Did you know that over 77% of health 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, if you are offering the products and services they need. 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 trust and credibility among many healthcare professionals. But where do you start?

If you are familiar with how strategic content marketing can be implemented in the healthcare industry, here are some easy to follow 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 long-term business goals. From there, create a marketing campaign and include 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 do you focus healthcare marketing efforts?

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

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

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

Why is content marketing important for healthcare companies?

Here are the top 3 reasons:

  1. It is easier for your company to stand out and has higher ROI

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! We take pride in creating content that is fact driven and meets regulatory requirements.

When developing content for online and digital channels, it is important to take into consideration the customer journey. Developing content and targeting keywords for each phase of their buying journey is important to help your customers address any challenges that may come up.

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.

  1. 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 in your product or service and the research behind it. Use this to communicate how your product or service 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, think about how it will add value and if it will answer a specific question. Support your claims using facts and credible information that is compliant with any relevant regulations.

Our experience shows that time after time, this strategy has a positive impact on your audiences and your healthcare company. If everyone adopts a strategic mindset in implementing medical content marketing, this will have a greater positive impact on the industry as a whole!

  1. It builds credibility

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

About Us Page

Adding more information about your corporate history and adding team member bios can help you build credibility, while incorporating a personal touch.

Adding Client Lists and Testimonials

Getting real-life examples and honest testimonials from your clients can boost your credibility exponentially.

Research Reports and White Papers

Research papers are usually completed by a third party. They can help your clients understand whether 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. We’ve worked with companies like SpectrumWorks Consulting, IQVIA and GenMark. To learn more about building credibility in healthcare, here are 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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