August 2023 - Medical Digitals

One of the foremost challenges within the healthcare industry is both attracting new healthcare consumers and retaining existing ones. A powerful way to achieve this is through strategic content marketing, specifically by creating high-quality, valuable content that captures Healthcare Professionals’ & patients’ attention and enhances your reputation amongst them.

Do you know 82% of marketers are actively investing in content marketing? Content marketing serves as a great tool for the Life Science & Healthcare industry to develop relationships by sharing valuable medical information with all healthcare consumers interested in expanding their knowledge. If done correctly, it will boost your awareness, generate leads and convert them into customers.

In this blog, we will outline healthcare content marketing, its types, and the best strategies to master it.

What is Healthcare Content Marketing

Healthcare content marketing is a powerful way to help Life Science & Healthcare brands to reach and educate Healthcare Professionals and patients through valuable and sharable online content. Some content examples are blog articles, infographics, case studies, videos, and newsletters. To emphasise the importance of content, understand that 81% of marketers view content as a core business strategy.

Content marketing within the life science companies like Pharma, Medical Device, biotech, etc., and the Healthcare sector is straightforward: It revolves around developing and sharing digital materials drawing in healthcare professionals and patients based on the stage of their customer journey. These resources not only increase awareness but also boosts trust and engagement.

However, in healthcare, content marketing isn’t merely about putting out generic information and waiting for healthcare professionals and patients to discover it. It demands crafting medical information, visuals, and stories that resonate specifically with these audiences, drawing them towards your offerings in an organic and non-intrusive manner.

Healthcare Content Marketing

Benefits of Using Content Marketing for the Healthcare Industry

Content marketing has numerous benefits; here, we outline a few, especially which Life Science companies like Pharma, Medical Devices, Biotec, etc. and the Healthcare sector can take leverage.

Strengthening Trust and Credibility

As patients and healthcare providers take a more active role in healthcare decisions by looking up on search engines insightful healthcare content. It becomes vital for healthcare organizations to provide reliable information sources. Content marketing enables these organisations to solidify their position as trusted authorities by delivering accurate, current, and pertinent healthcare information. By investing in your content marketing efforts and consistently publishing valuable content, it not only showcases its expertise but also converts online visitors into qualified sales leads.

Patient and Healthcare Providers Education

More precisely, content marketing plays a pivotal role in patient and healthcare providers’ education, offering insights about emergent health conditions, possible treatments, and prevention strategies. Healthcare content marketing is also a key factor for lead generation, as it enables you to increase online traffic and ultimately acquire new leads.

Boosting Search Engine Rankings

The healthcare field is big and important, so getting to the top of search results is tough. Using robust SEO strategies and good content can help healthcare brands show up higher in searches, which brings in more visitors.

Leveraging Online Reviews

Successful healthcare content marketing is often reflected in positive online reviews. In today’s digital age, where healthcare professionals and patients rely heavily on the internet for product exploration and educational content, reviews gain significant importance.
Strategic content marketing usage can motivate more patients and healthcare providers to leave reviews about your healthcare business. These reviews, serving as user-generated content, can be highlighted on your website. Healthcare consumers often base their decisions on these reviews, which consequently influences the reputation of healthcare brands.

Types of Content Marketing

There are many types of content marketing that you may choose to incorporate into your strategy. Each type offers a unique approach to engaging healthcare professionals and patients, from in-depth online articles to visually compelling infographics.

Online Content Marketing

In Life Sciences and Healthcare, online content serves as the backbone for any engagement strategy. This type of marketing includes informative web pages, digital brochures, and ebooks. Tailored specifically for healthcare professionals and patients, it aims to provide relevant knowledge, highlight the latest research, and offer solutions to pressing health issues.

Social Media Content Marketing

Social media platforms offer a dynamic space to interact with Healthcare Professionals and Patients. Content on these platforms can range from timely updates on healthcare advancements and interactive Q&A sessions to sharing patient success stories. It’s a two-way street, enabling feedback, discussions and building community engagement.

Infographic Content Marketing

In healthcare, information often involves complex data, research outcomes, and intricate processes. Infographics simplify this complexity by transforming data into visually appealing and easily digestible formats. Infographics can help healthcare professionals understand complex medical research processes, and patients can better understand the treatment process.

