Sometimes even the best healthcare content can’t be found…
Quality healthcare content requires significant time, financial and technical investment to develop. Even with solid expertise and considerable resources, the highest quality material can be seemingly ineffective as search engines and audiences stream by it. Sometimes it’s understandable based on the sheer volume of healthcare / non-healthcare content uploaded to the Internet each minute, the enormous number of venues where content is shared and even the most seemingly unique healthcare topics already having well-placed quality content published. It’s time to assess your options to give you and your content the attention and ROI it deserves.
Verify Technical Attributes Are In Place And Functioning Properly
Be certain the digital framework of your healthcare content is optimized; key considerations include:
· Get on Google’s good side and equip your website with HTTPS
· Stay on Google’s good side by making your site mobile-friendly
· Eliminate redirects
· Mend broken links
· Use social sharing buttons
· Assess and deploy reasonable ways to cultivate backlinks
· Submit an updated sitemap to key search engines
· Optimize site performance with better page speed
· Delete or revamp out-of-date or presently irrelevant content
No matter how good your healthcare content is, even the best need to have a sound technical operating base and supporting cast to reach full effectiveness.
Revisit Keyword Selection
Keyword research, especially when it’s being revisited, can be tedious but well worth the effort. Seek out those keywords with high profile but low competition and repopulate your content accordingly. Be certain your content is appropriately worded and aligned with the specific healthcare audience (clinician, consumer, commercial, etc.) perspectives in mind. For some, this means rewriting the entire work but this is not always necessary and it will serve you and your ROI goals better if you learn to keyword-smith proficiently.
Were new features added in the past year? Were brand guidelines put into place? Did the competitive landscape change a bit? Whatever the case may be, it’s important to revisit your overall messaging to ensure your target keywords still make sense and you aren’t missing any major opportunities.
Fortify it with additional key supporting facts / current trend details to establish credibility and enrich your keyword volume. This may be sourced from KOLs / Influencers or medical references. The highly specialized rhetoric of healthcare offers unique combinations of vocabulary to effectively optimize content if you invest time, research and creativity.
Consult Your Repurposing Strategy
When you are creating content, always have alternate methods in mind to share it further apart from the original format / placement of it. Assess your repurposing options and strategically deploy your content in another format or venue. If you do not have a repurposing strategy, chances are you have quality content that’s languishing and capable of generating more ROI.
Some promotional funding can go a long way in helping languishing content get on its feet. Be sure you have adequate finances available to do it. Before launching a campaign, be certain the content you are promoting is at it optimal best and designate KPIs and other goals to measure effectiveness and ROI. A great way to cultivate organic reach is to boost traffic streams via paid search strategies and facilitate audience notoriety / sharing to carry it forward.
Redefine Your Topic
This requires additional research, time, financial and other resources. Re-think the content and the healthcare audience you are seeking to reach. Narrowing the focus may make it appealing to fewer viewers but may reward you with better engagement. Hopefully, it’s not a complete do-over but sometimes it’s necessary to effectively reach your original audience or a subset of it. One of the positive aspects of healthcare is its complexity and the multiple perspectives various stakeholders have in it. Realign your content with a niche strategy in mind to drill down to those personas and audience sectors it matters to most.
Strategically Utilize Social Media
Depending on the healthcare topic and audience, some mainstream social media options may provide your content with some lift. Unfortunately, quantity does not immediately result in quality ROI. Take it a step further; identify ways to share your carefully crafted content in the narrower social media venues preferred by your prime healthcare targeted audience for greater effect. Always be prepared with a strategy to take your content to the audience and once they have it, be certain they circle back via links or other channels and easily share it with peers.
Forty percent of marketers said proving ROI was a hurdle, while others listed securing budget dollars (28 percent), selecting the proper technology (26 percent), managing organizations’ websites (26 percent) and creating content targeted to international audiences (21 percent) as challenges…
Revenue-effective ROI is challenging to achieve for many healthcare marketing initiatives. Brand and product management strategies and tactics need to have a degree of flexibility within them as competitive, financial, regulatory, payer and other aspects of the healthcare industry change constantly. Even the most established companies have to maintain constant vigilance and commit substantial resources to be certain the high ranking they enjoy continues to stay aloft. A combination of these options will increase the opportunities for you to improve your healthcare content marketing performance and meet those KPI / ROI goals you are driving towards.
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Learn more about the healthcare industry; read my articles about its medical and business trends, content marketing and digital strategy, brand and product management, mergers and acquisitions, consumer wellness, managed care and market access strategy.
Hi, my name is John Baresky ( pronounced “ buh — ress — key “) and I have over 25 years of experience in healthcare.
Throughout my career, I have been writing about healthcare while developing and sharing important information with physicians, nurses, pharmacists and other clinicians plus consumers, patients, healthcare business professionals, investors and other stakeholders.
Healthcare is a vast industry. I organize its clinical, business, academic, technical and consumer topics into precise messages and stories that are easily understood and immediately useful. The content I write resonates across audiences with objective accuracy and clarity.
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A healthcare industry resource centering on marketing strategy for pharmaceutical manufacturers, medical device manufacturers, healthcare services, medical software and technology companies.
Pivotal elements include digital marketing, SEO, content development, content marketing, product launch, brand and product management, sales enablement and market access strategy.