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Get the scoop on healthcare content creation from the ones who’ve done it for decades.
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Healthcare marketing needs a mix of content. SEO writing, thought leadership content, patient education materials, and channel-specific assets vary in purpose, but each has a job to do. Aha Media helps you create content that works in sync.
We help the right person find the right information at the right time.
When a patient gets the care they need because of something they read online, that’s the power of healthcare marketing at play. Unfortunately, it doesn’t always happen that way. Not all digital health content is accurate and trustworthy. We fight misinformation with healthcare content that consumers can trust.
Learn how our approach to medical content writing maximizes our clients’ return.
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It’s a beautiful day to save lives. It’s not a stretch to say that access to accurate health information can do just that. But reliable medical information isn’t always accessible to the public. Sometimes, it’s buried under misinformation, false narratives, and, more recently, questionable content that’s generated without human oversight.
Our job as healthcare content creators is to break through all the noise and reach patients with information they can trust. That means we need to create engaging, effective healthcare content — on every channel and in every form.
If that sounds like a tall order, Aha Media Group is here to help. Read our best practices for healthcare copywriting, organized by deliverable.
Optimized website content maximizes your return on marketing. It can help you:
Target keywords you have potential to win and improve your chances with semantically related terms.
Clear headings, bulleted lists, and short paragraphs and sections make website content mobile-friendly.
Include your primary keywords in page titles, meta descriptions, alt text, and URLs.
Imagery makes posts pop. Ditch the stock photography for images of your facility, providers, and patients.
Use clear CTAs that tell readers what they can expect when clicking a button or link.
The ROI of SEO healthcare writing can be measured in many ways: organic traffic, conversions, captured keywords, search engine results page (SERP) position tracking, domain authority growth, on-page engagement time, and more.
Looking for web writers? Reach out to Aha Media Group for healthcare website content writing services.
What results are you looking to achieve through creating medical blog content? Understand how blog posts fit into your greater content strategy. You may aim to:
Think about what your audience is searching for and select keywords your brand can potentially win.
Incorporate keywords in strategic places: headings, subheadings, metadata, URLs, and body text.
Choose blog topics based on an understanding of your audience’s pain points, needs, and questions.
Relevant internal links keep readers engaged with your content. Relevant external links are good for SEO.
Direct them to take the next step: book an appointment, visit another page, or join your email list.
Keep an eye on success metrics like keyword positions, traffic, conversions, and sitewide SEO results (since your blogs should help optimize your site at large).
Need support? Reach out to Aha Media Group for healthcare blog writing services.
Service line pages are hospital website MVPs. Every service line page should have a specific, measurable objective. Maybe you’re looking to:
Medical content can be confusing. Translate complex information into language patients understand.
Incorporate the terms that patients search for in your content. They aren’t always (and don’t have to be) the technical medical terminology.
Use smart internal linking to help patients navigate around your health system’s website.
Use the inverted triangle approach. Start with the most important information at the top of the page.
As always, imagine the events and emotions that led patients and their family members to your content.
Maximize your ROI by tracking your content’s progress and optimizing it regularly. Focus on metrics including organic traffic, SERP positions, ranking keywords, engagement time, and conversions.
Need a hand? Reach out to Aha Media Group for service line content writing services.
Set a goal for every piece of content that aligns with your business objectives. For example:
B2B buying cycles can be long. Nurture buyers and stay top of mind without constantly pushing the sale.
Produce content that nurtures leads with the information they need at every stage of the journey.
According to our study, B2B buyers prefer plain language. Create content that’s actionable and easy to understand.
Physicians, executives, and engineers are short on time. Keep it brief and focus on your proof points.
Thought leadership content requires originality in thought. Bring a unique point of view to the conversation
With an extended sales cycle, how do you know your top- and middle-of-funnel content is working? Aside from typical SEO results, measure metrics that demonstrate reader engagement, like returning visitors, on-page engagement time, and email open rates.
Looking for a partner? Reach out to Aha Media Group for B2B healthcare content writing services.
As one of the few channels you truly own, email is an asset for healthcare marketers. Strong emails can:
Email is more than a distribution channel. Give subscribers information they can’t find elsewhere.
How can readers further engage with your brand? Don’t miss the chance to let them know.
Figure out how often your audience wants to hear from you. It might be every day — or it might not.
Screens are small, and mobile users’ attention is limited. Short sentences and bullet points are your friends.
Give your subject lines a little more love. An extra 2 minutes of your time can make a major difference in open rates.
Are your emails and newsletters doing their jobs? Check out the metrics to find potential areas of improvement. Open rates, click-through rates, conversion rates, unsubscribes, and bounce rates can tell you what you need to know.
We’re here to help. Reach out to Aha Media Group for email writing services.
