In this guide, explore the importance of healthcare content marketing and view solid examples of great content marketing in the medical supplier industry.
According to IBISWorld, four of the top revenue-producing industries in the United States are healthcare-related. To capture your share of this billion-dollar industry, you need the right kind of content to attract customers.
Keep reading to learn unique strategies for your healthcare content marketing plan.
Key Takeaways
- Precise, easy-to-understand language is crucial for healthcare content marketing.
- Healthcare content requires reliable sources and data to back up any claims.
- Emotional, first-hand stories are ideal for healthcare content.
- Use examples from leaders in the healthcare industry to inspire your medical supply business.
Effective Content Marketing Strategies for Healthcare
Just like in other industries, content marketing in healthcare plays a crucial role in the growth of the industry. Content marketing is when a business or brand creates online content, such as blogs, social media posts, and videos that help generate interest in its services or products.
While any industry can benefit from a strong content marketing strategy, the healthcare industry requires a unique approach. This is especially true for B2B brands, such as medical suppliers within the healthcare supply chain.
When your business consistently releases appealing content, you engage your audience and customer base and should see growth. There are specific considerations for the healthcare industry, however, that you should keep in mind:
- Use Precise Language: There are numerous rules and regulations that you must follow within the healthcare industry. When you are talking about the technical aspects of your products, you must strictly adhere to guidelines, such as HIPAA, and avoid fluff.
- Support Your Claims with Data: Do not make any claims that you cannot support with reputable sources. False or misleading information quickly erodes trust in your healthcare brand.
- Be Straightforward: When answering questions within your content, present clear, straightforward information. You do not want consumers left with more questions.
- Keep the Pandemic in Mind: The world is still battling COVID-19, and this is still the focus for much of the healthcare industry. For each piece of content, you should consider how it relates to the pandemic and if you need to address that.
- Know Your Buyers: As a medical supplier, or other B2B healthcare provider, your buyers are not patients. They are the IT experts, group practices, and surgeons who trust your products enough to use with their patients. Your content should focus on their needs and values.
- Tell Important Stories: Whenever possible, you should use real-life examples in your social media content marketing. This can help your customers feel an emotional response towards your brand. Pay close attention to HIPAA rules when doing this and always get permission.
How Is Healthcare Content Marketing Different?
Because of the unique nature of healthcare, marketers must use different strategies than they would use with other industries.
- Product Demand: Traditional marketing strategies try to encourage demand for a particular product or service. For example, marketers might employ celebrity endorsements. While this may work for some healthcare products, many products are only used when they are needed, making it more difficult to generate demand.
- Complex Products: While innovative products exist in every market, most consumers quickly understand the purpose of a handbag, smartphone, or other new products. However, healthcare products and services can be much more complex. Healthcare marketers must translate these complex concepts into easily understandable, plain language for online content.
These considerations are just some of the many differences that exist between traditional and healthcare marketing.
Leading Examples of Excellent Healthcare Content
Use these industry-leading examples of quality content marketing to inspire your healthcare business.
1. Johnson & Johnson
Johnson & Johnson is the largest healthcare company in the world. It sets the bar high for content marketing. Its social media accounts promote positive stories and influential partnerships, such as its work with Henry Louis Gates, Jr.
Its website is simple to navigate and highlights its latest health and wellness stories, such as a recent post about RSV during the pandemic. This article is timely, easy to understand, and shares data-backed information about new RSV research.
2. Boston Scientific
This healthcare company is focused on innovative healthcare solutions, such as less-invasive surgical options. In December 2021, the company shared a story about how an oncologist used one of its products after he was diagnosed with prostate cancer. This Facebook story links to the Boston Scientific newsroom and leads to a YouTube video that features Dr. James Gray.
3. Jockey Scrubs
Many medical professionals wear scrubs. Jockey Scrubs is the medical division of the Jockey clothing brand. Its content marketing showcases the functional and versatile features of its scrubs. To attract nurses and others who work in the healthcare industry, it frequently hosts giveaways on its social media accounts.
4. GE Healthcare
GE Healthcare is a leader in producing new medical technology for hospitals and other healthcare providers. As part of its content marketing strategy, GE publishes articles on its website for medical professionals. One article included GE’s predications for what the healthcare industry will look like in 2022.
5. Stryker
Medical supplier Stryker uses emotional storytelling to connect with healthcare professionals and patients. It has a section on its website called “stories of hope and courage” where you learn how the company supports those affected by breast cancer, including both patients and doctors.
Its YouTube channel shares company stories about innovative medical technology along with moving patient experiences like a teenager who benefited from Stryker’s Spine technology for scoliosis treatment.
Improve Your Healthcare Content Marketing with Share Moving Media
As a medical supplier, you need to reach healthcare professionals, hospitals, and other medical organizations where they are. Share Moving Media is a premier publishing and content marketing company. We love partnering with manufacturers and distributors in the healthcare space. If you want to expand your market share, grow meaningful relationships with potential buyers, and improve your brand image, we want to help.
Want to learn more about how we can help you? Contact us today to get started.