By: Amanda Sparks, Director of New Client Development
Content creation and promotion should be part of your marketing strategy, but it’s not an easy task. For the medical industry, the rise of health consumerism has made the distribution of regular content necessary to remain seen and relevant.
That being said, the 2017 healthcare insight report stated that only 13.8% of healthcare marketers believe that their content strategy is very effective and only 3.8% believe their organization is very effective at tracking the ROI of their content marketing efforts.
Considering all that goes into crafting an effective content strategy and the efforts required throughout a marketing team, those numbers just won’t suffice. The following is an outline of what we have found to be the four critical phases of a successful marketing strategy for healthcare.
Phase 1: Planning
Content planning should begin with mapping your different patient segments to determine the best content types and topics to attract, engage and retain each of them.
Your patient base will want (and expect) to engage with your hospital through content relevant to them during every step of their journey. A patient who is looking to make an immediate decision about which hospital to choose for a procedure may want informational content about your doctors and their accolades, whereas a patient new to the area and looking to schedule an annual physical may be interested in more interactive content like a quiz or infographic.
Phase 2: Promotion
Building a relationship and keeping your patient base engaged before they book their first appointment or between visits can be accomplished through a smart content promotion strategy.
During the promotion phase, your team should consider how to get your audience to engage with your content.
Investing in compelling content including videos, infographics and podcasts without ensuring they’ll be seen by their ideal audience makes it hard to justify the expense.
Phase 3: Website
Before launching a content program, your team should consider where you’re going to direct patients who engage with your content.
Tracking the impact your content marketing program can be achieved by monitoring website traffic and the actions taken when a patient visits your site.
Creating custom landing pages based on patient segments, testing different special offers and making it user-friendly will increase phone calls, form fills, patient inquiries and, ultimately, appointments.
Phase 4: Reporting
Because a smart content marketing strategy requires significant resources, it’s critical to track and report on the impact those efforts are having on the hospital.
While every piece of content won’t be tied back to last-channel attribution, tracking engagement, appointments booked and other KPIs will allow your internal team to track your content’s success, making the ROI more evident to the C-suite.
RMI’s content team works closely with clients in the health, wellness and fitness space to convert more of their target customer/patient base. We have a proprietary content marketing scorecard we use to assess our clients’ content strategies and to identify improvements that can optimize your digital marketing efforts.
Our content team recently produced an effective strategy overview to help guide your team as you craft your content strategy.
Contact us to learn more about how we approach healthcare content marketing, and fill out the form below to download your own copy of our Successful Content Marketing Strategy infographic!