When we think of healthcare marketing we think of what is usually associated with healthcare. Cheesy medical commercials are usually what first come to mind. However, healthcare marketing is so much more than just mundane ads. The best way to describe healthcare marketing in 2022 going into 2023 is to think of it this way: traditional healthcare marketing is like an old-timey watch. It gets the job done but it is old and outdated. Healthcare marketing now is like a smartwatch where you have to understand all the newest features to fully take advantage of all its capabilities. 

But what caused this drastic change in the healthcare marketing scene? In part, it is due to the constant stream of technology always updating, adapting, and becoming more and more necessary in our lives. We are in a time where everything we could possibly want to know is at our fingertips. On the other hand, healthcare marketing had to move to a digital space due to Covid-19 and the aftermath of this pandemic. Covid caused healthcare brands to change their entire strategy and move to a more digitized way of doing things. 

With this change, we now have important aspects of marketing that weren’t as necessary as they are in this new age of healthcare marketing. The most prominent would be content creation and SEO. Both these terms have expanded from their original connotations and tend to work in conjunction. Content creation and SEO have become one of the most important elements of healthcare marketing in 2022 and will remain so going into 2023. 

At NewGen Marketing, we understand the importance of quality content and SEO. We are here to help your brand grow and become the brand you envision. Our team is more than capable of handling all your marketing needs. 

What is SEO and Content Creation

Understanding the basics of these two terms is the best place to start in order to use them to their fullest potential. The following will help you better understand both terms in a general sense. 

Search Engine Optimization 

SEO, or search engine optimization, is the process of improving your website in order to increase overall visibility when people search the internet for the services you provide. Using specific healthcare keywords associated with your brand, interlinking your content, and incorporating backlinks are just a few ways to improve SEO and your site ranking. Let’s consider the following example. 

Say you provide medical attention to those with back pain. When someone searches “back pain” on Google, for example, the search results generated will be for that specific term. The goal of SEO is to make sure that when someone searches “back pain” your brand is one of the first search results to populate. 

It is important to note that the example above is known as organic growth. A brand can also use paid ads in order to populate better as well. However, without a solid SEO using paid ads to promote growth is almost pointless. This is why the majority of healthcare brands opt to begin their marketing strategy through organic growth and use paid ads later. 

Benefits of SEO

Why does all this matter? The following are a few reasons why SEO is so important to digital healthcare marketing: 

  • Increased visibility means new leads you can turn into longstanding patients
  • When your website populates well, your audience will be able to find key information from your brand which will build trust in your brand
  • A heavily focused SEO strategy can allow you to compete with other healthcare brands without the need for paid ads although having paid ads are helpful
  • Being at the forefront of the medical industry and patients’ minds

Content Creation

Content creation is in simple terms, any and all content your brand creates and puts out. This content can go either on a brand website or social media page. The point of healthcare content creation is to attract patients to your brand and the services you provide. Having quality content helps people to discover your brand and healthcare services. It attracts new patients but maintains the engagement of current patients. 

A content marketing strategy is the cornerstone of inbound marketing. Content is a way to offer free and valuable information to your audience, attract potential customers to your website, and retain existing customers. Here are a few ideas for content creation. 

  • Blogs. Blogs are meant to educate, entertain, and inspire your audience. It is a good way to answer questions relating to your brand services or showcase testimonials. 
  • Podcasts. Podcasts may not seem like a popular form of content creation but in actuality, about 28% of Americans over the age of 12 listen to podcasts on a weekly basis, making it an excellent form of content creation. 
  • Video. Video is another form of content creation that can be beneficial to your marketing strategy. This is especially true whenever you need to explain complex medical terms that are better demonstrated through video rather than text. 
  • Graphics. Lastly, we have graphics that can be used in a variety of ways. The most prominent is using graphics to post on social media but infographics are also a good way to promote your content. 
Benefits of Content Creation

The benefits of content creation are immeasurable but what makes good content? In part, it all depends on your brand and audience. Sometimes it’s a guessing game. You have to try different things and see what engages your audience the most. However, there is a set of guidelines that is necessary for content to be considered good. Consider the following: 

  • Make content that is readable. Break down large chunks of content into smaller pieces that are easier to understand 
  • Keep content up to date. Healthcare is always changing so be sure your content is as relevant and up-to-date as possible. 
  • Work on your site structure. Having a well-structured website will allow your audience to navigate through your content easier. 

In addition to having quality content, be sure to revisit and revamp older content as well. This will keep your content fresh and relevant even as time goes on. 

SEO and Content Creation in Healthcare Marketing

Now having a better understanding of the two terms, it is important to consider what they mean when it comes to healthcare. Healthcare marketing can be vastly different from normal marketing because it requires a different set of needs and goals as opposed to generalized marketing. This can include different search terms, more audience-focused content based on the medical services your brand provides, and in some cases, a more serious tone depending on the topic at hand.

The varying needs of healthcare marketing are crucial to consider when creating content and improving SEO. There is also the fact that you have to keep SEO in mind when creating healthcare content. 

Using SEO and Content Creation

The first step in infusing best SEO practices with your content creation strategy is to understand your audience. If you provide a specific healthcare service then understanding your target audience will typically involve age group, audience location, and the overall needs of your audience. You have to understand the issue at hand in order to provide a solution for them through your brand’s services. 

Furthermore, you need to understand how to properly conduct keyword research. When it comes to healthcare keywords for your practice will be very specific. Having those terms populate in your content will in turn improve your website ranking when people search for those terms. When it comes to keywords the ratio between evergreen words and trending words should be 80/20. Having the majority of your keywords be evergreen words is important because trending words will not always be trending so the 80/20 model is typically what is recommended and yields the best results. 

Another way to improve your website is to understand how to manage on-page SEO elements as well as content layout and design. This can consist of a number of different elements such as

  • Paragraph length. It is recommended to use smaller paragraphs  
  • Optimize Images. Smaller images typically load up faster but make sure the conversion of the image translates well for both mobile and desktop viewing. 
  • Inbound/Outbound Links. Inbound links help your audience find all the information they need within your website while outbound links show you are a trustworthy brand. 

All of these different strategies are good for improving your content and SEO but what may be the most important aspect of both is creating a content calendar and sticking to it. One of the best ways to promote organic growth is consistency. Being able to consistently output quality content with SEO in mind is the best way to grow your brand. This also helps rank better in search engine searches. 

What NewGen Can Do For You

NewGen Marketing is a premier healthcare agency dedicated to helping healthcare brands expand and achieve their marketing goals. We are a dedicated team capable of handling any and all healthcare marketing needs. Ranging from web design to SEO to quality content, NewGen has you covered. We are able to provide you with a comprehensive marketing strategy that is realistic and attainable while also maintaining the vision you have for your brand. 

Contact us today if you have any questions about NewGen or other general marketing questions. We are more than happy to help you with all your healthcare marketing needs.