Improving Lead Generation With Healthcare Content Marketing

by | May 6, 2019 | Content Marketing, Health Care | 0 comments

Improving Lead Generation With Healthcare Content Marketing

by | May 6, 2019 | Content Marketing, Health Care | 0 comments

Like most industries, the healthcare marketplace is competitive, requiring providers to be proactive about obtaining leads and converting them to clients. Between traditional advertising and ever-evolving online marketing methods, you may feel overwhelmed trying to decide how to best reach your potential clients. As more people go online for answers, it’s essential to ensure your lead generation strategy is optimized for the internet. A robust healthcare content marketing campaign can ensure you reach your target audience consistently and turn those contacts into profitable leads.

Healthcare Marketing Strategies That Can Generate High-Quality Leads

While content marketing is standard practice in most industries, many healthcare providers struggle to understand how to implement it in a way that is both effective and caring. According to, digital healthcare marketing isn’t up to par compared to most other industries. With a well-organized plan, however, healthcare content marketing can be extremely beneficial for both providers and their patients.

When it comes to digital marketing efforts, the healthcare industry isn’t up to par with other industries.

In any healthcare marketing plan, it’s essential to start by understanding the overarching goal. You likely want to improve your lead generation and also provide your audience members with tools to manage their health. There are several content marketing strategies that can support both goals.

Improving Local SEO

Generating leads often involves giving your potential clients reasons to choose you over competitors. As a healthcare provider, you must ensure patients know which services you offer and understand how you can help them. Before that, though, they need to know where you are. In the majority of cases, potential clients aren’t going to find your practice through a phone book; they are going to open an internet search engine.

Most people use a search engine to find local businesses, including healthcare providers. To ensure your practice shows up near the top of the results list, you need to focus on your local search engine optimization techniques. The simplest of these is listing your address and contact information clearly on your website and in online directories, such as Google Maps. Garnering online reviews from current patients can also help boost your search engine ranking.

Interacting on Social Media

While you may be hesitant to discuss serious healthcare topics on social media, the fact is that most of your potential clients are spending time there, so it’s a great way to reach them. Establishing profiles on the main social media platforms can improve lead generation and make your practice seem legitimate and modern, especially to younger clients. Healthcare content marketing can also take place on Facebook, Twitter, and other platforms. You could engage your audience with infographics, discuss self-care topics, or report current medical news. Here are some healthcare-focused post ideas:

  • Infographics about foods that support the immune system
  • Monthly breast exam reminders
  • Statistics related to sunscreen use and skin cancer
  • Tips for staying healthy through flu season

You may want to create healthcare marketing content specifically for social media platforms. You can also use your profile to create links to your website. Make sure your contact information, including operating hours, is complete and correct on all your social media profiles.

Answering Patients’ Questions

The Pew Research Center states that 35% of people have used the internet to look up medical symptoms or try to find a diagnosis. Additionally, over 70% of people have used the internet to look up health information. This means that providing answers to common health questions on your website could be an excellent source of lead generation. There are several healthcare content marketing methods you could use. One option is to have a section of your website where you discuss common health concerns. You could post about a new topic every week or month.

You can also branch out to other types of content beyond text-based posts. You may want to make short YouTube videos discussing health issues or symptoms. A video format may make it easier to describe certain topics. A podcast is another option. You could discuss topics focused on your local community, such as health fair events or flu outbreaks in neighborhood schools. If you want to reach a slightly different audience, consider hosting experts to discuss healthcare topics or current medical news.

Establishing a Blog

There is a reason so many content marketing strategies include blogging: It’s effective. Creating a blog on your website can have countless benefits, from increased lead generation to improved search engine rankings. Posting well-written, useful content can help you establish your healthcare practice as a reliable, caring resource people can trust. Regular blogging also gives you the chance to address healthcare issues that are important to you and your staff.

One of the main keys to a successful blog is consistency. Before you post your first article, decide how often you want to create new posts. In most cases, you should aim for at least once a week. Regularly posting new content can help generate leads and encourage your target audience to make return visits to your website. You can also use blog posts in an email campaign and link to them on your social media accounts.

Another benefit of blogging on a regular basis is having the ability to quickly build up a library of articles. This gives visitors to your site ample content to read, encouraging them to stay longer. Archived posts can also generate leads; in fact, optimizing “older” posts can drive traffic and garner high click-through rates. Consistently updating your blog can also lead to a good search engine ranking.

Perfecting Your Website

Along with your blog, there are other parts of your website that can benefit from healthcare marketing strategies. You may want to include an online contact form or allow patients to request appointment times through the website. Letting patients sign up for texts reminding them of appointments can also be a good strategy. Focus on creating a site that loads quickly, looks professional, and provides visitors with a positive experience.

The blog section of your website isn’t the only place where you need engaging, error-free copy. Your site’s landing page often creates the first impression visitors have of your practice. An eye-catching and interesting landing page can also encourage visitors to access other parts of your site and fill out a contact form. Strong headlines and concise writing are keys to an effective landing page. It’s also a good idea to incorporate some images or other visual elements.

Getting Started With Your Healthcare Marketing Plan

A well-defined healthcare content marketing strategy can help ensure your practice remains relevant and successful in the internet age. Reaching out to potential patients and providing helpful content can result in consistent lead generation. You may find the most efficient way to update your landing pages and maintain your blog is to outsource the writing. Our content shop makes it simple to get customized, professional articles for your site.

Amanda Holland

Amanda Holland is equally passionate about math and grammar, and she has incorporated both into her professional life. She spent several years as a signals analyst, creating and editing reports for the intelligence community. After her two kids were born, she transitioned to a career as a freelance writer. When she isn't crafting content, she's usually reading, baking, or playing video games.
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