Social media keeps your brand top of mind and builds brand loyalty, helping you reach a variety of goals:
Don’t always push readers to your website or blog. Provide value directly on the platform.
People don’t always have the bandwidth on social media for extensive content. Keep it brief.
Think of the current events that may be on readers’ minds. Use them in your content to stay relevant.
Avoid long sentences and paragraphs, use lists, and ensure words in your images are large enough to read.
Content that performs on Instagram won’t always work on LinkedIn. Know the channel you’re writing for.
It’s hard to tie social media marketing efforts to revenue, but you can still see if your posts are driving results. Pay attention to engagement-focused metrics and referral traffic from your social channels to your website.
Need help? Reach out to Aha Media Group for social media content writing services.
Patient stories and case studies bring merit to your claims and breathe life into your results. This type of content should aim to:
Ask physicians and staff members about complex cases or patient interactions that stuck with them.
Ask questions that get to the core of the experience to create a detailed story that resonates with your readers.
Provide readers with hard evidence of how your brand helped a patient or client.
Make wise use of your title and introduction to show your audience that this is a story worth reading.
Your brand exists to solve problems for patients or customers. Highlight the kinds of problems you’ve solved.
When you publish this type of content on your website or social media, track metrics that demonstrate audience engagement: likes, comments, and on-page engagement time.
Need support? Reach out to Aha Media Group for patient story and case study writing services.
Long-form content like ebooks and white papers are especially useful for long sales cycles. Set your goal for this type of content:
Get stakeholder approval on your outline before you begin writing long-form content. (Thank us later.)
Maximize the impact of your ebook or white paper with a CTA that compels readers to take the next step.
B2B readers often share information with their teams before buying. Create information worth sharing.
The landing page promoting your ebook or white paper is just as important as the content itself (if not more).
Publishing the piece isn’t the last step. It’s only the beginning. Promote it across your channels consistently.
Attribution can be challenging, but if your long-form content is working, your pipeline will show it. Track changes in converted leads.
Looking for long-form writers? Reach out to Aha Media Group for ebooks and white papers.
Effective healthcare marketing videos are the products of well-written scripts. The right script can:
Who needs to see this video, and where will they see it? Start with the information you need.
Depending on the speaker’s cadence and topic complexity, a 60-second script calls for about 150 words.
Read through the script a few times to catch any challenging phrases or tongue twisters.
It’s harder to process information when you’re listening than when you’re reading. Write clearly.
One video can become several individual clips. Write the script with the intention to repurpose later.
Total views or streams, shares, average drop-off times, and increases in monthly podcast listeners can tell you if your audience enjoys your video content.
Need support? Reach out to Aha Media Group for scriptwriting services.
Hospital annual reports appeal to a range of audiences, including investors, donors, faculty, outside physicians, and patients. You may use an annual report to:
Donors and prospects want to see that your hospital is patient-centric. Show the positives in the patient experience.
Numbers talk the loudest when they have room to breathe. Use your most compelling data (not all of it).
Your annual report is the right place to remind readers of your key messages and mission statement.
Between all your achievements and proof points, weave in patient stories that illustrate your impact.
Celebrate providers and staff who went above and beyond this year. Tell their story in your annual report.
Annual reports aren’t necessarily written to drive conversion, but they can still make an impact. After releasing your annual report, keep an eye on donations, brand perception, and recruitment metrics.
Want help? Reach out to Aha Media Group for hospital annual report writing services.
Marketing to physicians and scientists helps build your organization’s reputation as a thought leader. Through medical writing, you may aim to:
Physicians don’t have time to search for key takeaways. Share the must-know information upfront.
Healthcare is the largest industry on LinkedIn. Meet your readers where they are with posts tailored to the platform.
Even highly educated audiences prefer plain language. Distill complex topics for casual reading.
Turn webinars, white papers, and research reports into articles, newsletters, and social posts.
Statistics mean more with context. Use comparisons and infographics to help readers interpret dense data.
Ensure your content is resonating with physicians and scientists. Track increases in physician referrals and engagement metrics for this audience.
Need support? Reach out to Aha Media Group for medical and science writing services.
Whether you’re creating marketing collateral for patients, providers, or customers, aim to:
Not sure what materials your audience needs? Your physicians may know what would be helpful for patients.
Brochures, flyers, and fact sheets require specialized knowledge about a service line or product.
Someone may have a question after reading the material. Point them in the right direction for help.
Translate complex medical information into language your readers can easily understand.
Repurpose print materials into digital marketing assets for your website, email, or social media channels.
Keep it simple: Ask patients if the material was easy to understand and helpful. If not, leverage consumer interviews to create more valuable materials for your audience.
Need support? Reach out to Aha Media Group for marketing collateral writing services.
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