Healthcare Content: Different Marketing Channels At Your Disposal for Patient Education
“What should I do to market my healthcare business?!?”
That is the obvious question facing literally every healthcare provider that doesn’t work for a hospital or some massive corporation.
You know your local area could benefit from your services. But you are facing the eternal marketing questions:
“How do I get the RIGHT PEOPLE to know I exist?”
“How do I educate them to know I am offering the RIGHT SERVICE?”
“How do I get them to accept my services NOW instead of later?”
In other words, you have to get the word out there!
But what method (aka marketing channel) will you use?
And how will each method (aka marketing channel) work with one another?
Need a Marketing Strategy? I Can Help.
What is a “Marketing Channel”?
Concise definition: “A marketing channel is how a brand makes touchpoints with their target audience”
Ok, now for a jargon-less explanation…
When companies invest in marketing, they are trying to increase sales. They do this by communicating with their customers and potential customers. They can communicate anything: could be about the values they stand for, or their new product, or how they are the official soda of college football. Every time they communicate something they make a “touchpoint” with their target audience.
A “marketing channel” is a means by which a brands communicates.
A marketing channel is the way a business delivers its product, service, or message to customers. It is not WHAT the brand communicates, but HOW it communicates. It is the vehicle that delivers the messaging to customers.
Classic examples would be newspaper ads, bill boards, TV commercials, radio ads, branding on paper cups and pens, and band flyers on telephone poles. Modern marketing channels include social media influencers, email, and search engine optimizaion.
The best strategies always usually involves multiple channels working together to reach different segments of an audience at different stages of the customer journey. In the summer of 2024 I experience this customer journey firsthand in my finally buying a tamale from a place in town (read that story/illustration here).
Marketing Channels NOT Ideal for Patient Education
This blog post is sorta-kinda part 4 in a “blog series” about patient education content.
But it is also kinda-sorta a blog post about marketing channels in general.
So I first wand to briefly address the other types of marketing channels at your disposal:
Ads
TV
Google
Radio
Sitting benches
Facebook
Local Magazine or Newspaper
Billboards
Branded items (shirts, pens, etc.)
Sponsorships of events
Having a local brewery name a beer after your business
Almost all of these share three things in common:
They are designed to GRAB attention
They spark CURIOSITY
They cause people to EXPLORE further
They are too SHORT for educational content
In other words, each of these are are the early stages of the marketing funnel. None are designed to get someone to immediately decide to purchase. They are “introducing themselves” to the the customer wit the hope that the right customers will get curious, ask questions, and explore further.
What is that exploring further?
Thats right… healthcare content
But Without a Robust Marketing Strategy,
Spending on Ads is a Waste of Money
Content Platforms and Strategies for Effective Patient Engagement
The following are marketing channels you can use for healthcare content and patient education.
For more information on patient education, read my blog post here.
To learn what makes good healthcare content, read what to do and about these mistakes to avoid.
Informative Articles and Blog Posts
The best patient education content for blog posts is clear, engaging, and easy to understand, focusing on practical information that readers can apply to their daily lives. You want your subject matter to address common health questions or concerns that patients frequently search for online. Topics like symptom explanations, treatment options, preventive care tips, and lifestyle advice resonate well, especially when written in simple, non-medical language. Personal stories, FAQs, and step-by-step guides often resonate well, making complex topics more relatable and less intimidating. Ultimately, healthcare copywriting content that empowers readers to take control of their health while building trust with healthcare providers is most effective.
Blog posting appears to be the easiest form of patient education… but that is only if you are not including Search Engine Optimization (SEO) and you have another method to provide the content to your ideal reader.
Webinars for Patient Engagement
If you have many patients and clients asking the same questions or struggling with the same issue, then a free webinar might be the right choice for you. Webinars allow you to dive deeper into a specific, complex topic in an interactive and relational way. Webinars are ideal for in-depth discussions on managing chronic conditions, understanding treatment options, or navigating healthcare systems, with time for audience Q&A. They can also help bring in diverse voices and perspectives through something like patient success stories or expert panels. Ultimately, webinars are the best way to engage in mass patient education that feels like a supportive, two-way conversation.
