Top 4 healthcare content marketing benefits

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Top 4 healthcare content marketing benefits

For better or worse, people often use the internet to search for information about their health issues before they see a doctor. Every single day, there are a billion (yes, billion with a b) health-related searches a day. So if you’re looking to grow your healthcare organization, you can’t afford to skip out on healthcare content marketing. In fact, 99% of healthcare brands surveyed by Semrush experienced some level of success with their content marketing efforts. Your audience is out there, and they’re actively searching – so meet them where they are! Still need some convincing? Here are some benefits of healthcare content marketing.

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Healthcare content marketing benefit #1: Growing brand awareness & conversions

Healthcare content marketing benefit #1: Growing brand awareness & conversions

Content marketing can help you raise awareness of your brand and services among potential patients. By creating and sharing high-quality content that is relevant to your target audience, you can position yourself as a thought leader in your field and attract new patients.

But content marketing doesn’t just help on the awareness side of the funnel – it can actually increase conversions as well. In one example, a dental clinic was able to triple their conversions in six months just by writing blog posts. So if you think that writing articles might be nice to do, but that it wouldn’t have any meaningful impact on your business, you may want to rethink your strategy.

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Healthcare content marketing benefit #2: Increased patient education

Healthcare content marketing benefit #2: Increased patient education

With the previously noted billion health-related searches happening daily, it’s clear that people have health questions that need answers. If you can anticipate patient questions and answer them – in the form of, for example, a blog post – you can make your life easier. When patients are educated about their health conditions and treatment options, they are more likely to make informed decisions about their care and to follow their doctor’s recommendations. This can lead to improved patient outcomes.

Let’s say it’s flu season, and you know from speaking to patients that many are wary of getting their flu shot. If you write an article dispelling myths about the shot and share it on your social media channels, you may be able to convince people who otherwise wouldn’t have gotten the shot.

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Healthcare content marketing benefit #3: Improved SEO

Healthcare content marketing benefit #3: Improved SEO

Providing patients with well-written, informative content doesn’t just make you look better in their eyes. If done correctly, it can also make you look better to search engines. When websites like Google crawl your website and index your content, they’re looking to see if you provide valuable information to your users. If you do, they’ll give you prominence in search results. In turn, this will make it easier for all patients to find you. A little effort towards writing content that hits keywords people are searching for can go a long way!
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Healthcare content marketing benefit #4: Increased engagement

Healthcare content marketing benefit #4: Increased engagement

Content marketing can get your name in front of people who are searching on Google. You can extend your reach even further by simply sharing your content on social media platforms like Facebook, Instagram, and LinkedIn. When you share interesting and informative health content that your target audience is interested in, you can encourage them to like, share, and comment on your posts, which can help you reach a wider audience. When you start to get engagement on these posts, the social algorithms will pick up on this, and get your posts in front of even more people.
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Getting started with content marketing may sound like a daunting prospect. But writing one helpful article can:

  • Make potential patients aware of your brand
  • Educate and empower patients
  • Get your name in front of people actively searching on Google
  • Reach countless potential patients through the power of social media

As you can see, the question you should be asking is not “should I consider content marketing?” but rather “how often should I be sharing content?” Not every healthcare provider will be able to sustain the same level of posting frequency. But to ignore content marketing entirely is a mistake your institution can’t afford.

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Need advice on getting started with content marketing?

Contact MPP today!