How Digital Health Firms Can Launch a Content Marketing Strategy
Sam Stern

Sam is the Founder and Chief Marketing Technologist at Modallic. Modallic specializes in brand development and marketing for Mobile Healthcare Technology (mHealth) firms. As a life-long entrepreneur, Sam directs the mHealth storytelling and mHealth agile marketing process unique to the Modallic approach.


Lots of digital health firms make a big marketing mistake. They simply take too long to launch their content marketing strategy.

Yes, it is critically important to determine your objectives, assess your marketing assets, evaluate the competition,, identify your buyer personas, and nail down your key marketing messages, but taking action and execution of your content marketing plan is key.

Digital health firms have lots of balls in the air. Many healthcare IT solutions firms I meet and talk with are flying by the seat of their pants, scrambling to attract funding, and frantically trying to position the firm as a viable business in the healthcare IT marketplace. All too often, even with the bst intentions and time and money invested in putting together a killer content marketing strategy,  the execution of the strategy and use of effective marketing tactics, such as social media campaigns, lags behind.

Here are three simple steps, or tactics, digital health firms need to take to move their content marketing  strategy forward.

Use WordPress for Your Content Management System (CMS)

To execute your content marketing strategy, you must have a publishing platform to create, manage, and distribute your content. WordPress is the most robust, flexible, and user-friendly CMS you’ll find available today.

It is inexpensive, secure, and easy to scale and customize to your unique requirements. Since search engines love it, it’s easy to add an analytics program to it, the back-end is very easy to learn and use, and the customization options are endless, WordPress is the way to go for your digital health blogging and content management needs.

Create an Editorial Calendar

In addition to blog posts, most digital health firms will want to integrate a variety of content formats:

  • Press Releases
  • White Papers
  • Webinars
  • Newsletters
  • Case Studies or Client Success Stories

Your prospects are looking for and want all of these content formats to gather the information they need to make an informed decision about their healthcare IT needs. Build an editorial calendar for at least six months to determine the topics of your content and the format delivery targets.

Social Media- Get Started

Identify a dozen or more thought leaders within your particular niche of the healthcare IT industry who have a significant following on Twitter, Linkedin, and Google+. Follow these people, read their blogs, get on their radar and share their material.

Share articles, quotes, facts and figures that your target market will find interesting – use hash-tags to draw attention to your tweets, join Groups on Linkedin and Communities on Google+ where your target clients are likely to hang out.

If you can attract a following BEFORE your put your content out into the online world, then when you do publish content about your product and service solutions, you will have pre-built an audience willing to listen to your marketing messages.

So, keep it simple with these three steps, but do get your content marketing strategy out into the market.

Still Struggling with Content Execution?

Download the FREE Guide: How to Create Killer Marketing Content

This Step-By-Step Guide helps your digital health firm learn how to create marketing content that attracts qualified prospects and positions you to turn prospects into profitable clients.



photo credit: jurvetson via photopin cc

Healthcare IT Marketing: Guide to Content Marketing
mHealth Marketer Podcast

Leave a Reply