Content Marketing Tips and Trends for Healthcare Professionals, June 2020

by | Jun 24, 2020 | Healthcare Industry Insights

Join us for a monthly series on social media trends, ideas to address hot topics and other content marketing tips for healthcare professionals. Each month, you’ll find insights designed to guide hospitals and health systems in maximizing content investments and optimizing marketing outcomes.

True North Cus­tom has always been pas­sion­ate about shar­ing our key learn­ings with mar­ket­ing lead­ers who are work­ing to dri­ve con­sumer engage­ment and patient acqui­si­tion pri­or­i­ties. There’s a shift hap­pen­ing in health­care con­tent mar­ket­ing, mak­ing it a more effec­tive and crit­i­cal strat­e­gy than ever. To help hos­pi­tals and health sys­tem mar­keters max­i­mize their efforts, we’ve decid­ed to start a month­ly con­tent series focused on con­tent mar­ket­ing tips for health­care professionals.

In this first install­ment, you’ll learn about an evo­lu­tion in how con­tent is pro­mot­ed on social media, Alexa as a mar­ket­ing research tool and this month’s hot but­ton top­ic for blog and social engagement.

Social Engagement

Many health­care lead gen­er­a­tion cam­paigns exe­cut­ed on social media are pure­ly lead gen­er­a­tion strate­gies intend­ed to cap­ture atten­tion and dri­ve to a con­ver­sion land­ing page. COVID-19 putting a strain on health­care bud­gets makes it more and more chal­leng­ing to jus­ti­fy a hard-sell approach to health­care lead gen­er­a­tion. As a result, mar­keters are con­sol­i­dat­ing their con­tent mar­ket­ing efforts with their growth mar­ket­ing efforts. What does this mean? Well, instead of using con­tent to engage and enter­tain, it’s now also being used to con­vert. Top­ics are get­ting more spe­cif­ic and more action­able, and are designed to encour­age behav­ior change and clin­i­cal inter­ven­tions, while still being engag­ing and enter­tain­ing. Easy nee­dle to thread, right?

Here’s a few ideas to get your creative juices flowing:

  • Bites and rashes—what to watch out for and when to seek telemed­i­cine advice, urgent care or head to the emer­gency center.
  • Sur­gi­cal solu­tions for GERD? It’s not just heart­burn and there real­ly is relief!
  • Weight loss surgery options at 200, 400 and 600 pounds.
  • Hur­ri­cane preparedness—get com­fort­able with telemed­i­cine, first aid basics and healthy non-per­ish­able food choices.

Fur­ther­more, more and more mar­keters are adopt­ing Insta­gram as an adver­tis­ing chan­nel to tap into the grow­ing audi­ence and high vol­ume of brand inter­ac­tions per user. Proven effec­tive strate­gies include using paid and organ­ic strate­gies, a link in bio app that pro­vides a good user expe­ri­ence and rely­ing pri­mar­i­ly on sto­ries for con­tent pro­mo­tion. In paid Insta­gram strate­gies, the tar­get­ing and report­ing avail­able is just as robust as paid Face­book. You can even link the two plat­forms to be even more efficient.

Alexa

Ama­zon real­ly does every­thing now, espe­cial­ly for adver­tis­ers! Alexa.com, an Ama­zon com­pa­ny, now pro­vides an alter­na­tive to dig­i­tal mar­ket­ing tools like SEM­rush and Spy­fu. Alexa is now pro­vid­ing mar­keters with tools to help do com­pet­i­tive research, SEO analy­sis and even audi­ence analysis.

Build­ing off the data that Ama­zon has been collecting—while plug­ging into sources such as Google Analytics—Alexa is able to help com­pile and pro­duce insights that can have imme­di­ate impacts on mar­ket­ing strat­e­gy. The key is know­ing how to con­nect this data to effec­tive con­tent plan­ning and cam­paign strate­gies (or hav­ing part­ners like True North who can lead you in the right direction).

For most brands, the biggest win is sim­ply in Alexa’s abil­i­ty to help bet­ter under­stand your cus­tomers. Sim­i­lar­ly to how Google, Face­book, LinkedIn and Twit­ter oper­ate, Ama­zon has been col­lect­ing data on their con­sumers for years, build­ing a data­base that will pro­vide them with unique insights into indi­vid­ual users, and even large audi­ence segments.

Top Trending Topic

We promise that this isn’t going to be a COVID-19 series. But, this month, steroids and coro­n­avirus have been show­ing up in a big way in search trends across the coun­try. Do steroids help treat COVID-19 symp­toms? Do they actu­al­ly have adverse effects on the patient? Depend­ing on clin­i­cal tri­als hap­pen­ing at your orga­ni­za­tion, or the stance of clin­i­cians lead­ing the charge against COVID-19 for your teams, you have an oppor­tu­ni­ty to be a lead­ing voice in your com­mu­ni­ty. Con­sumers are turn­ing to hos­pi­tals and health sys­tems for health infor­ma­tion now more than ever. Edu­cat­ing them on crit­i­cal top­ics like this will posi­tion your brand as a trust­ed guide on their health­care journey.

Here’s how you might structure your article:

  • Title: Break­ing down steroids as a poten­tial treat­ment for COVID-19 symptoms
  • Key ques­tions to answer: Has pred­nisone been test­ed against COVID-19? Can a steroid shot help for a res­pi­ra­to­ry infec­tion? Can pred­nisone mask an infec­tion or a fever?
  • CTA: What to do if you’re expe­ri­enc­ing symp­toms of COVID-19

We hope you found this mon­th’s piece on con­tent mar­ket­ing tips for health­care pro­fes­sion­als use­ful. Look for more trends, tools and oth­er insights next month! 

Let’s Level Up Your Content Strategy

Sched­ule a con­tent strat­e­gy con­sult with our team to get 10–12 turnkey top­ics like this—and a FREE con­tent plan­ning template!

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