At this point in the marketing game, we all know that content is king, especially when it comes to digital marketing. But healthcare is a unique industry. When you’re dealing with HIPAA and health subjects that can be touchy, how can you provide quality and relevant content to your patients to keep them informed and coming back to your healthcare organization?
Create a newsletter.
Not only are print publications still relevant, they are also an effective way to reach a patient base. But as with all content, it needs to be engaging, interesting, and relevant to your patients. To do that effectively, you’ll need a few elements
Tell a story
First and foremost, people want to read about people. Interviewing patients and getting the story about their health journey is essential to healthcare messaging. Their experiences with your providers and support staff, as well as their descriptions of the quality of their care, are all important to build your brand and instill trust in the readers of your newsletter. A patient story is proof that your claims about your organization are true – that your care is compassionate and effective.
Give a face to your providers
As the main face most patients will come in contact with at your organization, providers need to be approachable. The best way to do that is to humanize them with stories about them and photos of them with patients at work. Their approach to care will be important for patients interested in selecting a provider, and their personality can shine through a newsletter piece specifically about their specialty.
Educate about service lines
What services does your organization offer? Patients might not always be aware of what is available to them, which can lead them to choosing your competition instead. Let them know what you have and how it can benefit them. Specialized articles about particular serv
ices or new technologies shows off your expertise and lets patients know that your organization is up-to-date with the latest methods of care.
To round out the rest of your newsletter, it’s good to keep a few other things in mind:
Contact info – patients need to know where and when they can find you.
Events – what is going on with your organization?
Graphic elements/infographics – enhance your content with some eye catching graphics that are easily digestible and quick to read
Photography – the best kinds of photos are engaging photos with patients, providers, care being given, action. You want to capture your audience’s attention – photography is a great way to do that.
Keep it fresh – update the look every once in a while. Your care is cutting edge – your newsletter needs to reflect that.
With these elements, you can. Need more help? Get started with Jet – we’re experienced in creating healthcare newsletters for organizations of every size. With clean design and a talented copywriter on staff, we can be as involved as you need us to be. To get started, reach out to Jackie today – we’re offering a discount on start-up costs for a limited time.
Kirsten Queen, Project Manager at Jet Marketing
Kirsten is a big reader, and used to sneak The Boxcar Children under her desk at school in 3rd grade to read during class.