How to Use the Complexity of the Healthcare Industry to Your Advantage in Content Marketing
The healthcare industry is inherently complex, no matter what niche you are working in. From medical terms used by healthcare professionals, to specialized terminology that is not familiar to consumers and complex treatments developed by pharmaceutical companies — all these can be overwhelming to anyone that is not familiar with the domain.
Sometimes it’s easy to forget that a term might not be understood by everyone in your audience. Compelling copy and detailed content isn’t meaningful for a brand if it’s not seen or understood by consumers.
Avoid Specialized Terminology
Content on healthcare-related topics can easily become too complex for consumers who aren’t familiar with the jargon. Avoid using too many specialized terms and a sophisticated vocabulary in your content. As a solution you can always have an editor read the content to spot difficult expressions or phrases.
Working with a professional freelance writer or editor outside of the medical industry will also help with avoiding complicated jargon and incorporating a better consumer perspective.
Just as your content shouldn’t use too many complicated medical terms, it shouldn’t be swarmed with too much sales speak as well. Otherwise readers might feel like they are being advertised to and could easily turn them away.
Provide Guidance, Not a Sales Copy
Avoiding heavy promotion of your product makes it easier for consumers to read your content and incentivize them to spend more time on your website. With an increase in time spent on a page and decrease in your bounce rate, your SEO ranking will get boosted as well.
Focus on writing content that will first and foremost help consumers solve their problems. They are looking for help or guidance and not necessarily for a product.
Even when your product might be the perfect solution, forming a connection through your content will have a higher success rate than promoting a product. Your brand or product should appear somewhere at the end of the content in a non-invasive way as a suggestion.
Visualizing Data & Concepts
Medical concepts can be quite difficult to grasp. A helpful method in making it more user-friendly is breaking concepts down or displaying it in a visual format.
Infographics are great to cross-over data and statistics with a pleasant design. They make it easy for readers to quickly digest a message and learn something.
Successful infographics are structures to guide the reader from start to finish. Organization methods include chronological, alphabetical, categorical, hierarchical and geographical.
Marketers in the healthcare and pharmaceutical industry can use infographics to turn complex concepts into something interesting and educational. Experiment with your design and don’t hesitate to use graphic images, icons and brighter colours that will spark the interest of consumers.
Especially when using an infographic to demonstrate research, include visuals of charts and graphs to help consumers spot the most important stats and information.
