How to be Successful in Healthcare Content Marketing

Traditional marketing talks at people,
Content marketing talks with them.


Healthcare, along with public sector, higher education, financial and other industries, have purposefully lagged behind the curve of inbound, or content marketing.

Here’s our two-sense on how to get ahead of the curve:

  • Understand your audience.
    If your content is written for the wrong audience, or is written for “everyone,” it won’t be read.
  • Use selective distribution.
    Be logical when posting to channels so you don’t infuriate your audience. Don’t post the same message on every channel. Casting a wide net is not always an effective tactic in content marketing.
  • Include mobile.
    Deliver the appropriate message for each device or screen size. Optimize content for mobile consumption.

The challenge for content marketing isn’t generating viable ideas for good content; it’s executing effectively. The following questions need to be answered before the initiative launches:

  • What is strategy?
  • Who will support it?
  • Who will write it?
  • What is frequency?
  • Will legal be involved?

After answering these questions, it is important to create core objectives, an editorial calendar and a detailed execution plan in order to continue to execute effectively.

Core objectives need to be decided on before creating the editorial calendar. What audience are you targeting? What do you want your audience to gain? What do you want to gain? Your core objectives will be what you base the editorial calendar and your execution plan on.

Editorial calendars help you stay organized and on track. Coming up with content can be difficult but an editorial calendar makes it easier to have content planned and ready to go. This way you don’t have to scramble around trying to come up with content.

A detailed execution plan allows you to know what to say and when to say it. If you don’t have an execution plan, your editorial calendars are put to waste.

Social media content marketing continues to be a must. Senior executives must be involved in social media activity because this is where your patients, coworkers, friends and family are and where you should be too. Social media is the way the world communicates. Within the first quarter of 2014, Facebook had 1.28 billion active users and Twitter had 645 million active users.

Here’s an example of why being active on social media is a must:

Two years ago, Cleveland Clinic had a Twitter account, small activity on their YouTube account and no Facebook presence. Scott Linabarger, Digital Marketing Director, implemented internal controls for their social media networks and made a turn around on their social media presence.

Today, there are 220+ contributors for Cleveland Clinic and they are active on the following social media channels:

  • Health Hub. They utilize Health Hub to feature experts and content for people living with chronic conditions from their Heart and Vascular Team to Diabetes and Sleep Apnea from RN’s.
  • Pinterest. Their account includes infographics, healthy eating, recipes, women’s wellness, etc.
  • Facebook. 1,235, 453 likes.
  • YouTube. 10,886 cubscribers. Hundreds of videos from testosterone supplements to making sure you have access to Cleveland Clinic.

Remember to focus on your core objectives, stay focused and on track with your editorial calendar and your content marketing execution will have a positive effect.

AcrobatAnt Healthcare Marketing & Advertising
1336 East 15th Street
Tulsa, OK 74120


Leave a Reply

Notify of

Categorized in: