Did you know that over 77% of health information seekers use search engines to find the right medical service or product? If you have healthcare content marketing in place, your prospect customers can easily discover you online and reach out for the products and services needed. In this article, we explain what healthcare content marketing is and how it works.

Whether it is B2C or B2B healthcare marketing, creating high quality and trusted content can help you stand out from the competition and nurture your clients with information that is relevant and trustworthy. Medical content marketing has always been the number one tool for building trusts and credibility with healthcare professionals. But where do you start?

If you are already familiar with how strategic content marketing can be implemented in the healthcare industry, here are some easy methods to help your company attract more clients and maintain trust with existing clients.

How do you get started?

It all starts with your corporate website. Your website should act as a central hub for all educational content. Other marketing tools can help you drive qualified users to the website. Those tools may include earned SEO, healthcare blogging, social media, video, podcasting, ABM (account-based marketing), and referral programs. After choosing your content marketing tools, make sure to set long-term and short-term goals for your content marketing strategy:


Review your business plan and check your long-term business goals. From there, create a marketing campaign that includes an activation plan to address those business goals. Don’t forget to take budget into consideration.


Let’s assume that you have some existing channels. A quick short-term solution would be to do a simple audit of your existing channels to see how they can be optimized.

Where to focus focus healthcare marketing efforts?

It depends! If you have a limited budget, there are 4 areas healthcare companies should focus their efforts on.

Those include:

  • Website
  • Earned SEO (Search Engine Optimization)
  • Healthcare Blogging
  • Social media marketing

If you have a bigger budget, you can look at other tactics such as: mobile applications, video marketing, digital advertising, trade shows, webinars, podcasting, AR and VR tools, and trade show applications.

Why content marketing is important for healthcare companies

Here are the top 3 reasons why content marketing is important for you success:

1. It is easier for your company to stand out in the crowd and has higher ROI rates

Working with Google and earned SEO for over a decade, we know that Google prioritizes content that is relevant and adds value to its viewers. Our focus is to do the same! Our team takes pride in creating content that is fact driven and meets regulatory requirements.

When developing content for online and digital channels, it is important to consider the customer journey. Developing content and targeting keywords for each phase of the buying journey is important to help your customers address their challenges.

If you devote enough energy and resources into developing well researched content, it will invariably provide you with a higher return on investment by helping you stand out from your competition in the digital space.

2. It builds trust

Creating content that is data driven shows your audience that you have done your homework. It also shows that you are confident that your product or service will deliver great results because you have done the research to create a product or service that will have a positive impact in the industry.

The main purpose of any healthcare company is to make a positive impact and improve people’s health. Educating your audience is therefore crucial and needs to be done strategically. When publishing content on any channel, consider whether it adds value or answers a specific question. You must then support your content using facts and credible information that meets regulatory compliance in the country in which you conduct business.

Our experience shows that time after time, this strategy has a positive impact on audience and companies. If everyone adopts a strategic mindset in implementing medical content marketing, it can have a positive impact on the industry as a whole!

3. It builds credibility

Developing content that is reliable and trust-worthy can also help you build credibility over time. When customers revisit your website for additional information and share the information within their networks, this boosts your credibility. The following 3 areas of your website can help you establish credibility with your clients:

About Us Page

Adding more information about your corporate history and team members can help you build credibility, while adding a personal touch to your ‘About Us’ page.

Clients List/Testimonials

Adding real-life examples to your website and honest testimonials from your clients can boost your credibility exponentially.

Research Reports and White Papers

Research papers are usually conducted by a third party. They can help your clients understand if your product or service satisfies their needs based on the available data. According to research, over 30% of customers tend to consult white papers and research reports before making a decision.

These are just some of the approaches we take when developing websites and marketing collateral for our clients, who have included SpectrumWorks Consulting, IQVIA and GenMark. To learn more about techniques for building credibility in healthcare, here’s 4 Ways to Build Credibility with Your Audience.

If you are in the healthcare industry and would like to take a strategic approach to building trust and credibility for your brand, our team at Pace Creative would be happy to help! Get in touch to book a free assessment here!

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