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A Quick Guide to Healthcare Content Marketing

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Healthcare content marketing faces unique challenges. Marketers must communicate about complicated topics while maintaining a level playing field with real-world medical experts. There’s no room for error, and the target audience has little tolerance for fluff and filler. Marketers also must keep in mind regulatory guidelines regarding healthcare advertising and marketing, such as HIPAA.

Creating impactful content marketing in this context can be tricky. However, expertly crafted, well-executed content can still create value for target audiences, engage existing clients, and capture new consumers’ interest. This, in turn, can generate leads, boost business, and drive the bottom line.

Healthcare Content Marketing Today

Understanding the current healthcare landscape is the first step for marketers who want to harness the power of content. According to the 2020 State of Healthcare Content Marketing report, which surveys healthcare leaders nationwide, 89% of healthcare organizations today engage in some form of content marketing. Popular media formats among healthcare content marketers included infographics, videos, newsletters, social media, blogs, and illustrations.

The increased acceptance of modern tactics like social media is great news. Healthcare can be a traditional industry, hesitant to pursue cutting-edge marketing strategies (due in part to the challenges mentioned in the introduction, e.g., regulatory hurdles). Thus, the sector tends to lag behind others in digital marketing adoption and has only started playing catch up in terms of digital transformation.

So, seeing healthcare organizations report using tools like social media is big news. However, the report also raised a major red flag that’s cause for concern. Although the vast majority of organizations are using content marketing, only 28% report having a document content strategy in place. Thus, it should come as little surprise that organizations are failing to see a solid return on investment (ROI) for content marketing. Some 23% of survey respondents report a lack of health content marketing success.

Real-World Examples of Successful Healthcare Content Marketing 

So, what makes for successful healthcare content marketing? One of the best ways to answer this question is to look at real-world examples of companies getting it right. We’ve highlighted some of our favorites below. These examples share a few key traits that make them stand out. They tend to be:

  • Creative and driven by original content.
  • Intentional and results-oriented, with a clear goal (e.g., getting the target audience to use a hashtag to spread a message).
  • Information-based, sharing value-added, exciting content.

See what we mean below.

Johnson & Johnson Medical Devices Vertical

J&J features a dedicated medical devices vertical that provides detailed information about the company’s various supply specialties across orthopedics, surgery, interventional solutions, and vision care. The vertical takes a personalized approach, using direct address (“you”) to engage the reader.

Johnson & Johnson demonstrates how content marketing can make creative use of diverse formats – it’s not just about creating chunks of text. Take this device page devoted to the Trumatch® Graft Cage – Long Bone, for example. The page includes an illustrated timeline of device implementation, from the patient’s arrival in the emergency room to the TruMatch implantation and follow-up. 

The content messaging is clear and stresses innovation, as this device is 3-D printed to accommodate the patient’s body. This messaging is consistently upheld across the platform. For example, scrolling down on the main page, the reader comes across the brief tagline “Medical Devices: 130 Years of Innovation.”

Mayo Clinic “Sharing” Patient Stories Blog

The Mayo Clinic’s Sharing blog shows how adding personalization to healthcare content can enhance influence and impact. This insightful blog features stories from real-world patients and their loved ones – and the healthcare professionals who treat them. The narrative style allows for emotional impact and creates a connection with the audience. However, every story is backed by fact-based evidence.

For example, take the story of Gayle Wilkerson, who has lived for a decade thanks to a left ventricular assist device (LVAD). This is a milestone that very few people have achieved. Medical devices can seem impersonal, and language like “LVAD” can be alienating. However, the interview with Ms. Wilkerson, who lives with congestive heart failure, literally gives this cutting-edge medical device a face.

Cleveland Clinic “Health Essentials” Information Platform

The Cleveland Clinic is another respected source of public health information trusted by healthcare professionals, suppliers, payors, and non-specialists alike. The Health Essentials content platform covers everyday topics “normal” people wonder about, from how to relieve stress to the utility of dry brushing and the possible health benefits of apple cider vinegar.

A comprehensive health library supplements this more informal content. Here, users can search medical questions and answers by keyword. There is also a dedicated vertical for medical devices. For example, if you input “asthma” into the search on the “Drugs, Devices & Supplements” page, you get various suggestions – including results for different types of dry powder inhalers.

The dedicated page for each type of device provides intricate detail. Here’s the page for the Dry Powder Inhaler (DPI): Diskus® as an example. It includes simple explanations, images, step-by-step usage instructions, and maintenance details.

