When it comes to the most trustworthy industries, healthcare providers and hospitals rank at the top of the list. In a recent PriceWaterhouseCoopers study, 81% of internet users ranked hospitals and healthcare providers as the most trusted online source.[1] As a doctor, hospital system, or wellness vendor, you inherently have credibility and garner immediate trust from consumers.

Finding proven ways to leverage this unique advantage can help you distinguish yourself as a thought leader to attract and engage patients. Yet, less than 30% of healthcare providers actually post or publish anything online.[2]

 

Group of doctors looking at content marketing information on a tablet in a hospital.

 

Having credibility is one thing, but using it as a platform to share information with your target audience is another. Now, more than ever, consumers are actively seeking online health information to better understand and manage their own healthcare needs. Coupled with rising healthcare costs, patients are using the internet to learn more about and consider their healthcare options.

Positioning yourself as the go-to, online authority in your area of expertise can be an effective way to simultaneously tap into your patients’ need for reliable health information while advertising your unique offerings.  In fact, over 60% of social media users are more likely to trust and share health-related social media content when posted by doctors over any other group.[3] By crafting a comprehensive content marketing strategy, you can educate your target audience and seamlessly position yourself to attract new patients.

But, marketer beware! Content marketing is not a “one size fits all” approach. Instead, how you position your content online should be part of your larger marketing strategy. To truly leverage online content marketing, the key is to understand your target audience and post the right information, on the right channels, at the right times.

 

medical information accessed by a patient online through a hospital's content marketing efforts

 

Since consumers are continuously looking for reliable healthcare information, your content should serve two main goals: to educate and to motivate. You want your online content to resonate with your patients’ current interests, concerns, and questions. This increases the likelihood that when consumers conduct an online search, your content will be one of the first links or posts they come across. But, you also want your content to motivate your patients to reach out for more information or use your products and services. Bridging the gap between providing high-quality content that both educates and converts can be challenging without expert help.

 

Why?

Because to effectively maximize the results of your online articles, reports or social media posts, you must take a strategic approach.

Without first creating a comprehensive marketing strategy, your company is three times more likely to have your content marketing efforts fail.[4] The online marketing landscape is changing very quickly as the platforms for consumers to use to source information continuously evolves. Partnering with an experienced and proven marketing team can be the most efficient way to design a winning marketing strategy and begin leveraging the revenue-boosting benefits that content marketing can provide.

 

Are you ready to maximize your credibility to attract new patients? Contact the healthcare marketing specialists today at Response Mine Health to see how we can partner with you to leverage your expertise and create your competitive advantage.

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