Content marketing in the medical sector is a way to guide patients to the information they need when conducting an online search.
Essentially, it involves serving up useful, quality, and authentic information on a silver platter to educate, nurture, and strengthen your relationship with potential clients.
If you've explored marketing or SEO for clinics, doctors, and medical practices, you know that content marketing is a comprehensive strategy and not just a passing trend.
Recent changes in Google's algorithm confirm this!
Search engines favor websites that share information users need, resulting in faster positioning for such sites.
Of course, we're talking about content that naturally addresses the reader's needs (the user is the focus), not content written solely for sales purposes.
Now, how does medical content marketing work?
Here are some tips you can implement in your content marketing strategy for doctors and clinics
Think less about cramming as many keywords as possible into your articles and more about providing information and useful content your patients might want.
When people search online, they're looking for information on a specific topic, not a page full of ads.
Address the services or treatments that generate the most questions and respond to common patient concerns.
If you want to rank on Google for a specific procedure, add detailed content explaining it.
For instance, if you want to attract more patients interested in hip replacement, start by adding content to your website detailing the procedure and answering common patient questions.
However, simply creating educational content on your website might not be enough. You need to stand out.
Create original content in your own voice.
Instead of using content that can be found on other doctors' websites or competitors, provide more details about how a specific service or treatment is performed at your clinic.
Highlight what sets you apart from the competition.
Adapt your content to your audience.
Writing original and unique medical content allows you to cater to your target audience or patient base, speaking their language.
→ For example, if you're a sports medicine doctor in an area where skiing and other winter sports are popular, you can write content about common skiing injuries.
Avoid technical writing. You're not communicating with other doctors or colleagues; you're speaking directly to patients who may not be familiar with the service or procedure.
Ensure your writing is easily understandable, breaking down complex ideas for clear comprehension.
Use your years of experience to gather ideas from patients.
What do they want to know? Are there specific procedures they frequently ask about?
FAQs are an excellent way to add content to your website while answering common patient questions.
If you want to establish yourself as an expert in your field, keep adding high-quality content and keep it updated.
→ The more quality information you can provide to your patients, the better.
However, always prioritize quality over quantity.
A blog is an excellent way to consistently publish content. It allows you to cover a wide range of topics beyond what you'd include on your website.
While your website's content should cover the procedures and services you offer, blog posts can address other related areas that might interest your patients, such as injury prevention, pre-exercise stretches, or diet tips, etc.
While written articles and blog posts are crucial for medical content marketing, don't limit yourself to these formats.
Use visual resources such as images, videos, and infographics to discuss complex topics.
Visuals help illustrate and complement the text, making the content more engaging.
In conclusion, when it comes to content marketing, always consider your patients.
Put yourself in their shoes: if you were a patient or looking for a new doctor, what would you like to see?
Creating content with this mindset should yield positive results.
With a specialized content marketing team for doctors, achieving these results becomes easier and more efficient.
Contact us if you'd like assistance with your medical marketing strategy!