GE Healthcare

GE is a significant provider of medical devices, from radiology to ultrasound machines. Their healthcare platform provides valuable information about their products. However, it also uses effective content marketing by purposefully engaging the website visitor and requiring them to get actively involved. Scrolling down on the main page, you’ll see how people are encouraged to take action.

The promotion for the Vscan Air™ handheld ultrasound device encourages you to “Visit the Experience.” When you click, you’re taken to a dedicated page that incorporates real-world interviews with healthcare professionals, a docuseries, and hashtags you can use to push out the page (#VscanAirFirstLook, #GEfortheFrontlines, #POCUS).

This is a fantastic example of how creative you can get with healthcare content marketing. Creating a streaming docuseries is a genuinely innovative way to capture people’s attention and raise awareness about new medical device products.

Share Moving Media Boosts Your Healthcare Content Marketing

Share Moving Media is a full-service media company that works with medical and healthcare suppliers. We can help enhance your content marketing, creating value-added, actionable content that resonates with your target audience and inspires them to take action. We don’t just help you create content. We support an overall strategy. Subscribe to our newsletter for more healthcare content marketing news.

Ready to ramp up your healthcare marketing? Contact us.

By Any Other Name–Why Paid Content Placements Are the New Ads

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Digital ads come with a negative connotation. Consumers often see them as intrusive, annoying, and irrelevant. While brands don’t want to add to the digital clutter of ads, they also struggle with brand visibility using organic strategies. Modern content placement options allow healthcare marketers to mix the authenticity and value of organic content with the increased visibility of traditional paid healthcare advertising.

Learn how customer behavior brought about content placement and how to use it in your healthcare content marketing.

Key Takeaways:

  • Content can be organic and appear in searches naturally or paid, which gives you more control over its placement.
  • Pop-up ads are falling out of favor due to digital oversaturation.
  • Ad blockers don’t affect paid content placement and appear more natural to readers.

The 3 Types of Media Today: Owned, Earned, and Paid

Content marketers use three types of media in their strategies:

  • Owned media is the content you create and publish on locations you own, like blog posts, website pages, and social media posts.
  • Earned media, also known as organic media, is content you create that appears in other locations you don’t control, like on people’s social media feeds or searches.
  • Paid media is content you sponsor and control where and how it appears on third-party channels.

Most of the content you create falls into multiple categories. For example, a blog post is owned media that can also be earned when it appears in searches. Over the past few years, there has been a shift in focus between ad formats as marketers adjust to the constantly changing behaviors of their customers.

Consumers Are Tired of the Digital Clutter

Consumers are constantly bombarded with digital clutter and have had enough. For example, 57% of consumers say they don’t like ads that play before videos, and 43% don’t even bother watching them. One estimate says the average person sees 10,000 ads a day.

Because of the oversaturation of promotional content, popups displaying giant product images and promoting deals are slowly becoming a strategy of the past. One of the main contributors to the death of the traditional advertisement is ad blockers.

About 43% of internet users have an ad blocker installed. These are tools that prevent popups or ad widgets from appearing on websites. The top reasons people used ad blockers included:

  • They saw too many online ads
  • They found the ads annoying or irrelevant
  • The ads were too intrusive or took up too much space on their screens

Image from Backlinko

How Organic Search Transformed Marketing

Because of the decline in banner ad clicks and the downward trend of traditional advertising, marketers shifted to organic strategies. As a result, organic content marketing increased in popularity and helped marketers get around ad blockers and build greater trust with the audience. Through content marketing, you focus on the quality of your content and use search engine optimization to appear in your target audience’s searches.

Because you aren’t paying to promote your content, your audience sees it as more authentic and responds more favorably.

However, there was a problem. Nearly 97% of marketers started using content marketing in their business strategies. However, because of the large amount of online content, businesses struggled to get their message heard above the noise. By 2021, only 19% of companies said their content marketing efforts were very successful.

That’s when content placements started getting more attention.

The New Name for Marketing Ads: Content Placements

Paid content placements are marketing content you sponsor to ensure it appears at a specified location. They blend the best of content marketing with the visibility of traditional ads.

For example, as users read through a blog post, they might see a list of related articles at the bottom of the page. However, those articles might be sponsored content from other sites.

