The online healthcare and wellness industry is booming today – a study from Pew Research found that 80% of internet users have searched for a health-related topic online. Recent studies have found that up to two thirds of U.S. adults regularly search for health information online. Rising health tech adoption rates are driving the U.S. digital health market to new heights.
As many new competitors enter the market, both healthcare providers and healthcare digital marketing teams face a unique opportunity and challenge: break through the noise and connect with a huge audience hungry for quality information.
So how does your healthcare digital marketing team rise above competitors and make an impact? We rounded up some of our favorite creative examples to get the gears turning for your next viral healthcare content marketing campaign.
Virtual Reality: Medical Realities
Virtual Reality technology has exploded within the past several years. It was recently projected to reach a staggering $1.69 Trillion by 2031. But the adoption of this new technology doesn’t just present an exciting opportunity for video game enthusiasts. It is shaping up to be highly competitive within the health tech sector. Healthcare digital marketers are already leveraging virtual reality to connect with audiences in new ways.
Medical Realities leverages the technology’s digital marketing potential to create innovative and shareable content that might otherwise be too complex and dry to really resonate with audiences.
The video below offers information about a complex surgical procedure, but allows the viewer to experience the content from the perspective of the patient. This healthcare content marketing strategy not only educates surgeons and medical professionals, but offers an immersive and shareable experience for the public.
Want to create your own 360 degree immersive experience? Learn how to use Facebook’s Oculus tool here.
Interactive Content: Eye Click Donation for ALS
Interactive content is a natural fit for healthcare digital marketing teams, as we are often creating content that informs and engages the public on healthcare issues they may or may not be familiar with.
ALS Liga Belgium created this powerful interactive tool to inform and engage – while encouraging donations. Using special face-tracking software, the donation site can only be navigated by moving your eyes and head. That helps visitors understand the impact of ALS in its later stages.
The healthcare digital marketing campaign got noticed far beyond its original launch, cutting through the crowded world of healthcare fundraising organizations, one eye-movement at a time.
Powerful messaging: Dana-Farber Brigham & Women’s Cancer Center
Sometimes a new spin on the basics of excellent marketing are just what your next campaign needs to increase its impact.
Dana-Farber Brigham & Women’s Cancer Center built a campaign around the powerful slogan “Right now you may have cancer. But what your cancer doesn’t know is — You Have Us.”
This slogan was supported by a series of short and shareable videos, and supported by a robust social media campaign using the hashtag #YouHaveUs.
The You Have Us campaign also demonstrates that campaigns don’t have to be confined to several weeks or even a year. After the content marketing campaign’s official end, the Dana-Farber team retained the domain and folded their healthcare digital marketing campaign’s powerful message into a service directory, https://www.youhaveus.org/. This illustrates another thing we like about great content marketing: quality content can last a very long time, often continuing to deliver value years beyond original launch.
Podcasts: The Cleveland Clinic
Podcasts and audio content are no longer a longshot channel for marketers. In fact, podcast industry studies project 424.2 million people will listen to podcasts worldwide this year.
Famous for their extensive library of healthcare resources available through their blog, the Cleveland Clinic is also leading the way in audio content within the healthcare digital marketing sphere.
Multiple podcasts with cohesive branding offer listeners opportunities to tailor the content they consume to their specific interests and challenges. The multiple shows Cleveland Clinic produces also expand the range of experts they have the opportunity to elevate as thought leaders.
Listen to Cleveland Clinic’s Health Essentials podcast here, or if you’re feeling a little bit more adventurous, check out their Butts & Guts pod.
Creative Social Media: Worldwide Breast Cancer
The Worldwide Breast Cancer organization used a visual healthcare campaign based primarily on social media to spark conversation and increase awareness for breast cancer warning signs. The key image of the campaign uses 12 lemons in an egg carton to educate the public on what breast cancer can look and feel like.
The lemon imagery is approachable, follows social media network guidelines for photo content (a tall order in healthcare marketing, especially for breast cancer awareness), and garnered thousands of shares.
The accompanying #KnowYourLemons hashtag allowed their team to answer questions and foster conversation on social media, and corresponded to additional information on a microsite that offered more context and next steps for users.
Attention-grabbing visuals: Froedtert Health
A picture is worth 1,000 words, but when your words and pictures work seamlessly together? Priceless.
This was Froedtert Health’s recipe for success with a visual campaign that captured attention with an optical illusion.
Not only did the campaign pack a visual punch, the innovative wordplay and design work together to make this digital and print ad a part of a particularly impactful campaign.
These creative campaigns prove that healthcare content marketing doesn’t have to be (and frankly, today, can’t) be boring.
Want help orchestrating your next innovative campaign? We’ve got you covered. Get in touch.