You may be surprised to learn that by 2025, the digital health market will exceed $500 billion dollars. With this lucrative market showing no signs of slowing down, it’s more important than ever to concentrate on actionable initiatives that can grow your profits and help connect you to your target customers.
At the same time, more and more competitors with fresh ideas, modern technology and ample funding are entering the space, making it more important than ever to create quality content that sets you apart and places your mission front and center. Whether you work primarily with doctors and clinicians or your goal is to educate patients on new technology, the right content strategy can make all the difference.
That’s where content specialization comes in. With a combination of proven copywriting to unlock the psychology and motivations behind the consumer’s actions and a proven plan to share that content across the channels that can have the greatest impact, a specialization strategy helps your brand be known more clearly, more quickly and more succinctly. Here’s why that matters, and how you can get started employing such content in your marketing campaigns right away:
Content Must Speak to Your Reader
Why does your target customer need what you have to offer? Why should they care? These are the questions that good copywriters and content marketers ask themselves before they ever write a single word.
How well is your digital health brand communicating your principles and core values to your customer? It’s a good idea to take a closer look at your current content and take the time to understand how well it does its job. Remember, great content is designed to educate, inform and/or entertain, and if your current content doesn’t do that in a way that makes people want to pay attention, it may be time for an overhaul.
Content Must Rank Well in Search Engines
In addition to being written for people, your content must also rank well on the search engines. At times it can seem like these two things are in direct conflict with each other. But truly good content will rank on its own merits – the search engine optimization is just icing on the cake. For example, choosing the right keywords and phrases that your target audience searches for at different stages of your sales funnel can help you create content that speaks to them on every level.
Content Must Be Collaborative
Great content is seldom crafted by a single person. Instead, it should be a collaborative effort. You’ll need to take the time to understand what people are searching for and how your existing content matches their needs. If you want more of them to adopt your specific framework or perspective on a given topic, you’ll need to work with both your sales team out in the field, as well as researchers and other experts to learn what core motivations are driving people to look for solutions and then position your offer accordingly.
Content Must Be Accessible
Accessibility is key to creating a winning content strategy in healthtech marketing. Accessible means more than just easy to read. It also means easily scannable on mobile devices, clear and understandable, using terms that your target customer would use, and broken down into language they can understand and tie to their own life experiences. It’s important that they understand the core benefits of your product or service in a way that fits in with their lifestyle and expectations, and that’s where accessibility matters most.
Content Must Be Expertly Crafted
Last, but certainly not least, the content must be expertly crafted. That means having a deep understanding of what can and cannot be promised. You don’t want to trust your content strategy to just anyone. That’s why Workdom is here. Our knowledgeable, experienced experts work alongside healthcare technology leaders across a wide range of channels to craft powerful, interesting and engaging content that gets people to take action.
We invite you to contact us today to learn more about our fully optimized, professional-grade content strategy and marketing services for your healthtech initiative and let’s work together to grow your visibility and your brand!