When it comes to healthcare and other life-science industries, content marketing can be difficult to navigate. With so many patient populations, ethical and privacy concerns, and policy changes, providers and organizations may be unsure how to implement recommended content-marketing practices. This is where good examples can be a huge help. Here are three stellar examples, and what you can learn from them.
1. Howard Luks, MD
Dr. Luks, who specializes in orthopedic surgery and sports medicine, has several outlets for a variety of helpful, informative content. His website includes a blog full of articles relevant to his specialty, with answers to what visitors are looking for.
Dr. Luks’ Twitter page includes a combination of original posts and links, retweets, and a few personal posts that encourage engagement and help Dr. Luks connect with his audience. His YouTube account features short, simple, videos focused on answering patient questions, demonstrating the importance and effectiveness of video content.
2. Cleveland Clinic’s Health Essentials Blog
Like any good blog, the Health Essentials blog from the Cleveland Clinic is informative, but has a casual, easy-to-read style. Clear photos and compelling, keyword-rich titles and sub-headings help optimize the blog posts for visitors (more than 3 million monthly!) and search engines.
The blog’s content is also thorough and varied: whatever health question the reader may have, Health Essentials has probably covered it. The articles are also trustworthy, as Cleveland Clinic experts support and sign off on the posts as they are written.
3. Banner Health’s Flu Myths & Facts Infographic
A picture may be worth a thousand words, but sometimes it’s tricky to put those thousand words into a picture. Including hard data further complicates things. That’s where infographics come in, creating an eye-catching combination of words and visuals that help inform and entertain.
For health providers and organizations, Banner Health’s infographic about the flu is an excellent example. This infographic’s appealing visual style makes plain information easier to digest and remember. This can be especially vital for companies that not only want to share information, but also dispel misinformation, as Banner Health does.
What do these examples teach us?
These examples provide a few important lessons for health content marketing.
Answer readers’ questions and provide information they’re looking for.
Keep it short and sweet, but relevant and unique.
Use a simple, casual style.
Incorporate high-quality visuals, including photographs, infographics, or charts, that enhance the information.
Add video to the content mix.
Encourage engagement; show a personal, human side.
Get input from subject-matter experts on the content, whenever possible.
If you need help with your health or life-science marketing content, I’d love to talk! Feel free to contact me here.
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