That's because you're bound to hit a few obstacles (like trees!) and get lost along the way.
As content strategists we constantly strive to generate content that's
- captivating
- understandable
- informative
... in all its various forms. When healthcare organizations are planning their content marketing efforts, there are a few basic guidelines that can definitely keep a campaign on the ultimate path to success.
Here are 4 important elements we recommend you include in your healthcare content marketing strategy:
1) Narrow your focus.
To market content more effectively, you need to know WHO the people are you are targeting. Try to reach smaller audiences one at a time that you can categorize by segments (heart patients, mothers seeking pediatric care, internet surfers searching for a plastic surgeon, etc). This will allow you to truly impact each group of people according to the specific medical products or services they need from your business.
2) Know the "who," "what" & "why" about your audience.
Part of knowing your current audience as well as your current patients is to fully understand the context behind their situations. Know what their specific concerns, common questions and precise interests are when they visit your company website. What motivates them to seek your care? What solutions to you currently have to offer? What made them choose your healthcare organization over your competition?
3) Set clear-cut goals.
Before starting any healthcare marketing campaign, be sure you have an accurate understanding of what your company hopes to gain from your audience. Are you aiming to acquire new patients, or simply engage your existing social followers? Are you promoting a new product or offering a special discount on a specific service/treatment at your facility?
4) Make plans to contact your target market through another medium of communication.
Along with building your brand and growing your social following, you may also want to continue contacting them to keep 'em around long term! Larger, more established healthcare organizations typically do this with an email blast or an SMS (text message) campaign, but smaller businesses can simply start by calling patients and prospects directly. Not everyone will have time to revisit your site for new update about your company or to check out your seasonal promotions, so why not keep your audience informed through other means, like email or text?!
When it comes to raising awareness for your brand, informing audiences about what it is you offer and convincing prospective patients why they should choose YOU... implementing an effective plan of action and spending more time preparing up front can save you a handful (or more) of nagging headaches down the road.
For information about healthcare marketing or medical content writing services for your business, click here to visit our web site or contact Escaype Enterprises directly TODAY: (770) 676-1802.
Here's to powerful healthcare marketing for your practice!
--The Escaype Enterprises Marketing Team