Blog Content Marketing

Blogs provide an opportunity to delve deep into topics, share insights, and present thought leadership in Life Sciences and Healthcare. Whether it’s exploring a new medical breakthrough, offering health tips, or discussing policy implications, blogs serve as a platform to educate and engage both professionals and patients.
Combining your content development strategy with your Search Engine Optimisation (SEO) strategy is also worth every effort. It will not only scopes the blog content marketing plan but will also help you achieve higher rankings in the search engine.

Video Content Marketing

According to Wyzowl, 91% of people want to see more online videos from brands in 2023. Videos offer a dynamic way to showcase procedures, explain complex topics, and share testimonials. For healthcare professionals, it can be a means to learn about new techniques, while for patients, it provides a more immersive understanding of their conditions or treatments. With their storytelling ability, videos resonate emotionally, making the content more memorable and impactful.

Paid Ad Content Marketing

Paid advertising in the life sciences and healthcare sectors can be a powerful tool to ensure your content reaches the right eye at the right time. Organisations can promote their services, products, or informational content directly to healthcare professionals and patients through targeted ads on search engines, social media platforms, and industry-specific websites. Whether it’s promoting a new medical device, a revolutionary treatment, or creating awareness about health campaigns, paid ads offer a direct route to a broad and engaged audience.

Content Marketing for Healthcare: Top Strategies

Even if content marketing is a powerful tool without a strategic approach, leveraging it for your own success can be challenging. Hence, here are a few steps to maximise content marketing for your organisation.

1. Identify Topics That Spark Interest

To get started with healthcare content marketing, it is essential first to understand what type of relevant topics would interest the target audience. For example, a healthcare company can opt for a traditional approach to gain insights into the target audience by running surveys.

This may enable a healthcare brand to gain relevant information and create personas of Healthcare providers and patients, which must be used when creating content marketing materials.

Another approach is to use tools such as Answer the Public or Semrush that enable healthcare organisations to explore relevant queries and topics that patients and healthcare providers are actively looking at on the search engine.


Content marketings topic strategy

Content Competitive Analysis

A crucial phase in ensuring success in content marketing is the comprehensive competitive analysis. This process involves identifying your competitors and thoroughly understanding their content strategy, which allows you to differentiate yourself and aspire to differentiate your value proposition. The analysis also offers insights into your unique strengths and potential areas for improvement. Regularly conducting a competitor content analysis is vital to maintaining an up-to-date and competitive digital marketing strategy. When conducting your competitive content analysis, consider the following factors:

Identify Competitors

Generate a list of both direct and indirect competitors. The direct competitor offers identical products/services to your audience, while the indirect competitor presents similar solutions to the same customer problems differently.

Analyse Competitors’ Positioning

Examine each competitor’s core business. Focus on their brand positioning, product offerings, target audience, tone of voice, and messaging. Look at their SERP entries, meta titles, and descriptions.

Audit Competitors’ Content

Evaluate their content strategy by observing the main topics, subtopics, content types, and publishing frequency. Content types range from blog posts and webinars to case studies and infographics.

Study SEO Metrics and Strategy

Use SEO tools like SEMrush to analyse key metrics such as backlinks, domain authority, average time on site, keyword rankings, and organic search traffic.

Research Content Distribution

Understand how competitors’ organic & paid content is performing. Analyse their different social platforms for content distribution, like Facebook, Pinterest, YouTube, LinkedIn, and Twitter.
In essence, competitive content analysis is crucial for a well-thought-out content marketing strategy. It allows you to measure your rivals’ strategies, identify successful tactics, benchmark your performance, and uncover potential areas of strength.

Targets Readers’ Specific Buying Journey Stage

Providing value and answering customers’ needs is only a part of the story. You should also target your customers’ specific buyer’s journey stage in each piece of content.
Generally, the buyer’s journey has five stages: Awareness, consideration, decision, advocacy & retention. In the awareness stage, buyers are still researching their issues. In the consideration stage, they’re researching solutions. In the decision stage, they’re about to pick a provider.

Test With Different Content Formats

Now, let’s dive into the crucial cornerstone of content marketing: diversifying different formats. Switching between a range of platforms, from blog posts to video content and interactive content marketing materials, offers more creativity to your healthcare content without compromising your professional reputation. While healthcare content marketing can occasionally seem monotonous, integrating various content forms can instil creativity, reducing the risk of repetition. Implementing different types of content can diversify audience preferences and keep it fresh and engaging.

Examples of Healthcare Content Marketing

Here is an example of content marketing using a social media platform. This is an Instagram social media post from Johnson & Johnson educating about sleep from what they found in research. This is a great way to engage patients and obtain their personal health information.