Consumers respond well to paid content placement because it doesn’t have the strong sales push of traditional ads. Instead, it’s regular content you might see in a Google search. However, instead of waiting for customers to find that content, you pay for it to appear where you know your customers frequently go, and it blends in with the content around it.

You might also sponsor your content to appear on social media feeds, Google searches, or other locations where it feels like the content around it. Content placement that blends into the surrounding is called native advertising. Native ads will earn a $402B annual revenue by 2025.

Examples of native advertising

Image from Outbrain

How To Use Content Placements in Healthcare Marketing

Use these three steps to help you create a paid content placement campaign that replaces your traditional advertising.

Step 1: Establish an Advertising Goal

Whether using traditional advertising or paid content placement, your goals are the same. You want to educate, convince, and convert your customers. However, content placement is more subtle in how you accomplish that goal.

Establish what your objective is and how you will measure your success. For example, are you aiming to generate leads, make sales, or increase website traffic? Make a specific and measurable goal to guide your content placement campaign and tell you how well you performed.

Step 2: Create Marketing Content

Content marketing in 2022 focuses on building a relationship with your customer. You don’t just want a single sale, which is often the primary objective of traditional ads. Instead, you want to create a longer content piece that offers value to the customer, builds trust, and encourages customer loyalty.

Some examples of effective content for paid placement campaigns include:

  • Thought leadership articles
  • News releases about company updates or product launches
  • Case studies
  • Pieces about the latest trends in healthcare

Step 3: Target Your Content Placement

Because ad blockers still exist, you won’t see many results if you distribute your content through traditional digital advertising channels. It would also lose some credibility.

Instead, consider using a native advertising strategy to place your content where your ideal audience sees it. Some examples include:

  • Paid search
  • Social media-sponsored content
  • Paid content placement on third-party websites
  • Influencer marketer channels
  • Digital or print magazines

Strategically Place Your Marketing Content

Are you having difficulty getting readers in the healthcare industry to notice your content above the oversaturation of digital marketing?

Talk to us about content placement opportunities and get your content in front of your target audience in healthcare.

How to Build a Healthcare Content Marketing Strategy

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Your healthcare content marketing strategy is the plan for how to create and execute stellar marketing content. Without a plan, your content will have no aim or focus, hurting your results. However, establishing a firm goal and processes to achieve that goal can ensure you are getting the most return from your efforts and investment.

Explore how to build a content marketing strategy in healthcare that will generate leads, increase website traffic, and lead to more sales.

Key Takeaways:

  • A content marketing strategy keeps your content on track to reach your marketing goals
  • A successful content marketing strategy starts with specific and measurable goals
  • Create a content calendar to keep your message consistent across your channels
  • Continually refresh and optimize your content based on new data and reports

Why Every Healthcare Organization Needs a Content Marketing Strategy

Even though 81% of marketers say content is a key strategy, not all marketers invest in a content marketing strategy. Your strategy is your plan of action. Without a specific aim and roadmap that directs your efforts, you aren’t using a content marketing strategy–you’re just creating content.

Here are three reasons why having a strategy backing your content decisions is essential to your success.

Establishes Yourself as a Leader

Thought leadership content is content that establishes you as an authority in your industry. It addresses the latest topics and offers new and insightful ideas. Over half of primary decision-makers in companies read thought leadership each week.

Publishing regular content that builds trust, establishes yourself as an authority, and appears in front of your target audience requires a strategy that outlines how to create quality content and where to publish your content.

Increases Your Brand Awareness

Just posting content online won’t increase your brand awareness. Over 90% of online content doesn’t see any traffic. If you want your audience to see your content and respond to your message, you must first establish a strategy for creating relevant content and distributing it through the proper channels.

Aligns Your Marketing Channels

Healthcare marketing strategies usually involve several platforms, including:

  • Blogs
  • Email
  • Social media
  • Third-party websites

An aligned content marketing strategy means your message remains consistent across those channels, and you aren’t contradicting yourself or confusing your audience. Establishing a healthcare content strategy keeps all your marketing channels on the same page and working towards the same goals.

5 Steps to Building a Healthcare Content Marketing Strategy

Follow these five steps to build a healthcare content marketing strategy that reaches more of your target audience and generates quality leads.

Step 1: Build a Strong Foundation

Your foundational goals will guide all your content decisions. They should align with your marketing goals but with benchmarks and objectives specific to content marketing. For example, if your marketing goal is to generate more leads, your content marketing goal might be to generate 1,000 quality leads through a social media webinar.

