Successful urgent care centers attract patients and help them every day, but with the growing number of them in the United States, it’s becoming increasingly difficult to gain potential patients’ attention.
Today, one of the best ways to reach your audience and stay ahead of the competition is content marketing. The medical industry has specific requirements when it comes to content, though, so your content marketing efforts should be approached with great care and attention.
Still, 72% of internet users research medical information online. That’s a huge opportunity for businesses in the healthcare industry — and if you want to make the most of that opportunity, WebFX can help.
Call 888-601-5359 to speak with a strategist about content marketing services from WebFX, or keep reading to learn more about the types of content your center can start publishing.
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What is content marketing?
You’ve likely heard the term content marketing, but it encompasses a lot of different concepts. Internet marketing has changed significantly over the years with the rise of mobile usage and social media.
Today, content marketing entails more than just blogs. It also can include all the following and more:
- In-house research
- How-to posts
- Case studies
- Basic health information
In its very basic sense, content marketing concentrates on creating unique online products that can attract attention and customers to your business. Content marketing looks different depending on your industry, which is why there are specific requirements for urgent care marketing.
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Why is content marketing important for urgent care centers?
As you read above, there’s a great demand for medical information online. That gives your business the opportunity to offer customers quality, authoritative, and in-demand information that can help them with their questions. Your content can also build trust with your intended audience, which can eventually bring in more patients as they connect your business with quality, authoritative knowledge.
Content marketing for urgent care centers takes time, but you can launch a cost-effective campaign. First, you need to know what to create.
What should content marketing for urgent care centers include?
Your content marketing plan for your urgent care center should focus on three aspects:
- Informing potential patients with unique, quality content
- Offering help to prospective patients
- Remembering previous patients
Your content should also be written in a tone that indicates your positions as a medical care provider, professional, and authority. However, you also want potential patients to understand that you care about their health and how they feel. As a result, you have to write in a certain way that shows customers that you are:
With this information as your foundation, you can work toward creating outstanding content for your urgent care center.
Build brand awareness
Besides being helpful, the content you publish will get your name into the public eye. There are many ways to build brand awareness, but the best practice for urgent care centers involves sharing helpful and reliable knowledge. The more you create, the more you can share, and the more you can inform — that’s a winning strategy for awareness.
Another great way to build brand awareness is to create profiles on popular social media sites, like Facebook and Twitter. This is a great way to engage your patients and maintain an audience around your business. It also gives potential patients a chance to connect with you before they enter your doors.
The key is creating content that answers questions your audience already has. If there’s a prevalent illness in your area, address it. Or if many of your patients are children, write a blog post about safety around the house. As long as your choice addresses a concern in your area, you’ll likely see positive results.
Launch an email marketing campaign
There are many ways to market via email, and it’s a powerful way to promote your business. But before you can launch a campaign, you need to build a list of recipients. This is as easy as creating a high-profile, helpful, and informative piece of longform content that potential patients want to see. Then, you request their name and email address in return for the free download. Since the site visitor wants to know more about medicine and your business, it’s safe to assume that they want to know more, which you can supply via email.
After you have your list, you can launch your email marketing campaign to keep interested parties informed about your business.
Here are a few tips for launching and maintaining a successful email marketing campaign as part of your content marketing strategy:
- Track the emails. Monitor who is and isn’t opening the emails and tweak your future emails accordingly.
- Offer more content. Since a site visitor was interested in your content before, they could want more of the same.
- Use enticing subject lines. Stay away from generic, wordy headlines. The best headlines are concise and personalized.
We also recommend producing a monthly newsletter to engage previous patients and keep them updated with what’s happening at your facility. The newsletter can also include recent medical news, awards your staff has earned, and other positive insights.
Start a blog
Your business should have a blog, if it doesn’t already. Websites that regularly post high-authority content have a better chance of drawing search traffic. It’s also virtually free to maintain and update, which means any monetary value you can attribute to your blog is practically pure profit.
It’s important to remember that quality is more important than quantity when it comes to creating blog posts. If you have the resources available to post an authoritative post every day, great! If not, that’s okay, too. The critical factor is that you stick to a schedule so that your readers (and search engines) know when to expect new content.
WebFX is here to help
WebFX is one of the leading content marketing firms in the country, and we want to help you grow your business. Our team includes award-winning designers, top-tier Internet marketers, and some of the best copywriters in the industry. We’ve worked wonders in terms of growth and expansion for businesses online — and we can do the same for you.
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