To boost traffic and engagement for your website, borrow a few ideas from these top hospital blogs.
Successful hospital blogs follow the same basic principles of all effective content marketing: Give your audience—and search algorithms—what they want.
By delivering relevant, engaging content on a regular schedule, and making it discoverable by search engines, your healthcare brand will become a trusted guide on the healthcare journey.
Your hospital blog is a great place to build a strong brand and unique voice for your organization. For inspiration, take a look at some of our favorite hopital blogs that are setting the pace for healthcare content marketing.
Health Essentials from Cleveland Clinic
As one of the world’s top healthcare providers, it’s no surprise that Cleveland Clinic is also a leader in delivering healthcare content—and it’s Health Essentials blog has more than 10 million monthly visitors.
This approach has turned into a formidable social media presence for the Clinic, which is used to promote the blog content. As of 2021, the hospital has more than 2 million followers on Facebook, nearly 2 million on Twitter, 500,000 on LinkedIn and 137,000 on Instagram.
Why we like it: Health Essentials sets the standard for consumer-centric content, featuring articles on topics like Dating Apps: 7 Ways to Keep Your Sanity and Why You Shouldn’t Mix Energy Drinks and Alcohol.
HealthFeed from University of Utah Health Care
Launched in 2013, HealthFeed has embraced content to promote University of Utah Health Care as an authority on medical matters. In addition to offering a wide scope of health information (sorted by topic), HealthFeed uses every article to connect readers with a healthcare expert.
HealthFeed also promotes The Scope, a University of Utah Health Sciences podcast series that addresses common health challenges. This this type of integrated content brings readers and listeners closer to health experts, while also helping readers build a relationship with the U of U Health Care brand.
Why we like it: HealthFeed connects the university’s medical experts with consumers in a relevant and meaningful way.
When it comes to positioning your healthcare brand as a compassionate, high-quality system, nothing speaks louder than the words of your patients. The Sharing Mayo Clinic blog puts content marketing in the hands of consumers, providing a platform for patients, family, friends, and Mayo Clinic staff to share their stories about how the Mayo Clinic impacted their lives.
Although Sharing Mayo Clinic is not the healthcare provider’s only online content platform, the unique, personal approach to content is extremely effective. In fact, user-generated content is 35 percent more memorable and 50 percent more trusted than other forms of media.
Why we like it: From personal narratives about oncology treatment to powerful patient stories to reports about how Mayo Clinic medical staff volunteer their time, the Sharing Mayo Clinic blog personalizes the large institution and creates a space for readers to feel connected with a larger system.
SHINE Online from Methodist Health System
This blog is the perfect example of how a healthcare organization can evolve its content strategy to align with the modern healthcare journey. In 2019, marketing leaders at Methodist found themselves with an abundance of great content produced for the existing blog and community publication—but no centralized location for consumers to engage with their stories, blog posts and videos.
Methodist also desired to create a multifaceted content experience for their audience and relevant conversion opportunities for service lines.
Why we like it: Through the integrated content hub featuring infographics, videos and patient stories, SHINE offers a seamless experience between print and digital platforms. This innovative approach earned SHINE recognition as the 2020 Healthcare Blog of the Year. Most importantly, the content hub is generating unprecedented levels of consumer engagement—driving over 1,000% more traffic than the system’s former blog.
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