8 Tips for Creating Winning Healthcare Content Marketing

Gretchen Kalthoff

Gretchen Kalthoff

Posted on April 06, 2016

Healthcare content marketing can be easier with these tips.
The term “content is king” is one of the most quoted phrases in the world of online marketing.  When it comes to healthcare content marketing for doctors, what you say about your business through social media, blogs, and your website can contribute significantly to the success of your medical practice.
Content creation for healthcare organizations should be interesting and relevant to each specific practice, combined with best practices for medical content writing, healthcare content marketing and medical SEO. This can be a daunting task for some. Here are a few tips and ingredients for success that will help you generate quality content.

1. Start with the Headline

In medical content writing, it’s important to begin with a clear idea in mind of what you will write about. Active headlines, which are shaped around lists and how-to’s, are particularly attractive to readers. For example, consider “5 Ways To Avoid A Cold This Winter” instead of “Why Are Colds More Likely In Winter”.
Stick to the topic (the main headline) and write with clarity. Avoid over-complicating ideas or using diversions and fluff.

2. Follow the KISS Rule (Keep It Simple, Stupid)

The rule of simplicity will help prevent confusion and help the reader to better understand your content. Also try to avoid using any extreme medical jargon, overbearing language, or clichés. Audience is key in healthcare content marketing.

3. Read Often, Write Often

Writing content gets easier the more you do it, and you can learn to write better by reading more often. Stay abreast of medical industry trends by reading professional blogs or news websites and evaluating the content – how well does the writer develop his thoughts and communicate ideas? By understanding how ideas are expressed, you can begin to express our ideas more clearly and improve your medical content writing.

4. Write Topics You Care About

It’s often easier to write about a subject you are familiar with or one that you are passionate about. If this isn’t the case, research and learning more about a topic can help to inspire you, drive your writing, and ultimately accomplish your healthcare content marketing goals.

5. Read Aloud

Reading your work aloud is a great self-editing tool. It helps to keep your writing sounding “human” in order to create stronger relationships with your readers (a key for effective medical content writing). Practice writing as you would speak and then speak the words out loud.

6. Have Someone Else Proofread Your Work

Another set of eyes can pick up spelling, grammar, and punctuation errors, but more importantly, it can let you know if the main message that you are trying to communicate is easy to understand. This is the real test of healthcare content marketing.

7. Accept Constructive Criticisms

Constructive criticism should improve your medical content writing, and it’s important not to filter this out. Try and take out any emotional attachment and objectively consider the feedback provided.

8. Relax!

Sit back and start writing. You can always edit and revise later.
Consider these tips when writing for your medical website or blog and you will have the foundational elements for healthcare content marketing that will bolster patient engagement. Communicating effectively through social media, blogging, and websites is a skill that will bring value to your healthcare organization.

Gretchen Kalthoff

Gretchen Kalthoff

Gretchen Kalthoff is a writer and marketing specialist for MWE. She is an expert in healthcare marketing and health IT with a special interest in increasing patient engagement through social media and healthcare technologies.

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