Healthcare and Digital Marketing: The Context of Content

Healthcare decision-making, like most digital decision-making, begins with an online search. Only the most relevant information will result in a click, especially in today’s zero-click SERP. Hospitals and healthcare organizations need to create relevant content that their consumers will find valuable in order to win more patients.

Relevancy is what drives prospective patients to convert.

The age of consumer-driven healthcare is here. Healthcare organizations that succeed in making patients’ lives easier through content marketing will have a competitive advantage.

Three ways to create valuable content for prospective patients are to:

  1. Utilize micro-moments
  2. Optimize for mobile
  3. Strategize quality over quantity

Find out how your healthcare organization can implement these strategies …

Marketing in Micro-Moments: Micro-Moment #1

Google’s famous micro-moments are defined as the four meaningful points along the path to a purchase on a mobile device.

The first micro-moment is the “I-want-to-know” moment, when consumers search for information. In healthcare, this could be anything from Googling symptoms, providers or the causes of heart disease.

How can hospitals show up for micro-moment #1?

Make sure your healthcare organization has content prepared for all four micro-moments.

Here’s how you can create content for “I-want-to-know” moments:

  1. Answer common questions.
  2. Document symptoms to common ailments.
  3. Document causes of common ailments.
  4. Use keyword research to find out what your audience is the most curious about!

Marketing in Micro-Moments: Micro-Moment #2

The second micro-moment is the “I-want-to-go” moment. This micro-moment is characterized by consumers searching for places “near me.”

How can hospitals show up for micro-moment #2?

Creating content for the “I-want-to-go” moments is easy. After all, your healthcare organization has a physical location. Use that to your advantage with these ideas:

  1. Use search ads to help users find a service provider nearby.
  2. Make sure your Google My Business profile is robust, optimized and up to date.
  3. Consider hiring an agency to manage your local listings.

Healthcare organizations can market themselves in this moment with search ads to help users find a service provider, urgent care or hospital location geo-targeted by ZIP code. If you’re interested in learning more about paid media for healthcare organizations, check out our services page!

Marketing in Micro-Moments: Micro-Moment #3

The third type of moment is “I-want-to-do,” which is often searched for on YouTube. Consumers are looking for instructional how-to videos. Hospitals can capitalize on this with video content related to healthy recipes or at-home exercises. Additionally, take advantage of this opportunity to create content surrounding post-procedure care or the explanations behind different diagnoses. This type of content will help build a foundation of trust between your organization and your audience.

How can hospitals show up for micro-moment #3?

Your users are ready to act … on their own. This type of content will set you apart as a thought leader, and your users will trust you for future decisions. Make sure your brand stays top-of-mind by utilizing the power of YouTube:

  1. Create a YouTube channel and create video content.
  2. Make videos about healthy recipes or at-home exercises that users can do at home.
  3. Create content walking users through post procedure care.
  4. Create content explaining the methodologies behind certain diagnoses.
  5. Write corresponding blog posts for each video.

Marketing in Micro-Moments: Micro-Moment #4

The last micro-moment is “I-want-to-buy,” which, translated to healthcare would mean, “I-want-to-schedule.” Taking advantage of this micro-moment is crucial if you want to turn prospective patients into patients.

How can hospitals show up for micro-moment #4?

  1. Use search ads to direct prospective patients to your hospital’s online appointment page.
  2. Add an “Appointments” link so users can schedule an appointment straight from the search engine results page.
  3. Make sure your website is optimized for mobile users.

The Mobile User Experience: More Important Than Ever

Since Google implemented mobile-first indexing in July 2019, there’s no excuse for your website to offer a poor mobile user experience.

Modern consumers expect responsive sites that are easily navigable on small-screened mobile devices. They want to find a new eye doctor, schedule their appointment and find directions to the practice … all while on their phone in their kitchen, pouring a bowl of cereal.

If your healthcare organization can’t deliver this type of experience, patients will question the quality of the services you provide. In fact, 81 percent of patients aren’t satisfied with their healthcare experience. Stand out from the crowd and offer your patients the same care online as you would if they were sitting in your waiting room.

Quality Over Quantity Content

In order to stand out, hospitals must publish content that is consistently better and more relevant than the content their competition owns. The best strategy for hospitals is to spend time and resources on a few high-quality pieces rather than creating a mass of “just-okay” content.

Context is as important as the overall quality of your content. Healthcare organizations need to create specific content for each social platform. For example, patients are on Facebook to stay connected with their community; they’re on Pinterest for healthy recipes and checklists; they’re on Instagram to see visually stimulating photos; and they’re on YouTube to search for how-to videos. Hospitals must tailor content to the context of each social channel in order to meet their audience where they are.

With the constant pressure on CMOs to prove an ROI on marketing dollars, digital marketing is where hospitals and healthcare organizations should be spending the larger percentage of their marketing budget. Simply put, digital is more easily measured, i.e., clicks, engagement, conversions.

Reach Out Today!

Healthcare marketing trends will always continue to develop, but there is one thing that is here to stay: consumers expect convenience. They’re looking to complete things online – no matter what type of device they’re using – and easily find high-quality content. Patients will reward hospitals who aim to make their lives easier.

If you need help creating content or optimizing your website for the optimal mobile user experience, Oneupweb is here to help. We specialize in healthcare marketing (if you need proof, read our report), as well as content marketing and website design. Sounds like the perfect fit! Contact us today.