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FROM NEW YORK TIMES LICENSING

Healthcare Content Marketing Services

Industry news and thought leadership to fuel your content strategy.

Healthcare content marketing is a natural fit for many hospitals and healthcare providers. It not only generates traffic for healthcare practices, but also helps to establish credibility and convert prospective leads.

 

What Is Healthcare Content Marketing?

Healthcare content marketing is the creation and distribution of engaging materials that address the needs and interests of current and prospective healthcare consumers. The materials are designed to educate healthcare consumers and provide answers to their medical questions. Types of healthcare content marketing formats may include news articles, blog posts, e-newsletters, medical research reports, videos, podcasts and other media. 

 

NYTLicensing



Healthcare Content Brands and Publications

Licensed content from NYTLicensing includes healthcare content from the world's best publishers.

 

 

How Is Healthcare Content Used in the Media?

Generating Brand Awareness

As part of a digital marketing strategy, healthcare content marketing can be used to improve online visibility and boost search engine rankings. By publishing content on healthcare topics of interest to your audience and promoting that content with relevant keywords, you can drive a qualified audience to your company’s website.

Establishing Credibility

Your prospective customers are constantly searching for verified information to educate them on medical procedures and answer their questions related to health and wellbeing. By creating or sharing factual articles by healthcare experts, it is possible for your brand to become a trusted source of information that people will be inclined to share.

Engaging Prospects

Gone are the days of reading boring pamphlets in the doctor’s office. However, by creating healthcare content marketing in engaging formats – like videos and podcasts – you can address your audience’s interests in a way that captivates their attention and tells a story.

Converting Leads

If your audience consistently sees high-quality healthcare content on your website, blog or social media channels, they will be more likely to submit an inquiry form or contact a representative, resulting in more direct leads for your business.

Retaining Customers

To keep your current customers, you have to provide more value than your competitors. By implementing a strong healthcare content marketing strategy that consistently offers your audience reliable healthcare news and information, you will undoubtedly remain the most valuable and top of mind.
What Makes Healthcare Content Tactics Effective?

1. Using Credible Sources

Create or share high-quality news and information from credible sources to secure your position as a thought leader.

2. Simplifying Complicated Information

Offer healthcare content in a conversational and relatable tone to ensure that a larger audience understands the message.

3. Leading With Authenticity

Avoid direct promotion of your brand or product. Instead, offer content that tells the story behind your brand and focuses on its values. 

4. Being Timely and Consistent

Consistently produce and distribute new content that includes the latest news and updates to keep your audience habitually engaged with your brand. 

5. Taking an Omnichannel Approach

Experiment with new formats, like videos, webinars and podcasts, to catch your audience’s attention on their preferred platform for receiving information. 
Frequently Asked Questions about Healthcare Content Marketing

What are some challenges of healthcare content marketing?

Compliance-driven: In healthcare, compliance, privacy and patient data are necessary factors to consider. Content creators need to be sensitive to the quality of data, the standards of sourcing and any security concerns. 

The Right Experts: Healthcare is extremely complicated, so there is a reason that industry professionals need a lot of training to succeed. For companies looking to outsource part of their content strategy, finding topical expertise is the top challenge.

Emotional: Emotions will always be intertwined with healthcare, even beyond patient services. For example, ROI in healthcare is not a simple by-the-numbers discussion. Organizations need to consider qualitative and the quantitative sides of ROI because you can’t put a price on healthcare advancements and patient successes. 

Why has healthcare content marketing taken so long to become a viable strategy?

When it comes to healthcare content marketing, there isn’t a shortage of topics to cover. But since healthcare is so tightly regulated, there are so many legal, ethical considerations involved. Especially on the internet, one wrong answer or bit of false information can massively impact a reader. For these reasons, healthcare content marketing can be difficult to develop in a timely manner. However, partnering with a content licensing agency can help your organization showcase unbiased and timely information.
 

Additional Resources:

Healthcare Content Marketing: What Is the Value and 6 Tips to Get You Started
Healthcare Marketing: 20 Key Stats to Know
How to Successfully Market Your Medical Device With Content Marketing: 14 Tips
7 Top Biotech Content Marketing Strategies
Creating a Pharmaceutical Content Marketing Strategy
11 Tips to Boost Your Hospital’s Healthcare Content Marketing in 2023
Healthcare Stats to Know
Ready to crush your healthcare content marketing goals?
Learn how to boost the effectiveness of your content strategy with licensed healthcare content from The New York Times, HealthDay and Scientific American. 
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Healthcare Content Marketing Examples
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