Strategies for Content Marketing in Healthcare: Crafting Captivating Experiences That Engage
In the ever-evolving landscape of healthcare, the importance of targeted content has never been more significant. As the world grapples with the ongoing COVID-19 pandemic, digital health is transforming at an accelerated pace, much like the shift from Blockbuster to Netflix, as predicted by WebMD founder Jeff Arnold.
A content audit plays a crucial role in this transformation, helping determine what content is about, if it is good, and if it is working based on content principles, analytics, KPIs, and other metrics. This qualitative assessment measures content against performance-driven attributes, providing a human touch to evaluate the quality of the content.
The marketing funnel, a representation of the consumer's journey through the purchasing process, is particularly useful in guiding prospects on their journey to find healthcare coverage. This funnel is divided into three stages: TOFU (top of the funnel), MOFU (middle of the funnel), and BOFU (bottom of the funnel).
At the top of the funnel, prospects are introduced to the brand, and content should aim to engage and educate them about the services offered. Content formats such as blogs, videos, infographics, and downloadable guides can be used to explain complex information and build trust, especially around pandemic-related topics. Video marketing is highlighted as critical to humanise the brand and foster real-time patient interaction, helping address COVID-19 concerns empathetically.
In the middle of the funnel, prospects are more engaged and are considering their options. Personalisation through segmentation of audiences and tailored messaging based on demographics, health history, and behaviour improves engagement and conversion. Progressive profiling and smart notifications adjusted to user context will optimise user experience and retention, particularly for healthcare apps or services monitoring chronic conditions during the pandemic.
At the bottom of the funnel, prospects are ready to make a decision. Strong calls to action, simple appointment scheduling, personalised follow-ups via email or SMS, and referral incentives all improve bottom-of-funnel conversion in pandemic times, when healthcare decisions require reassurance and easy access.
Audience segmentation is essential to ensure that content is provided to the right audience at the right time, and in the right format. Caregivers, an often overlooked audience segment, may need to be identified through other methods such as reviewing logs for calls to member services, conducting onsite surveys, or engaging market or user research methodologies.
To generate a content inventory for smaller sites, one can manually walk through the site. For larger sites, commercial crawlers like Screaming Frog or DYNO Mapper can be used. The results of a content audit can help determine if existing content meets audience needs at every stage of the funnel, reveal gaps in content, and elevate opportunities for adding content channels.
In conclusion, the marketing funnel offers a valuable framework for creating and optimising healthcare content during the COVID-19 pandemic. Key strategies include consistently producing relevant content, personalising communication, leveraging multiple digital channels, and using data-driven approaches to engage and convert patients. By combining timely, trustworthy content with personalised digital experiences across the marketing funnel, healthcare marketers can effectively attract, engage, and convert patients during these challenging times.
References:
- Content Marketing Institute
- HubSpot
- Forbes
- Deloitte Insights
- ClearVoice VoiceGraph Health Industry Data Study
In the context of the COVID-19 pandemic, science-based content is instrumental in addressing health-and-wellness concerns empathetically at the top of the marketing funnel, where educational content such as blogs, videos, infographics, and downloadable guides can engage and build trust. Furthermore, Medicare-related content may play a vital role in the bottom of the funnel, as strong calls to action, personalised follow-ups, and referral incentives can improve conversion rates for healthcare decisions that require reassurance and easy access.
