Why You Need the Right Content Creators for Healthcare Marketing

Ever feel like healthcare marketing is a Rubik’s Cube of competing priorities? Each twist and turn reveals a new stakeholder demanding a piece of your content strategy.

Traditional marketing tactics simply can’t keep up. You need content creators who understand the intricate tapestry of the healthcare industry. Writers who can weave narratives that seamlessly fit within this unique landscape. Forget crafting words; imagine crafting scalpels so precise they can dissect complex needs and deliver solutions tailored to each stakeholder.

This isn’t just about marketing, it’s about mastery. Partnering with the right content creators unlocks this mastery, thus transforming you from a puzzle solver to a strategic architect. One who builds content that aligns diverse needs into a cohesive and impactful whole.

Unique Challenges Facing Healthcare Marketers

There’s no denying healthcare content marketing is complex. Each department — compliance, recruiting, billing, legal, finance, administration, risk, and so on — has its own agenda. And you’re trying to speak to everyone’s individual pain points with all of your content. To translate seemingly disparate needs into one healthcare bucket that, with any luck, becomes your content strategy. 

It can feel dizzying.

Between siloed departments and the inherent complications that arise in the industry’s variety of work — we’re talking about everything from recruiting physicians to entire departments devoted to risk mitigation — that complexity isn’t going away. Not to mention healthcare departments are embedded within huge institutions subject to unparalleled regulation. 

All of this means that if you’re seeking an external partner to support your content-driven marketing initiatives, you need healthcare marketing specialists. 

After all, you know best how difficult it is to wrap your head around the world of healthcare — outsourcing to generalist content marketing strategists frankly won’t cut it.

Healthcare Content Creation to Make Your Job Easier

Imagine freeing up your team’s time to focus on what you hired them for. No more explaining HIPAA regulations to a bewildered writer or spending weeks training writers on the intricacies of healthcare marketing.

That’s the power of choosing the right healthcare content partner. They’re not just wordsmiths; they’re fluent in your healthcare world, which will save you precious hours and ensure your message resonates deeply with your various audiences.

Think of it like this:

• Generalist content strategist: Great writer but lost in the maze of healthcare regulations and jargon. You spend weeks translating, which hinders real progress.
• Specialized healthcare content partner: They understand the lingo, the nuances, and the ever-evolving landscape. They hit the ground running by crafting content that connects instantly.

Take telehealth, for example. If your writer doesn’t already understand what impact length of stay has on a hospital or why an ER physician may want to call a specialist (and in which circumstances), your clinical leaders are going to spend a lot more time getting that writer up to speed.

Contrast that with a high-quality content creation team who already understands telehealth — including the various departments who use it and who care about how it works.

Clearly, the expert-led interview in this second scenario will yield a higher quality, more salient final product for you to leverage as you become thought leaders in the industry. What’s more, your clinical leader won’t be as frustrated with the interview experience in this latter scenario because she’ll feel her time was well spent. She didn’t have to explain what she views as straightforward background health information to a novice or worry afterward that the writer won’t be able to capture her thoughts for a strong piece of content.

A Mutual Understanding of Your Target Audience

Forget the endless rounds of explaining, justifying, and defending your content vision. When you partner with a specialized healthcare content marketing team, you’ve got built-in empathy. They understand your struggle to please every stakeholder within the labyrinthine world of healthcare giants.

These aren’t just content creators; they’re your secret weapon. They speak the language of healthcare decision-makers, fluently translating your goals into infographics, case studies, social media posts, white papers, and more — without the need for a justification marathon.

Even better, the right team will create a strategy and content plan that systematically addresses the unique needs of your varying audiences while still unifying your message into a coherent whole.

Healthcare content creators know that the challenge of marketing to separate stakeholders within one company can also be an opportunity. It’s your chance to fully commit to one topic in depth and speak directly to one department with expert precision and understanding.

Yes, there’s certainly a time for big-picture stories that apply to entire health systems. But appealing specifically to Mark in IT with relevant content is an underused tactic and could be a powerful differentiator for your company. 

The bottom line? Generalist content strategists simply won’t know how to navigate that thicket of competing interests making up your audience. Consequently, they won’t be able to offer refined ideas and solutions to your content problems.

Need Content Creation Support to Achieve Your Marketing Goals?

Respect is due to healthcare marketers — it’s not an easy job.

If you need a content strategy partner immersed in healthcare content creation, Right Source Marketing can help. All of our content creators are plucked from healthcare jobs and have deep, meaningful knowledge of the industry. 

It’s time to give your content marketing strategy the expert treatment it warrants.

Editor’s note: This content was originally published on March 10, 2021, and has been updated multiple times since to maintain its accuracy relevance.

About Ali Amoroso:

Ali Amoroso is Right Source’s director of content marketing. She crafts impactful content strategies that drive brand awareness, lead generation, and business growth. Ali received a bachelor’s degree from The University of North Carolina at Chapel Hill in journalism and international studies . For the past decade, she has turned her reporting edge into a marketing one, much to her clients' gratitude.