By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
Health Works CollectiveHealth Works CollectiveHealth Works Collective
  • Health
    • Mental Health
  • Policy and Law
    • Global Healthcare
    • Medical Ethics
  • Medical Innovations
  • News
  • Wellness
  • Tech
Search
© 2023 HealthWorks Collective. All Rights Reserved.
Reading: Using Content Marketing to Deliver Inbound Patient Prospects
Share
Notification Show More
Font ResizerAa
Health Works CollectiveHealth Works Collective
Font ResizerAa
Search
Follow US
  • About
  • Contact
  • Privacy
© 2023 HealthWorks Collective. All Rights Reserved.
Health Works Collective > Business > Using Content Marketing to Deliver Inbound Patient Prospects
BusinesseHealth

Using Content Marketing to Deliver Inbound Patient Prospects

Stewart Gandolf
Stewart Gandolf
Share
4 Min Read
content is king
SHARE

content is kingThe Internet has dramatically reinvented how prospective patients find their way to the front door of your medical practice. “Traditional” healthcare marketing options—newspaper or magazine ads, radio/broadcast, PR, outdoor advertising—all continue to have an important place and useful purpose in your marketing plan.

content is kingThe Internet has dramatically reinvented how prospective patients find their way to the front door of your medical practice. “Traditional” healthcare marketing options—newspaper or magazine ads, radio/broadcast, PR, outdoor advertising—all continue to have an important place and useful purpose in your marketing plan.

But in many situations, the mix of tools has, rather logically, shifted to emphasize online and content marketing for two basic reasons:

The Internet and healthcare delivery share a sense of immediacy. When an individual is concerned about a medical or health issue, the Internet is an instantly accessible resource, that’s as close as the ever-present mobile device. Answers or information are in their pocket right now.

More Read

Image
Microsoft’s New ‘Xbox One’ Can Measure Heart Rate
Legal Concerns: What Steps can Pharma Take to Engage in Social Media?
How Sweet It Is: Smartphone App and Glucometer Mashup
Interpreting Physician Rating Websites: Garbage IN Equals Garbage OUT
Social Recruiting Is Now Marketing

Most consumers look online for healthcare information. Conservative estimates put the number at 80 percent (or more) of the time people look online first. Fish where the fish are swimming.

Simply put, prospective patients are using the Internet and it only makes sense to meet them there. And that’s where and why content marketing works to attract and deliver inbound, new patient calls.

By definition, “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action. [Content Marketing Institute]

Content marketing provides medical group practices, hospitals and others with the “marketing perfect” opportunity to deliver useful, timely and vital information to a prequalified consumer; instantly and immediately.

Timely, visible and shareable information…

To be effective, your content—the valuable and relevant information—needs to be online and “discoverable” in advance of the consumer’s online search. This means your content marketing strategy will overlay your online presence, including your:

  • Robust and information-rich website
  • Regular blog posts, PR and articles
  • Multi-faceted social media visibility
  • Search Engine Optimization (SEO) techniques
  • Pay-Per-Click (PPC) advertising
  • Directory and local search systems
  • Video and visual content

For content marketing to be effective the over-arching rules dictate that information and resources be:

  • Authoritative, accurate and high quality
  • Updated and refreshed regularly and consistently
  • Attention-getting and useful

Finally, content marketing drives inbound prospective new patients when it is interesting, compelling and engaging. The objective is to begin and foster a trusting relationship between patient and provider. Benefit-laden information (not sales) attracts interested and qualified visitors who ultimately become customers.

Watch for upcoming articles about using inbound marketing and related topics in this series. And click through here for these articles in our free marketing library:

  • Secrets of Engaging, Contagious and Sharable Content
  • 7 Counterintuitive Tips: Creating Content that Actually Means Something
  • Why Content Marketing is a Natural Fit for Healthcare

Stewart Gandolf, MBA

Author information

Stewart Gandolf
Stewart Gandolf
Chief Executive Officer and Co-Founder at Healthcare Success Strategies
Stewart Gandolf, MBA, is CEO of Healthcare Success, a medical marketing and health care advertising agency. He is also a frequent writer and speaker. Most importantly, he is happily married and a “rock-n-roll daddy” to two wonderful girls.
TwitterGoogle+LinkedIn

The post Using Content Marketing to Deliver Inbound Patient Prospects appeared first on Healthcare Success.

TAGGED:contenthealthcare marketing
Share This Article
Facebook Copy Link Print
Share

Stay Connected

1.5kFollowersLike
4.5kFollowersFollow
2.8kFollowersPin
136kSubscribersSubscribe

Latest News

uv protection in winter
Winter Sun Safety: Why UV Protection Matters Year-Round
Health
October 29, 2025
Nurse Scheduling Software
Evaluating 7 Best Nurse Scheduling Software
Nursing Technology
October 28, 2025
contamination
Batch Failures And The Hidden Costs Of Contamination
Health Infographics
October 21, 2025
Medication Management For Seniors
Simplifying Medication Management For Seniors
Infographics Senior Care
October 21, 2025

You Might also Like

Healthbox Nashville Launches with 7 Fresh Digital Health Startups

September 20, 2013

HIMSS Analytics 3rd Annual Mobile Survey

June 24, 2014

Risk Adjustments in ObamaCare

January 25, 2014
nursing home care costs
FinanceGeriatricsSpecialties

Nursing Home Costs Top $84,000 a Year

May 16, 2013
Subscribe
Subscribe to our newsletter to get our newest articles instantly!
Follow US
© 2008-2025 HealthWorks Collective. All Rights Reserved.
  • About
  • Contact
  • Privacy
Welcome Back!

Sign in to your account

Username or Email Address
Password

Lost your password?