Winters are challenging when it comes to managing health, but never more so than in 2020 and 2021. No matter the symptom, your audience is going to crave empathetic, informational and reassuring content.
In this webinar, Aha Media Group President Ahava Leibtag joins Binary Fountain to offer three content ideas and strategies for healthcare communicators that will gain consumer trust this season.
For a quick 15 minutes, Leibtag covers content trends, SEO strategies, and expert tips that you can immediately use to engage patients, involve physicians in digital marketing content, and influence the online conversation around your brand.
Here are some key takeaways from the webinar:
Monitor Search Data in 2021
To create quality marketing content, you need to know what people are searching for. To start, Google Trends has a vast amount of real-time data on which search terms are popular and trending.
Drilling down into trends for keywords like “flu,” “cold,” “covid” and “coronavirus” can tell you which terms are used with different symptoms. You can see daily and weekly trends in whether consumers are looking at “coronavirus symptoms vs. flu symptoms,” “covid symptoms vs. flu,” “cold vs. coronavirus,” and so on.
With search data in tow, answer questions that your audience is searching, especially those that appear on Google knowledge graphs for symptom searches. Healthcare consumers currently are asking whether it’s possible to have the flu and COVID-19 at same time, common symptoms, which illness is more severe, and what differences are in symptom development.
“These are specific questions,” Leibtag says. “People are drilling down into what matters for them, so in your content, be as specific as possible answering their questions.”
Leibtag says healthcare marketers can also find content inspiration from Google Images. Searching for flu and COVID-19 symptoms will bring up different ways similar organizations have tried to present this information. To create the most engaging content, use search data to see what pulls consumers into your website and directly address their frequent questions.
Use Experts in Your Content
Consumers want expertise, authority and trust when it comes to healthcare information, Leibtag says. And Google wants the same: It gives higher rank to more trustworthy pages, like government health organizations and national hospital brands.
The best way to earn trust through content is let your audience hear directly from doctors, nurses and health officials. Use plain language to deliver authoritative, but understandable information.
The Cedars-Sinai Hospital blog is a great example of featuring articles by doctors to talk about differences between cold, flu and COVID-19 symptoms. For another example, Pomona Valley Hospital published a Q&A with a physician going over common questions regarding flu season and COVID-19. His picture at the top of the article, wearing a mask, makes the brand appear authentic and trustworthy.
There are many digital channels to distribute this information. What’s important is that, regardless of medium, you infuse your content with exactly the information your patients or caregivers need, when they need it. It’s just as important that they get the information fast.
Use Fast Content About Flu and COVID-19
People are going to get symptoms, colds, and allergies, and are going to get nervous this winter. Your content needs to provide fast, clear answers.
Take information from the CDC and other central sources and convert it into digestible, easy-to-understand formats like charts and infographics. For reference, WebMD has a good example of a graphic for cold symptoms compared to COVID-19, and Beaumont uses a table with checkmarks to compare flu, cold and COVID-19 symptoms.
The infographic approach, Leibtag says, is easily usable on social media such as Instagram, Facebook and Pinterest. Since a large portion of your flu-focused audience will have a caretaker role, they will frequently surf those and similar sites, looking at quick content. Creative healthcare marketing departments might even think about using Snapchat or Tiktok to spread their message.
And there’s much more. Watch the 15-minute webinar on demand:
Check out more episodes of our Tips for 21 webinar series:
- Tips for 2021: Social Media’s Biggest Opportunities
- Tips for 2021: Listings & Local Search with Ben Fisher
- Tips for 2021: 3 Key Opportunities for Healthcare Brand Management
About the Author
Content Marketing Specialist