We have spoken about the need for a digital marketing strategy for clinics and how to go about building one. The one main aspect of that strategy is content marketing. In this blog, we take a look at how your clinic can draft a content strategy, and why it is important to do so.

About 10-15 years ago, when people had health questions the first thing they would do is walk into their nearest clinic. The receptionist would book them in for a consultation, the doctor would diagnose them, they’d buy a prescription and that was the end of it. But these days, people go to the internet as their first option. Nowadays, most people don’t think twice before Googling their symptoms and finding causes. While it’s amazing how the internet has helped people with their health, it has also raised two major issues:
-Sometimes search results replace a credible doctor’s advice with questionable medical information
-Since there’s no regulatory body, some of the medical advice out there is inaccurate

On one hand it’s unfortunate that questionable medical advice exists on the internet. On the other hand, it’s a good opportunity for your clinic to set itself apart. You are the medical experts, so you automatically get the advantage of credibility. This is where content marketing comes into play.

What Is Content Marketing?

Content marketing is defined as promoting a business or service by sharing useful and engaging information. It engages audiences by delivering value that they seek out on their own. From a healthcare perspective, content marketing works on creating material and collateral that gives patients accurate information about their own health.

Blogs, articles, whitepapers, social posts, explainer videos, and newsletters are part of a content strategy.
Content marketing is a long-term strategy – meaning that if you invest in building one today, you’ll get returns 6 months down the lane. Consistency is key. Through content, you can also build credibility and brand awareness. This is critical for attracting new patients and retaining older ones.

4 Tips For Building A Content Strategy

1. Set up your channels
The first point of action is to determine which channels you are going to use to distribute your content. Social media is the simplest and least complex way, currently. Set up business profiles on Instagram, Facebook and Linkedin to meet your target audience in a common space.

In addition to social media, you should also set up a blog on your website. Blogging is the best way to add regular content to your website, which will help attract new patients.

Read: Marketing strategies for your healthcare practice

2. Finalize content topics
Brainstorm a few ideas on what subject matter your audience might enjoy. It can range from information about your services, FAQs, common health questions, or even opinion pieces.

Use your online space as a means through which you can educate your patients on symptoms and offer encouragement and support.

3. Format your content
It’s important to choose the right format when it comes to distributing your content. The format also depends on the kind of content you’ve decided to publish. Think about which content formats work best for your clinic’s tone – FAQs, how-tos, explainers, infographics, or personal essays. You could also supplement your written content with videos and graphics, so it’s okay to be creative with your strategy.

Another way to strategize can be to repurpose your content in multiple formats. This increases the shareability of your content and makes it more user-friendly.

4. Increase links to your content
Building backlinks is an important part of a healthcare content marketing strategy. When other websites link back to yours, that tells Google you have important content, and can help increase your search rankings. The more the number of backlinks, the more chances of new patients finding your practice. 


There are several ways to build a comprehensive strategy for your marketing practice. The first step is always to establish an online presence. You can get started by registering your clinic on TABIIB.

I am a writer, covering the sprawling expanse of healthcare, among many other things that I love writing on. I write on healthcare because I want to do my part in informing people about the health industry, When I am not blogging about research and medicine, I enjoy reading, playing squash and backpacking around the world.

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