Smart Content Marketing for Healthcare Technology Brands

How we receive and deliver information about health is changing. Insurance companies are moving customer service online, medical offices are digitizing healthcare records, and some doctors are even seeing patients online.

Best practices for marketing your healthcare technology company are changing, too. Traditional marketing methods that worked to establish relationships with medical offices and doctors in the past, such as direct marketing and networking, are extending onto the internet in the form of social media, blogs, e-books, white papers, and other types of content marketing.

If you want to maintain your existing relationships and grow with your partners, it’s vital that you make your healthcare technology product or service part of that digital conversation.

As you consider how to take the next step into the world of digital engagement, here’s a look at how content marketing can more effectively help you establish your authority and speak to your target healthcare technology customers:

Strong content establishes your authority

It’s only natural that doctors and medical offices place great value in expertise and authority. After all, their patients put their lives in the hands of those medical practitioners every day, so what they do is very important. When you work with a doctor or medical practice, they’re placing the health of their business in your hands. It’s vital that you position your brand as authoritative and trustworthy so that those customers and prospective partners will feel that they are working with an expert, too.

How can you build authority and leadership online? Create expertly written content that speaks directly to your target customer. Content that delivers value to consumers — by answering their questions, providing them with new information, or helping them to understand a complex topic — can help drive traffic to your site and establish your credibility.

Depending on the business goal you’re trying to accomplish, different content strategies can help deliver this info. If your audience is mainly healthcare providers, white papers, bylined articles, and infographics may be a smart direction to take. On the other hand, if you’re trying to directly reach patients and customers, blog posts and interactive tools may be a better tactic.

Well-crafted content speaks your customers’ language

In order to provide value to prospective healthcare technology clients and generate interest in your brand, it’s important that the content you develop speaks to the unique needs and interests of your audience. This applies to both the voice and tone of your brand and the topics you address with that voice. When your content is adapted to suit the channel you’re using and audience you’re targeting, it will resonate with your audience and invite a connection.

For example, blog posts directed at healthcare administrators or health IT professionals should read differently from social media content that’s intended for parents and caregivers. At times you may need to create completely new content for each channel. In other cases you may be able to repurpose existing assets. Similarly, you’ll want to adjust the length, style, and tone of each piece of content to suit the particular content type. For example, you’ll want to create more formal press releases and more informal Twitter and Facebook posts.

Smart healthcare technology content requires expertise

As you consider which content formats will meet the needs of your healthcare technology customers, don’t forget that the restrictions within your industry still apply. Health-related content faces formal regulatory standards, as well as high consumer expectations (think of the recent lawsuits around the accuracy of wearable devices like the Fitbit).

If your business is focused on providing IT solutions for small medical practices, this might not matter at all to your content strategy. But if you’re marketing to patients or practitioners, even if you aren’t providing medical information or medical devices, you need the language in your copy to be both accurate and in compliance with any pertinent regulatory bodies.

This is where outsourcing makes sense for many healthcare technology brands. A professional, high-quality content vendor like Prose Media can help you to create a range of stellar content, carefully fine-tuning the language you use to ensure that your content does not contain any inaccuracies, discrepancies, or ambiguities. Although it’s your products and services — and your goals for your business — that provide the basis for your content marketing, it makes sense to delegate research, writing, and editing your content to skilled writers with industry expertise who can devote their talents to these tasks. Sign up today for free, no-obligation access to our platform. We would love to see what you have in mind.