Health problems bother everyone. Let’s admit it: whenever we feel any symptoms of a possible ailment, we rush to a computer and make a quick Google search. According to Google Health statistics, health-related searches make 7% of daily requests. Medication, health conditions, information about the hospitals, and other queries are extremely popular.

In today’s digital world, there is no better way to engage with patients than in being present online. That is why well-thought marketing in the healthcare industry is something that makes some pharmaceutical companies and hospitals more popular than the other. A developed strategy can help healthcare representatives improve branding, attract more visitors, and increase the company’s reliability. However, this niche is pretty specific. Therefore, some untypical problems can arise. Let’s discuss them.

Engage with your audience

When it comes to interactions with your target audience, healthcare is a pretty complicated niche. The language of the medical world is specified, and you cannot use it to engage with ordinary people. Chances that they understand specialized jargon are small. Still, you need to stay relevant. Keep your language simple and avoid too using too many terms (or explain them in simple words).

Also, to keep everything balanced, you need to know your audience better. To present clear and engaging marketing messages, you need to understand them and their needs. All successful marketing strategies start with defining recipients of your message – your customers. Mind audience’s age, interests, social status, and demographics before you start creating yours.

Stick to the main issues of your niche

Doctors and hospitals have different specialities. That is why, before you start your marketing moves, make sure that you define your niche’s specifics. When we seek for services provided by professionals, we have a specific inquiry. Students’ main request is “write my paper cheap” busy office workers might search for “affordable cleaning services,” young professionals seek for “career-related training.” Think about the problems your particular patients have and want to solve. This will help you shape your message better and produce marketing content that interests your potential patients.

For example, dermatologists can talk about such topics as skincare and the importance of healthy food. On the other hand, a heart specialist can educate the audience about the risks connected with bad habits and lack of physical training. As a specialist, you may have a lot of specific topics to discuss. Sharing valuable content with your visitors is one of the leading marketing trends.

Barriers between doctors and patients

It is essential to stay humane when you try to communicate with your patients online. Medical experts are not just people who make a diagnosis. Your patients seek for something more, like trust and care. Patients come back to those doctors that seem credible and carrying. Digital space can be a perfect environment to demonstrate this part of a doctor’s personality to the audience.

Healthcare organizations can create a web page or social media group to present their doctors as individuals. Share photos, videos, and interests there. For example, you can post videos of patients and doctors talking, photos, and videos from conferences, seminars, etc. Both medicine-related and real-life visual content is just right.

Online interactions with patients

Health marketing should be focused on the central question all patients have: they want to know what is wrong with them. People start looking for health-related content online because they need a quick answer. However, the general information they find in blog posts, articles, and books is not enough.

Marketing works better when it is based on engagement and communication. If your doctors have at least a couple of free hours per day, it is great to arrange online assessments for patients. They might come in a form or quizzes, tests, and live chatting. There are numerous benefits to this method. First, visitors will feel engaged and informed about their problems (as such, they will be less nervous). Second, doctors will have a chance to create a primary picture of patients’ disease before he/she visits the cabinet.

Social media platforms

Your social media presence is crucial since Facebook is a powerful marketing tool. However, when it comes to the healthcare industry, there are subtle aspects to keep in mind:

  • Post accurate information

Avoid any raw medical data and health news that might be fake.

  • Use memorable hashtags

Creative and relevant hashtags will make your content easier to find.

  • Create patient communities

People who suffer from diseases search for support. Online communities can help them struggle with their illnesses.

Using Facebook for your healthcare marketing strategy, you can ask patients about their preferences, help them find support, and get useful data.

Patients’ storytelling and feedback

Storytelling is a powerful marketing tool, and the healthcare industry can also benefit from it. Locate the success stories of your patients on the website of your hospital. This will make other people feel more inspired. What is more, your organization will increase its reliability in the eyes of potential patients.

Video testimonials are also great. Real-life stories are the best way to provide social proof and, therefore – increase the credibility of your service.


Pharmaceutical companies, hospitals, and private doctors should benefit from healthcare content marketing and build stronger relationships with their patients online. Indeed, no matter what niche you are in, communication with your customers is everything, and healthcare is not an exception. What is more, a wise marketing strategy can provide a broader picture of your services and the way they solve customers’ problems.

The only difference between healthcare marketing and other services is that promotion in the medical niche goes into the background. The main aim is to help and educate the audience. With valuable and useful content and the promotion will happen as a matter of course.

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