When creating goals, make them specific, measurable, actionable, realistic, and timebound. These criteria ensure you have a clear benchmark that shows you are successful.

Smart goals are specific, measurable, actionable, realistic, and timebound

Image from Doug Thorpe

Step 2: Understand Your Market

Once you establish your goals, you can begin researching your market and understanding your audience. This stage gives you more information on how you can achieve those goals.

First-party data will be your most valuable source of information on your audience and market. This data is the behaviors of your current customers, website traffic reports, and responses to surveys you sent out.

When you understand your market, you know which marketing channels reach your healthcare buyers, their primary pain points, who the primary decision-makers are within those healthcare facilities, and what your competition is doing to reach this market.

Step 3: Create a Content Calendar

Your content calendar is a visual representation of your content strategy. Saying you want to post once a week isn’t enough for an effective strategy. You must plan weeks or months in advance. List the content you want to share, the channels you will use to distribute it, and how often you post.

As you brainstorm topics to fill your content calendar, use first-party data to identify common questions customers ask, issues that arise, and popular online searches in your healthcare niche. These are all sources of potential content topics where you can address relevant topics your customers are searching for and want to learn about.

A content calendar also unifies your omnichannel marketing strategies for healthcare because you can coordinate your posts and message for a consistent voice.

Here’s a general rule for how often to post content on each channel:

  • Instagram: 3-7 times a week
  • Facebook: 1-2 times a day
  • Twitter: 1-5 times a day
  • LinkedIn: 1-5 times a day
  • Blog: 2-4 times a week

Step 4: Create and Optimize Your Content

You’re ready to start creating content now that you have your posts planned. However, content creation requires additional research as you optimize each piece for search engine rankings through keywords and links or social media through hashtags and mentions.

If your content calendar is overwhelming for your in-house content team, consider outsourcing your content creation. Roughly 81% of marketers outsource content writing, among several other parts of content creation.

Types of content creation services outsourced by marketing professionals worldwide in 2020

Image from Statista

Step 5: Track and Update

Your content strategy doesn’t end once you publish your content. You must also perform tracking and report your results. Analyzing your content’s performance alerts you to any problems that might arise and highlights content that performs well.

Understanding how well your content performed is essential for measuring your success, optimizing your content, and addressing any problems in your strategy.

For example, you can use your reports to go back and update past content. Refreshing your content keeps it relevant and allows you to optimize it to the most updated customer behavior. For instance, if your readers respond better to specific wording, you can update old call-to-actions to use that new wording.

Reach More Goals with Your Content Marketing Strategy

Healthcare content marketing is constantly changing as healthcare facilities and workers’ demands and needs shift. Stay updated on today’s healthcare trends and marketing methods using our training and publications that offer insights and advice from industry experts.

Contact us to learn more about our healthcare marketing resources.

7 Strategies for Picking the Right Healthcare Marketing Influencers

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When you think of influencers, medical supplies isn’t typically the first industry that comes to mind. But picking the right influencers to enhance your healthcare marketing strategy might just be the smartest thing you do this year. 

Just put yourself in the mind of your buyers and decision-makers. For starters, they’re busy.

A recent survey found that 76% of B2B medical supply buyers rate ease of finding information as their top priority. 

Meanwhile, 50% of all medical supply buyers are Millennials and 57% of all buying teams have already made a purchase decision before they ever reach out to your sales team.

The point is, you need a strategy to get your content and info in front of your buyers’ faces before they even think to ask for it. That’s why influencers in healthcare marketing are so critical today. 

Picking the right ones, however, is another battle. Here’s how to narrow your search.

How to Nail Down the Best Healthcare Marketing Influencers for Your Niche

Think long term as you pick influencers for healthcare marketing. Remember, they’ll be uniquely representing your company and products. 

You’ll have better ROI and avoid costly faux pas if you spend time researching and strategizing now.

1. Bigger Isn’t Always Better with Influencers in Healthcare Marketing

The follower count means nothing if the influencer isn’t relevant enough to your niche. 

For example, people like the Kardashians are considered mega-influencers but you’d never want them promoting your content to their millions of followers because it wouldn’t deliver results. 

It can backfire too – like when Kim Kardashian promoted a morning sickness medication on Instagram without following pharmaceutical disclosure regulations. 

Even within healthcare, massive influencers tend to have broader audiences and a huge chunk might be consumers. 

