Posted on September 25, 2024
3 Ways Unique High-Quality Content Can Help You Get More Patients
Is your practice struggling with patient acquisition, online visibility, or standing out in a competitive healthcare market? High-quality content could be the difference-maker that sets your practice apart and drives practice growth.
Consumer healthcare decision-making has shifted dramatically in recent years, with patients now turning to search engines and social media for medical information before ever stepping foot in a doctor’s office. This digital-first approach to healthcare decisions presents both challenges and opportunities for medical practices looking to grow their patient base.
Although it’s always been essential to a holistic marketing strategy, high-quality, unique content has become even more critical for driving patient acquisition in this new digitally-focused climate. For a comprehensive content strategy, it’s important for healthcare providers to focus on including or improving two primary types of content on their websites: engaging blog posts and informative web copy for service pages.
These content types work together to form a comprehensive online presence that attracts, informs, and converts potential patients. Keep reading to learn three key ways unique, high-quality content helps you get more patients!
1. Rank For More Keywords
Creating diverse, informative content through both blog posts and service pages allows healthcare practices to rank for a wider range of keywords in search engine results. This increased visibility is crucial for attracting potential patients who are actively searching for healthcare information and services online.
Long-tail keywords, which are longer and more specific phrases, play a particularly important role in this strategy. While they may have lower search volumes, they often indicate higher intent and can lead to more qualified traffic.
By targeting these specific phrases in website content, practices can attract patients who are more likely to convert.
Strategy Spotlight:
For example, consider a dental practice that partners with Glacial Multimedia to enhance their online presence.
First, the content team will create a blog calendar that includes a variety of in-depth blog topics about different topics, including cosmetic dental procedures. Then, to ensure that those blogs perform as well as possible and to establish the practice as an authority in cosmetic dentistry, they also optimize the practice’s service pages with detailed, unique content.
One blog post, titled “What to Expect During and After Dental Veneer Treatment,” is crafted to rank well for search terms like “dental veneer recovery” and “veneer procedure steps.” Meanwhile, the practice’s veneers service page is optimized to rank for location-specific searches such as “porcelain veneers in [city name].”
The result? A potential patient searching for information about dental veneers finds both the informative blog article and the detailed service page.
Having comprehensive information in both blogs and on service pages showcases the practice’s expertise and can influence the patient to schedule a consultation for veneers. This way, healthcare providers can expand their online footprint and attract more potential patients through improved search engine rankings.
2. Build Trust and Funnel Customers
High-quality content on blog posts and service pages plays a crucial role in establishing credibility and authority in the healthcare field. This trust-building process is essential in healthcare, where patients are often making important decisions about their well-being.
Content marketing in healthcare follows the concept of the marketing funnel, guiding potential patients through various stages of their decision-making process. At the top of the funnel, informative blog posts can attract individuals who are just starting to research a health concern.
As they move down the funnel, detailed service pages provide the specific information needed to make an informed decision about choosing a healthcare provider. Glacial Multimedia’s Digital PR team can amplify this content to reach a wider audience, further enhancing its trust-building potential.
By ensuring your valuable content reaches the right people at the right time, a comprehensive content strategy can help maximize its impact on potential patients.
Strategy Spotlight:
An optometry practice partners with Glacial Multimedia to create a comprehensive blog strategy. One of their posts is titled “3 Simple Ways to Reduce Digital Eye Strain.”
The content team ensures the information is accurate, practical, and engaging. Alongside this, the team also develops detailed web copy for a service page highlighting the practice’s advanced dry eye treatment options.
Our digital PR team then promotes this content across various platforms, significantly boosting its visibility. A marketing professional who spends long hours staring at screens comes across the blog post during a Google search for eye strain relief.
They try the tips in the blog, notice some improvement, and begin to trust the optometry practice’s expertise. A few weeks later, when their symptoms persist, they revisit the website.
This time, they read the in-depth service page about the practice’s specialized dry eye treatments and decide to schedule a comprehensive eye exam. This example demonstrates how well-crafted content can guide a potential patient from initial awareness to becoming an actual patient, all while establishing trust in the eye care provider’s expertise.
By offering valuable information upfront and then presenting specialized services, the optometry practice effectively nurtures leads through the patient acquisition funnel.
3. Increase Engagement and Social Sharing
Engaging content, particularly in the form of blog posts, encourages readers to interact with your brand and share your content with others. This increased engagement and social sharing can significantly expand your reach, bringing your practice to the attention of potential patients who might not have found you through traditional search methods.
Well-crafted service pages also contribute to this engagement by providing clear, comprehensive information about your services, making it more likely that visitors will spend time on your site and consider your practice for their healthcare needs.
Strategy Spotlight:
For instance, consider a pediatrician’s office that wants to attract more patients using a comprehensive content marketing strategy. One of the blogs in their calendar is titled “Is Your Home Safe for Your Toddler? Take the Room-by-Room Safety Challenge!”
Our content team crafts an informative, quiz-style blog post that’s both engaging and educational, designed to captivate parents while providing valuable information. After it’s posted, the Digital PR team promotes this content across relevant platforms, specifically on social media.
The result is widespread sharing of the blog, significantly increasing the practice’s online visibility. Parents find the content both fun and informative, eagerly sharing their results and challenging friends to see whose home is the safest.
This aspect leads to the blog gaining popularity within local parenting circles, exponentially expanding its reach. As a direct result of this engaging, shareable content, the pediatrician’s office experiences a notable boost in website visits and phone inquiries from parents seeking a new pediatrician.
Attract Patients, Amplify Impact
Unique, high-quality content is a powerful tool for healthcare providers looking to attract more patients. By focusing on creating valuable blog posts and optimizing service pages, practices can improve their search engine rankings, build trust with potential patients, and increase engagement and social sharing.
These strategies work together to create a comprehensive online presence that guides potential patients from initial awareness to becoming loyal patients. There are numerous long-term benefits of investing in high-quality content creation across all areas of your website.
At Glacial Multimedia, our SEO and Digital PR teams work together to create and promote content that resonates with your target audience, helping you stand out in the competitive healthcare landscape.
Are you ready to start attracting more patients through high-quality content? Get in touch with the experts at Glacial Multimedia today to learn how we can help you harness the power of unique, high-quality content to attract more patients and take your practice to the next level!
