No matter what industry you’re in, you need content marketing. It increases your visibility and gives you a wider reach in which to share your message and let people know what your company is all about. Furthermore, it increases the overall effectiveness of your marketing campaigns. In a recent survey, 63 percent of respondents affirmed that posting content on social media channels increased marketing success.
One industry that stands to benefit a great deal from content marketing—though they might not realize it yet—is the healthcare sector, which is in the same spot it was two years ago, according to Joe Pulizzi, founder of the Content Marketing Institute. While the industry’s remained relatively stagnant in terms of content marketing adoption—and Pulizzi attributes that behavior to the fact the industry’s heavily regulated and heavily scrutinized—there’s enormous room for growth.
At the most recent Content Marketing World Health Summit, the following statistics were gleaned:
- While 54 percent of marketers in general plan to increase their content marketing budgets in 2013, only 43 percent of healthcare marketers do.
- Marketers in general spend 31 percent of their marketing budgets on content marketing; in the healthcare industry that number shrinks to 23 percent.
General trends indicate that marketers are investing more and more of their budgets into content marketing, meaning marketers as a whole understand the importance of content marketing in spreading their company’s message and acquiring new customers in the process. While healthcare is an essential service—everyone needs it at some point or the other—customers still have the choice between Doctor A and Doctor B or Hospital A and Hospital B. Therefore, as a doctor’s office, hospital or insurance provider, you have to build brand awareness, differentiate your practice and make it stand out from your competitors.
One way to do that is through successful content marketing campaigns.
According to recent statistics, healthcare marketers have not yet taken the plunge toward digital marketing, particularly when compared to their colleagues in other industries. Healthcare marketers tend to use print mediums with more frequency than marketers in other industries, and they tend to use social media and blog less often.
But the healthcare industry lends itself generously to numerous blogging topics, all of which can be easily promoted through social media channels. Healthcare bloggers can tackle the latest diseases and viruses that begin to generate a media whirlwind, such as swine flu or mad cow disease in recent years, providing blog readers with the facts. Other blog topics that could be explored include the latest breakthroughs in medical technology and new drugs and treatments available on the market. Bloggers can also use their platform to dispel myths pertaining to healthcare. Should patients give their approval, bloggers could also share recovery stories.
Healthcare marketers serious about helping their practices move a few steps ahead of their competitors should consider fully submerging themselves in the world of online content marketing. A recent survey shows that blogs result in 55 percent more visitors to a company’s website, and 37 percent of marketers say blogs are a company’s most value weapon in the marketing game. Blogs on websites result in providing companies with a 434 percent increase in the amount of indexed pages and a 97 percent increase in indexed links, giving companies that much more visibility on the web.
When it comes to healthcare, people want the best. It’s one area where customers are more likely not to sacrifice. Content marketing in the form of producing blogs, case studies, infographics and other items allows practices to establish themselves as thought leaders in the healthcare industry. And thought leaders—those who are on the forefront of innovation—are more attractive than those who follow in the footsteps of others. When it comes to our health, we want the latest technological advances and treatment options. We don’t want to be bled by leeches.