Looking for more tips for creating a healthcare content marketing strategy? Download our Content Strategy Roadmap for a step-by-step guide and checklist to ensure your content strategy is on point.
In this article, we’ll explore the healthcare content marketing trends shaping the industry and provide tips for creating content that resonates with your patients. We’ll also share five examples to inspire your healthcare content strategy.
Historically, the healthcare industry has been slow to embrace content marketing. According to a 2021 study, 63% of companies on the Fortune 1000 list had a “limited content presence or no presence at all.”
But with the rise of new technologies and healthcare systems, more providers are turning to content in 2023. Here are four content trends to watch this year.
The pandemic gave rise to new options for healthcare. Telehealth providers have made healthcare more convenient and accessible. At the same time, the continued expansion of health services into retail spaces has created more competition.
These new data-driven practitioners—such as KindBody, Tia, Maven, and ZocDoc—promise transparency, personalization, and a whole-body approach to health. Creating content that speaks to individuals’ specific health needs and interests will be critical for healthcare marketers.
How patients find healthcare providers is also changing. Today, patients are more likely to rely on social media and online reviews when looking for a provider. A recent survey found that 90% of patients use online reviews when choosing a doctor. Three-quarters of those patients start their search by reading reviews.
Leveraging patient success stories and testimonials will be key for healthcare content strategy in 2023.
Healthcare providers are also experimenting with unique ways to connect with patients online. Identifying patients’ preferred platforms will be essential. This includes testing new content formats and distribution channels.
Healthcare providers are still battling misinformation and mistrust created during the pandemic. Almost half of Americans believe public health officials mishandled the crisis, regardless of political affiliation.
In 2023, healthcare content is an opportunity to rebuild patient trust and demonstrate expertise.
With careful planning, research, and collaboration, healthcare marketers can create content that builds trust and drives engagement.
Here are some tips for creating content that connects with your audience in 2023.
Start by conducting keyword research. While healthcare marketers may know what topics to cover, keyword research helps identify search terms your audience uses.
Marketers can also look to competitors and recent news to identify topics that interest their audience. And don’t forget to lean on your existing community. Consider frequently asked questions, concerns, and testimonials from existing patients when brainstorming content.
Providers should use pillar pages and topic clusters to build authority online. For example, instead of creating just one blog post about migraines, marketers should generate sub-pages that cover topics surrounding migraines, including:
Building topical authority will help establish authority in your space and optimize for SEO.
While creating quality content is critical, healthcare companies should invest in SEO best practices to ensure patients find their content. Keyword research, optimizing HTML tags, building backlinks, and easy site navigation can help healthcare providers increase their online visibility.
Today, the most common formats for healthcare content are blog posts, video content, and patient success stories. While investing in these content types is critical, healthcare companies should also consider new ways to reach their target audiences, including:
Subject-matter experts can help bring credibility to your content by contributing specialized knowledge and data-driven evidence. Leveraging SMEs makes your content more original and can help build trust with your audience.
Educating patients without alarming them is vital to a successful healthcare content marketing strategy. Using the right tone of voice and language will help establish patient trust.
Healthcare marketing must be HIPAA-compliant. Content marketers must adhere to strict guidelines to protect patients’ privacy and healthcare information.
Here are some tips to ensure compliance:
Finally, marketers should ensure their content is accessible to all patients. Content should be easy to find, read, and share.
Providers should also focus on website accessibility best practices, such as:
Want to lean more into content in 2023 but don’t know where to start? Here are five healthcare content marketing examples to inspire you..
ZocDoc is a platform that connects patients and providers. Using ZocDoc, patients can find and book appointments for all their health needs. The platform also stores all your healthcare information—making it easy to access your medical history.
ZocDoc’s blog, The Paper Gown, features healthcare news, patient stories, and how-to guides. The Effects of Water Inequality on Health provides an overview of water inequality in the United States and associated health risks.
