We often picture B2B and B2C markets as two different spaces, so marketing strategies should be miles apart. Not necessarily, especially with healthcare content marketing.
This post lists five content marketing ideas that work whether you are targeting patients or industry organizations.
3 Medical Content Marketing Tips for B2B and B2C Markets
You are here because you are a medical group that works with a diverse audience. For example, you are an urgent care doctor who treats patients with non-emergency issues and provides occupational health services to businesses.
With content marketing, the goal is still the same: attract new patients or clients and grow your business. But how do you develop a content strategy that resonates with both groups?
Here are some ideas:
1. Define and Understand the Sales Funnel
Much of content marketing success lies in how it relates to your prospects. Even the best-written case study will not work if the right people cannot read it.
Understand the sales funnel to ensure that your content reaches your target market.
The sales funnel is a process that businesses use to identify and qualify potential customers. It is called a funnel because it starts with a large pool of potential customers (the top) and narrows down to those most likely to buy (the bottom of the funnel).
The sales funnel is different for B2B and B2C healthcare markets:
- In B2B healthcare, the sales process is usually longer and more complex, involving multiple decision-makers. These can include the physician, the practice manager, and even the hospital administrator.
- In B2C healthcare, the sale is usually shorter and simpler, with only one decision-maker, who is usually the patient.
However, both types use the same basic steps in the sales process:
- Awareness. This is when the customer becomes aware of a need or want you could provide, such as a service or a product. In B2C, this might be a patient who has been diagnosed with the condition that requires treatment. In B2B, it could be a business required by law to have certain health and safety protocols in place.
- Interest. At this stage, the customer begins to research solutions to their problem. A patient might be looking for information on the Internet about their condition, while a business might request proposals from various vendors.
- Consideration. The customer compares and narrows down their options. Patients might consult with their physicians about treatments, while companies might request more information or demos from vendors.
- Decision. This is when the customer decides which product or service to buy. For instance, a patient might choose to have surgery, while a company might purchase an employee health and safety program.
According to Digital Authority Partners (DAP), many content marketing materials work for all stages and various markets, but they require tweaking to fit the recipient.
Take a webinar.
For B2B, the focus is on how your product or service can help them solve a specific business problem. For example, you might discuss how your electronic health record (EHR) system can help a physician’s practice meet meaningful-use requirements.
On the other hand, B2C webinars might provide consumer education. You offer advice for managing chronic pain or tips for staying healthy during flu season.
2. Use Content to Showcase Expertise and Authority
Whether you are catering to companies or patients and their caregivers, it does not matter. All your leads would want to work with a seasoned, credible medical provider.
You can use healthcare content marketing to show off your expertise and build trust with potential clients.
Consider these points:
- Credentials. When was the last time you updated your website’s bio page? Are your providers’ credentials still accurate? Overhaul your website and Google My Business (GMB) profiles to reflect organizational changes, newly acquired knowledge, and recent achievements.
- Testimonials. Do you have any recent social proof from happy patients or clients? You can post these on your website or include them with their consent in email marketing campaigns or social media posts.
- Case studies. Detailing project outcomes shows off your organization’s successes. Write about a time when you went above and beyond for a patient or helped a company save money while still providing quality care.
- Industry news. Have you recently read an article or seen a news segment related to the healthcare industry? You can share these on your social media channels or company blog. Include your commentary to show how it affects your business or patients.
- Trends. What is the latest in your field of medicine or healthcare administration? Be one of the first to discuss it on your blog or podcast. You can be a source of information for reporters by offering quotes for articles or position your medical practice as a thought leader by being one of the first to adopt new trends.
- Joint ventures and partnerships. Do you have any business relationships that can help promote your brand? You can co-host a webinar, be featured in another organization’s blog post, or collaborate on an e-book.
- Videos. People are likelier to watch a video than read a blog post because it is a more digestible versatile format. Create educational videos, such as webinars or how-tos, or organize podcasts. Launch live videos to show your brand’s personality or demonstrate your bedside manner, highlight new services or products, or discuss industry news.
3. Use Content to Let Your Prospects You Can Solve Their Problem
One common denominator between patients and corporate accounts is a problem. They might be in pain. Their employees might be unhealthy, costing the company money in healthcare expenses or sick days.
Use content to tell them that you have the knowledge, expertise, and resources to help them.
Here are a few ideas:
- Focus on their pain points. Do you know what keeps them up at night? Write about their challenges and how your product or service helps alleviate them. A good example is an orthopedic surgeon writing about the different types of hip replacements and when each is appropriate.
- Ask questions. Use surveys to find out their specific needs. You can then create targeted content that meets these demands. Let us say you manage a hospital, and your survey reveals that people worry about their care costs. You can write blog posts or create videos discussing ways to save money on medical expenses.
- Be transparent about your process. Take them behind the scenes to tell them what to expect from working with you. Give a virtual tour of your facility or introduce them to your staff via video.
- Show your vulnerability. We all know that doctors and other medical professionals are human too. Write about a time when you had to learn a difficult lesson. It shows that you understand their pain because you have been there at some point.
- Educate them. Chances are, they do not know everything about their condition or what you do. Use your content and various marketing models to teach them about their options and how you can help them.
Healthcare content marketing builds relationships with patients and corporate accounts. Showing that you understand their needs and can provide solutions brings you one step closer to earning their trust and business.
These three strategies are a great starting point, but content is dynamic. You can use it in other ways. If you are looking for more ideas, work with a healthcare digital marketing agency to help you tailor a plan according to your specific goals.