August 22, 2016
If you are in charge of the content marketing efforts for a healthcare technology startup, you have lots of challenges and opportunities facing you. Before you start your content marketing efforts, check out these strategies.
Add a Human Touch
One issue that vexes businesses in the healthcare industry is the perception that dollars and data matter more than people. The perfect medium for challenging this perception is content marketing. Create content such as employee bios and your company story. Let people know about your and your staff’s passion for your product and commitment to wellbeing. As you create your overall strategy, be sure your focus remains on showing that you care and providing wellness information rather than pushing sales.
Provide Answers Your Audience Can Understand
Information is important to your audience. Your ability to provide that information in a way that a lay person can understand it, is extremely important. Avoid medical jargon in your content marketing. You may think that using complex terms will increase the perception that you are an expert in your field, but the reality is you will just confuse people and drive them away.
Give a Gift
This strategy is not unique to healthtech. However, the gifts you choose to give should be. For example, if a consumer provides you with their email information to subscribe to your monthly newsletter, you could include access to a free trial of your product. If another customer submits information to receive a free quote, you could provide them access to a free eBook with wellness tips and healthy recipes. Giveaways are a great way to thank your customers when they complete micro conversions. Keeping the giveaways focused on healthcare related products helps to cement your branding.
Lebron Meng, founder at Check Pregnancy says this about using gifts in healthcare, content marketing:
“People associate so many negative things with the healthcare industry. In fact, if you bring up words such as doctor’s appointments or medical treatment, and people associate that with bills and financial hardship. Even a lot of wellness outreach efforts are seen as guilt inducing. In the midst of all of this, a simple gift is really meaningful.”
Share Customer Stories Not Testimonial
For some industries, testimonials are a great thing. The basic formula of a testimonial is this. Description of problem + description of negative impact of problem + description of how product X solved problem + description of positive results due to solving problem = testimonial. That’s not enough for the healthtech industry. Instead, encourage customers to share their stories, just like you encourage your staff to share theirs. For example, a testimonial might look like this:
I’ve been struggling to make it to doctor’s appointments due to my work schedule. I’ve even had to skip over important well visits with my doctor. Thankfully, the 24-hour clinic that is now available at my local pharmacist can see me at any time. I can even download their app to access my health records 24/7. My health needs will never get put on the backburner again.
In contrast, here’s how a story will look:
Two months ago, I had an important appointment with my doctor. Then, my boss told me I had to work mandatory overtime. I couldn’t say no. So, I called to reschedule my appointment, and I was told it would be six months before I could be seen again. I was devastated. I’d been dealing with painful symptoms for months and had no answers. Now, I was put off for another six months. Why wasn’t there a healthcare option available for people like me, where access was a priority? Thankfully, a friend told me about a new health center that was open 24 hours per day. I can even use their app to access my records and submit questions to the nursing staff.
Put Your Spin on Healthcare News
Think of all of the healthcare stories that have hit the news over the past year. The Zika virus, Martin Shkreli, The Affordable Care Act, and the recent Aetna crisis are just three examples of major news breaking stories. When these stories break, people often don’t know what to think. This is why your input is so important. Keep track of trending healthcare news. Then, take the role of a thought leader and give your expert opinion and perspective.
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