Content marketing an opportunity to educate the patient
In Google, it is estimated that one in 20 searches are related to health problems and diseases. In fact, as of 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 stop generating distrust, because there are no more reliable web portals in which to get information about diseases and health issues than the official content channels of clinics and hospitals.
Catalina Parada, Director of Operations of Axon Marketing & Communications and surgeon of the Autonomous University of Guadalajara in Mexico and specialist in Organizational Communication, as a result of the experience for more than 12 years with clients from the health and well-being sector such as Hospital de San José , Colombian Association of Internal Medicine, Bodytech, Mexican Dental Business Council, Heel, University Foundation of Health Sciences, Colsanitas, Instafit, among others, affirms “the opportunity in terms of content marketing for clinics, hospitals and in general, for all the organizations of the health sector are served, because they already have the reliability and credibility of their contents by those who read them, so the challenge is to build links with their different audiences, especially with patients 2.0 “. Next, Dr. Parada shares with us the benefits offered by a clinic to open online communication channels and practice 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 said institutions, can be informed of a medical condition, welfare or improvement of health and know more about a specific condition or possibly learn about side effects of the medications and / or supplements that is taking, from different channels or platforms that the Internet provides. These means, when used by users result in a brand positioning and therefore in growth, all as a result of having delivered useful content on the problems of people.
- More informed users: It is important to take into account that the created contents must be responsibly reviewed by expert professionals in the area being treated to avoid giving erroneous or misrepresented information, in addition to having a clarification that they are not a substitute for medical diagnoses face-to-face Each time users are more informed, more curious and therefore more demanding in their expectations generated in front of institutions and health professionals and the like. They already arrive with a need created, fed and questioned where they can recognize symptoms, learn about treatments to treat the simplest ills, ask for certain diagnostic tests (despite the little information they handle they feel empowered to ask for it) this is leading to a real problem that is afflicting this sector; Therefore, it is important that all contents have warning and guidance phrases for users and / or patients or even in cases of gyms. This way the potential clients will know that the information found is real but it is not deep enough to supply a professional expert in a certain topic. Not to mention that you should avoid placing the name of medicines to avoid self-medication.
- Real life cases: In the health sector there is countless knowledge and specific examples for each topic that can illustrate the contents in a rich and understandable way. On average, 65% of people remember more a message when it is told through a story which gives tools to feed the different channels that lead to an increase in credibility, positioning of brands and delivery of secure information.
- Let them find you through your blog: Having a lot of content and quality makes you more popular in search engines (Google being the most representative) which translates into a greater number of potential clients, patients, users etc, seeing your brand. According to a study, 60% of the websites that have a blog receive have 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 position among professionals of the sector and not only potential patients.
- Social responsibility: Content marketing is also a means of teaching. Many companies use their blog to tell their experience about their business. The act of educating users about health issues is a sustainable action that gives value to the brand.