1. Empower patients with trustworthy information and resources
43% of U.S. consumers say they turn to their doctors for information about new treatment options. With a comprehensive healthcare marketing strategy, you can make this essential health information easier for patients to find and empower them to take charge of their health outcomes.
2. Enhance your organization’s credibility and reputation
Many Americans feel as if the healthcare system has left them behind or isn’t meeting their needs. In fact, less than half of Americans are satisfied with the quality of U.S. healthcare.
A high-quality website with trustworthy content can enhance your healthcare organization’s credibility to help regain any lost trust. Despite the negative trend in public opinion, 76% of consumers still say that they trust their doctor the most for health information. Your content marketing approach can strengthen this trust and help forge stronger bonds with your community.
3. Improve patient acquisition
Many studies and surveys show that a top-notch online presence is necessary for attracting more patients to your healthcare organization. For example:
- 72% of patients read online reviews to help choose a new healthcare provider.
- 43% of patients want to be able to schedule appointments online.
- 77% of people use search engines to launch their patient journeys.
By improving your healthcare organization’s overall online experience, you can attract more new patients and provide a positive first impression of your organization.
Healthcare content marketing trends
Healthcare content marketing and web development trends don’t evolve in a vacuum; they’re highly dependent on the shifting attitudes and behaviors of patients and healthcare professionals. With that in mind, here are four healthcare trends to keep in mind when developing your content marketing strategy:
Coordinate with healthcare professionals at your organization to leverage their expertise in your content. Interview doctors, nurses, and other professionals and include direct quotes in content like blog posts and case studies. Invite healthcare providers to write blog posts for your website to discuss topics they’re passionate about or areas they’re currently researching.
Make sure any sources you cite in your content are reliable and credible. This usually includes sources like peer-reviewed journals, government agencies, or accredited health organizations. Directly link to these sources so readers can verify their legitimacy.
Keep your blogroll and news articles fresh by updating your website at least once a day with new content. This shows audiences that your institution is keeping up with the latest research, news, and reports. Readers will appreciate having access to updated, accurate medical information. Include dates on when the content was last updated so readers know how current the content is.
Your content should be clear, transparent, and balanced. Provide an unbiased perspective that sticks to the facts and avoids sensationalizing or exaggeration. This can reassure audience members who may feel confused or anxious about a medical issue and help reduce their fears.
