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Content Marketing

hands reaching in to brainstorm content marketing

Healthcare Content MarketingYou’ve heard it before, and you’ll continue to hear it time and time again: “content is king.”.

Online marketers know this mantra well, but how familiar is it to business owners and medical doctors like you?

As a healthcare practice owner, you most likely have the basics in place. Website – check. Social media presence – check. Email contact with patients – check. But what kind of content fills these platforms? How often are you updating it? And how are you connecting with your patients and prospects? This is the heart of healthcare content marketing.

Is Healthcare Content Marketing Essential to My Practice?

The short answer: Yes.

The longer answer: for any business owner, content marketing is a means of acquiring potential customers, retaining current ones, making the brand more notable, or really anything else that promotes the business. Content marketing can bleed through a variety of mediums, whether it be blogs, newsletters, images, infographics, or videos, and can be implemented with many strategies. Content marketing is essentially anything that educates, engages and attracts an audience on a continual basis.

For practitioners, content marketing is one of the most effective and impressionable ways to become a leading expert in your field.

Think about it.

First, if you’re a physician, doctor, or practitioner, you know how ever-changing the medical and healthcare landscape can be. It is crucial to stay current and knowledgeable about the most recent news, trends and research.

Content allows you to stay on top of all these topics – to show or demonstrate your expertise, and to show that you are growing and learning with the world as well. No patient wants to be under the care of a supposed “expert” who hadn’t heard about last month’s breakthrough on X, Y, or Z. With content marketing, you’ll have the proof to show patient’s that you were on top of the topic before they even asked you about it.


Second, how do you think new patients are discovering you? We believe in implementing effective referral campaigns, but simple word-to-mouth recommendations no longer stand on top. And even if so, people will still turn to their phones, tablets, laptops or desktops to find out more about you.

If users see that you’re actively online, engaging with your audience, and providing educational and knowledgeable content, you will begin to build their trust. Patients want a better understanding of who you are, what you do, and what you stand for before they even step into your office. It’s also important to note that unlike retail stores or merchandisers, your patients are also investing their time and money in the product and you. Having a great product is one thing, but you’re going to be the one administering the treatment and monitoring the patient’s progress. You need to build that trust early.

Healthcare Content Needs to Adapt to Changing Times

It’s safe to say that medical and healthcare regulations, policies, and research will continue to change tremendously in the coming years. We are currently in a thrust of technological advancements and political change – this is why healthcare content marketing is more important NOW than ever before!

Healthcare policy infographic

People won’t always catch the nuances in medical or healthcare regulations, policies and research; so take the initiative, do your practice a favor, and be a helping hand to those inquiring individuals who want to learn more and discuss it together. Strip away the confusing medical jargon, use metaphors to explain complex concepts, and relate to the average person in a way that they’ll understand you. This is one of the biggest obstacles to overcome in creating effective healthcare content. If you can nail this part, you’re off to a good start.

healthcare content marketing is one of the best ways to demonstrate your expertise, build trust, share knowledge and foster a community. More and more patients are seeking a greater personal connection with their practitioners, and you can help bridge this relationship with healthcare content marketing.

My team at invigoMEDIA embodies all these concepts when we take on healthcare content. We write with the patient in mind but are driven by your goals. It’s time to increase engagement and drive more prospects to your practice. Call us at 1.884.ROI.GUYS for more information

Patient education materials can be one of the single best ways you can get information into the hands of your patients. They also make a wonderfully creative way to educate your patients and stay engaged with them throughout the course of their care and treatment. “Spending time creating high-quality, professional, and custom educational materials for your practice not only builds your brand but, more importantly, transfers valuable information to your patients about their health” (Docero).

Most healthcare practitioners do not have the time or resources to develop these educational materials themselves; this is where an experienced healthcare marketing company can come in and make all the difference. Here at Invigo Media, we have helped many health care providers develop handouts, blogs, and other materials for them to use with their patients. To get a better understanding of how educational materials can help you, your patients, and your practice, just keep on reading!

What Should be Included in This Material?

Content Marketing - 1Educating your patients is important because it keeps a line of communication open, allows your patients to be more involved in their care and treatment, and helps present you as an expert on the topic.

Your patient education materials can be focused on any part of the treatment, care, procedures, medications, illness/diseases, or general practices your patients may encounter, but the most common ones used include:

  • Information about particular medical conditions- usually the most common ones seen and treated at your practice
  • How to choose the right treatment options- pros and cons and risks involved with each one featured
  • How to prepare for treatments/surgery- what to expect before, during, and after their treatments
  • How to help end results- do’s and don’ts to ensure a successful treatment or procedure with minimal side effects
  • General health and wellness-tips for avoiding illness and injury in the first place and staying as healthy as possible
  • Reasons to contact health care provider- reminders about why medical care is essential and necessary

Why Does My Practice Need Patient Education Materials?

  • Patient Education MaterialsBetter communication- Most patients are in a state of shock when they are first told about a diagnosis that needs a complex procedure done. They won’t remember all that you have to say to them in that initial visit. A resource of good educational materials allows them to communicate with you and learn more details on their own time.
  • Less patient anxiety- Patients are often nervous and anxious when it comes to discussing an involved procedure or risky treatment. They will feel more in control, which will help with their nerves when they can do something to be involved with their treatments. Putting part of the process in their hands can be very reassuring and calming at times.
  • More time for you- While time is needed to make the initial materials, in the end, they can be a real time-saver for you. Patients can often find information and answers without calling you for every little concern. This gives you time for other things in your practice.
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