Advertising For Doctors

Ultimate Guide To Healthcare Content Marketing Tips, Examples, & Benefits

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A Note From Turnkey Mate

Compared to other industries, the healthcare industry has been lagging in adopting a strong content marketing approach. However, in the past three years (2017 – 2019), the implementation of content marketing for healthcare has increased by more than 26%.

"Failure is the opportunity to begin again more intelligently." - Henry Ford

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Henry Ford

What Is Healthcare Content Marketing?

Healthcare content marketing promotes brand awareness, in addition to patient engagement and retention. And as a digital marketing strategy, hospitals and healthcare providers will be able to engage and inform potential patients through valuable online content.

Why Content Marketing For Healthcare Is Essential

Content marketing is perfect for healthcare providers and hospitals. Through a strategy of creating and sharing authentic information, healthcare providers can achieve short-term and long-term business development goals. This means they can be viewed as a trusted and respected source within the industry with the expertise to cater to medical or health needs.

Healthcare Content Marketing Benefits

1. Improve Your Online Visibility

Good content can improve online visibility and search engine rankings, especially if you optimize your content with search engine optimization (SEO). Publishing new and expert information through content marketing in healthcare and using relevant keywords in the title, subheads, and elsewhere throughout your website text will significantly boost SEO.

2. Great Long-term ROI

Content creation offers good value for money. Estimates show that content creation is about 62% less expensive than traditional marketing options & generates about 3 times as many leads. 

3. Helps To Get More Leads

Content marketing will trigger more inbound leads and prospects. Direct inquiries, suitable sales leads, and prospects come naturally from the readers seeing good content on landing pages or website pages.

4. Reach A Qualified Audience

The target audience for healthcare-related content are individuals already seeking for your authoritative health or procedure-related information. Content marketing is an opportunity to position your brand in front of potential patients looking for your expertise. 

5. Become The Authority People Trust

Strategic information sharing through content on your website’s blog increases readership, especially if you become a trusted source people like to share. The types of content that work best are highly relevant and entertaining blogs that are well-positioned towards the medical needs of your desired audience.

Medical Content Marketing Tips For Healthcare Professionals

1. Understand The Importance Of Video

Studies estimate that most traffic online exists through video format. Therefore, the growing adoption of video by healthcare marketing is an efficient and effective means of telling the story behind your brand.

2. Think Audience First

Tailor your material to suit a certain audience or group that you want to engage and influence with time. Always remember to put their interests first.

3. Keep It Easy To Understand

The best healthcare content marketing materials are presented in conversational tones with people-oriented story-telling to explain complex issues easier. Physicians need to make their messaging more digestible so that everyone in your audience can relate to your points better.

4. Be Patient

Results from content marketing are not immediate. It requires growth in audience size and their level of acceptance. However, to increase your traffic, each post can be paired with traditional (and more instant) advertising methods such as Google Ads, depending on the marketing objectives.

5. Post Content Consistently

In content marketing, your value derives from being a reliable and consistent brand providing fresh material and regular updates. Start with minimal effort that can be sustained and built upon over time.

Effective Content Marketing Strategies For Healthcare

1. Create Sharable Content

Medical content creation requires that you imagine yourself in the same situation as a patient. Potential patients want answers to questions about their health, how to stay healthy, and professional advice on living with a specific ailment.

2. Post The Latest Industry News

Your patients expect you to have the latest information about medical breakthroughs and other advances in medical science. Creating newsworthy content ensures that you attract visitors to your site, build authority, and engender trust from your audience. Try posting up to date blog or social media posts as often as you can.

3. Be Niche-Specific

Every doctor has an area of expertise or niche that they focus on. Before you start going over your healthcare content marketing strategy with a digital marketing agency, you should identify your focus area and the core issues within that niche. You can then create content based on your findings.

Healthcare Content Marketing Examples

Example 1: J&J | Campaign for Nursing’s Future

After experts forecasted a nationwide shortage of nurses by 2020, Johnson & Johnson came up with a campaign to grow the Nursing industry’s future.

The long-running social media campaign features articles, podcasts, training, and other resources to support nurses. This is the perfect example of running a digital campaign for a cause. As a result, it is projected that there will be a steady increase in the nursing workforce through 2030.

Example 2: Mayo Clinic | Sharing

Mayo Clinic, a leading player in healthcare content marketing, runs a blog that provides extensive information to patients. The blog contains topics from diagnoses, treatment plans, and medical research.

The great thing about Mayo Clinic’s online library is that the content is provided by the hospital’s patients and staff from across the world. These contributors tap into their own experiences in dealing with various health issues to provide authoritative content with a personal touch. By implementing this type of content strategy, Mayo Clinic’s website provides online community support for patients and the general public.

Example 3: AbbVie | Scientist Rock!

AbbVie runs an exceptional Q&A series known as Scientists Rock!, which covers the personal passion of different employees every month. Through this type of content, experts get to talk about their sources of inspiration for the work they do.

This gives the audience a peek into the lives of these scientists in a way that’s fun and manageable. It’s humane and enlightening.

