The healthcare sector is booming with brands popping up in the market every day. In this stern cut throat rivalry it is very difficult to keep the focus of clients and audience on one brand, thus keeping the focus intact, healthcare brands need to pump up their content marketing team.
In the Union Budget 2017-18, the overall health budget increased from INR 39,879 crore (US$ 5.96 billion) (1.97% of total Union Budget) to INR 48,878 crore (US$ 7.3 billion) (2.27% of total Union Budget).
Deloitte Touche Tohmatsu India has predicted that with increased digital adoption, the Indian healthcare market, which is worth around US$ 100 billion, will likely grow at a CAGR of 23 per cent to US$ 280 billion by 2020.
Keeping the success quotient in consideration, here are few content marketing tips to help healthcare brands rocket their presence.
- Thread of Connection
A brand needs to introduce itself to the audience, how it works, how it started and everything about the company, so that the audience feel connected. Once the connection is cemented, the audience will be able to place their brick of trust and will be able to knot other people in the same thread.
- Human touch
Sometimes a pinch of emotion or a human angle can do wonders. It is easy to connect through some human centric angles. It will boost the confidence of people to trust a particular company to get cured. To take an example, if couple of factual stories of people who benefitted by the brand and of people, who are directly or indirectly associated with the brand, were displayed on the website, people will get confidence to rest their trust upon the brand. Study has revealed that 41% people take friendly suggestions references about hospitals, doctors from relatives, friends and colleagues.
- Engaging Videos
Some audience are too lazy to go through all the written details, so if informational videos are inserted in between paragraphs or even uploaded under a separate tag on the website, it will keep the audience engaged for quite some time. Some useful video placed at the end or beginning will give an immediate knowledge about the company. These days many brands are making a human interest advertisement, which helps the audience feel connected with the brand.
Advertisements and important information can be circulated to large audience through social media channels like Facebook, Twitter, Instagram and YouTube. If the brand is renowned, it is obvious that everybody would know about it, but if it is a startup, socialising will help popularise the brand among masses. As per reports, 87% teenagers look up on internet to solve their teenage problems such as acne, pimples, anxiety and facial hair problems.
- Time-to-time updated
It is always very important to keep the brand’s page fresh. Stale information is a big turn-off. Information about some new drug, cure or any information related to the healthcare sector will encourage the audience to always return to the site for information. It will also reflect the sincerity of the brand. Research says that 77% of people turn to Google for their healthcare awareness, recent development on cancer, diabetes, blood pressure and obesity drugs.
It is just not the idea of business, but also these small details, which will help in boosting the brand’s market value.