Rules of Healthcare & Medical Content Marketing

First Posted: Aug 30, 2021 09:24 PM EDT
Rules of Healthcare & Medical Content Marketing

(Photo : Rules of Healthcare & Medical Content Marketing)

Medical content marketing is a tricky business. Healthcare and medical content marketers must be careful not to overstep HIPAA regulations designed to protect patient privacy. When developing engaging copy, it's important to know when healthcare professionals should refer patients to a given resource or third-party site for more information on a particular topic. This blog post will cover some of the basics rules of medical content marketing so you can avoid mistakes that could lead to your website being blocked.

Best Practices for Healthcare Content Marketing

When writing stories about clinical research trials (or research in general), it is important to include links that lead readers back to the study's original research site.

Always be sure you're referencing studies, statistics, and other resources with information backed by a governing body or regulatory agency (i.e., National Institutes of Health).

Don't forget about patient privacy - even if your content doesn't contain any identifiable data, always refer patients to third-party sites for more detailed information on specific topics like medical conditions or treatments. This will help keep them safe from cyberattacks!

Key Rules for Effective Content Marketing in Healthcare

Begin with the audience in mind

Science & Healthcare Marketing Trends is different from other types of marketing in that you need to take into account the patient's point of view. Patients are looking for information on better managing their illness, improving their quality of life, or living healthier lives.

Medical content marketers should also consider the amount and type of information they provide. Some patients may be interested in a more detailed description, while others will want quick facts only. It can be helpful to make your content easily accessible by including links that lead readers back to third-party sites with more comprehensive material as well - this way, those who are seeking additional details will have the opportunity to find it without being overwhelmed with too much information at once!

Avoid self promotion

It's important for healthcare professionals to maintain a professional tone in their writing, even when nothing might be construed as self-promotion.

Avoid using first-person pronouns, references to your own accomplishments or credentials, and sales pitches. The last thing you want is patients who feel like they're being marketed to.

Don't overstep HIPAA regulations

The Health Insurance Portability and Accountability Act (HIPPA) has strict rules on how medical data can be collected, stored, shared with third parties, and used by those working within the industry.

When developing engaging copy, it's important to keep these measures in mind and refer patients back for more information on specific topics- this will ensure that patient privacy is protected.

Retain the human element

Medical content marketing must be engaging and informative, but it's also important to include the human element. This means showing compassion for patients who are coping with illness or disease and being able to relate to them personally. Medical professionals should never forget that they're not just writing for their colleagues - they're also writing for their patients.

Don't use incorrect terminology

All medical content marketers must know how to correctly refer back to specific conditions and treatments within patient stories in order to keep those individuals safe from cyberattacks.

Additionally, this will ensure you aren't using any language which could lead others to believe your site contains confidential information or restricted material. For example, instead of "herpes," try "genital herpes."

Wait for the results

It's important not to publish content about a new product or study until that study has been completed.

This will help ensure there is no confusion and your readers are shown the most accurate information available on the topic at hand.

Make sure to sustain what you start

Medical content marketing is a long-term commitment, not just something that succeeds in the short term.

In order to keep your patients coming back, you need to create engaging content on a regular basis - and remember to maintain it over time.

Content should be shareable

Medical content marketing isn't just about writing blog posts - it's also developing healthy relationships with potential patients and keeping them engaged.

In order to do this, you need a social media presence that includes your own website on all platforms as well as timely updates posted throughout the day. Sharing interesting information from other websites or blogs can organically grow the reputation of your site in addition to providing readers with valuable insights.

Post industry-based news

In order to stay up-to-date on the latest developments within your industry, it's important not only to subscribe to relevant newsletters and blogs but also take time each day for research.

This will ensure you're always keenly aware of what is happening in your field - whether it be a new product or study.

Give importance to video content

In an era where all marketing tactics are competing for the same attention, it's important to utilize video content to differentiate yourself.

Medical professionals should create videos that offer information in engaging ways while also providing practical knowledge on topics relevant to their specific field.

Post health articles in-line with your blog posts

It can be tempting to just post links back to other sites or blogs, but this isn't actually very helpful for readers who might not have clicked through yet. By posting the article itself within your own site, you're encouraging viewers and visitors to stay engaged - rather than directing them away from your website.

Don't forget SEO basics

Search engine optimization (SEO) is still one of the most impactful ways to increase the visibility of your medical content.

In order to ensure that you're ranking higher on search engines, it's important not only to write engaging and informative posts but also to include keywords in titles, headlines, meta descriptions, and even video tags.

Infographic content

With the rise of infographics, it's become a very popular way to display medical information in an engaging and accessible manner.

In order to create one yourself, you just need some basic knowledge on how to use design software like Adobe Illustrator or Photoshop - as well as what information is most relevant for your readers.

Case studies

A great way to provide insight into a topic is by providing case studies.

This will give readers an idea of what your company does as well as the types of results they can expect.

Visual content

There are many ways that medical professionals have made use of visual 

content in their marketing strategies - including infographics, video content, and graphics.

Keep this in mind when you're trying to decide how best to represent yourself online with medical information.


We hope that this blog post has been helpful in understanding how to create healthcare content marketing. If you have any questions, feel free to contact us anytime!

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