Content Marketing for Doctors Content marketing is an innovative way for a doctor’s office to reach new customers, provide them with useful information, and in formats customers are already familiar with. Today, more and more doctors are relying on content marketing as a strategy that brings more value into the lives of their patients while simultaneously improving the doctor’s bottom line. Content marketing for doctors is a great way to deliver their brand’s message to a wider audience of prospective patients, as well as to communicate ideas to existing clients. Read on to learn more about content marketing for doctors and how this new advertising approach is making great strides within the medical industry.
Popular Approaches to Content Marketing Content marketing is a more scalable approach when compared to traditional marketing endeavors. Here are a few of the most popular content marketing strategies on the market today:
Blog Posts. Recurring blog articles are critical for a doctor’s website and often serve as a driver to increased website traffic. Blogs are a key component to online search ability because of their direct link to search engine optimization (SEO). A blog that is rich in keywords that customers use to search for doctors in their local service areas will ensure the doctor’s website is visible to the customers who need their services the most.
Email Marketing. Regular emails from a doctor’s office are a great reminder to potential clients that the doctor’s office is there to assist them with their medical needs. Prospects who have opted in to receive emails from the doctor’s office have expressed an interest in the doctor’s services even if they have not made an appointment yet. This can eventually lead to conversions as subscribers will become convinced of the benefits of the doctor’s services over time.
Videos and Podcasts. Videos and Podcasts are popular mediums that allow doctors to connect with their audience, many times captivating them on a sentimental, human level. Interesting explainer videos, testimonials that feature real patients and relevant discussions that explain popular techniques and procedures appeal to people’s senses.
White Papers. White papers provide a way for customers to get to know the doctor’s office and then take a deeper dive into all of the benefits of using that doctor’s services. Downloadable whitepapers are a great reference for customers to utilize as they help to convert passive followers into scheduled appointments. White papers that include facts regarding the benefits of the doctor’s services help to provide social proof in support of why that doctor is the best choice.
Infographics. Infographics are a fun and visually appealing way to demonstrate authority in the medical field. These often-underutilized tools can help to explain complex medical concepts and procedures in an easily understood format. A well-designed and well-researched infographic is a great visual aid that can make the doctor’s brand stand out.
It is important for a doctor to understand where to publish content. This will depend on the platforms where potential clients spend their time and this can vary greatly depending on the doctor’s niche and the target demographics, age, gender…. For instance, some doctor’s offices find Facebook to be a profitable means of attracting new patients whereas others find videos posted on their websites to be the best approach. No matter the forum, the doctor should invest in marketing efforts that are customer-centered for the best return on investment.
Content Marketing Strategy for Doctors The key to a good content marketing strategy is consistency. This means producing quality content on a regular basis. This is why a documented content marketing strategy is so important. With a documented approach, a doctor can keep track of what information is being promoted as well as the mode of the content’s distribution. A doctor should market content that is a combination of both quantity and quality. The content presented should be relevant to the audience and it should demonstrate the doctor’s credibility within the medical industry. By implementing a content marketing strategy in this manner, a doctor can position themselves for success by consistently delivering helpful material to customers, ultimately driving increased interest in their medical practice.
While content marketing is not a “one-size-fits-all” approach, there are reliable strategies that have been used by other medical practices that resulted in improvements to a doctor’s bottom line. Content marketing for doctors attracts more customers, engages them and then converts them to regular patients. To learn more about content marketing and how it can help a medical practice, contact an experienced marketing specialist today for more information.