Innovate your marketing with contentWhen folks talk about marketing innovation in the healthcare space, they predominantly focus on mHealth or digital health. In short, they talk apps. However, all the hullabaloo over smartphone apps and gamifying health and wellness has given way to another healthcare marketing tactic that’s just as innovative. I’m talking about content marketing.

What is content marketing?

According to the Content Marketing Institute, “content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience with the objective of driving profitable customer action.” In plain English, you as a rehab therapist know your audience, so you craft content—such as blogs, articles, editorials, and social media posts—that is not only relevant, but also demonstrates your expertise. You’re the musculoskeletal expert, and you show that through intelligent and educational communication. In other words, you’re educating, not selling.

How is it innovative?

Modern consumers are growing immune to traditional marketing techniques. They fast-forward through commercials; they ignore print advertising to the point where print itself has nearly died; they switch radio stations or listen online to avoid hearing ads; and they’ve grown numb to web banners and buttons.

As the avenues of traditional advertising become increasingly ineffective, you might ask yourself, “What’s left? How can I promote myself and my business?” The answer is content marketing, an innovative solution for reaching modern consumers who search the web for information on a daily—probably even hourly—basis. Your potential customers go online when they have questions, and as an expert in your field, you have a perfect opportunity to provide them with the answers.

Why health care?

According to a PwC study titled “Social Media ‘Likes’ Healthcare,” social media influences patients’ decisions about selecting health providers. In fact, 41% of those surveyed said social media sites would influence their choice of a specific provider, hospital, or medical facility. Another study found that people search for health and medical information online a lot—40% do so several times a month. With the public relying on the Internet for basically everything, it makes sense that they’d turn to the web for health-related information as well.

According to Venture Beat, “nearly ninety percent of all healthcare businesses are leveraging content marketing—tied for third among all industries.” In fact, many hospitals have become larger publishers than hometown daily newspapers. Furthermore, people consider hospitals more credible when it comes to health. In an article titled “Mayo Clinic v. WebMD: Have standards suddenly changed?,” journalists report that is a more trustworthy source for health news than WebMD.

How can you content market?

If developing your own content, like blog posts or articles, seems overwhelming, then turn your focus to thought leadership. Find educational content that you—and your audience—appreciate, and then share it. If you’re ready to delve into the world of content development, I recommend Dr. Ben Fung’s steps for creating content that will resonate with your targeted consumer base:

  1. Know your audience.
  2. Determine your strengths.
  3. Develop content.
  4. Market content.
  5. Forecast change and respond/adapt.

To read these five steps in full, check out his blog post. And one last thing: great content needs solid writing, so I recommend getting chummy with a writer friend or hiring a freelancer to copyedit your writing or ghostwrite your thoughts and opinions.

Do you use content marketing? Tell us about your experiences in the comments below.

The Complete Guide to Creating a Physical Therapy Clinic Website - Regular BannerThe Complete Guide to Creating a Physical Therapy Clinic Website - Small Banner
  • articleSep 4, 2013 | 4 min. read

    Four Metrics Critical to Your Blog

    So you’ve started blogging , and that’s fantastic. It’s a great way to get your message out to the masses—whether it be how fantastic your services are, the latest in industry developments, or preferably, a well-balanced mix of both. But just like everything else in your business, it’s important to track your return on investment so you know just how much time you should be devoting to researching, writing, and responding. Now, there’s a ton of super …

  • All the Juicy Goodness, None of the Cholesterol: How Guest Blogging Impacts Your SEO Image

    articleMar 11, 2015 | 7 min. read

    All the Juicy Goodness, None of the Cholesterol: How Guest Blogging Impacts Your SEO

    Guest blogs are like eggs: they serve many purposes, they’re delicious (when done right), and the world seems to go back and forth about whether they’re actually good for you. Just last year, for example, Google honcho Matt Cutts made no attempt to sugar-coat his assessment of guest blogging’s place—or lack thereof—in the modern marketing tool box: “...stick a fork in it: guest blogging is done,” he wrote on his blog . Fast-forward to 2015, when marketing …

