A robust healthcare content strategy is paramount for large healthcare organizations wanting to navigate the complexities of the healthcare industry.

If you are a marketing director or CMO of a healthcare organization, you have probably experienced the challenge of managing the shifting landscapes of healthcare marketing this year. With advancing technologies and evolving customer expectations on the horizon, 2024 promises more of the same.

A well-defined healthcare content strategy ensures that healthcare organizations disseminate accurate, timely, and relevant information to patients in the smartest and most effective ways possible.

We know how challenging it can be to create and execute digital healthcare marketing efforts that produce the desired outcome: attracting and retaining patients. So, we’ve written this blog for you. We aim to provide you with actionable insights and a patient engagement strategy that supports and elevates your healthcare content strategy.

The first step of any healthcare SEO strategy is understanding your audience’s unique and diverse needs. Demonstrating that you have studied and listened to your audiences’ wants, needs, and pain points is the first step in gaining their attention and establishing a trusted relationship.

Healthcare CMOs and marketing directors can extract this information by conducting patient research, focus groups, or patient interviews. You could also utilize social media listening and study your digital analytics and user data. All of these methods can help paint a picture of the audience your healthcare content strategy should be written for.

The Cleveland Clinic’s Health Essentials blog is a perfect example of producing content based on audience needs and values. The blog covers various health topics and offers expert advice, insights, and information on medical conditions and lifestyle choices. This reliable and evidence-based information helps individuals make informed decisions about their health. It’s successful because the Cleveland Clinic has demonstrated it understands the needs of its audience.

The two pillars of an effective healthcare content strategy

When developing your healthcare content strategy, there are two pillars to follow that will help you produce the most valuable content possible: Educational content, patient stories, and testimonials.


Educational content

In a world where patients are actively seeking information about their health, educational content should be a crucial part of your healthcare content strategy.

Medical content creation answers questions your audience is looking for, such as information about diagnoses, treatment options, and what they can expect to experience in their healthcare journey.

The Mayo Clinic, for example, has an entire page of its website designated as its health library. Individuals can browse diseases/medical conditions, symptoms, tests and procedures, and more. This type of patient education can make them feel more informed and empowered as they make their medical decisions.

When you provide that type of educational content, patients see you as a trusted, credible, and reliable resource. This is why educational content should be part of your healthcare content strategy.


Patient stories and testimonials

Including patient stories and testimonials in your healthcare content strategy is one of the most impactful approaches you can take.

Nothing is more powerful than reading about someone else’s experience with what a patient might be facing. These real-life examples help to build trust and confidence in your healthcare organization.

Johns Hopkins Medicine tells stories about its patients and their treatments from all over the world. Heartfelt stories and real-life experiences bring personalization and connection to those who read them.

6 additional content considerations

Once you build your healthcare content strategy around the educational content, patient stories, and testimonials pillars, there are a few more strategies to consider.


Compliance and ethical considerations

Adhering to medical regulations, patient privacy laws (such as HIPAA), and industry standards are paramount in upholding the integrity of the information and maintaining trust with your audience. There are also ethical considerations when using patient stories and data.

As you develop your healthcare content strategy, be sure you are covering your compliance and ethical bases. Seek out a professional consultation if you are unfamiliar with these areas.


Analytics and measuring success

Key performance indicators (KPIs) such as website traffic, conversion rates, and patient acquisition are tremendously important data in determining if your healthcare content strategy is working or where improvements are needed. You can also use tools such as social media metrics and engagement data to refine your healthcare SEO best practices further.



And speaking of healthcare SEO best practices, be sure your healthcare content strategy includes them.

Techniques for optimizing your content include strategic keyword research to identify terms patients commonly search for, incorporating those keywords naturally into content, and ensuring that all meta tags, headings, and image alt texts are optimized for search engines.

Creating high-quality, shareable content also contributes to improved SEO and focuses on local SEO strategies to attract patients within specific geographical areas.


Social media and video content

Your healthcare content strategy should include healthcare social media marketing. Employ strategies for your healthcare organization’s Facebook, Instagram, YouTube, or LinkedIn channels.

Lean into what data says about video, such as the finding that using short-form video is best for capturing and maintaining viewer interest, especially if sharing:

  • health and wellness tips,
  • quick treatment overviews,
  • promoting providers and new services, etc.

Mount Sinai, for example, effectively uses their social media channels to launch campaigns to disseminate educational content, promote events and services, highlight physicians and staff, and share patient testimonials.

These efforts have increased patient connection and engagement.


Accessibility and inclusivity

Ensuring your healthcare content strategy is accessible and inclusive means it’s presented in a manner that accommodates various backgrounds, abilities, and cultural perspectives. This will allow you to reach a broader audience and contribute to equitable access to vital health information.


Digital innovation

Augmented reality (AR) and virtual reality (VR) technologies offer immersive experiences for patient education, surgical planning, and therapeutic interventions, while AI-driven personalization ensures your healthcare content strategy is adapted to users’ preferences, health conditions, and learning styles. Advancements in telehealth offer patients another convenient point of accessibility to care.

Pulling your healthcare content strategy together

A well-crafted healthcare content strategy is important in sharing important information, establishing your healthcare organization as a trusted authority, and reaching a broader audience of potential patients who need and can benefit from the care you provide.

Remember to keep the needs of your audience top of mind. Provide content that is educational and features patient stories and testimonials.

Think about compliance, measuring success, SEO tactics, your social channels, accessibility, and digital innovation. Incorporating all of these measures into your healthcare content strategies will help you attract and maintain patients in our digital age.

Choosing the best healthcare content strategy partner

If you’re not sure where to start, you might benefit from having an experienced healthcare content strategy partner in your corner.

TBH Creative has developed and executed all of the strategies introduced in this blog and is an award-winning expert in healthcare content strategy and healthcare marketing.

Want to learn more about how we can ensure your healthcare content strategy brings you the patients you deserve? Let’s talk.