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Content Marketing Tips for Specialty Practices


Gone are the days when specialty medical practices could simply rely on traditional advertising techniques to bring in patients. Today's world of marketing has been completely revolutionized by the internet — and it's important that those in the health care industry take advantage of the power of digital marketing as well.

One of the most important types of digital online marketing for specialty practices is content marketing. Content marketing is essentially a marketing strategy in which you create and share valuable content with the world in order to draw in potential clients. Content marketing is a powerful strategy and also a cost-effective one: Studies on marketing show that content marketing costs 62 percent less than traditional marketing techniques, but it generates three times as many leads. Some popular examples of content marketing include blogging, newsletters, e-books and white papers.

If you are a marketer for a specialty practice and you want to take advantage of the power of content marketing to bring in new patients, the following tips can help guide you.

1. Make Sure Your Content Is Mobile-Friendly

Whether you're blogging, sending out an email newsletter or adding helpful information to your website, you need to ensure all the content you create and share is mobile-friendly. People are accessing the internet on their mobile phones more and more — in fact, some digital media studies show that more than 60 percent of Americans' online time is spent on mobile devices. So, in order to ensure your content is viewable and easy to use on any mobile device, you need to make sure it is designed to be responsive. Responsive design ensures that content can adapt itself to work well no matter what size screen or device it is being viewed on.

2. Make Sure Your Content Is Optimized for Search

If you want your content to help bring new patients to your practice, you must optimize it for search. That means that you should incorporate keywords that are relevant to your practice (and geographic location) into the text, headers, alt+tags for images and more. If you optimize your content for the right keywords, your practice will rank well in search results — which means that potential patients will be able to discover you when they're searching the web.

3. Be Picky About Your Sources

As a health care provider, it's essential that you only provide reputable, reliable information to readers in your content marketing efforts. Be very picky about any sources you use to write blog posts, newsletters, e-books, white papers or any other digital content. Some good, dependable sources to use include well-known health care organizations such as Mayo Clinic or official organizations such as the American Medical Association.

4. Help Patients Get Comfortable

Visiting health care practices can be intimidating or nerve-racking for patients. Content marketing is a great way to make your practice seem more approachable and friendly, and it can help patients feel more comfortable before they come into your office. Try using a conversational tone in your writing and even writing about or featuring people who work at the practice. Content marketing can help people create an emotional connection with a business — which makes them more likely to want to visit or become a patient.

Content marketing is one of the most important promotional tactics today — and specialty practices cannot overlook its power and effectiveness. By taking some time to create a blog, write a newsletter and develop your digital footprint online, you can bring in new patients and keep current ones engaged and happy.

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Vera Fischer

By Vera Fischer

The visionary of 97 Degrees West for more than thirteen years, Vera has served as the CEO and President since 2004. During Vera’s tenure, the agency has achieved steady growth while surviving both economic recessions in Austin, Texas. Vera began her advertising career at GSD&M where she worked on accounts: Krispy Kreme Doughnuts, Houston Rockets, Dollar Rent-A-Car, Pearl Vision, SeaWorld and DoubleTree Hotels. Her next stop was the nationally recognized T3 known as “The Think Tank.” While at T3, Vera spearheaded the Dell Computers launch of the Preferred Accounts Division and lead national projects for the ESL and Enterprise Divisions. Other notable accounts included Quintiles Oncology, Austin Lyric Opera and St. David’s Hospital. In 2001, Vera left the agency world to embark on the client side as Director of Marketing for Forgent Networks, the software spin-off of VTEL video conferencing. Vera managed an annual multi-million dollar marketing budget, developed online lead generation programs, managed the inside sales team and consistently delivered high-quality MQLs to the sales team. In 2004, after a company wide re-org, Vera was laid off while on maternity leave. Within the day, she founded her agency, 97 Degrees West. Vera’s weekly podcast entitled, “System Execution”, launched in mid-2016 with notable guests like Ari Weinzweig, Jeff Smith, Gary Bizzo, Dr. Alan Pitt, and other business and thought leaders. Vera is the first woman to host a podcast devoted to systems and processes of successful companies. She is quickly becoming one of the country’s leading authorities on the topic of execution Vera is a member of the Austin University Area Rotary Club, an advisory board member for the School of Journalism & Mass Communication at Texas State University and a Mentor at Capital Factory in Austin, Texas. Vera is completing her Master’s in Strategic Communications at Texas State University in May 2018.