If you’re planning to open a healthcare startup, or if you already have, you’re likely wondering how to get your business out there.
Although it can be easy to think promotion tactics should be different in the healthcare industry because it’s so unique, you shouldn’t discount traditional forms of marketing.
One form you should always pay attention to is content marketing.
Granted, healthcare content will have unique characteristics that separate it from that of typical business models. Nevertheless, 53% of businesses pay attention to content in their marketing campaigns, and that number is only expected to grow.
Wouldn’t you want to avoid having your healthcare startup become part of the 47% that doesn’t have a content marketing plan?
Here are a few ways to help you join the competition.
1. Make a plan
No marketing strategy can get off the ground without a plan. Do your research and get to know your target niche. What do they care about? What do they want to know? Once you craft your plan, put it into action. Start a blog, create a video campaign, develop a podcast.
Whatever content your decide to make, make it with a goal in mind. Companies that invest in a solid content marketing strategy on average see conversion rates that are 6 times higher than those that don’t.
That’s huge. Don’t you want a piece of the pie?
2. Offer analysis on new technology and news items
Healthcare is a constantly changing industry. The content you create should reflect that. One way to keep your content current is to offer commentary on technological advances in the industry, as well as on healthcare-related events covered in the news. This is not the only type of content you can create to have a lasting impact on your audience, but it is a great one to kickstart your content marketing strategy.
3. Be human
There’s nothing more frustrating than interacting with a company---in any industry---that doesn’t care about you as an individual. As a startup, you have the opportunity to develop a brand that’s personable and approachable. This type of branding is even more valuable in the healthcare industry, as people expect quality interactions throughout every step of the process.
The first step to doing this is through your content. The second is through your employees. Remember, it’s better to be perceived as a business that cares than as a business that only cares about the bottom-line.
4. Write for the average person
Where there is personable content, there is content that’s easy to understand. Don’t become so involved in numbers and jargon that you forget about the people who are just starting to learn about the healthcare industry. In fact, it’s always good to keep that group in mind when you create your content. Doing so will establish your startup as a knowledgeable, approachable, and well-liked business.
5. Just get started
Content marketing can be disheartening if you go into it chasing perfection. It’s better to create content that isn’t super perfect, and learn as you go, than it is to avoid starting until perfection is attainable. In fact, if you finish this blog post having only learned one thing, let it be this: perfection is impossible, so just start creating. The quality of your work may surprise you.
Conclusion
Healthcare is a tricky industry to open a startup in, but doing so doesn’t have to be a herculean task. You can establish a strong brand that resonates with your target audience by keeping their needs in mind. Keep your content relevant to them, and always remember to be human in every client-facing interaction. Your potential customers will thank you for it.