Top Challenges and Trends IN HEALTHCARE MARKETING

Victoria Edwards

About MeWorking in Social Media/SEO/Content Marketing for 10 years

Digital Content Strategist for Florida Blue

Community Manager & Blog Content Strategist for GuideWell

Emergency Doctors

Where you can find meFacebook – Facebook.com/VictoriaEdwards

Twitter - @TallChickVic

LinkedIn - LinkedIn.com/in/VictoriaLEdwards

Instagram - @TallChickVic

Email – Victoria@Victoria-Edwards.com

Website – Victoria-Edwards.com

@TallChickVic

When I am not working…

@TallChickVic

OverviewWhat is Content?

What is Content Marketing?

Why You Need Content Marketing?

Challenges in Healthcare Content Marketing

Trends in Healthcare Content Marketing

Resources

What is Content?

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What is Content Marketing?

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“Art of Communication”

Any type of marketing, whether it’s online or

offline that involves developing and promoting

various types of content, in order to acquire and

retain customers

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Why Do You NeedContent Marketing?

To be seen by consumers and search engines

Constantly creating relevant and valuable

content with the intention of bringing in more

customers and revenue.

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Search Engine Optimization (SEO): Search enginesreward businesses that publish quality, consistentcontent.Social Media Marketing: Content marketing strategycomes before your social media strategy & socialmedia assists in promotion of your message.

Content Marketing should be a part of your overallprocess, not something that is totally separate fromother efforts.

Why Do You Need Content Marketing?

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Public Relations (PR): Successful PR strategies

address issues readers care aboutaddress issues

readers care about

Pay Per Click (PPC): For PPC to work, you need great

content behind it.

Why Do You Need Content Marketing?

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Part 1: Challenges in HealthcareContent Marketing

1. The Blog Editorial Calendar

2. Review & Approval Process

3. Finding Content to Use

4. Updating Information Due To

Industry Changes

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The Blog Editorial Calendar

Time consuming to develop

So many departments need content to

promote their efforts

Not just about the text (Personas,

Optimization, Authors, Topic)

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Time Consuming to Develop

Starting Q1 build out your calendar

Can just be a guide you edit later

End of every month, look a following month

and tweak

Look at past seasonal topics to repurpose

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So Many Departments NeedContent to Promote Their Efforts

Provide education and guidelines of what

goes into content development

Keep in mind of overarching goals and

objectives

Educate internally of benefits of content

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Not Just About the Text(Personas, Optimization, Authors, Topic)

Your content calendar should contain:

TopicSeasonal Event If Applicable (BreastCancer Awareness Month, AmericanHeart Month and so on)PersonasKeywordsAuthor NameContent Type

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Content Calendar

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Review & Approval Process

When developing content around

Healthcare reform, health insurance, or

clinical content, you need to develop

process and procedures for content

review.

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Review & Approval Process

Should have at least 2-3 people looking at

content

If there is a guest author, business should

have a release form so content is owned by

company

If content is medical in nature, medical expert

should sign off on content

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Review Process Steps

Content Gets Developed > Review Form is

Filled Out > Goes to Review Team > Goes

to Subject Matter Expert (SME) for sign off

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How to Make Review Process Easier

Ghost writing method (discuss further in

a part 2)

Content calendar communicated to

stakeholders & public & approved ahead

of time

Develop content foundation to

supplement when review team is busy

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Finding Content to Use

Fresh content development can be

difficult to develop due to process

Finding pre-approved content can save

you time and effort

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Why is Pre Approved Content Beneficial?It’s created by the experts.

It’s already reviewed.

It can save time versus creating new content

that promotes the exact same message.

It can help extend the lifespan of the content.

It is cost effective and can aid with ROI as it’s

already produced.

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Updating Information DueTo Industry Changes

Another big challenge of healthcare contentmarketing is making sure existing content is up todate.Often, content needs to be pulled down due toindustry changes, especially when it comes to healthcare reform or medical studies

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Updating Information DueTo Industry Changes

Pull down content but don't delete postOnce changes are updated, go to original postand update the contentRepublish content with new dateAs page is older has more digital authority vs anew page.