I always enjoy reviewing our most popular blogs of the year to see what resonated the most with our audience. Unsurprisingly, one key theme emerged in 2020: You wanted information on how to communicate about COVID-19 — and you appreciated hearing healthcare marketers discussing their experiences.
But other themes emerged as well. People searched for details on how to make meaningful connections with their audiences through empathy and inclusive content. And many of you wanted to dive deeper on tried-and-true content marketing practices (like digital front doors, competitive gap analyses and patient stories).
Here are our 2020 blogs that made the biggest impact:
First-Person Accounts of Marketing During COVID-19
Web content writer for University of Utah Health Jen Brass Jenkins shared her experience managing crisis communications in the early days of the pandemic — and how COVID-19 was shaping her priorities in What It’s Like to Be a Healthcare Marketer During the Coronavirus Pandemic.
We got an inside look from Mount Sinai Health System in New York, the pandemic’s original U.S. epicenter. Chloe Politis, Director of Digital and Social Media, showed us how her health system managed communications. And she broke down the factors contributing to the 1,200% increase in their social media engagement during that time in On the Social Media Marketing Frontlines of COVID-19.
I interviewed Ann about leadership in marketing, what it means to be authentic and why more companies should prioritize long-term leadership over short-term sales. Our goal is to turn the lessons we learned during the pandemic into valuable marketing strategies in Ann Handley of MarketingProfs Talks Authenticity in Marketing.
Get more first-person accounts from healthcare marketers during COVID-19 in our What Did You Learn? video series:
- John Davey of Mount Sinai on Healthcare Communication From the COVID-19 Epicenter
- Aaron Watkins of Johns Hopkins on the Intersection of Community & Public Health During COVID-19 and Black Lives Matter
- Amanda Todorovich of Cleveland Clinic Talks COVID-19 Content Marketing
Tips and Examples for Writing About COVID-19
Through coronavirus communications that are relevant, transparent and empathetic, hospital marketers are saving lives. Let these examples inspire you from Coronavirus Communications Done Right: 7 Examples.
Strategies for Developing Empathetic, Inclusive Content for All Audiences
Older adults and people with chronic conditions face higher risks from the coronavirus. Learn to develop inclusive messaging to address the needs of all risk groups by reading 3 Tips to Create Inclusive Coronavirus Content.
Racial equality touches every part of our lives. Ensure you have inclusive healthcare content with equity and representation with these tips from How to Create Medical Content for a Diverse Audience: 6 Tips.
When our healthcare writer received a pancreatic cancer diagnosis, it gave her a new perspective on writing. She shares what she learned about empathy in marketing in Medical Writer Turned Patient: Tips on Empathy in Content.
Content Marketing Strategies That Hold Up During COVID-19 — and Beyond
Learn how and why to implement a digital front door for your healthcare organization.
A digital front door is akin to a 5-star hotel concierge — providing a smooth, streamlined online user experience, which keeps consumers coming back for more. Read Why Your Healthcare System Needs a Digital Front Door.
Find out how using a competitive gap analysis to study your competition can show you how to differentiate your brand and better connect with consumers in Competitive Gap Analysis: 3 Ways Your Healthcare Organization Benefits.
Patient stories are one of the best ways to reach potential patients. See 5 examples of writing patient stories the right way in 5 Standout Examples of Writing Patient Stories to Connect With Audiences.