A Prescription for Successful Content Marketing

Anne Moss Rogers
Marketing Health Services newsletter
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Key Takeaways
  • Many health care facilities are dedicating their budget to content marketing in 2014.
  • In content marketing, you should focus on the goals and pain points, even the bonus systems that affect the success of the decision makers.
  • Consider appointing a content marketing manager who can utilize a mix of internal staff and an outsourced partner to take your content marketing campaign to the next level.

Like many highly regulated industries, health care came rather late to the social media/ inbound marketing party. For 2014, however, many health care facilities are dedicating more of their budget to content marketing in an attempt to engage their target audience in a controlled and measurable platform.

Whether it’s a blog post, a webinar, infographics, a video or an e-newsletter, the strategy behind creating volumes of consumer-focused content, cultivating followers, sharing and inspiring engagement, and appropriately monitoring and reacting to social signals needs careful management.  

No Silver Bullet

Content marketing is a long-term commitment that requires continual collaboration and engagement to succeed. With multiple outlets, target audiences and messages, content marketing is just like your patients—everyone is different, and there is no one-size-fits-all prescription for treatment.

To budget and appropriately staff a content marketing effort—and to generate measurable results—you need the internal support of the executive team. Since this group is unlikely to fully understand the nuances of content marketing, you might want to avoid using the phrase at first.

Instead, focus on the goals and pain points, even the bonus systems that affect the success of the decision makers. Then introduce content marketing as a trackable, valuable solution that will enable them to achieve a better result.

Sample Remedies

Let's say there is internal pressure to get a new cardiac unit off to a good start. How might you present a content marketing strategy to support the ad campaign that introduces it?

For starters, any new digital traffic created by a multimedia campaign (directed to the search engines and your digital properties) would be guided by content marketing. These efforts would be reflected by multiple listings on the search engine results pages, ultimately driving traffic to content that is controlled by you as well as a call to action.

Or perhaps you are more concerned about reputation management. You could present a content marketing strategy as an effective way to keep on top of the consumer buzz, be receptive to your target market, put out potential fires, or get a read on how the facility is being perceived so you have the opportunity to right the ship before a potential disaster occurs.

Without someone to take responsibility of this fast growing, constantly evolving and time-consuming marketing initiative, efforts to stay on top of the strategy will fade, taking your brand with it. As you develop your own prescription for success, you might consider appointing a content marketing manager who can utilize a mix of internal staff and an outsourced partner to take your content marketing campaign to the next level.



Author Bio:

Anne Moss Rogers
Anne Moss Rogers, a former copywriter with 14 years of health care marketing experience, is cofounder and creative director of Impression Marketing, a digitally focused, result-oriented marketing agency that places the website at the hub of all marketing activities. You can find her at @ImpressionM on Twitter and at Impression-Marketing.com.
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