11 Key Tactics for Healthcare Content Marketing

What is Healthcare Content Marketing?

Healthcare content marketing is the practice of creating useful health-related content to engage, educate, and retain patients. This helps businesses, especially, healthcare practices grow their online presence, and build a brand.

The goal of a healthcare content marketing strategy is to establish your practice as an authority in the niche (for e.g. physical therapy), that potential patients can trust and turn to for useful information.

Related: What Is Healthcare Marketing? The Ultimate Guide in 2025

To market your practice through content, you will need to create blog posts, infographics, newsletter, PR and social media content. In some cases, creating content such as guest posts for other reputable websites can also be helpful.

The goal is to provide valuable content to potential patients instead of directly marketing your services. This gives them time to get to know your business, learn about your services, and eventually book an appointment.

11 Key Tactics for Healthcare Content Marketing

Creating a comprehensive content marketing strategy requires mixing elements of education with engagement. There are many different ways you can connect with your audiences while making healthcare information accessible.

Let’s take a look at a few of them.

1. Create Educational Blog Content Educational blogs and long-form content is incredibly valuable from an SEO perspective. It allows practices to guide potential patients of different healthcare topics, while strategically placing keywords to make the content more search engine friendly.
   
   Long-form content can be used to answer popular healthcare questions, share research, and break down healthcare phenomena. As a healthcare specialist, blogs can be used as an important forum for educating patients and providing your audience with a trusted healthcare resource that they can always consult.

2. Leverage Video Marketing While blogs are powerful, there is something to be said about the popularity of video content. It is much more digestible. For the audiences that do not enjoy reading, videos or vlogs can be used to share the same information you share through your blogs.
   
   Videos can be used to repurpose content, making it more engaging and helpful. Writing about physical exercise regimens is not nearly as effective as compiling a video tutorial of those exercises.
   
   Short-form content is also extremely popular and many healthcare professionals are using ‘scroll time’ to engage with their audiences while educating them.

3. Implement Local SEO Strategies
   
   
   
   If your goal is to get as many people to visit your practice as possible, local SEO should be a priority for you. Optimizing your website for location-based keywords such as ‘physiotherapists near me’ can make search engines push your content to specific demographics.
   
   It is also important that you claim and update your Google Business Profile to reach your target audience and share important information with them (Contact, location, business hours etc). Creating a presence on Google Business Profile also requires collecting patient reviews, which allow you to build your brand’s online reputation.

4. Share Engaging Social Media Content Social media content is by far the most important aspect of your content marketing strategy. The purpose of social media content is to interact, inform, and engage.
   
   This means sharing health tips straight from the ‘professional source’, creating behind-the-scenes content of our practice to serve as ‘social proof’, and posting success stories of your clients to serve as testimonials.

5. Build an Email Marketing Strategy While websites and social media platforms are relevant, newsletter and email lists aren’t going anywhere. It is just as important for businesses to stay in touch with patients and deliver valuable content directly to their inboxes.
   
   Studies have shown that email lists are far more effective in terms of converting leads, which is why it is important to connect with your audiences through exclusive content, reports and resources.

6. Develop Downloadable Resources Downloadable resources, also known as ‘freebies’ and ‘giveaways’, play an important role in engaging audiences and capturing leads. This is because the free resources act as a preview of what services you can provide and how effective they can be.
   
   Giving your patients a ‘teaser’ gives you a chance to showcase your expertise in the field. For e.g. giving you patients a ‘preventative dental care routine checklist’ helps your patient prepare for their appointments while giving them a chance to see the depth of your knowledge and commitment to their health.

7. Incorporate Testimonials Patient reviews are the building blocks of your practice’s online reputation. There are many ways you can make positive feedback work for you.
   
   One way is to collect more patient reviews.
   
   To take it a step further, you can share real-life success stories, featuring them on billboards and flyers, just like Weight Watchers did.
   
   You can invite past patients to share their personal stories and their experiences with you. These interviews can be shared on your website, social media and your email newsletter.
   
   Making your patients feel like they are part of the journey is something your audience will resonate with deeply.

8. Use Infographics for Complex Topics Healthcare can be complex, especially for the average Joe who doesn’t know how the spinal cord is connected to the nervous system, or the difference between good and bad gut bacteria.
   
   Giving a complex lecture on these topics may not work with your audiences because they simply don’t have the time. Breaking it down into infographics and visuals can make it easier for your audience to understand complex health issues.
   
   They may even appreciate your ability to simplify things. It is a great way to demonstrate your knowledge on the subject, and build trust with your patients.
   
   These infographics and visuals can be used on social media, blogs, newsletter and the like. The goal is to provide simplified education content to your patients with an aim to educate and empower them.

9. Offer Online Webinars or Q&A Sessions Connecting with your patients in-person can strengthen the connection you have with them. Live webinars and Q&As provide the perfect opportunity for that.
   
   You can also use these events to get more traffic on your website and grow your social media following.
   
   Q&As also serve as an opportunity to expand on topics you have already written about, and invite people to join the courses and sessions you offer.

10. Optimize for Mobile Users Whether it is your website, your newsletter, or any other social media platform, your audience is likely using a mobile device to consume that content you’re putting out.
    
    So, why not make it more accessible for them?
    
    Why not ensure that the content you are putting so much effort into creating is mobile-friendly, fast-loading, and shareable?
    
    The more you prioritise user experience, the more your views and organic traffic will grow.

11. Track and Measure Content Performance Now that you have put in all the work, it is time to watch the numbers grow. Content marketing is a powerful strategy for generating organic traffic.
    
    It is also a good practice to use tools like Google Analytics, social media analytics, and email insights to see how your content is performing in real time. This way you can understand what is working for you and how you can improve.
    
    A great content marketing strategy is one that can evolve over time to meet the needs and requirements of your audience.

DemandHub: Giving Your Marketing Strategy a Boost

Implementing a healthcare content marketing strategy will increase your practice’s popularity. Expect more appointment bookings, more queries from potential patients, and an influx of patient reviews.

This newfound popularity comes with its own set of challenges.

Patient reviews need to be acknowledged swiftly to improve engagement, unanswered queries can make your practice look unprofessional, and appointments can end up in no-shows if you don’t follow up.

So what can you do to avoid this?

Healthcare practice management software such as DemandHub can help you boost your local SEO by making it easier to collect reviews, and respond to them. Patient engagement is essential for building your practice’s credibility and with DemandHub’s consolidated inbox, you can achieve that.

Appointment scheduling is absolutely essential for a growing business. DemandHub’s online scheduling, automated appointment reminders, and follow-ups ensure that patient intake is as seamless as possible.

If this sounds like something you are interested in, book a demo today to find out more.