Moreover, the content presents AbbVie as a lively and engaging company with employees who find meaning and beauty in the world.

Reach More Patients Online With Content Marketing!

Our team is available to support you by generating more online visibility for your medical services.

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Advertising For Doctors: 5 Tips On Advertising A Doctor Office Online

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A Note From Turnkey Mate

The new way that healthcare patients are looking for a new healthcare practice is now online. In fact, 88% of healthcare patients use a search engine to find a medical practice or healthcare results. This means that online advertising for doctors through medical ads is a vital part of your digital marketing strategy in order to attract new patients to your medical practice.

"The more informative your advertising, the more persuasive it will be." - David Ogilvy

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David Ogilvy

1. Medical Advertising: Passive Marketing For Doctors

There are two types of online advertising for doctors: passive marketing and active marketing. Passive marketing is an online advertising approach that involves creating digital marketing assets that are used to showcase the available services found in your healthcare practice. By using passive marketing strategies, your practice will effectively communicate the available services to the potential medical patient. Examples of such marketing assets include social media posts or blogs. These marketing assets will then be positioned online for prospective medical patients to stumble across when they search for medical-related topics in Google search results.

Medical Advertising: Active Marketing For Physicians

Active marketing is an online advertising strategy that involves promoting various marketing assets designed to engage prospective medical patients to take action with your practice. This form of online advertising is referred to as paid or search advertising. It is a proactive marketing approach towards driving new patients to your practice as soon as possible. An example of active marketing includes Google PPC ads, and it is a version of paid online advertising for doctors who want to broadcast their medical practice to thousands of interested locals within Google search results. By engaging in Google PPC ads, healthcare practices will be actively introducing their brand and services to their desired target audience.

2. Medical Advertising: About Google PPC Ads for Doctors

Google PPC ads are a form of online advertising for doctors that uses targeted marketing keywords to appear to potential healthcare patients in Google search engine results. Google AdWords is a helpful marketing element to include within your doctor advertising and overall medical marketing campaign.

To advertise online towards locals in your area, using Google AdWords can position your medical practice in front of interested locals. Google PPC Ads can be configured with Google Adwords to target local search phrases that a potential patient or patients use, such as “doctor offices near me.”

By implementing Google PPC ads within your digital marketing campaign, your medical practice will have the ability to customize and measure each ad campaign. This way, your healthcare practice can fine-tune each ad to achieve different results and increase the ROI.

Instagram & Facebook Social Media Marketing Ads For Doctor Offices

Much of marketing for doctors and their practice takes place on social media. Online advertising for doctors can take place on Instagram and Facebook, which are two social media sites that are excellent marketing platforms for your online digital marketing campaign. A social media campaign can help you drive new patients to your healthcare website, book more patient appointments, and become a healthcare leader who patients can trust.

3. Display Advertising For Healthcare Professionals

Display advertising is a type of medical marketing that uses image marketing, audio marketing, or video marketing to appeal to a patient. This form of online advertising will bring patients to your medical practice when the patient uses a search engine for healthcare topics related to your medical practice.

Paid Search Advertising For Doctors

Paid search advertising is a form of online advertising that makes medical marketing ads appear at the top of search engine results for your medical practice. This form of medical marketing allows you to get more patients to your practice by making your healthcare practice appear above other search results from another medical practice.

4. Use Local SEO For Your Medical Office Advertising

Doctor office advertising can be enhanced with a local SEO marketing campaign. Local SEO for your healthcare practice is another approach to obtain new local patients in your area. Create a healthcare blog with content that’s both informative and useful to locals in your area. By doing so, Google will position your website above all other local competitors listed online.

For SEO and advertising for doctors to be effective marketing strategies for your practice, optimize the information about your healthcare practice listed on your website. Having the correct local information about your practice within your website will allow your practice to show up first in local search results.

Top 5 Local SEO Tips For Doctors

  • Claim your Google Business Listing
  • Add Local Pages To Your Website
  • Improve NAP Consistency
  • Acquire Backlinks From Partners And Sponsorships
  • Promote Blog Content on Social Media

5. Optimize Your Website Design & Development

The website of your healthcare practice must be well designed to attract new patients through online advertising and marketing. You can have a great social media marketing campaign or digital marketing campaign that puts your healthcare practice ahead of the search results. However, patients will still not choose your healthcare practice if patients can’t navigate your website effectively. Talk to your new patients as well as any existing patient to see how the patient experience was when navigating your website online.

Website Optimizations Tips For Local Practices

  • Research Local Search Terms That Patients Use
  • Optimize & Localizing Your Existing Website Pages With Local Keywords 
  • Create Landing Pages Within Your Website For Local Service Offerings 
  • Make Sure Your Website Loads Fast On Both Mobile & Desktop 
  • Collect Relevant Links To Point To Your Website From Other Authoritative Local Sites & Blogs 

Get More Patients With Online Advertising

Are you looking to run custom ad campaigns for your practice? Our team of experts can support you.

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