Medical Content Marketing
Build barriers against competition and commoditization by becoming your patients anchor of expertise.
Content Creation & Marketing
Content isn’t just a department within marketing; it’s the emotional and information bridge between patients and revenue. Critical to the success of your medical online marketing is the quality of your website content. The longer you keep potential patients on your site, you more increase chances that they’ll end up calling you for an appointment.
The Impact of Content
Our full-service SEO team integrates content into a complex strategy to increase your site’s visibility, raise your rankings and build your patient base.
Your current clientele and potential patients have questions. They want to learn:
- What their symptoms mean
- More about medical conditions that match those symptoms
- Best practices in your specialty, including diagnostic procedures
- Your treatment options for dealing with their symptoms and conditions
- How your practice differs from the doctor down the street
To get these answers, they look online more often than not. In fact, according to the Pew Internet & American Life Project, from July 2015 to July 2016, nearly 80 percent of all Internet users, about 93 million people in the United States, looked up a medical condition online.
Medical Content Marketing Process
An effective content marketing and development strategy allows you to bridge the gap betweenonline and offline marketing initiatives, by creating a unanimous voice to tell your story.
Discovery exercises: Define your business goals, challenges, expectations, and vision so we can develop a unique strategy that delivers a win – all in five quick exercises.
Patient personas: Serve the right content to the right patients on the right channels at the right time by understanding your target patients’ needs, preferences, and interests.
Content marketing audit: Identify content gaps in your patient’s’ journey–from your website to your social profiles–that will lead to a cascade of favorable results once filled.
Competitive analysis: Win the attention of underserved patient segments that your competitors have ignored, and avoid repeating their costly mistakes.
Mission statement: Document what you’ll publish, who you’ll publish for, and why they’ll care, so your content always stays relevant.
Editorial calendar: Focus your efforts. Stay organized. Post on time. And systematize publishing so you can measure, monitor, and modify easily.
Voice & Style guide: Be an unmistakable brand across every content channel, format, and medium.
Expectation timeline: Know important milestones and what’s expected from you (and us) for the first three months of our relationship, week by week. No surprises.
Blog posts: Increase search presence, establish your expertise, and build trust with your audience over time with monthly blog posts.
Website copy: Convert more visitors to patients with web copy that satisfies your patients’ needs, not just Google’s.
Newsletters: Stay top of mind, tip of tongue for your prospects with custom designed email newsletters, so when they’re ready to purchase, it’s you they’ll choose.
Custom social content: Create a professional first impression with customized social graphics for posts, advertisements, profiles, and banners.
Social media: Give your content legs with the precision of social media targeting and advertising.
Search engine optimization (SEO): Discover prospective patients at the exact moment they’re seeking your solution by making your content discoverable in search.
Email marketing: Build an audience of prospects (for free) who opt in to receive your thought leadership every week so when they’re ready to purchase, they’ll already know, like, and trust you enough to choose you.
Influencer outreach: Partner with influencers in your industry and community that can help you share your story quicker and add more credibility.
Conversion tracking: Measure the success of your content marketing down to the dollar by tracking calls, form submissions, subscribers, and downloads.
Business listing analytics: Monitor how your patients interact with your brand everywhere online, not just Google and Yahoo/Bing.
Reporting: Easily understand what’s working, what’s not, and where we’ll go next to accomplish your goals. We’ll save the arbitrary metrics for never.
A better way to find & keep customers
Content marketing leaders generate 7.8X more traffic (year over year) than followers
61% of customers are more likely to buy after reading custom content
~ Content Marketing Institute
Conversion rates are 6X higher for content marketing adopters vs. non-adopters
Content marketing costs 62% less than outbound marketing, but generates 3X as many leads
~ DemandMetric University
“When we started with Juniper, a good website and SEO was all that was needed. Over time we have grown and evolved, as had digital marketing. We now rely on Incredibles expertise, allowing us to attract new patients through multiple digital strategies, including search, social and referral. They remain the key to our marketing and growth.”
Dr. Jeff Birchall
View Case Study
Frequently asked questions
Why Content Marketing?
With content marketing, you’re selling your thoughts, ideas, knowledge, and expertise, not your services, and that’s the quickest (and most affordable) way to earn trust online and generate demand for your services. And trust, as we know it, is the currency of life.
Do I Have To Sign A Contract?
Yes, but our contracts don’t include terms (e.g. 6 months or 12 months). We’ll absorb all the risk and earn your business each month. You can cancel anytime with a 60-day notice.
How Do You Measure Content Marketing Success?
We measure success using later-stage metrics like revenue and profit. Though we’ll use analytics to measure and refine your content marketing program, improving your bottom line is what we’re after.
How Long Will It Take To See Results?
Content marketing is a marathon, not a campaign. In fact, it’s an approach to running your business. It takes time to build an asset that will lead to a cascade of favorable results in the future. But you can expect to see a significant impact on your bottom line in 6-12 months.
What Can I Expect In The First 3 Months?
For the first three months of our partnership, we’ll follow a weekly expectation timeline as we build the foundation of your content marketing program. No surprises.
Get your free consultation
Do you want more patients calling your practice?