The Doctor Is Online: Content Marketing Strategies for Healthcare Providers

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Even before people drive to hospitals or clinics for a checkup or accurate diagnosis, they already have ample knowledge about their symptoms or illnesses. How? The internet.

If you run a private practice, you can also take advantage of the internet to attract new patients. After all, just like in any business, your profits are what keep your company running. You can improve your bottom line by establishing your brand presence on the internet to generate leads.

Many companies specialize in promoting different areas of the medical field. For example, some companies, such as Kenyatta Digital, provide online marketing services to chiropractic clinics. Others focus on marketing pharmaceutical companies and senior care service providers.

One digital marketing technique you can employ to establish your brand and credibility is content marketing. Through this, you provide your patients and potential clients valuable medical information while making a name for yourself on the internet.

Case Studies

While original research can give you credibility as a medical practitioner, it can take a lot of money and time to produce. The alternative is writing case studies.

With case studies, you take original research or news and break it down to more manageable chunks of information for your audience. Or, you can write a case study based on your own patients (after securing permission and ensuring their anonymity). Write about the situation, explain in detail what kind of service you gave them, and what resulted from the solution. It’s also important that you explain why all these details matter to the audience.

Case studies allow you to engage with your audience using reliable, valuable content. It increases your chance to convert them from casual readers into prospects or patients.


Blog posts and white papers work well in relaying helpful information. However, relying heavily on written content may lead to information overload. Your audience can use visual stimulation with compelling infographics.

Because the medical field is a heavily technical industry, good graphic design can turn complex information into a simple presentation. Infographics provide a concise way for your audience to find the information they are looking for.

Apart from data and general knowledge, though, your visual presentations should contain a logical call-to-action. Remember, while you want your reader to have some valuable takeaway, your primary goal is to market your medical practice to them. ‘

Medical Podcasts

Young woman and a doctor having podcast session

In the US, about 44 percent of the population has listened to a podcast episode. Among the most popular podcasting genres are education, news, and comedy. This means, by producing your own medical podcast, you can greatly benefit from engaging a large audience looking to learn about a significant subject.

Integrating podcast production into your content marketing strategy gives you a window to share your authority and expertise on the medical field and a chance to market your services. During the podcast, you have the option to interview a fellow expert for an intellectual discourse or a past patient to share testimonials and first-hand experiences.

Five percent of Google searches are health-related. When you share valuable medical content to internet users, you don’t only provide service, but you make yourself a trustworthy source, as well. And, this is important because, among other things, trust and reliability are what sell anything health-related.

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