… it’s CONNECTING ….
Content Connecting Manifesto
Yeah, I know … I’ve said it before (only because it’s true):
“Healthcare Content Marketing” isn’t really marketing. We’re not marketing; we’re not selling anything. Okay, maybe we are selling something … we’re “selling” a patient experience. Because if you try to “sell” your practice by selling your services – whatever those may be, in whatever specialty you practice – you simply commoditize those services. Sure, you’re a great doctor (or nutritionist, or accupuncturist, or other ‘provider’), but patients have plenty of great doctors to choose from. That is, there are many practices offering the exact same services! What sets your practice apart? You want to “sell” an exceptional patient experience. You want to “sell” a trusting relationship. You want to sell the connection. And if your website provides information – content – then you should think of your “content marketing” as content connecting.
You’re providing information – content – that your prospective patients are looking for.
It’s Not Marketing – Created with Haiku Deck, presentation software that inspires
What are patients looking for?
They’re looking for answers to their health questions.
You’re providing health content that answers those questions. Content that establishes you as an authority, an expert, in your niche. Whatever that niche may be.
That content educates your prospective patients; it engages and empowers them – that’s where the E in e-Patient comes from.
That content helps build trust: you become their go-to source of trusted, accurate health information. Because you’ve been providing answers to their health questions. And guess what? When they come to the place in their health journey where they make an appointment with a clinic … they’ll come to YOU. Win-win :)
So, let’s call it what it is … not healthcare content marketing, but Healthcare Content Connecting.
There are a few important rules when providing this content. First, you must not sell. Unlike traditional marketing, where you basically tell your audience how wonderful your services are (i.e. selling), in content connecting you never sell. It’s not about you … it’s about them. And, if you’re awesome at content connecting, the content that you provide is engaging and interactive. So … where to get that content?
You Already Have Great Content!
Note that you already have a huge amount of great content that answers patient questions.
Take a quick peek at my article over at Physicians Practice for how to do a “content audit,” and also how to figure out what questions your patients and prospective patients have.
While you’re thinking about doing that content audit, print out your Content Connecting Manifesto and paste it up over your desk … you’ll be glad you did. Promise.
What did I miss? Please leave me a comment and share your thoughts.
Until then … keep chillin …
Love your thoughts here, Russ. I work with a lot of healthcare organizations around becoming a transparent culture and better using the patients’ voice to improve their performance.
One of the conversations I have with all of them is that becoming transparent isn’t a marketing tactic used for boosting their image or even search rankings. While it has that affect on them, it’s really about helping patients by giving them what they need to be connected to the care they want in a way that builds trust in the care they receive.
It’s really a shift in mentality for most of them, but there are champions on the inside moving organizations in this direction. Keep up the good thinking!
Thanks for sharing your thoughts, Noel.
Love your website!
Please give my regards to Jim Edwards.