As the healthcare industry shifts to value-based care, the emphasis on patient experience and patient choice have also amplified the importance of content marketing in keeping patients apprised of health services, changes to insurance coverage and other significant information.

A sound content strategy implemented by an experienced healthcare freelance writer can help attract new patients for essential healthcare services and keep current patients engaged in their healthcare journey. Following are some key considerations for an effective healthcare content plan.


Demonstrate You Understand Your Patients’ Desires

Healthcare has changed rapidly and dramatically in recent years. In 2019, few doctors thought about how a pandemic could prevent patients from getting the care they need. Today, it’s one of the most essential things for healthcare organizations to consider.

Your approach to content marketing needs to show that you understand your patients’ concerns. Publish advice that can help them stay healthy, and share information about health technology such as telehealth services, which allow patients to connect with physicians remotely.

Telehealth is just one area in which Americans’ opinions have shifted since the pandemic. More than 75 percent of Americans said during the pandemic they would consider telehealth services, and most want the continued option of telehealth moving forward.


Speak to Your Patient Persona

Do you know what appeals to your patients? You can probably learn a lot just by taking a close look at your practice.

If you run a plastic surgery practice in the city that serves cucumber water in the waiting room, you should market to those who expect a luxury experience. If you’re a pediatrician with an office in a low-income community, let patients know how you keep kids entertained before visits or tailor your services to children.

The more you know about your patients, the more effective your content marketing will be.


Make Your Practice Easy to Find Online

Your website needs to take advantage of every online lead generation opportunity. Start by making sure people can find you online. Check your location and contact information for accuracy. Use Google Maps to make sure it gives patients good directions and register your website with online business directories like Google Business and Bing Places for Business.

Make sure to create blog posts that combine thought leadership with search engine optimization strategies. Improve your search engine ranking by participating in webinars to increase your website’s authority.


Consider What Makes You Different

Think about what you offer that differentiates your practice from similar practices.

Do you have high-tech equipment that patients will find interesting? Do you have enthusiastic staff that make visits more enjoyable?

Consider why someone would choose your practice over other local options. It’s important to understand what it is that makes your practice stand out. It will open marketing opportunities and help establish your brand.


Link Your Web Content to Your Social Media Presence

The power of social media gives you more opportunities to connect with patients. You can use it as an advertising platform, but you can also use it to answer questions online.

Make it personal by posting pictures of your staff members and sharing health information. Share your blog content and craft corresponding social media posts.

You want to get as much out of social media as possible without wasting time. Focus your efforts on the most popular platforms. Facebook has nearly 2.5 billion users. Instagram has around a billion users.

Don’t choose your social media platform on numbers alone. Think about your patient persona and which platform they use. A business audience can be easier to reach on LinkedIn, while younger customers prefer options like Snapchat or TikTok.


Consider Outsourcing Your Content

When it comes to your content marketing, you don’t have to do everything on your own.

PowerPublish has a team of dedicated editors and a network of accomplished freelance writers who can help you develop and execute a winning content strategy. Connect with us today to schedule a free demo.