What’s All the Fuss About Content Marketing—And Why Should Healthcare Marketers Care?

I recently sat down with the healthcare marketing team at the Boston Globe for a feature in their industry newsletter. We chatted about the current state of healthcare marketing and how content developers can help shake up the industry. I’ve spent over 30 years helping brands push their content to audiences in a way that is strategic and, most recently in my role at Spectrum Science, advise companies in the health and science industry on how to leverage content marketing as part of a comprehensive, integrated communications strategy.

Content marketing now represents nearly two-thirds of all media spending online. However, in part because healthcare is so highly regulated, marketers in this space have been slower to adopt the tactic. But it is high time for the healthcare industry to jump on the content marketing ship. Here are four keys content marketers in the healthcare industry should remember to ensure their campaigns are smooth sailing:

1. Clearly define the behaviors you want to influence.

What is the goal of your campaign and how can you reach the right audience? Whether it’s trying to get patients to talk to their doctors about a specific condition, or doctors to better understand the science behind a new treatment, you want your target audiences to feel like they’re seeing your messages wherever they turn for information they can trust.

2. Content is still king, and paid content increases its power.

Within a larger intermedia strategy, paid content can help play an important role in communicating detailed patient stories and elevating and explaining complex science and messages—messages that have a direct impact on health outcomes. Nowadays, it’s easy for clients to work directly with media partners to understand what will resonate with their audiences and which stories will appeal to them.

3. Have a clear message and partner with a messenger you can trust.

Today more than ever, people have access to health information and messages that empower them to ask questions of their healthcare providers and make informed decisions about their own care. While this creates greater opportunity for healthcare brands to get their message directly in the hands of those who need it, it also means that anyone can be a publisher. With this in mind, brands must not only have a clear message but ensure that message can be trusted by associating and working with media partners that have trusted relationships with their readership.

4. Embrace change and take advantage of innovation.

The media and marketing industries are always evolving, creating ever-improving ways to educate and communicate with important audiences—from “point-of-care” media to virtual reality training—and those media partners have become more sophisticated to ensure that healthcare marketers are complying with all regulations. Find innovative media and agency partners who are experts in these emerging new strategies and tactics. They will help you navigate the challenges and opportunities in the constantly changing landscape—and ultimately help drive more positive health outcomes.

What are some of the best pieces of content you’ve seen from the healthcare industry? I’d love to hear from you!

Read the full Q&A with the Globe here.


This article was originally published on LinkedIn by Jack Laschever, EVP Content Marketing. Jack develops effective content marketing plans to reach audiences as part of comprehensive media strategies.

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