Image source: @jnj

Here is, for example, a blog post from also Johnson & Johnson outlining five things we now know about Peripheral Artery Disease. It is also a great way to engage the Healthcare audience by writing long-form blogs to engage web visitors by educating them.

Here, Hyperchildnet and Omoron Academy offer free educational training courses on healthcare content, for example, for medical professionals or if anyone is keen on following a course to acquire more medical content in general. Offering free materials, such as a training course, is an excellent way of applying content marketing.

Social Media Adverse Event Protocol

For Life Science and Healthcare companies, it is important to create adverse event protocol. Unfortunately, due to strict laws and regulations, Life Science companies cannot simply decide to use these channels. Issues such as side effects must be reported on time. If you use social media, you should remember that your reach continues beyond national borders. We recommend documenting current laws and regulations and including country- and region-specific regulations. Besides, all processes need to be mapped out and described correctly. Are there examples of when an adverse event does or does not occur? Who should report an adverse event, where and in what way? If you intent to create your own AE protocol, you can also go through our Checklist to support the process of creating AE protocol.

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In the fast-paced and competitive field of the healthcare sector, generating leads is crucial for driving innovation and advancing medical research. To achieve this, healthcare marketers need to implement effective healthcare lead-generation strategies that appeal to the interests and needs of their target audience. In fact, lead generation achieves 174% more revenue when a robust strategy is put into place.

This blog will outline and provide an overview of the importance of healthcare and medical lead generation, offering valuable insights and strategies to help life sciences companies successfully engage with healthcare professionals.

healthcare lead generation

What is Lead Generation?

Medical lead generation is an important concept within the healthcare industry that refers to attracting and engaging with someone who has demonstrated an interest in partnering with a Life Science & Healthcare company.

However, effective healthcare lead generation involves more than owning a website and running periodic advertisements. It’s about clearly communicating the unique value your company offers compared to competitors and convincing potential healthcare leads why they should choose to collaborate with you.
In essence, medical lead generation encompasses the strategies and tactics used to attract and convert potential healthcare professionals & patients to your product or services.

Why Do You Need Lead Generation in Healthcare?

In order to grow the business, your target audience must know your brand, understand your product’s benefits, and finally become a customer by purchasing your product. Digitally, many marketers face the challenge of communicating with their target audience and sharing the right message at the right time. To do so, generating leads is important, so you can create your audience persona, have two ways of communication, and sell products at the right time with the additional benefits mentioned below.

Stand Out From the Competition

The healthcare industry is increasingly competitive, making it essential to differentiate yourself from your rivals. Effective lead generation methods can showcase your unique offerings and establish your credibility.

HCP Acquisition and Retention

High-quality leads have a greater likelihood of converting into long-term, loyal clients. A focus on lead generation helps attract new healthcare leads while maintaining relationships with existing healthcare providers.

Revenue Growth

An increase in leads translates to more potential clients, ultimately leading to higher revenue for your practice.

Networking and Collaboration

Generating leads among healthcare providers can create relationships that result in valuable partnerships and collaboration opportunities, reinforcing your professional reputation and credibility.

Lead Generation Process for Healthcare Professionals

A lead generation process comes first with a well-outlined lead generation strategy plan. Creating a comprehensive healthcare lead generation strategy is important, as it will allow the sales team to evaluate if the approach is performing well or needs improvement.

Effective lead generation strategies also help better prepare when engaging with qualified healthcare leads. For example, it enables the sales team to know when to contact and determine if they are qualified medical leads and set scheduled appointments. Ultimately, this will increase the sales process’s effectiveness and ensure a smoother transition into your sales pipeline. While strategising the process, it is best to consider the following points when generating healthcare leads:

  • Define the profile of your target audience.
  • Determine the characteristics that qualify healthcare leads.
  • Assess the objectives of each qualified lead.
  • Allocate the sales team members to handle lead communication and appointments.
  • Utilise technology to enhance contact points with potential customers.
  • Develop a follow-up plan for engaging with prospective new leads.

Lead Generation Strategies for Healthcare Professionals

A lead generation strategy is a focused approach that, for instance, healthcare sectors can use to develop relationships with prospective clients, ultimately encouraging them to purchase their products or services. In the healthcare industry, marketers must develop strategies that spark interest in their offerings.
Below, we delve into various strategies that can be adopted for effective healthcare lead generation:

Facebook Lead Generation

Social media is an essential element in any healthcare lead-generation strategy. Social media platforms can significantly enhance sales leads by enabling connections with potential clients and fostering relationships. Facebook, in particular, offers an excellent platform for educating about healthcare and engaging with your audience.

