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Note: This is the first of a three part series on content marketing for medical practice websites. This post answers the question, “What is content marketing for medical websites?” Click here for Part II and Part III.

Content marketing is a big buzzword these days. While it’s taken over many industries, healthcare has been slower to catch on.

It’s finally starting to make headway, and soon medical practices that don’t deploy content marketing will be left behind.

In this day and age, your patients are being bombarded by medical information online.

They turn to websites like WebMD or online forums to self-diagnose their ailments. While these resources can be helpful, often they do more harm than good.

Your online content, a digital medical library, so to speak, is a much better place for your patients to learn about their health.

3 Part Series

This post is the first in a three part series that will show you how content marketing:

  • Helps you document your medical expertise.
  • Differentiates your brand from other practices.
  • Helps you put a personal face on your practice.

What is content marketing, exactly?

The folks at Content Marketing Institute explain it best:

Content marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior.

We don’t know if we could say it better, but we can tailor it better to you and your practice.

Content marketing involves publishing and sharing online content such as:

  • Blog posts
  • Email Newsletters
  • YouTube Videos
  • Social Media Posts

Expert content sets you up as a thought leader in your field. It helps you develop a level of trust with potential patients.

When patients, or potential patients, read your content they are assured that you provide the very best care.

Fresh Content = Better Website Ranking

Consistently updating your website with fresh content also improves how well your site ranks on Google and Bing  search results

The better your search engine rankings, the more likely patients are to find you in an online search.

One easy way to get content on your site is to create a page for every condition you treat and every procedure you provide.

When people find you online and read your content, they give you something valuable in return: their time.

The more often they read your content, the more likely they will be to visit your practice.

How Content Marketing Differs from Traditional Marketing

Content marketing differs from traditional marketing.

Instead of advertising a few times in the paper, on a TV commercial, yellow pages, or on a billboard, really good content marketing requires an ongoing commitment.

You have to create a strategy and then stick to that strategy for it to work.

Check back for the second part of this series that will explain what types of content patients want.

Garrett Smith

Garrett is the Founder, and Chief Marketer at InboundMD. Garrett has been successfully leading internet marketing campaigns for health care practices across the US for almost a decade. He's a frequent speaker at events, and author of "Book Now! Internet Marketing for Healthcare Practices", and the host of The Practice Marketing Podcast that details how successful practices are winning online.

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