Is Your Content Strategy Unhealthy? Use This Symptom Checker

As a healthcare marketer, you know the importance of reliable, factual medical content. You know that 86 percent of patients conduct a health-related search before seeing a doctor. [Click to Tweet] Many of these people are looking online for a diagnosis before they seek an official one.

But what about you? Have you taken a proactive approach to your healthcare content strategy? If you were to give it a diagnosis based on your own research, would it make you turn to a content professional for help?

Unhealthy Content Strategy Symptoms

The first step is to identify the symptoms of an unhealthy content strategy. From there, you can determine what it needs to heal.

1. Your content strategy is chaotic and unorganized.

healthcare content strategy

Ever heard the phrase “don’t run before you can walk”? If you jumped into your content efforts without first establishing a documented content strategy, your results may suffer. According to the Content Marketing Institute, 60 percent of the most effective B2C marketers have a documented content strategy. [Click to Tweet] If you’re part of the 40 percent that doesn’t, you may feel the pain of a muddled content strategy that doesn’t flow.

2. You don’t promote your content.

The job is not done once you hit “publish”. In fact, it’s just beginning. Make sure you’re giving all of your healthcare content the opportunity to be seen and shared through continuous promotion. The key is to have a detailed promotion strategy for each piece of content within your documented content strategy – and follow through with it.

3. Your content doesn’t match your patient journey.

You can have all the content in the world, but if it doesn’t give potential patients what they need at the right time, it might as well not exist. As much as 49 percent of marketers are learning to drive content to align with the buyer’s journey. [Click to Tweet] Don’t fall behind! Make sure your documented content strategy includes content for all phases of your patient journey – not just one.

4. Your content is too broad and unoriginal.

One of the biggest mistakes I see among healthcare content is the attempt to cover it all. If you want to stand out in your industry, however, you need to focus on the areas you’re great at. Is your hospital known for its outstanding pediatric care? Make a goal to become the go-to source for pediatric healthcare content.

After you choose your focus, don’t create content that already exists. Give it your own fresh spin (whether it’s through a different content format, providing your medical staff’s unique insights, etc.) Most of all – don’t be afraid to be different!

5. Your online voice isn’t personable.

Even though you might be explaining complicated medical issues or procedures, you should still give your content personality. Why? By 2020, customers will manage 85 percent of their relationships without talking to a human. [Click to Tweet] If this is true, do you want your online voice to sound like a robot or a person? Add personalization to your content now so you can meet and exceed the expectations of your customers and stay on top of this growing trend.

6. You don’t have an established workflow.

Who is responsible for the different parts of your content strategy? How do they complete their tasks? How do you ensure your hospital’s voice remains consistent? If you don’t know the answers, your healthcare content strategy is lacking a major component. Having a concrete workflow allows your strategy to come together seamlessly, save your team time and prevent unwanted setbacks.

7. You didn’t choose specific goals.

Sometimes it can be difficult to tie ROI to healthcare content (which I’m sure you already know). If you went into your content strategy thinking your only goal was to increase patient appointments, you may be in for a rude awakening.

What you should’ve done is tie your content strategy to specific, attainable goals like increased traffic, increased brand mentions, improved social engagement, lower bounce rates and higher time on page. [Click to Tweet] All of these smaller goals can work together to produce more appointments and increased ROI – and reinforce your content strategy’s health.

If your content exhibits any of the above unhealthy symptoms, it’s time to get busy. Improving your content will surely improve your results.

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For more on content strategy, download our “Top 10 SEO Guide for Healthcare.”

Or check out Fathom’s content brand voice questionnaire (Microsoft Word) to speak a unified message.

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Haley Hite

About Haley Hite

Haley Hite is Sr. Manager of Content Marketing at Fathom, where she leads the content marketing initiatives, training and best practices for the company. While at Fathom, she has worked with clients in a variety of industries to create, implement and measure documented content strategies based on sound research and data. Outside of work, Haley loves traveling to tropical locations, reading, cheering on her alma mater Bowling Green State University, going to Cedar Point, and hanging out with her husband. Follow Haley on Twitter: @HaleyHite11.

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