Don’t Skip Leg Day: 7 Content Marketing Must-Haves for Healthcare Marketers. Your healthcare marketing needs just as much variety as your fitness routine does. We’re looking for more efficient ways to capture patient data, make it more widely available across the health system, and use that data for better-informed patient care. Healthcare marketing is similarly data-driven. #2: Infographics If your marketing is mostly white papers and blog posts, odds are your audience could use a little visual stimulation. Infographics are a compelling way to present data for any B2B audience. When you talk about the difference your solution can make to a health system, take it a step further: How does your solution improve patient care? Ask for an interview for your latest case study. #7: Influencer Content What does influencer content even mean for healthcare marketing? Continue to build the relationship, and you can move to interviews, guest blog posts, even full co-creation on a major content asset.
Never skip leg day.
That is, when you’re working out, it’s important to change it up. Vary your routine and work different sets of muscles. It’s the difference between looking incredible, and looking like Mr. Incredible.
Your healthcare marketing needs just as much variety as your fitness routine does. Different types of content will appeal to different audiences, or the same audience in different ways. Stick with a single content marketing strategy—whether it’s white papers, webinars, or trade events—and you may see gains in one area. But you’re skipping leg day, and you’re going to end up top-heavy.
Fortunately, there’s plenty of variety to be had in healthcare content. With the content types below, you can build a well-rounded workout that will improve your content marketing’s overall fitness.
#1: Data Stories
Modern healthcare is all about data. We’re looking for more efficient ways to capture patient data, make it more widely available across the health system, and use that data for better-informed patient care.
Healthcare marketing is similarly data-driven. We don’t have to wonder how many radiology scans a certain hospital does, or how much cloud storage hospitals need—all that data is captured and available. Odds are your organization is sitting on a wealth of data. But it’s not just the data; it’s how you use it.
Strive to bring context, narrative, even emotion to your data. Don’t just list the stats and figures. Say your solution increased efficiency in the Emergency Department by 5%. What did that mean to patients in the ED? What do the physicians that work there say about it? What can the hospital do with that 5%?
Data provides the logical proof for your solution, but tying it to emotion makes it far more likely to inspire change.
#2: Infographics
If your marketing is mostly white papers and blog posts, odds are your audience could use a little visual stimulation. Infographics are a compelling way to present data for any B2B audience. Healthcare audiences are no different; we’re all people, and we all enjoy a good infographic.
Good graphic design can help your data shine. This 2017 trends infographic is a good example of a clean and simple presentation of a metric ton of information.
Keep these tips in mind for creating your own infographics:
- Keep the design simple – one or two colors is enough
- Organize your data left-to-right, top-to-bottom
- Optimize your image for mobile – avoid blocks of tiny text & huge file sizes
- Include a logical CTA – they’ve seen your data, now what should they do?
#3: The Patient Perspective
In B2B healthcare marketing, it’s easy to get overly focused on the hospital or physician’s perspective. On one level, that makes sense. You’re selling to radiology department leaders, or…
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