Content marketing, an opportunity to educate the patient

Dr. Catalina Parada, COO of AXON shares with us the benefits of opening online communication channels and practicing content marketing in their communication channels.

In Google, it is estimated that one out of every 20 searches are related to health problems and diseases. In fact as of this May 2017, the famous search engine includes cards with a summary of 900 health conditions. This with the aim of showing reliable information to users who could get wrong information written by unqualified people. However, it does not cease to generate distrust, as there are no more reliable web portals in which to get information on diseases and health issues than the official content channels of clinics and hospitals.

Catalina Parada, Director of Operations of Axon Marketing & Communications and surgeon from the Universidad Autónoma de Guadalajara in Mexico and specialist in Organizational Communication, as a result of more than 12 years of experience with clients in the health and wellness sector such as Hospital de San José, Asociación Colombiana de Medicina Interna, Bodytech, Consejo Empresarial Dental Mexicano, Heel, Fundación Universitaria de Ciencias de la Salud, Colsanitas, Instafit, among others, says “the opportunity in terms of content marketing for clinics, hospitals and in general, for all organizations in the health sector is served, because they already have the reliability and credibility in their content by those who read them, so the challenge is to build connections with their different audiences, especially with patients 2.0”. Next, Dr. Parada shares with us the benefits for a clinic of opening online communication channels and practicing content marketing, through communication channels such as the blog.

Brand positioning: Clinics, hospitals and all health and wellness establishments could be offering information to people who are interested in a topic that has to do with their specialty. This public, which is ultimately a potential client and/or patient of these institutions, can find out about an ailment, wellness or health improvement and learn more about a specific ailment or possibly find out about the side effects of the medications and/or supplements they are taking, from different channels or platforms provided by the Internet. These media, when used by users, result in brand positioning and therefore in growth, all as a consequence of having delivered useful content about people’s problems.

More informed users: It is important to have in mind that the contents created must be responsibly reviewed by professional experts in the area being treated to avoid giving erroneous or misrepresented information, in addition to clarifying that they are not a substitute for face-to-face medical diagnoses. Users are increasingly more informed, more curious and therefore more demanding in their expectations generated in front of institutions and health professionals and similars. They already come with a need created, fed and questioned where they can recognize symptoms, learn about treatments to treat the simplest ailments, ask for certain diagnostic tests (despite the little information they handle they feel with authority to ask for it) this is leading to a real problem that is afflicting this sector; therefore, it is important that all content has phrases of warning and guidance for users and / or patients or even in cases of gyms. This way, potential clients will know that the information found is real but not deep enough to replace a professional expert on a certain topic. Not to mention that the name of medicines should be avoided in order to prevent self-medication.

Real-life cases: In the health sector, there is an innumerable amount of knowledge and specific examples for each topic that can illustrate the content in a rich and understandable way. On average, 65% of people remember a message more when it is told through a story, which gives tools to feed the different channels that lead to increased credibility, brand positioning and delivery of safe information.

Let them find you through your blog: Having a lot of quantity and quality content makes you more popular in search engines (Google being the most representative) which translates into more potential clients, patients, users etc, seeing your brand. According to a study, 60% of the websites that have a blog receive a better positioning in search engines.

Source of professional knowledge: According to studies, 97% of doctors have access to the Internet and this medium is constantly used by these professionals to train and exchange information. In this way, your institution gains positioning among professionals in the sector and not only potential patients.

Social responsibility: Content marketing is also ateaching tool. Many companies use their blog to share their experience in their field. The act of educating users about health issues is a sustainable action that adds value to the brand.