Looking to refine your healthcare marketing strategy? You’re in the right place. This guide’s for you.
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Read fresh content marketing ideas for healthcare marketers, by healthcare marketers.
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We’ve been doing content marketing in healthcare since 2005 (back when Google was a baby). Our insights on content strategy come from bona fide expertise and proven results.
We focus on strategy to get you the results you need.
We know what happens when strategy falls by the wayside: underperformance and overwhelm. But we aren’t pointing fingers — you’re doing your best with the resources you have. And even if, somehow, you’re ripe with resources, you may not know where to start when it comes to refining your strategy.
We see the pressure you’re under to produce high-quality content fast. But the solution isn’t always hiring help for production. Often, it’s getting an outside perspective to build systems that better serve you. We’re here to help you build those systems — or strategies — as an extension of your team.
We don’t base recommendations on gut feelings. We can point to the metrics.
This field changes constantly. We keep our ears and minds open to learning new things.
Secrets don’t make friends. We’re an open book — we like explaining the “why” and “how.”
We love this work, but passion isn’t all that fuels us. We’re here to drive results.
Learn how we develop winning content marketing strategies for healthcare brands.
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Content marketing is a means of reaching the right audiences with the right information at the right time, to drive business results. In healthcare, this can look like:
Anyone could create one-off pieces of content. But creating content for different channels and audiences that consistently performs and achieves business goals? You need a proactive plan to account for each channel, persona, and business objective. We call that plan your healthcare content marketing strategy.
Why does your content strategy matter? It’s your roadmap to healthcare marketing success. Without it, you risk cranking out random content that may or may not perform, and you face the real danger of burnout from recreating the content wheel each day.
A solid content strategy means smooth(er) sailing for you and your team. Learn how to build one with us.
Sounds obvious, right? Not always. It’s easy to view your website, email, and other channels as separate entities. (They’re individual platforms with their own best practices, after all.) And sometimes, you don’t even realize you’re viewing them through a myopic lens.
But each channel must work together to create a cohesive digital presence. Take a unified approach to marketing so your brand identity and messaging stay consistent across channels. This work includes developing, documenting, and training your team on your:
Need help seeing the big picture? Reach out to Aha Media Group for support building your omnichannel content strategy for healthcare.
With your foundational marketing assets in place — like your brand voice guidelines and personas — you can shift your focus to optimizing performance on individual channels. The best place to start? Your website.
Does your website follow best practices? Is it set up to perform? Are there opportunities for improvement you can capitalize on? Here’s what we look for during a website audit to answer these questions for clients:
Want an outside perspective on your site? Connect with us for help with your healthcare website strategy.
Your social media is another example of a healthcare content marketing channel worth auditing. Take a critical look at all your accounts, on all the platforms you use. (Yes, even those accounts that have sat dormant since 2019. And especially the satellite accounts managed by teams in separate departments.)
If you’re working on your social strategy, audit your accounts first to see how things are going. Evaluate:
Need help running a social media audit and optimizing your social strategy? Reach out for healthcare social media strategy support.
Strong video content marketing in healthcare has several use cases. Great videos engage your audience, improve your website’s user experience, and boost your SEO. Video content is a crucial part of a competitive hospital content strategy.
But one-off, high production value videos or random clips for social media don’t constitute a video marketing strategy. Get clear on:
Want a jump-start? Reach out to Aha Media Group for video marketing strategy services.
Healthcare brands market to a variety of audiences: patients, caregivers, healthcare professionals, stakeholders, donors, and more. Each audience has unique needs, so we need to adjust our message accordingly.
A strategy for audience engagement includes healthcare personas, journey maps, and other key information that helps writers create compelling content. Dive deep into audience research to understand their:
Want to see what an audience-centric strategy looks like for 2 of your key audiences? Get support building your patient marketing strategy or physician engagement strategy.
In workflows we trust. Read it again, absorb it, live it. The key to efficient, high-quality content creation is structure. With everyone following a consistent, predictable process, your content efforts start to run on autopilot.
Build out content workflows and governance assets that fuel your strategy. These include:
Not sure where to start? We can help. Let’s iron out your content management workflow together.
Whether you’re short on resources, bogged down with the day-to-day, or simply in need of an outside perspective, it can help to work with content marketing consultants. An outside team lends a new viewpoint that can help you think differently about challenges and potential solutions.
Thinking about working with consultants to help you iron out your healthcare content strategies and workflows? Choose a team with extensive content marketing experience, a focus on your industry, and a history of demonstrated results.
Aha Media Group has been healthcare content-focused since 2005. We’ve helped over 200 clients create effective content and maximize their marketing resources for greater ROI. Our case studies, testimonials, awards, and references speak for us. Learn more about our work as healthcare content marketing consultants.
Reference these insights whenever you need them and share them with your team.
