By Carly Ries

healthcare_marketing_breakdown

The healthcare industry is one filled with inumerous terminologies, acronyms, and jargon that can be completely foreign to the outside world. So what do you do if you want to market your products and services to those who don’t necessarily speak the same lingo as you? Below are tips and tricks in how to structure your marketing efforts as well as tailor your delivery methods to simplify complicated topics for prospects.

How to Simplify Your Content While Maintaining Professionalism

  1. Get “outsider” feedback. Explain your product to a person completely separate from your field and see what kinds of questions they ask you. Although these questions may seem elementary from your perspective, they may not be for those who you’re marketing to and could be great content for you to provide. Make a list of these questions and see how you can build content around them.

  2. Use analogies. Sometimes the easiest way to get your point across is by comparing it to something everybody will understand. In doing this, the content will be engaging for the reader and will also establish a perspective they didn’t previously have. If done well, this could help to establish you as the authority in your field, and can help you gain trust of those who read your material.

  3. Be thorough when describing your topics. Once you begin developing your content, it is essential that you explain the meaning of any jargon used or define any acronyms. Make sure your description is simple and concise for your audience to understand. If at all possible, it would be wise to eliminate jargon altogether to keep your audience engaged.

  4. Pay attention to feedback. Once your content has been written and published, pay attention to reader feedback to help direct your marketing efforts moving forward. See what they’re having trouble with. Take any questions they have and repurpose them for future content. In addition to content feedback, conduct research to see where the general confusion lies within your area of expertise and write content surrounding these pain points.

How to Deliver Content that is Easy to Digest

While simplifying the copy of your content for prospects is important, how you deliver it also plays a key role. The healthcare industry’s connotation of message delivery is through long, copy-dense papers and journals. However, this is not the way to deliver content for prospects. The information needs to be presented in a way that captures your prospects’ attention and keeps them engaged. Below are a three mediums to use when delivering your content.

  1. Blogs: By writing frequent company blog posts, you can deliver content that follows a simple format, while also reaping the benefits that come along with blogging such as improving SEO, increasing site traffic (and in turn conversion), and establishing yourself as an authority in the field.

  1. eBooks and white papers: Have too much to say that you can put into a single blog post? Create a white paper or ebook on the topic. Remember to keep your tone and audience in mind when writing this content. The tone should be professional, yet conversational. Be sure to put the content into a layout that is easy for the reader to follow. Including bullet points, short paragraphs, and imagery are great first steps to help your content flow. Additionally, when creating this longer content, be sure to gate it behind a landing page so that prospects have to submit their information in order to obtain your content. This will give you the information you need to nurture the prospect and eventually close them as a customer.

  1. Infographics: Infographics are a great way to simplify your content delivery, not to mention, they’re just really fun to look at. Infographics can help simplify processes, interpret data, and explain big issues. This is one of the most creative and entertaining ways to keep your audience engaged even with some of the most complicated topics.

Healthcare terminologies can sound extremely complicated to those who don’t use the vocabulary. In this industry, it can be fairly easy to slip into clinical talk or use a language that only your co-workers would understand, but remember, your coworkers are not the people you need to be selling to. Keep your audience in mind at all times when developing any type of content.

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Carly Ries

About the author

Carly Ries is a Senior Inbound Marketing Consultant for SmartBug Media. With over 7 years of marketing and account management experience, Carly helps clients develop and implement inbound marketing strategies to grow leads, conversion, and revenue. Read more articles by Carly Ries.

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