Furthermore, it assists in establishing your position as a thought leader within the healthcare industry, thereby increasing credibility by creating high-quality content.

Additionally, targeted advertising options like Facebook Ads Manager allow the creation of tailored campaigns for your ideal audience based on demographics and interests, among other factors.

Google Lead Generation

Healthcare professionals will likely connect with you through a Google search in today’s digital landscape. Failing to rank high enough in the search engine may result in missed opportunities for potential leads and sales growth.

Consequently, it is crucial to develop a strategy that focuses on targeting the right keywords, or search terms, to capture the attention of prospective leads in the search engines. Your strategy could be based on attracting traffic organically or paid. Organically it takes a minimum of 6 months to see traffic for your targeted keywords, but on the other hand, with paid ads, you can purchase traffic in no time.

LinkedIn Lead Generation

LinkedIn is an excellent platform for targeting healthcare professionals (HCPs) and converting them into high-quality medical leads. This platform allows sharing of comprehensive information via detailed posts, articles, and videos, solidifying your credibility within the healthcare industry.

LinkedIn is known for its capacity to foster networking. Moreover, LinkedIn enables users to join diverse community groups. These communities allow professionals to share invaluable insights about their field and medical practices, offering potential lead-generation opportunities.

LinkedIn lead generation form

Twitter Lead Generation

Twitter stands as a powerful social media platform for securing high-quality leads. One effective method of achieving this involves actively engaging with your audience. This could mean responding to mentions, retweeting, or sending direct messages to build relationships with potential medical leads.

Furthermore, Twitter offers an opportunity to participate in focused discussions, like healthcare-related Twitter chats. Engaging in these conversations about topics within the healthcare sector enables you to demonstrate your expertise, generate meaningful leads, and build strong relationships with your target audience.

Strategic use of hashtags can also be a powerful tool for lead generation. Incorporating relevant and impactful hashtags in your tweets can significantly increase your visibility and connect with a broader audience. This approach will help you to maximise lead generation within the healthcare industry.

Website Lead Magnet

One vital strategy for lead generation involves implementing a compelling website lead magnet. This refers to a website that offers content tailored to healthcare professionals (HCPs), enticing them to exchange personal information. Lead magnet content may include gated articles, e-learning courses, webinars, animations, infographics, tutorials, free trial e-books, or guides.

The primary purpose of a lead magnet is to generate new, high-quality leads. It’s essential to provide resources that offer value and address the potential problems of your prospects. So a, web visitor can share their information like names, contact details, and email addresses. Such voluntary shared information is typically called ‘opt-ins’ and is considered qualified leads. This implies that the prospect is interested in a subject matter that could pique their interest.

At this stage, nurturing the leads becomes crucial, and this can be achieved by tailored messages based on the original lead magnet. This personalised approach effectively enhances the conversion rate at the lower end of the sales funnel. There are multiple strategies to boost the effectiveness of lead magnets on your website. One such method involves using pop-up forms that prompt visitors to subscribe to your newsletter or download a resource. Another strategy to boost the number of lead magnets on your website includes testing different placements, like sidebars, banners, or inline forms, to determine the most effective approach.

Website Lead Magnet

Blog CTA

A blog Call to Action (CTA) is a powerful tool to transform readers into tangible healthcare leads. However, to achieve this, a comprehensive CTA strategy is crucial—one that persuades users to take action, thereby converting them into leads.

As healthcare practitioners engage with your website content, it’s important to ensure that the CTAs resonate with them, offering actions relevant to their needs and ultimately generating new leads.

Besides, the design of your CTAs should stand out from the rest of your content to effectively catch the readers’ attention. The CTA needs to be prominent on the page and easily discernible to users.


PPC Lead Generation

Did you know that Pay-Per-Click (PPC) advertising can boost 80% of brand awareness? Pay-Per-Click is a strategy you want to focus on if the goal is to boost healthcare sales and awareness. You can accomplish this by designing campaigns targeting specific, relevant keywords, demographics, and geographical areas based on your target audience persona.

When a user clicks on your PPC campaign, the first point of contact is your landing page. Hence, it’s essential to fine-tune your ad copy and landing page content to enhance your ad quality score, thereby increasing conversions.

