Health Care Internet Marketing: How to Build Content Relationships
Talking with someone is more effective than speaking at them. When it comes to marketing, it’s the same. It is always a better idea to engage your audience by sharing useful information as opposed to simply showing a concept and hoping for a positive reaction. When you use Content Marketing, you should have the same goal in mind: how to create a meaningful relationship which serves as a foundation for an enduring relationship.
Content marketing is a fundamental area of opportunity for many categories, but it is especially relevant for marketing healthcare products and services. It addresses a major need that the market is not providing – or not providing enough: useful, accessible health-related information.
Nowadays, consumers are taking more control of their health care decisions. Providing content that is informative, educational and valuable is an excellent way for marketers to form bonds with their audiences.
When marketers evaluate how to create the best content, it is important to understand that content marketing is not a one-size-fits-all endeavor. Many types of content are powerful; it just depends on the product and the target audience.
Here are some content types and when to use them:
Lifestyle tips are the ones that educate your prospects about how to incorporate new paradigms into their daily lives to improve their own wellness, energy or health or the health of their families and loved ones.
When writing an article or a blog for your website, this is how you should define your Lifestyle Tips:
Seasonal topic examples include:
- allergy content for minimizing reactions to outdoor and indoor triggers
- cold and flu content for how to nurse a sick child back to health
- skin care content for a safe summer routine
Evergreen subjects range are:
- weight loss hacks
- healthy travel tips
- creating a bedtime routine for preschoolers
Whenever a marketer can put the consumer in the driver seat, it’s a win-win, both for the consumer and for the manufacturer.
How-to’sHow-to’s provide practical examples for accomplishing health-related tasks or goals.
According to Wikipedia: “A how-to is an informal, often short, description of how to accomplish a specific task. A how-to is usually meant to help non-experts, may leave out details that are only important to experts, and may also be greatly simplified from an overall discussion of the topic.”
How-to content can be written thinking about specific age brackets, such as:
- coping with acne
- losing weight
- better skin
- specific life events, such as giving birth or fitness for each stage of pregnancy
- health conditions, such as a restaurant-healthy eating guide for diabetes sufferers
How-to’s are most valuable when they
- provide clear, step-by-step guidelines
- address specific topics
Educational articles are some of the best value for consumers at each stage of their patient journey and can provide help and peace of mind.
Prevention-oriented articles are useful in letting people know how to avoid certain conditions.
Diagnosis: At diagnosis, patients want information about their condition, treatment options or relevant clinical trials.
Treatments: During treatment, materials about drug protocols may be most useful.
Recovery phase: In recovery, diet and exercise information is frequently sought after.
There are many opportunities for healthcare marketers to provide true value to their consumers by removing the mysteries surrounding their illness through straightforward content.
Articles talking about “Living With” must be written to make life easier for people diagnosed with certain conditions.
For example, you can write articles about Living With:
- Living With Psoriasis
- Living With one kidney
- Living With Lupus
- Living With Anxiety
- Living With HIV
Once again, there are many ways to address these needs:
- recipes are great for people with dietary restrictions
- home gadget guides are helpful for people with arthritis
“Living With” marketing content must give your prospect useful information and solutions for living your best life, and serves both patients and caregivers.
Content Marketing is one of the best ways to broaden ties with many consumers or prospects. Especially since health area is so broad and since there are so many content options to talk about. When determining the best content marketing approach, content marketers should pinpoint their audience by creating an Avatar or Buyer Persona. Only after they have defined that avatar, they can find what will work best for them.
Content that is informative, relevant and easily digestible will help form a meaningful bond of trust between brand and consumer.