Pay little attention to the follower count. Instead, start with a healthcare influencer’s engagement like comments, shares, and clicks. 

2. Analyze the Audience of Potential Influencers in Healthcare Marketing

Engagement must come first. All your target accounts and audience segments might follow someone, but if they aren’t engaging with the influencer’s page then what’s the point?

That’s why your next step is to analyze their audience insights. 

Tools like BuzzSumo can help you work backward. By setting up social listening alerts for keywords and topics, you can see who shares what and whether their audience engages with them. 

Agencies can also help you hedge your bets across internal influencers at offices and hospitals with strategic magazines and journals.

3. Vet Each Healthcare Influencer’s Healthcare Experience

The point of partnering with influencers in healthcare marketing is to build trust in your medical supplies and products.  

Influencers don’t work for your company. They do, however, still represent your company and products. You can’t remove the risk completely, but you can mitigate it with background research.

Ask yourself, would your end-users and buyers trust this person? Experience in their field is key.

Vet their work history and education on LinkedIn just as you would when hiring someone for a job. You might be surprised how easy it is to falsify work history at massive companies. 

4. Consider the Influencer’s Experience Working with Brands Too

Kim K had plenty of experience working with brands but no experience working in pharmaceuticals. 

Don’t laugh. You could run into the opposite problem with healthcare influencers: plenty of medical experience but none in modern marketing.

For example, overly promotional content from influencers doesn’t build trust or deliver results.

Experienced influencers in healthcare marketing understand the subtleties of sparking interest in your product without looking tacky or desperate. 

5. Look at Audience Personas to Build a Comprehensive Influencer Strategy

Ideally, you should already have detailed audience personas mapped out:

  • Doctors
  • Nurses
  • Medical assistants
  • Other professional end-users
  • Medical students
  • Patients 

Remember to include each professional persona’s firmographics, like their hospital size, job role, market share, pain points, and specialties. For patients, include basic demographics along with other qualities as they relate to your product, like health conditions, insurance provider, health concerns, and pain points.

Use these detailed personas to target each one via the right influencers in healthcare marketing.

Building an influencer strategy through these personas ensures your content will reach all the most important touchpoints.

6. Study How Each Influencer Writes and Interacts with Their Followers

Successful influencers need charisma to keep their followers engaged. It gets complicated because different audiences want different personalities from influencers.

Analyze the tone of an influencer’s posts – are their followers receptive? 

What do their followers say in the comments and how does the influencer respond? 

Carefully considering the influencer’s tone and comments first tells you if they’re committed to keeping their audience engaged. Second, it also helps you decide if they fit your brand’s values and culture.

7. Make Sure Your Goals Align with Your Potential Healthcare Influencers

Look at your healthcare influencer shortlist. 

Have any of them effectively retired from medicine to work as professional influencers? 

Do they seem committed to integrity and sharing their knowledge, or are they only interested in the cash-advertisement exchange?

You could certainly ask your influencers in healthcare marketing these questions during an interview call. However, you can also glean plenty of insight just by analyzing their online presence and background too.

Don’t Force Influencers into Your Healthcare Marketing Strategy

Landing relationships with healthcare influencers who have large followings might sound tempting but massive reach alone won’t build you a sustainable strategy. 

You’ll enjoy the best results for your medical supply manufacturing or distributing company if you take time researching the potential influencers in healthcare marketing and picking the right fit. 

Your prospective buyers and your company’s reputation should always come first. After you’ve built a shortlist with those factors considered, you can finetune potential influencers based on your goals and content. 

Just remember, the influencer’s audience analytics demand just as much vetting as the influencer’s background. 

Share Moving Media has helped countless manufacturers and distributors reach thousands of the right decision-makers through targeted publications like Repertoire, The Journal of Healthcare Manufacturing, and Efficiency in Group Practice. Contact us now to talk!

What Content Types Work Best in Healthcare?

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Despite how widespread content marketing is, 72% of marketers say their content was only slightly successful or not successful at all. Creating content isn’t enough to succeed in content marketing. You need to focus on the right content types.

Learn seven of the best types of content for healthcare marketing that will give your content marketing a boost in 2022.

Key Takeaways:

  • Content marketing requires different strategies for each stage in the sales funnel.
  • Video is the most effective form of content marketing in 2022.
  • You can build relationships with your audience through webinars or social media marketing.