It’s also important to regularly review your PPC campaign for potential improvements. Adjusting your bidding strategy, refining your target audience, and continuously optimising ad creatives are crucial for maximising the effectiveness of your PPC strategy.

Geo-Fence Lead Generation

Geofencing is a powerful tool in digital marketing that significantly enhances lead generation, especially in the healthcare sector. Establishing a virtual boundary around medical facilities can send targeted and promotional offers to healthcare practitioners in the geo-fence area. Which Fosters high engagement due to the immediate relevance of these communications.

Geofencing also plays a critical role in location-based marketing, ensuring that marketing messages are timely and highly targeted, thus leading to greater customer receptivity. Moreover, the data gathered through geofencing can refine marketing strategies, enabling businesses to nurture leads more effectively.

Overall, geofencing is an innovative digital marketing strategy that boosts lead generation, customer engagement, and revenue growth in the healthcare sector. It strategically positions businesses to interact with potential customers in their immediate proximity, fostering higher interest and prompting immediate action.

Tips for Lead Generation

As we have seen, there are various strategies you can implement to generate healthcare leads. Let’s delve into some actionable tips to maximise lead generation efforts in the healthcare industry.

Marketing Automation Tool

To boost your lead generation process, a key recommendation is to select an automation tool that perfectly aligns with your budget constraints and integration necessities. These automation tools serve as a bridge, simplifying lead nurturing workflows, thereby making your marketing operations more efficient.

The flexibility of these tools extends to streamlining various operations such as email marketing, nurturing leads, and social media posting. For example, you can use automated email marketing flows or follow-ups via diverse social media channels to stay engaged with your potential leads.

Furthermore, these marketing tools open the door to comprehensive analytics features, empowering you to closely monitor your lead generation campaigns’ performance. With this data at your fingertips, you can make informed decisions, driving your marketing strategies and ultimately boosting your lead generation.

Omnichannel Engagement

A second recommendation to strengthen your healthcare lead generation is to focus on adopting an omnichannel approach. Offering a consistent brand experience across various platforms – email, social media, and phone calls – not only enhances brand perception but also fuels healthcare sales.

Further, by adopting a personalised approach and customising content based on individual leads’ preferences and their stage in the buyer’s journey, you cultivate greater trust among your potential customers. This personalised connection, in turn, serves as a driving force to amplify your healthcare sales.


Website Speed

When website visitors come across your website online, every second counts. If your website takes more than 5 seconds to load, you may have already lost a valuable lead. That’s why optimising your website for a loading speed of under 2 seconds is of utmost importance.

Here are a couple of essential tips to achieve this goal. Firstly, prioritise optimising your technical SEO to ensure efficient website performance. For instance, compressing and resizing images on your website can significantly reduce loading times and enhance overall speed.

Lastly, make it a habit to regularly check your website speed, ensuring it remains optimal and provides a smooth, user-friendly website experience for your visitors. By prioritising website speed, you maximise your chances of capturing and retaining leads effectively.

Google page speed test

Track User Engagement With Heatmaps

Implementing heatmaps tracking is a valuable tip for gaining insights into user interaction on your website. By visualising clicks, scrolls, and mouse movements, you can identify areas for improvement and pinpoint website elements that may need further optimisation. This data helps you address confusing navigation or unclear CTAs, ultimately enhancing the user experience and driving better results.

User Engagement tracking with Hotjar

Sales and Marketing Alignment

Establishing clear goals and aligning sales and marketing around common lead generation objectives and key performance indicators ( KPIs) is essential. For example, encourage regular communication and collaboration between sales and marketing teams to share insights, feedback and best practices. Also, develop a straightforward process for transferring leads from marketing to sales, ensuring a smooth transition and a consistent experience for the lead.

Optimise Your Social Media Profile

Another vital aspect is ensuring your social media profiles are complete by including a professional picture, header image, features, lead gen form, and bio. In addition, you can use your social media profiles to highlight your qualifications, accomplishments and areas of expertise. Moreover, make it easy for potential leads to contact you by providing your contact information, such as email address, phone number and website URL.

Persona Development

Last but not least, persona development is critical for generating leads. Therefore, conducting research and gathering information about your target audience through surveys, interviews, and data analysis is important. This will allow you to develop detailed buyer personas representing your ideal leads, including demographic needs and pain. This will be useful for tailoring all your valuable content to bring potential leads to paying customers.

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