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Content Strategy Basics Part II: Using content to motivate patients

Summary: Healthcare organizations rely on content to guide the patient journey to the information they need, and take actions like setting appointments. But content plays an important role for business goals like domain authority and differentiation in a competitive market.

This is the second of a three-part series on the need for healthcare organizations to develop content strategy plans. In part three, we offer ten tips to help you stand out, communicate better with patients and attract new ones. 

In part one of this series, we looked at the basics of content strategy and how to achieve the right balance in healthcare. This time, we’re answering a question that’s critical to developing an effective strategy: 

Who cares about content?

Content is the main reason people come to a website and how they interact with a brand. Whether it’s a hero banner, headline, a few lines of copy, or an engaging call to action (CTA), well-crafted content holds readers, improves their experiences, and encourages repeat visits. 

In healthcare, consumers and patients are looking for answers, so they’re particularly interested in high-quality, relevant content. Deliver it and you can increase patient loyalty, retention, and drive higher revenue. Here’s some pointers to help you develop the right content strategy, and potentially improve health outcomes.

  • Guide the patient journey: A content strategy plan maps out the patient journey and aligns content at each stage. From awareness to consideration and decision making, deliver tailored content that supports patient needs throughout the healthcare continuum. 

  • Persuade and lead: Content can persuade and influence consumers and patients to take a desired action. By aligning content with their needs - addressing objections and highlighting value – healthcare organizations can create experiences that lead to better health outcomes.

  • Drive organic traffic: Search engine optimization (SEO) techniques are a vital part of content strategy. Through SEO, you can create content that’ll help your entity rank higher in search engine results. Optimizing content for relevant keywords and patient intent can further attract organic traffic to a website and increase overall visibility.

  • Enhance visibility: It’s important to maintain consistent, targeted messaging across channels, including those used for social media, marketing campaigns, and of course, on your website. Content strategy can help. By being consistent with brand values, voice and tone, you can build credibility and drive recognition. This can also highlight services and provide a competitive advantage.

In part three, we provide ten tips for creating a solid content strategy plan, taking you from goal setting and content creation to analyzing performance and ongoing tasks. These pointers can help differentiate your organization, communicate effectively with existing and potential patients, and make a difference in people’s lives. 

Need content help?

In the meantime, if you need assistance, our experts can quickly put you on the right path. We’ve helped so many businesses, like yours, create customized plans to meet their unique needs. Contact us today and let's make some content strategy magic together!