Posted By Coffey Communications on 06/24/2021

Creating content that connects and converts

Creating content that connects and converts

Now that we’re getting back to business after the pandemic, healthcare marketing content needs to be inclusive and empathetic. If your goal is to use content to engage healthcare consumers and convert them to patients, here are some strategies to keep you on track.

Connect people to inspiration. Think about the advantages of storytelling. Personal narratives can help consumers relate to an issue and help explain more difficult concepts and treatments. Stories can also encourage healthcare consumers to think about what they’ve read and share it with others. This may aid them in recalling the information later.

How can I do that?

You can provide stories of success to inspire healthcare consumers and give them hope. In addition, telling the story of someone experiencing a health issue reminds consumers of the risk of certain diseases, motivating them to think about preventive care.

Always remember to consider the consumer’s best interests in the storytelling you use to persuade—and don’t forget to follow HIPAA marketing rules.

Highlight the patient journey. Your potential patient’s healthcare journey is a deeply personal experience. Healthcare workers may be accustomed to the everyday aspects of doing their job. But patients may feel fear or uncertainty when entering a healthcare facility or discussing their medical background. That’s why you should use content that focuses on the patient journey.

How can I do that?

Using the patient journey means promoting education and shared decision-making. Your content should help healthcare consumers understand how their problems can be solved. Basically, you should highlight patient self-efficacy. That includes content that identifies obstacles in access to healthcare and shows how people can overcome those hurdles.

Invite engagement through calls-to-action. If you want someone to do something, you have to ask. Inviting consumers to engage with your brand may motivate a potential patient to interact with your marketing material, such as sharing it on social media. Then you need potential consumers to go a step further in order to convert them to patients.

How can I do that?

Use a strong call-to-action (CTA) that clearly defines the next steps for the consumer. You can learn from effective examples or start to analyze which CTAs work best through analytics.

Evaluate your efforts. Healthcare marketers get busy. Yet, discovering what content engages your consumers and converts them to patients will make you an expert on what is meaningful to the people you need to reach.

How can I do that? 

Find out which blogs or articles caused a person to respond to a CTA or stay on your website longer. Or did a certain direct mail item increase your client base? Pinpointing effective content saves you time and effort in the long run. Then, once these consumers convert to patients, you can further use analytics to check whether your content continues to engage them.

Need help connecting with and converting consumers?

The Coffey team has experts who know how to reach and engage healthcare consumers. They can streamline your outreach strategy and develop content that will help you meet your goals. Contact us to schedule a meeting with one of our business development consultants.


The original version of this page was published at:  https://www.coffeycomm.com/blog/posts/creating-content-that-connects-and-converts/