Today, approximately 83 percent of healthcare organizations are using content creation and marketing to drive growth. But with so much misinformation on the internet, learners must get the right information at the right time. Healthcare is a sensitive and highly personal industry,which makes it particularly important to prepare content efficiently and delicately. While content creation for the healthcare industry requires a few more resources than other industries, don’t worry; we are here to help. Read on to discover the top things you need to know before creating content for the healthcare industry.
Getting It Right In Healthcare Content Creation
A good diagnosis is half the cure: In the same way, a medical professional has to review the gaps in a patient’s health history, content creators have to also look for crucial missing information in their target group. Ask yourself what your target audience needs and why they might need it.
For example, if creating content for patients with Lyme disease, consider including preventative information, such as staying out of the woods during peak tick season and the importance of protective clothing.
Include a list of possible symptoms and encourage readers to receive professional help as quickly as possible. If you want to create content for those who are already living with Lyme disease, include positive, first-hand stories about how one can live a fulfilling and happy life with the ailment.
When assessing the needs of your target audience, try going straight to the source. Focus groups, creating AdBoards and one-on-one interviews can be a great starting point for creating relevant content.
Choose your words carefully: We don’t just mean SEO-friendly words. In a field like healthcare, the language you use to describe services and facility offerings is crucial to helping your learners feel comfortable and motivated to learn more. Common healthcare buzzwords like “advanced” or “cutting edge” might be impressive, but they can come off as cold and unwelcoming.
Everybody wants to know that they will be ok no matter their situation, and while neither health care professionals nor content creators can make that promise, we have the power to give them as much information and support as possible.
Consider using words and phrases that are connected directly with patient wellbeing. These include “patient-focused,” “compassionate” and “caring.”
Healthcare Content Creators Stay Informed & Create Trust
Do Your Research: Around 66 percent of internet users search the internet for information on a specific medical ailment. This is why you should make content that addresses specific health issues as opposed to generalized ones.
Keep in mind that the health industry is also constantly changing, which makes it important to stay up-to-date on new findings and progressions in the medical world. Include scholarly, peer-reviewed articles in your content, and always cite your sources.
Create trust: While scholarly and editorial research is important, it’s also important to add a personal touch to healthcare content. Do this by speaking directly to specialists or healthcare staff and creating videos or interactive learning games based on their interviews. Videos are engaging, easy to watch, and shareable, making them a great option for reaching a wider audience. Consider combining one or more of the following content forms to create engaging mixed media:
Blog posts and articles
eBooks and guides
Infographics
Videos
Webinars
Case studies
Patient testimonials
Newsletters
Whitepapers and slide decks
How To Incorporate Storytelling Into Healthcare Content Creation
Storytelling as a recipe for more attention: Content that moves us emotionally isn’t just reserved for the entertainment industry. Emotionally charged content catches viewers’ attention and makes it feel relevant to their lives. Here are a few examples of how how to include storytelling for healthcare content creation;
Gathering patient-testimonials on how therapy has helped restore happiness and balance in their daily lives. To preserve patient anonymity, you don’t have to include the names of those giving the testimonials.
Ask doctors what some of their greatest challenges in the healthcare sector are and how new training courses have helped them provide patients with more effective treatment.
Don’t just focus on doctors and nurses for powerful stories; look to other crucial frontline workers in the healthcare industry for moving stories, such as medical assistants, hospital sanitation workers, and home health aides.
The Educational Power of Content Creation For Healthcare
Healthcare content creators have the power to help people through frustrating and potentially frightening times in their lives. By using a variety of media, researching your target audience, and telling powerful stories, you can support and inform learners all around the world. What is the most powerful story you’ve heard about healthcare, and how did it impact you? Share your thoughts and experiences with us as WeLearn, because together, we learn.
