Compelling content is key to developing a successful healthcare marketing strategy. You need to approach consumers from a variety of angles, which means that just one type of content won’t suffice. In order to effectively reach out to potential clients or patients, it’s important to incorporate all of the following types of content into your medical marketing plan.
The most important part of your marketing strategy is your website. An increasing number of people make their first contact with a healthcare brand online. In 2017, 72% of consumers used the internet to find healthcare information. That’s a 12% increase from 2015. Whether they’re searching for a physician, looking up symptoms, or researching a diagnosis, this presents an opportunity for a potential client to connect with you online. Your website should be well-designed and easy to navigate in order to market your brand effectively.
To get views for your website, however, you’ll need an aggressive SEO strategy that helps your website rank high in Google’s search results. This takes a lot of work and expertise, which is why many brands hire a healthcare marketing agency to help with crafting content for their brand.
Social Media Accounts
Another way that potential clients might find you online is through your social media accounts. Connecting with people on platforms like Facebook, Instagram, and Twitter adds a personal feel to your brand. It also makes it easier to get feedback from clients and answer questions for those who are interested in what you have to offer.
Unlike websites, SEO doesn’t play a huge role in the social media world. Instead, it’s all about understanding how to make connections and utilize the features of each platform. For example, you might post targeted ads on Facebook or use hashtags on Instagram to show up in potential clients’ feeds. Success in growing your brand on social media requires expert-level knowledge of these platforms, so don’t hesitate to enlist the help of a medical marketing agency to handle this time-consuming task.
Once clients find you, it’s important to keep them interested in the products or services you have to offer. Ideally, you want to build a strong client base that includes a high number of repeat customers. That’s where a newsletter comes in.
Most newsletters today are sent via email, but you can also send out paper newsletters if you wish. This piece of your marketing plan can inform, educate, or even entertain your visitors on a regular basis. For medical brands, it’s a great idea to mix in useful health-related tips and information alongside fun facts or uplifting patient stories to encourage recipients to read each newsletter they receive. A newsletter offers an easy and natural way to build trust with clients while also strengthening your brand.
Service and Product Descriptions
Every healthcare brand needs strong descriptions of your products or services that captivate the reader and elevate your brand. That’s easier said than done. After all, much of the language used in the medical community can be somewhat dry and clinical. However, it’s important to keep in mind that your clients aren’t medical experts. They prefer terminology that’s easy to understand and which is enjoyable to read, so don’t try to write for a medical audience.
Another way to make your product or service descriptions more intriguing is to add a human element. To promote one of your services, you could include testimonial quotes from real clients. When writing about a medical product, add an example of how it’s helped a former or current client (being sure to list them by name for a more personal touch).
It takes time to build brand awareness and bring in new clients. But with these medical marketing must-haves, you’ll be on the fast track to growing your company and your profits. To get the best results, work with a healthcare marketing agency that specializes in growing health-related brands.
Raquel Baldelomar is Founder and President of Quaintise, a marketing and branding agency, based in Santa Monica. For 15 years, Quaintise has produced award-winning creative content for clients in the health and wellness sectors. Raquel has a finance degree from the MBA-modeled Business Honors Program at the University of Texas at Austin and began her career managing private equity portfolios as a financial analyst for JP Morgan Private Bank. In 2003, Raquel launched Quaintise, and has served leading national health and wellness organizations by building their brand currencies through compelling storytelling, strong messaging, and visually engaging creative assets.
In 2015, Raquel decided to devote more time to one of her passions — changing the conversation of healthcare from sick care management to disease prevention. She is co-author of the book Sugar Crush: How to Reduce Inflammation, Reverse Nerve Damage and Reclaim Good Health. She is also a Forbes columnist where she reports on corporate wellness, executive health, and the creative process. Raquel is also a TV host and producer for CNN focusing on stories related to executive health, wellness and how travel stimulates creativity. Her goal is to share with audiences compelling stories that educate people on how pausing can lead to a more meaningful kind of productivity, creativity, and wellness.