Do they seek the advice of a specialist? Do they want to know more about a service in your hospital? Take these questions and turn them into content that provides answers.
It is important to remember that the stakes are always higher in the health sector. If you are talking to an audience on social media, it is inevitable that you will hear patients who are facing medical emergencies or who are not satisfied with their care. Have a policy in place that clearly defines expectations for patient response times (advising them that they must contact 9-1-1 in the event of a medical emergency), handling potential complaints with compassion and puts in place a strategy to move to the hospital administration, and complies with the law HIPAA .
3. Document your strategy and know when it is time to change it
Documenting your content marketing strategy helps you set the foundation for success. Who are your key audiences? What topics do you want to own as opinion leaders? What initiatives do you support with content? On which platforms do you share your content? These are just some of the questions that go into establishing a content strategy.
The documentation of your strategy allows you to share it with the entire marketing and hospital organization and explain the objectives of your program. It also lets you know who the time has come to change. Is your organization launching a new cancer treatment program? Consider making room in your strategy to support and bring patients to it.
4. Measuring, Measuring, Reporting
What is the purpose of creating content when there is no way to measure its performance? As a marketer, you need to know that people read and interact with your content. You must also prove your return on investment by associating the commitment of your hub to commercial measures such as hospital consultations or appointments. Content marketing requires a measurement approach different from that of a website; Optimization based on key content marketing parameters such as scrolling depth and conversions will help you ensure that your content generates value.
As previously stated, organic research is of paramount importance to health service providers and systems. If your content does not find an audience, you may need to consider a change of direction. Social Listening and SEO Tools, such as NewsCred's Ideas Lab, can help you determine what your audience is looking for and what questions they ask. Create content to answer questions from patients with your unique brand perspective and expertise.
5. Organizing to succeed
Content and content creators often reside in many departments and locations within an organization – Public Relations, Internal Communications, Digital Marketing, Audiovisual, etc. An unparalleled content marketing function brings together all of these resources and subject matter experts, forming cross-functional teams that can idealize, produce and distribute high-quality content.
This is exactly what Northwell did when they created their content studio. As described by Northina Gina Czark she and the executive director, Ramon Soto, brought together some of the best content creators from Northwell's broader organization to support "emotional narrative, in focusing on distribution and awareness of our distribution strategy. "
Dan Weiman is content strategist at NewsCred.