How to Choose the Best Content-Type

Not all your content has the same goal. Content marketing is a broad strategy that covers every step of the sales funnel, from awareness to brand loyalty. The content you create should reflect the goal of each step.

Before choosing a content type, start by outlining the goal of your content. The top marketing goal is lead generation, followed closely by increasing website traffic. Surprisingly, most marketers say sales and product promotion aren’t the highest content marketing objectives, although there are some exceptions.

17 types of content for each stage of the funnel

Image from Orbit Media Studios

7 Content Types You Should Use in Healthcare Marketing

Explore seven of the top healthcare marketing content formats you should use in your strategies to reach your marketing objectives.

1. SEO Blog Content

Blog content is one of the most well-known content marketing formats. This long-form content type engages the audience, answers questions, and encourages action. Some examples of popular blog content include:

  • How-to articles
  • List articles
  • Educational content
  • Interviews
  • Company insights
  • Thought leadership

Blogging drives more traffic to your website by ranking in online searches. To rank in search engines, you target specific search phrases combined with linking to authority sites that boost your reputation. In this way, when your target audience is researching products or solutions, your content is more likely to appear in their searches. Today, nearly 70% of marketers invest in search engine optimization.

Blogging is also a key lead generation and nurturing strategy. Once you attract traffic to your website, you address their pain points and offer valuable information that will lead them through the sales cycle and encourage them to subscribe.

2. Social Media Posts

Over half of the world’s population is on social media. These platforms aren’t just spaces for posting pictures of your cat or lunch. They have transformed into legitimate business platforms where you network, engage and convert your audience through various content types for social media.

Social media has become a crucial part of content marketing for healthcare and requires a dedicated content marketing strategy. For example, suppose you repost your blog articles on social media. In that case, they won’t perform as well as creating dedicated content for your social audience optimized for the platform.

You can use a combination of videos, images, and text to build relationships with your audience through the platform since social media is social first and supports customer interactions. While Facebook and Instagram work well for B2C connections, for businesses that want to connect with other businesses, LinkedIn is the best platform. 

3. Lead Magnets

Lead magnets are content that you exchange for your reader’s contact information. The primary purpose of the content is to generate leads. Without this exchange of information, you will lose your readers when they leave your page because you have no way to follow up.

Instead, you know who is looking at your content through lead magnets. You can use their contact information to qualify them as a lead and focus on those with a high buyer’s intent when nurturing those prospects.

Roughly 72% of marketers saw increased leads from their content marketing.

Some content formats that work well as lead magnets include:

  • Ebooks
  • Case studies
  • Original research
  • Whitepapers
  • Webinars or live events

4. Webinars and Live Events

Over 90% of marketers say their webinars are the most valuable content channel for generating qualified leads. A webinar is an online event where a presenter provides information to a target audience.

Webinars effectively educate your audience, promote products, and convert customers. For example, in healthcare distribution, you can use webinars to explain how new products work or build trust by educating your audience on the latest healthcare trends.

5. Case Studies

Case studies prove your claims as a business. For example, you can show it through a case study instead of just saying your product results in better patient outcomes. A case study tells a story of how your products or business helped a client. It uses data and emotional storytelling to convince your audience that they can also see those transformative effects if they use your products.

6. Videos

Forty-one percent of marketers say that increasing the amount of video content they produce significantly influenced their success. Video is one of the most powerful mediums for conveying your message. It creates an immersive experience that holds your audience’s attention and sends a memorable message.

Healthcare marketers have been successfully using video content over the past few years. For example, you can share patient or customer stories, demonstrate a new product, or address issues in the industry to help your customers make better decisions.

Some of the places you can share your video include:

  • YouTube
  • Social media
  • Company website
Video has the best results

Image from SEMrush

7. Landing Pages

If all your online traffic is coming through your homepage, you’re missing out on a valuable conversion opportunity. Homepages are just the doorway to your other content. A landing page is different because it’s the destination.

A landing page has one goal and removes all unnecessary or distracting elements that might keep your audience from that objective. For instance, if you want your audience to sign up for a webinar, you will create a landing page that doesn’t have a navigation bar or other content. The only content they would see is information about the webinar and a form for signing up.

Landing pages are a key element of your end-funnel content marketing strategy. They help lead your customers to make that final action.

Create More Content Your Audience Will Read

We can help you upgrade your content marketing strategies with our unique insights and industry data. Our communication and educational services will transform the way you perform healthcare content marketing.

Contact us to learn more about our content marketing solutions.