Content Marketing for Doctors

What is Content Marketing? 

Content Marketing is the use of text, images, video etc to build value to your target readers life.


So Content Marketing is the process of  Attracting, Retaining, and Re-engaging  with patients by consistently creating and curating content in order to change or enhance a patient's understanding and behaviour. 


Good content builds relationships, relationships build trust, and trust drives practice growth.


Why Consider Content Marketing?

Content Marketing for Doctors is effective because it:

  • Improves how new patients find your practice online,
  • Helps position you as an expert in your field,
  • Builds understanding, rapport and trust for your practice,
  • Personalise you and your service
  • Helps you stay connected with both future and existing patients,
  • Boosts your search engine rankings, the more content the greater your Google Authority,
  • Can be shared with other people, and
  • Adds strategic value to your practice. 
  • Content Marketing Outcomes
  • Lead Generation - attracting new patients
  • Lead Magnet - capturing new prospective patients
  • Conversion Tool - converting interested patients to new patients


According to Google quality website content is still one of the key factors in determining high Google search rank.


Refer to the 3 Ways that Content Marketing Can Help Your Practice.

Help Patients With Content (Not Selling)

Most doctors' marketing is aimed at attracting patients interested in what you do but, who do not know you - yet. Use content as a strategy so your practice can aim to achieve the following outcomes:

  • Gain Trust - by Helping not selling
  • Drive More Inquiry - by answering prospective patients questions
  • Use Patient Focus - by targeting your message and displaying your practice expertise
  • Improved Engagement - by offering content your patients want you are helping not selling.
  • Greater Exposure - by patient shares and comments
  • Strengthened Loyalty - by improving existing patient's experience for happier patients


Everything you write, upload, post, share and comment on is considered content. It can be text, images, videos, slideshows or really anything that can be consumed, enjoyed and used by patients or referrers.


Use Questions in Content Marketing

Whether your practice is looking to maintain a strong position online or for more new patients, most medical practices can benefit from improving online engagement. Engaging patients online by creating and distributing relevant and valuable content is a powerful marketing strategy. The right content will attract, acquire and engage your prospective patients.


What questions work for Content Marketing?

Write blog posts on topics patient as asking and need answers to.


It’s not just website pages that can help you attract traffic to your site -- your blog can be one of the most powerful tools you have to get new visitors.


Just as you should be optimising your website pages around the keywords that your buyer personas are searching for, you should be doing the same thing with your blog posts.  What are your target patients most frequently asked questions? and  What are the problems they’re facing and are searching for help without on the Internet?


Write blog posts that are relevant to your personas and answer their questions so that when your persona searches these terms, your site appears in front of them. This will not only help to keep your website and business top-of-mind next time that searcher is looking for help, but it also aids in building trust with your potential buyers.


Medical Content Makes The Web Worthwhile

While answering questions is the bread and butter of good online content, it is surprising how often so many good questions go unanswered. 

Good content makes the web worthwhile, it educates, entertains and engages. More advanced content can offer more, in many ways.


We Can Tell Your Story

Effective stories can position your practice and can engage and educate patients. Uncovering and telling your practice stories is not simple, but if done well can involve your audience and create a deep engagement. The most important element is audience interest. Your stories can take many forms. They can include:

  • cartoons or infographics
  • statistics or standard prose
  • before and after case studies,
  • parables or cautionary tales,


Content Marketing for Doctors - the Facts

  • 61% of patients say they feel better about a practice that delivers content,
  • 7 in 10 patients prefer to learn about your practice through articles,
  • 90% of patients find custom content useful,
  • 78% of patients believe that practices providing specialised content want to build good relationships,
  • 68% of patients spend time reading content from a brand they are interested in
  • Social media and blogs account for 23% of all time spent online, and
  • Interesting content is one of the top 3 reasons patients follow people and brands on social media.



Refer to How to Write Perfect Content for Doctor's Profile.

BOOK A FREE CONTENT STRATEGY SESSION

Make It Easier for Patients to Find and Understand

The Bad News

Traditional marketing is broken. Blasting your message out to the masses -- via mail drops, print advertising, radio, yellow pages etc. -- is becoming less effective and more costly. It is also rude.


The Good News: Content Marketing is not like traditional marketing, it does not push but is designed to help your prospect.

Start a Conversation

It turns marketing around. It attracts patients towards your practice and is designed to help them on their decision journey. 


Research Questions, Refine Your Message, Frame Your Answers to match your ideal patients needs and then Answer Your Patients' Questions.

Your Weight Loss Journey

Your clear, engaging content can reside on your website but should also be distributed everywhere it is likely to be consumed by your target audience.


This would typically include Facebook, Instagram, LinkedIn, YouTube, Twitter, Google Pinterest etc

Still Unsure?

Are you talking to patients who are looking for your service but have not heard of you before?


This is where communicating your practice’s services and your professional credentials is needed. A challenge that needs to be handled ethically but effectively.

Benefits of Medical Content Writing

  • 90% of the information that comes to the brain is visual - and images drive engagement
  • 40% of website visitors believe visual design is a key driver for credibility
  • Most smartphone users watch short videos once a day
  • Reviews help increase conversion by 100%
  • Every dollar spent on CM generates 300% more inquiry than any other form of marketing - Demand metric 2013
  • 70% of people prefer to learn about a doctor by articles
  • Content is valuable, reliable, scalable and recurring
  • 27,000,000 content pieces shared everyday - Nielsen
  • 72% of marketing experts believe Content Marketing is more effective than push advertising, (magazine ads, radio, direct mail)
  • 400 million people read blogs every month
  • Content Marketing is the single most effective SEO tactic, blogs improve page indexing by >400% and enables 100% more page links
  • Practices that blog enjoy far more inquiries
  • People spend 50% of their time online reading content
  • Video attracts more attention than any other form of content

Medical Content Creation

Outsourcing content marketing can work: One of the reasons that practices do not invest in content marketing is because they believe it will take away from their existing marketing efforts. Their employees need to spend time creating blog posts and promoting them.


Understandably, it’s tough to make this kind of commitment when most employees are already overworked. On top of that, most employees lack the experience to create effective posts that will get results. They stop too early and conclude that it’s not effective.


Effective Content Marketing requires a plan and objectives, a clear target audience, resources to execute a content strategy and the expertise to develop the content.

  • Don't Get Left Behind
  • Know First Be First, Benefit First
  • Focus more time on what you would rather be doing
  • Attract more of the right patients
  • Become a medical thought leader
  • Build a clear and dominant online profile
  • Our content mission is to help medical professionals be found more easily online

Content Marketing Guides for Doctors

Please download these free guides to help you build and grow your practice.

These summaries will help you get started on some progressive design and marketing activities for your medical practice.

Video Marketing Guide for Doctors
Content Marketing Guide for Doctors

Thought Leadership

Being seen as a thought leader is the ultimate Content Marketing outcome. It drives traffic, conversion and margin. While it is rarely a specific objective for many Doctors, it should be.


Positioning your services, and helping patients with authentic content that also speaks about beliefs, processes, and experiences can be powerful accomplishments. Authenticity and quality always make a difference:

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