Content Marketing Marketing to Patients

The Big Shift: How COVID-19 is driving the evolution of healthcare content strategy

The following is a guest article by Jason Skinner from True North Custom

During the COVID-19 crisis, the hourly news cycle has fueled the need for timely, accurate and engaging healthcare content by orders of magnitude. Between the months of January and March of this year, it’s estimated that more than 1,500 articles on COVID-19 were being developed each day.

This demand for healthcare content—and its value to consumers—is demonstrated by recent studies:

The data sends a clear message: Content is still king—if created intentionally and built around the community served.

Like the market leaders embracing telemedicine and other consumer-centric delivery models, healthcare marketers who purposefully reconstruct their content strategies around the rapidly changing lifestyle habits and media preferences of their audiences will build trust and rise above the competition.

The time to reject business-as-usual healthcare marketing is now. Engaging today’s healthcare consumers requires fundamental shifts in how content is planned, developed and distributed.

To guide your efforts, we’ve identified four pivotal areas that will make or break your COVID-19 content strategy during the pandemic and in the future. These include:

  1. Strategic Focus
  2. Distribution and Promotion
  3. Content Topics and Types
  4. Measurement and Calls to Action
View the report that features insights, practical tactics and proven examples within each of these critical areas of content strategy.

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The Healthcare and IT Marketing Community (HITMC) is an extension of the HITMC conference that is the first of its kind event that brings together marketing and PR professionals from throughout the health care community. We strive to provide amazing marketing and PR related content that helps HealthIT companies and healthcare organizations  stand out amidst all the noise of the industry. If you’re looking to market to hospital executives, doctors, practice managers, patients, or other healthcare professionals, you’ve come to the right place. Welcome to the HITMC community!