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Content is king.
You’ve probably heard these three words many times.
But only a few know that it’s the title of Bill Gates’ essay published on the Microsoft website in 1996.
Here’s a little excerpt from it:
The Internet also allows information to be distributed worldwide at basically zero marginal cost to the publisher. Opportunities are remarkable, and many companies plan to create content for the Internet.
Now, it’s finally true for healthcare and life sciences.
In digital marketing, medical content is experiencing groundbreaking changes. Having gotten through the COVID-19 pandemic, we realized the pivotal role of technology in human interaction and business engagement.
The Clinician of the Future 2023 report made by Ipsos reflects these significant changes:
More patients consider themselves customers. More healthcare professionals (HCPs) naturally require the same customer-focused attitude, where face-to-face visits are only the tip of the iceberg.
It means that one of the healthcare marketers’ top priorities is to reconsider how they create and provide their medical content. Content management in Pharma has become more than just looking for the target audience and publishing suitable content; it now encompasses a holistic approach that integrates collaboration, data security, compliance, and many other elements.
If you regularly google the equivalent topics to become a medical content ninja, you’re in the right place. Regardless of your target audience — patients, doctors, pharmacists, or any other group of HCPs — this tutorial will help you:
Prepare a cup of your favorite beverage, and let’s begin!
A customer-first paradigm has widened the boundaries of medical content, its creation, and its marketing. With that in mind, we highlighted the most vital channels for medical content marketers so far:
Let’s analyze every channel and see how you can use them within your content strategy.
A website is a primary channel for any non-commercial institution or business in healthcare and life sciences. Most of the website traffic comes from search engines. That’s why when you create medical website content, you should optimize it according to the search engine optimization (SEO) practice called on-page SEO or on-site SEO.
Also, any specialist who creates medical content for websites should comply with three factors that affect the website quality:
A medical website should have enough content resources to generate traffic and constantly increase it. There are three main types of medical website content resources you can use for that:
Blogging is the best way to grow a medical website organically.
If you regularly fill a medical blog with organic healthcare content, you’ll get the most influential source for increasing your website audience.
At a proper pace, website traffic will increase, leading to more readers and conversions. More conversions result in higher profit. Here’s how to produce relevant, captivating, and high-quality healthcare content for this channel:
A medical landing page is a single-page website where your leads land after you engage them with your medical content on any other marketing channel. The goal of a medical landing page is to convert a lead into a customer.
A medical landing page content depends on its marketing objective.
Must-have content elements for a medical landing page:
As of 2024, the global smartphone user base is expected to reach 7.1 billion.
In the United States alone, more than 90% of the population owns a smartphone.
mHealth apps span various categories among the top five funded digital health sectors in 2023, with consumer demand steadily increasing. The mHealth market size is forecasted to reach $861.40 billion by 2030.
Medical content development in mobile apps can increase the target audience of any institution or business that belongs to healthcare:
Note: Viseven can develop a mobile health app of any type according to your requirements and needs.
Short Message Service or SMS is a traditional medical content channel used by HCPs to send:
SMS sending recommendations:
As a decent alternative to SMS, messengers or messaging apps are an effective medical content channel to generate high-quality leads and make customer communication more personal.
Here are a few tips to help your company connect with customers in conversation:
When creating content for your messaging ads:
When answering your customers in messaging apps, don’t forget to:
Social media is an extraordinary tool that allows medical marketers to re-establish relationships with their audiences using a variety of content formats on multiple platforms.
Three factors determine any medical social media strategy:
If you want to succeed in creating social media content for healthcare, always listen to the feedback you get in the form of comments and messages, use a positive tone of voice, and be simple and precise.
Here are a few important content touchpoints:
Email has always been a tried-and-tested channel in the medical world. However, the laws that worked a few years back have no power anymore.
Even die-hard marketing professionals should accept that the email creation process in healthcare has become more consumer-centric.
If you’re a rookie in sending such emails, here are a few basic practices to get started:
A newsletter is the backbone of the medical content you send via email. Before sending your newsletter, you must have a comprehensive content plan that should conform to three things:
When creating your medical email, take into account the following:
Video marketing is one of the most powerful methods to promote healthcare products and services. It’s a perfect alternative to television which has been a traditional patient engagement channel for years.
According to HubSpot:
Unless you want to launch advertising campaigns, video is a must-use healthcare marketing practice because it doesn’t require a budget. All you need is a smartphone with a last-generation camera and imagination.
It’s okay to focus on several platforms, considering the information above. It depends on your goals, the time you’re ready to spend, and your brand voice. Here’s how content practices on the major platforms differ from each other:
Here are a few golden rules you need to know before getting started:
Medical content can have an immense impact when created and targeted right. But here’s the question. What is medical content writing, designing, and targeting in its essence?
It’s a lot of conscious efforts and hard work because marketers must simultaneously engage with multiple channels and hundreds and even thousands of customers.
However, two advanced techniques can significantly simplify everything.
Omnichannel marketing is a set of activities that provide customers with a personalized experience by integrating all online and non-digital channels into a single environment.
It allows companies to use medical content and fulfill their objectives more effectively thanks to the ability to:
The modular approach is a marketing practice that streamlines omnichannel pharmaceutical content creation by breaking down content into the tiniest possible semantic pieces called modules.
A content creator can reuse, interchange, and customize modules across multiple channels and target audiences, which allows:
Track how well your medical content performs. How can a marketer always ensure your audience genuinely enjoys your content? First, define the metrics you will track, such as conversions or tracking. Then, choose the tools suitable for the type of content you work with. You can also use various other methods to gather information about the performance of your content, such as polls, surveys, reviews, and more.
Every month, at least one trend arrives that everyone will be talking about. So, make the most of current trends to attract more customers and engage with your audience. From personalized medicine to artificial intelligence, a myriad of topics creates tons of discussions all over the internet, and it’s worth adding them to your content marketing ideas for healthcare.
According to The State of Influencer Marketing 2024, 85% of marketers believe that influencer marketing is one of the most effective forms of marketing. Collaborate with experts in the field as much as possible. From writing blog posts in tandem to conducting interviews, collaborating with influencers and experts can significantly boost engagement and enhance your content’s credibility. By partnering with healthcare bloggers and professionals, you can also increase reach thanks to content creators’ large number of followers.
If you want to use omnichannel and modular approaches to accomplish your goals with medical content. In that case, Viseven can develop a custom end-to-end healthcare content management system based on your strategy. Send us an email or a message via a contact form to get a full consultation, and we’ll get back to you shortly.
Also, you’re welcome to test eWizard — our content experience platform where you can create modular medical content for multiple channels.
Want to learn more about medical content and pharmaceutical content management? Fill out the form below to get a consultation!