Why it works:
Tia aims to “make healthcare both higher-quality and more accessible for all.” With a membership, Tia patients can access a team of doctors dedicated to whole-person care.
The Instagram post discusses what fentanyl is, why it’s dangerous, and how to keep yourself safe.
Why it works:
Oscar is a health insurance company focused on accessibility and affordability. Oscar uses its platform to “leverage the power of data and help members find quality resources.” Its blog provides information about health insurance, how-to guides, and healthcare management tips.
The article tells a story of a patient who slipped and fell while walking her dog. After fracturing her T11 vertebrae, Kim developed an autoimmune disorder—resulting in chronic pain.
Oscar’s Pop Health Care Team found Mymee, a healthcare provider that identifies dietary and environmental factors that aggravate autoimmune diseases. With Mymee, Kim was able to manage her pain better.
Why it works:
Banner Health is a non-profit healthcare system. The company operates 30 hospitals across six states. Its podcast—Dementia Untangled—provides care tips, updates on research, and clinical explanations for people with dementia and Alzheimer’s and their caregivers.
The podcast episode interviews Susan Frick, a social worker who supports patients with Alzheimer’s and dementia. Frick and the hosts discuss the impact of loneliness and how patients and caregivers can get more support.
Why it works:
Dr. Daniel Sugai is a dermatologist at North Pacific Dermatology in Bellevue, Washington. He discusses skin care, sun prevention, and information about procedures on TikTok.
When You Should See Your Dermatologist for a Mole reviews different types of moles and provides tips when reaching out to your provider.
Why it works:
With increased competition and new patient needs, content marketing can help healthcare providers acquire new patients, enhance their reputation, and increase revenue.
But creating a healthcare content marketing strategy requires organization, time, and resources. That’s where GatherContent comes in.
GatherContent is a content marketing operations platform. With tools to organize content and automate your workflows, content marketers can create quality content in less time. And collaboration tools increase communication and streamline approvals.
Start a free trial today to see how GatherContent can help you scale your healthcare content marketing strategy in 2023.
Looking for more tips for creating a healthcare content marketing strategy? Download our Content Strategy Roadmap for a step-by-step guide and checklist to ensure your content strategy is on point.
In this article, we’ll explore the healthcare content marketing trends shaping the industry and provide tips for creating content that resonates with your patients. We’ll also share five examples to inspire your healthcare content strategy.
Historically, the healthcare industry has been slow to embrace content marketing. According to a 2021 study, 63% of companies on the Fortune 1000 list had a “limited content presence or no presence at all.”
But with the rise of new technologies and healthcare systems, more providers are turning to content in 2023. Here are four content trends to watch this year.
The pandemic gave rise to new options for healthcare. Telehealth providers have made healthcare more convenient and accessible. At the same time, the continued expansion of health services into retail spaces has created more competition.
These new data-driven practitioners—such as KindBody, Tia, Maven, and ZocDoc—promise transparency, personalization, and a whole-body approach to health. Creating content that speaks to individuals’ specific health needs and interests will be critical for healthcare marketers.
How patients find healthcare providers is also changing. Today, patients are more likely to rely on social media and online reviews when looking for a provider. A recent survey found that 90% of patients use online reviews when choosing a doctor. Three-quarters of those patients start their search by reading reviews.
Leveraging patient success stories and testimonials will be key for healthcare content strategy in 2023.
Healthcare providers are also experimenting with unique ways to connect with patients online. Identifying patients’ preferred platforms will be essential. This includes testing new content formats and distribution channels.
Healthcare providers are still battling misinformation and mistrust created during the pandemic. Almost half of Americans believe public health officials mishandled the crisis, regardless of political affiliation.
In 2023, healthcare content is an opportunity to rebuild patient trust and demonstrate expertise.
With careful planning, research, and collaboration, healthcare marketers can create content that builds trust and drives engagement.
Here are some tips for creating content that connects with your audience in 2023.
Start by conducting keyword research. While healthcare marketers may know what topics to cover, keyword research helps identify search terms your audience uses.
