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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.

4 content trends shaping the healthcare industry in 2023

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.

1. An emphasis on personalization

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.

2. The need for social proof

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.

3. The rise of new formats

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.

4. The importance of trust

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.

How to create healthcare content that resonates

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.

Identify meaningful topics for your audience

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.

Establish authority

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:

• Types of migraine headaches
• Causes of migraines
• Triggers of migraines
• Symptoms
• Treatments
• Managing your mental health with chronic migraines

Building topical authority will help establish authority in your space and optimize for SEO.

Invest in search engine optimization (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.

Test new formats

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:

• Podcasts
• Webinars
• Paid and organic social media
• Email marketing
• SMS marketing

Lean on subject-matter experts (SMEs)

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.

Consider your tone of voice and language

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.

• Be empathetic: Marketers should aim for a tone that is supportive and non-judgemental. Consider why users are looking for your content. How does this topic affect patients? Content should address not only their questions but also their emotional needs.
  
  
• Be personable: Healthcare should be viewed as a partnership rather than a doctor telling a patient what to do. For this reason, providers should aim for a professional yet conversational tone in their content. Consider using the first person (I and we) and the second person (you).
  
  
• Be clear: The medical industry is filled with technical terminology, acronyms, and abbreviations. Content marketers should prioritize readability and avoid jargon. Spell out any acronyms and abbreviations to avoid confusion.
  
  
• Be inclusive: Healthcare can be intimidating. To make all patients feel welcome, providers should focus on inclusive language. For example, use terms like “partner” instead of “husband and wife”.

Ensure compliance

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:

• Only share general information about your practice and the treatments offered.
• Ensure you receive written consent from patients before using their information for marketing purposes (e.g., testimonials, photos, videos).
• Receive written consent from patients before sending marketing emails.
• Ensure any photos or videos use a neutral background. Be careful not to show patients or patient information accidentally.
• Don’t mention any patient by name or use patient examples on social media—even if you change the names.
• Don’t collect any patient information on social media.

Prioritize accessibility

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:

• Add alt text to any images.
• Avoid images of text.
• Caption all videos and describe videos in an audio description.
• Focus on the structure of your blog posts. Use headings and subheadings to help non-visual users navigate your website.
• Choose fonts and color contrasts that make content easy to read.
• Use descriptive anchor text for any links.

5 healthcare content marketing examples to inspire you

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..

1. The Effects of Water Inequality on Health by ZocDoc

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:

• ZocDoc focuses on a newsworthy topic relevant to its audience.
• While the subject can seem alarming, ZocDoc takes an informational approach. The author also provides concrete suggestions to mitigate each risk.
• The article’s tone is empathetic. The content focuses on the whole person, including the impact of water inequality on mental health.

2. What Providers Want You to Know About Fentanyl by Tia

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:

• Tia leverages social media to connect with its target audience (i.e., millennials and Gen-Z patients).
• The content is easy to read. Customers can quickly swipe through each slide.
• The content is non-judgmental. It shares ways to keep yourself and others safe.
• The content shares expertise from a provider to build authority.

3. Customer Spotlight: An Experimental Approach to Pain Management by Oscar

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:

• The article leans into storytelling, highlighting Oscar’s proactive approach to healthcare.
• The post is transparent. Although Kim’s pain is still present, she states that it is manageable with the help of her care team.

4. The Loneliness of Alzheimer’s with Susan Frick by Banner Health

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:

• The podcast centers on patients and their caregivers. The hosts start the episode by recounting other stories of loneliness shared on the podcast.
• The podcast’s tone is empathetic and supportive.
• The episode builds credibility by using an expert to provide actionable tips.

5. When You Should See Your Dermatologist for a Mole by Dr. Daniel Sugai

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:

• Dr. Sugai starts the video by explaining his credentials.
• Dr. Sugai uses images to help users identify problematic moles.
• The language in the video is easy to understand. Dr. Sugai also uses text throughout the video.

Boost your healthcare content marketing strategy with GatherContent

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.