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Content Marketing

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Caregiver Healthcare Content: When the Patient Isn’t Your Audience

Most of the time, when you’re writing healthcare content for a provider organization, we recommend writing directly to the patient. Writing directly to them helps foster feelings of warmth and connection between your healthcare organization (HCO) and the potential patient. But what happens when you’re writing for the caregiver, rather than the patient? The Centers […]

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Healthcare Blogs: 7 Tips for Finding Article Topics That Resonate

We’ve written before about how crucial healthcare blogs can be to your organization’s messaging and outreach strategies. However, it’s not enough just to have a blog. Your team also has to contribute to it regularly. You likely should be posting at least once a week. But that number may be higher if you’re in a […]

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Taxonomy: The Lifeblood of Site Search

I have found myself talking about taxonomy a lot recently. Taxonomy is a big job in a website project, but it’s something stakeholders may not consider early enough in an implementation project. I refer to taxonomy as a big job not only because it can be a lot of work, but also because it is […]

Healthcare Writing Training: 5 Ways Your Content Team Can Benefit

It can seem like training is never-ending in the corporate setting — particularly in the healthcare industry. You’ve got compliance training, processes training, training from corporate leadership, onboarding training for new team members and more. But there’s one more type of training your healthcare content strategists and marketers need that you’re (probably) not doing: healthcare […]

Overcoming Healthcare’s Mountain of Mistrust – Part 2: Payers

This is the second part of our series in which we’re discussing the increasing need to build trust among healthcare consumers. The analytics and opinion-polling firm Gallup has found a decline in Americans’ trust in many institutions and industries, including healthcare. This means building strong, ongoing relationships with consumers and members will be more critical […]

Resolutions for Medical Device Marketers 2024

New Years Resolutions Medical Device Marketers Should Make in 2024 

A few weeks back, I wrote about key trends that would impact the medical device world in 2024. This time around, I’m going to be counting down some 2024 resolutions for medical device marketers. In most organizations, nobody is closer to consumer audiences as the marketing team, and that is no different in the med […]

Overcoming Healthcare’s Mountain of Mistrust – Part 1: Providers

According to research from the analytics and opinion-polling firm Gallup, Americans’ faith and trust in their institutions are on the decline. Even the healthcare industry, which has long enjoyed some of the highest trust ratings among the public, has also seen a drop in consumer confidence. Gallup’s data shows that Americans’ trust in the healthcare […]

Rapid Response Healthcare Blogging: Blog Fast, Blog Smart, Blog Well

Blogging is a great way to establish your healthcare organization and your providers as thought-leaders in the communities you serve. But as your audience members come to trust your organization, they will look to you as a trusted resource when healthcare issues arise in the news. That’s where rapid response comes in. Rapid response blogging […]

Tone, Voice and Style Guide: Why Your Healthcare Organization Needs to Update

When we start new content projects with healthcare clients, one of the first items we ask for is any content style guide or documentation they have for their internal or agency writers. Some organizations don’t have anything to provide. Some have a bit of writing guidance tucked into their overall brand and design guidelines. And […]

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Generation Alpha: 5 Traits That Will Reshape Healthcare

My son is 5. He likes “Sesame Street” and superheroes. He zooms around the driveway too fast on his scooter. And when he falls, he still runs to me to kiss it and make it better. Like most parents, I worry and wonder about what kind of world he’ll grow up in. And because of […]

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Why Content Is the Key to Opening Healthcare’s Digital Front Door – Part 2: Payers

This is the second part of our series in which we’re discussing healthcare’s digital front door — the technologies and strategies you use to engage with consumers throughout their journeys. Having a cohesive content strategy is the key for consumers to open your digital front door and engage with your organization. To recap: Part 1 […]

Key and keyhole with light

Why Content Is the Key to Opening Healthcare’s Digital Front Door – Part 1: Providers

The digital front door — namely, the technologies and strategies you use to engage with consumers at every stage of their journeys — had started to catch on with healthcare consumers even before the COVID-19 pandemic. Now, digital-focused consumers have come to expect the convenience and speed the concept promises. And they’ll go to other […]

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