Healthcare IT Marketing: Guide to Content Marketing
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.

Do you have a breakthrough IT solution for hospitals or physician practices? Are you looking to get on the radar of the decision makers of these hospital and physician practices?

Marketing healthcare IT solutions today is no accident. It requires content that gets found, content that grabs the attention of healthcare IT buyers. Once content grabs attention, then it must educate, captivate, and motive.

Healthcare IT content marketing demands content- lots of content in a variety of formats- blog posts, social media updates, White Papers, videos, webinars… and more. But you must deliver the Right Content.

What’s the Right Healthcare IT Content?

The Right Marketing Content is content that is laser-focused on the wants and needs of healthcare IT buyers. Healthcare IT solutions in a hospital or physician’s practice is no small decision today. And, let’s face it… there’s been plenty of noise, empty promises, and confusion when it comes to healthcare IT solutions. It’s a significant investment for a healthcare provider, often with a million dollar plus price tag along with major changes to the way healthcare is delivered on the front-line.

The Right healthcare IT content reflects a deep understanding of healthcare IT buyers.  But first, before you dig in and create detailed healthcare IT buyer personas for your products or services, you need to assess where you are and have a clear vision of your objectives.

After you assess your content producing capabilities and what your targeted healthcare IT buyers want, you then identify the gap. What’s the difference between where you are and what you have versus what content is needed. This helps you to decide what content you need to produce, and the resources you’ll need to produce it.

After you Identify the Gap, now you’re ready to build and create your content. The content you create carries your key marketing messages, telling your unique story. It’s also important to establish your content standards- the tone and quality of your content, and your publishing frequency. An Editorial Calendar is a great tool to track your content creation efforts.

Distribution, marketing, and promotion of your content is a crucial step. Your content marketing plan must put your content out there where your healthcare It buyers will discover it. Search engine and social media tactics are two important elements of getting your content found online.

Last, but an extremely important step in your healthcare IT content marketing action plan is to monitor and measure the performance of your content marketing efforts. You must know what isn’t working and figure out how to improve it, or stop doing it. Likewise, it’s vital to know what is working to optimize these tactics.

The infographic below illustrates the six step process content marketing process and offers compelling reasons for adopting content marketing. I invite you to study this graphic and apply it to your current healthcare IT marketing effectiveness.

In addition, check out the special offer following the infographic below.

Need more Healthcare IT content marketing information?

Check out 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: nickwheeleroz via photopin cc

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