Marketers can also look to competitors and recent news to identify topics that interest their audience. And don’t forget to lean on your existing community. Consider frequently asked questions, concerns, and testimonials from existing patients when brainstorming content.
Providers should use pillar pages and topic clusters to build authority online. For example, instead of creating just one blog post about migraines, marketers should generate sub-pages that cover topics surrounding migraines, including:
Building topical authority will help establish authority in your space and optimize for SEO.
While creating quality content is critical, healthcare companies should invest in SEO best practices to ensure patients find their content. Keyword research, optimizing HTML tags, building backlinks, and easy site navigation can help healthcare providers increase their online visibility.
Today, the most common formats for healthcare content are blog posts, video content, and patient success stories. While investing in these content types is critical, healthcare companies should also consider new ways to reach their target audiences, including:
Subject-matter experts can help bring credibility to your content by contributing specialized knowledge and data-driven evidence. Leveraging SMEs makes your content more original and can help build trust with your audience.
Educating patients without alarming them is vital to a successful healthcare content marketing strategy. Using the right tone of voice and language will help establish patient trust.
Healthcare marketing must be HIPAA-compliant. Content marketers must adhere to strict guidelines to protect patients’ privacy and healthcare information.
Here are some tips to ensure compliance:
Finally, marketers should ensure their content is accessible to all patients. Content should be easy to find, read, and share.
Providers should also focus on website accessibility best practices, such as:
Want to lean more into content in 2023 but don’t know where to start? Here are five healthcare content marketing examples to inspire you..
ZocDoc is a platform that connects patients and providers. Using ZocDoc, patients can find and book appointments for all their health needs. The platform also stores all your healthcare information—making it easy to access your medical history.
ZocDoc’s blog, The Paper Gown, features healthcare news, patient stories, and how-to guides. The Effects of Water Inequality on Health provides an overview of water inequality in the United States and associated health risks.
Why it works:
Tia aims to “make healthcare both higher-quality and more accessible for all.” With a membership, Tia patients can access a team of doctors dedicated to whole-person care.
The Instagram post discusses what fentanyl is, why it’s dangerous, and how to keep yourself safe.
Why it works:
Oscar is a health insurance company focused on accessibility and affordability. Oscar uses its platform to “leverage the power of data and help members find quality resources.” Its blog provides information about health insurance, how-to guides, and healthcare management tips.
The article tells a story of a patient who slipped and fell while walking her dog. After fracturing her T11 vertebrae, Kim developed an autoimmune disorder—resulting in chronic pain.
Oscar’s Pop Health Care Team found Mymee, a healthcare provider that identifies dietary and environmental factors that aggravate autoimmune diseases. With Mymee, Kim was able to manage her pain better.
Why it works:
Banner Health is a non-profit healthcare system. The company operates 30 hospitals across six states. Its podcast—Dementia Untangled—provides care tips, updates on research, and clinical explanations for people with dementia and Alzheimer’s and their caregivers.
The podcast episode interviews Susan Frick, a social worker who supports patients with Alzheimer’s and dementia. Frick and the hosts discuss the impact of loneliness and how patients and caregivers can get more support.
Why it works:
Dr. Daniel Sugai is a dermatologist at North Pacific Dermatology in Bellevue, Washington. He discusses skin care, sun prevention, and information about procedures on TikTok.
When You Should See Your Dermatologist for a Mole reviews different types of moles and provides tips when reaching out to your provider.
Why it works:
With increased competition and new patient needs, content marketing can help healthcare providers acquire new patients, enhance their reputation, and increase revenue.
But creating a healthcare content marketing strategy requires organization, time, and resources. That’s where GatherContent comes in.
GatherContent is a content marketing operations platform. With tools to organize content and automate your workflows, content marketers can create quality content in less time. And collaboration tools increase communication and streamline approvals.
Start a free trial today to see how GatherContent can help you scale your healthcare content marketing strategy in 2023.