Content Strategy for a New Generation of Healthcare

Patient-centered care is where we’re all headed, and it’s the foundation of any successful business in healthcare, but how do you put patients at the center of your message?

If you’re doing business in the healthcare industry, your online content needs to go beyond SEO and trending topics. The complexity and knowledge-driven nature of the industry demands that you reach out to your market in connected, intelligent, and meaningful ways–and for the sake of your business, that outreach should bring you quantifiable results.

You need someone with experience in both the healthcare industry and in business who can help you build a targeted and engaged audience who trusts, and responds to what you offer them. 

That will only happen if you talk to your audience–not as patients or providers or customers, but as people. Your online healthcare content marketing should be an integrated part of your sales funnel and your brand strategy. It should be more than a stale blog or occasional industry newsletter. It should be a living, breathing, patient centered portal between you and your customers. (Check out this post for steps to get started yourself.)

To get straight to the point, here are reasons you benefit from me creating a carefully planned healthcare content strategy for your company…

  • Increased Income: Everyday your online content is just an afterthought is a day of income you’ve lost. You’re paying for that space online–you should be getting return on it, and that return should involve metrics that go beyond site traffic.
  • Industry And Business Insight: I have 12 years experience working in entrepreneurial healthcare (hospital consulting) and keep up with current industry publications and social media. I write on technology in the healthcare industry for a business publication. I also have 10 years content strategy and creation experience and an MBA. Additionally, I run a niche health brand (including a print and digital publication) where I manage content strategy. I understand and keep up with the latest developments in HIPAA, EHR, revenue cycle, Meaningful Use and the industry in general through my ongoing work in health and healthcare. You will be hard pressed to find that combination anywhere else.
  • Time Savings: One of the goals of content strategy is automation of segments of your sales process–namely lead generation. I know this from personal experience (the majority of my clients approach me.) That only works though, if someone understand where your leads should be coming from, and understands the industry well enough to sift through the noise.
  • A Stronger Brand Foundation: There is no part of your branding that speaks as explicitly to your customers and audience as your content. It shouldn’t be something that one of your employees does in their spare time.
  • Personal Attention: Think of me as your CCO (chief content officer)…The work I do for you involves not only getting to know your business, but also your competitors and specific niche. Because of this, I don’t keep a large roster of clients. If you ever need to just call and ask a question about an email you’re working on or a social media post, I’m available.
  • A Flexible Relationship: Your content needs likely aren’t steady enough to warrant a steady position. I look to create long-term relationships with all my clients, where I’m available to pick up (and drop off), whenever you need.
  • A Balanced Approach: Content marketing and strategy differs in each industry. Some, like healthcare, tend to lag behind the latest methods and trends. I stay up to date with the newest advances in online business, but with a mindfulness around the slower nature of the healthcare industry.
  • Customer Insight: Content isn’t a one way street and the talk of B-to-C-to-B models doesn’t have to be just a theory. Your content platforms are where you implement and listen.
  • Realistic Use Of SEO: Every day, Google is working hard to make sure people who provide real answers get the spotlight. They even admit to it. I follow SEO trends, and use the tools, but I’m very aware that the days of quick-and-easy ranking are long gone (for healthcare, they were pretty much never here). My focus is bringing you long-term, strategic relationship building through the words you use online.

Read some of my industry work…

Good health content marketing is all the same–it serves customers and is integrated into company strategy. Ineffective content though, is almost always a result of an organization not realizing the power of content marketing in healthcare and falls into one of these categories…

  • A dry collection of generic, health-themed articles
  • No content, minimal content or ancient content (i.e. dead blogs)
  • A collection of internal updates more geared toward employees than customers or investors
  • Content not designed to lead a reader to act

Each of those is a problem. Your online content isn’t just something you “should” have or something you can work on later. It’s a part of your brand that actively speaks to customers and investors.

But a blog no one reads is no big deal, right? 

At very best it’s a missed opportunity. At worst, it tells patients, clients, investors and employees that you don’t know how to talk to patients or to your market. The healthcare industry is about changing the lives of people at very basic levels, and that means your technology, your groundbreaking product, your life-changing service–they aren’t enough.

With my help, you can create a content presence that conveys a vibrant company or individual voice that’s in touch with your health audience.

Every piece of content you produce should be designed to improve your customers’ health by connecting them with the products and services you have to offer.  

The good news is that no matter where you are now, after a short interview, I can get you started on a content presence that draws your readers in and keeps them thinking about you, even when health isn’t on their minds. Check out my services  and pricing to see what I can help you with. I offer…

  • Content strategy and creation of content that immediately connects your brand to the concept of health in the minds of your customers and is SEO and SMO ready
  • Ghostwriting for the executive looking for an effective, personal, and knowledgeable tone 
  • Article revision/editing, to prevent the loss of trust or attention…missteps that weigh heavily in healthcare
  • Long-term content plans to guide potential customers through a thought process tied to your brand 
  • Website or blog marketing audits to get you input from outside, experienced eyes as to whether your site is a wasted opportunity or an additional channel to drive revenue, awareness and a positive brand association
  • Bringing non-native content to native-English levels. Trust is imperative in our industry, and if you do not sound familiar, it’s infinitely more difficult to establish
  • Connection with established health communities and blogs

For a free high-level assessment contact me now, and I’ll get you started on changing the way you connect with your community.

~by Megan Williams

P.S.

Want to turn your company blog into a resource that gets results? Check out the Blogging How-To series for ideas to get started on a blog that works with your brand. For additional, detailed tips on blogging as a health startup, suggested post ideas and more, subscribe to the newsletter below.






 

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