  • How to Take Over the Internet: 5 Simple Strategies to Win More Patients Image

    webinarFeb 27, 2015

    How to Take Over the Internet: 5 Simple Strategies to Win More Patients

    Nowadays, everyone is looking for a way to “go viral” online. But with all that go-big-or-go-home hype, it’s easy to get intimidated—and that leaves many small business owners wondering if they have the time, resources, or wherewithal to even make a dent in the Internet, let alone break it.  Don’t get stuck in the muck and mire of cliché goals; you don’t have to hit a million views to make a big impact online. As a private …

  • The 3 Immutable Laws of Direct Access Marketing Image

    articleOct 15, 2014 | 8 min. read

    The 3 Immutable Laws of Direct Access Marketing

    It took expensive membership dues, countless lobbying and volunteer hours, and 25 years, but we finally did it: Direct access to physical therapy services is now available in all 50 states in at least one form or another. It wasn’t easy, so it’s important to take a few moments to celebrate our achievements and raise a glass to all of the passionate physical therapists and physical therapy advocates out there who made it happen. Okay, time’s up—and …

  • articleSep 13, 2013 | 7 min. read

    6 Common Rehab Therapy Marketing Pitfalls and How to Avoid Them

    So, you’ve got a marketing plan , you’ve honed your content-creation skills , and you’re ready to get down to business—or, to be more accurate, you’re ready to get down to marketing your business. As with any new endeavor, you’ll probably experience a few bumps along the road to building a successful marketing campaign—and that’s okay. After all, some of the world’s best innovations came about through trial and error. But while mistakes often present you with …

  • The Golden Rules of Running a PT Clinic Blog Image

    articleMar 14, 2019 | 7 min. read

    The Golden Rules of Running a PT Clinic Blog

    If you’ve ever wondered whether blogging is a worthwhile use of your time as a PT clinic owner, the answer is almost certainly “yes.” After all, creating a blog for your PT clinic has countless benefits. In addition to providing valuable information to your current, past, and future patients, a blog helps keep your website fresh and relevant —as opposed to looking like nothing more than a digital brochure for your clinic. Furthermore, blogging allows you to …

  • 7 Tips for Building a Strong Community on Social Image

    articleSep 9, 2014 | 7 min. read

    7 Tips for Building a Strong Community on Social

    Before the dawn of the Internet, building a community—around a business, an institution, or any other entity of mutual interest—required a heavy investment of face time (and I’m not talking about the iPhone app ). These days, though, starting a conversation around virtually any topic is as easy as hitting “Enter.” But as with face-to-face interactions, it’s one thing to run your mouth—or in this case, your keyboard—and another to wrangle your listeners’ interest enough to get …

  • articleJan 29, 2013 | 5 min. read

    How to Get Started in Blogging

    According to Hat Trick Associates , as of 2010, there were about 450 million active English language blogs. And in Blog Rules , Nancy Flynn explains that in 2006 a new blog entered the blogosphere every second. Even before Facebook and Twitter, businesses were using blogs as a way to have instant, two-way communication with customers and prospects online. So, why wouldn’t rehab therapists blog? It’s a great way to educate the community, give your practice personality, …

  • Blogging 101: Intro to Content Creation for PTs Image

    articleMar 10, 2015 | 9 min. read

    Blogging 101: Intro to Content Creation for PTs

    If you type “blog” into a Microsoft Word 2004 document, the system automatically underscores the word with one of those grimace-inducing red squiggles. And while 2004 was a long time ago by technological standards—yes, I readily admit it’s high time I updated my word processing software—I know I’m not the only one who feels like the era of Livestrong bracelets and flip phones was not so long ago. But alas, times have changed: These days, everybody’s rocking …

Achieve greatness in practice with the ultimate EMR for PTs, OTs, and SLPs.