The document outlines 5 steps for developing a healthcare content strategy: 1) Define goals such as improving social media presence or collecting email addresses, 2) Identify the target audience through demographics, search keywords, and social media habits, 3) Start creating relevant content like case studies or health blogs, 4) Publish content across multiple social media platforms using an editorial calendar, and 5) Evaluate efforts to determine if the right audience is being reached and goals are being met. The overall goal of a content strategy is to attract and retain customers through consistently creating useful information.

1. 5 Steps to Healthcare Content
Strategy

2. WHAT’S ALL THIS HYPE
ABOUT CONTENT
STRATEGY?

3. CONTENT STRATEGY
is a marketing process to attract and retain
customers by consistently creating relevant
content to enhance consumer behavior.
Joe Pulizzi

4. WAIT WHAT?

5. IN SHORT
If you deliver consistent, valuable information to
buyers, they ultimately will purchase from you.

6. DEFINE YOUR GOALS
• Build your content strategy with specific
goals in mind.
• Improve your social media presence.
• Harvest email addresses for a future email
marketing campaign (hospital updates,
tips on staying healthy, etc.).

7. IDENTIFY YOUR TARGET
AUDIENCE
• What are your audience demographics?
Women? 30-40 years? Single?
• What keywords and phrases is your audience
searching to find information?
• Where is your audience when it comes to
social media? Facebook? LinkedIn?
Pinterest?

8. START CREATING
CONTENT
• Play up your strengths
• Write a case study about how your
hospital/physicians helped a patient
overcome a challenge.
• Write a blog post about surprising health
habits that promote longevity.
• Create a white paper on what to expect
from a specific medical procedure.

9. PUBLISH YOUR CONTENT
• Create an editorial calendar
• Who is responsible for writing content
• What social media outlets are you using?
• Publish your content on more than one
social media outlet.
• Run regular reports

10. EVALUATE
• Evaluate your efforts
• Are you targeting the right audience?
• Does your content appeal to your target
audience? Is it what they want to read?
• What social media outlets are working?
• Have you reached your goals?

11. CREATE A CONTENT
STRATEGY AND START
SEEING RESULTS

12. BECAUSE WE WANT YOU
TO LOOK LIKE THIS…

14. encourage conversation
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