Youtube and Social Media Video Content
Video content is like chatting fact to face with your patients. Think about how we all enjoy a good explainer video or a glimpse behind the scenes on social media.
• Keep it short, sweet, and engaging. People don't have time for a long medical lesson while they're browsing on their phone.
• Show, don't just tell! Video can powerfully show procedures, explain exercises, and bring medical ideas to life.
• Don't forget the impact of a friendly face! A warm smile and real connection mean a lot, even through a screen.
I think that video is one of the best tools you can use to not only provide the method for explaining and educating your patients and the members of your practice but also to connect with them before they come in the door. They get to know you, your personality, and understand the level of care and the difference that your practice provides.
Informative Web Pages
Your website is your 24/7 salesman and brand ambassador. For any business in the 21st century, it is the only fundamental, essential piece of digital marketing you 100% need.
When people visit your website, that means that they are aware of their need and are considering whether or not YOU are the right person to solve their problems and help them read their goals. In other words, they are ready to purchase from SOMEONE, which means you better get your website RIGHT.
Each page needs to be focused on a single idea, covering each aspect of that idea with enough content to demonstrate your mastery. The goal is not to teach them everything, but to teach them enough so that they reach out or book an appointment.
The best web page aren’t just informative—they drive action by making every element work together seamlessly. Effective web content grabs attention with clear, benefit-driven headlines and speaks directly to visitors' needs. Images simplify and reinforce benefit-focused copy, while Calls-to-action guide readers to take the next step. And various forms of proof (awards, certifications, testimonials) indicate that you are indeed trustworthy.
In-Office Pamphlets and Posters
For decades, in doctors offices across the country, the simple “infographic” human anatomy posters have done the bulk of in-person patient education. People are sitting on the examination table, butt on paper, and their eyes wander until they lock on a diagram explaining how smoking kills your lungs. Its a more effective form of patient educational content than D.A.R.E. could ever dream of.
Flyers, pamphlets, and posters are powerful tools for educating patients and introducing new services. These print materials are great ways to introduce services, concepts, or options to patients in a clear, concise information in an easy-to-digest format. They can he handed out, left on tables in waiting rooms, sent home with patients, and mailed directly to their homes.
Well-designed content with compelling visuals and simple language enhances understanding, encouraging patients to take action—whether it’s booking an appointment, following treatment guidelines, or exploring new healthcare services. And while they have limited space, you can place a QR code in the back that links to your sites more expansive digital content.
Social Media
Ttapping into platforms like Facebook and Instagram can amplify your reach and impact. Posting informative content, engaging videos, and patient stories can create that “oh, there are other people like me” feeling. It also is a an approachable way to establish your expertise and build trust among your audience. Finally, people can follow you and engage with your content periodically, allowing a natural process of nurturing them into a patient.
The best patient education content for social media is short, visually appealing, and easy to digest, designed to grab attention quickly while providing valuable health information. Infographics, quick tips, short videos, and simple graphics work well, especially when paired with clear, positive messaging. The goal is to spark curiosity, offer quick value, and direct followers to more detailed resources when needed.
Email Marketing
Emails are a fantastic way to communicate health education to patients. Crafting engaging emails with a healthcare email marketing expert can boost patient outcomes and sharing health information via email ensures that patients receive crucial updates promptly. Think of it as a digital letter of support, guiding them on their health journey.
It's the most personal form of content; when done right it feels like you are talking to them and only them, fostering a personal connection. But with that experience comes an expectation; higher levels of personalization and segmentation are needed to make email really shine.
Interactive Tools and Health Calculators
Interactive tools and health calculators are fun, just like the science experiments we did in school. They keep people interested and help them learn! These tools suit different learning styles. They also enable patients to take charge of their health understanding. The best part? These tools are similar to self-help books but made for the digital world! They can answer common questions about specific health issues. This helps patients feel more ready and informed on their health journey. Plus, let’s face it, they are much more entertaining than reading dull medical pamphlets.
Conclusion
Utilizing innovative platforms and strategies is key in enhancing patient engagement. From interactive websites to engaging social media content, the options are vast. The ability for you and your patients to store needed information has also been a huge improvement in the evolution of patient education. Digital storage allows for easy access to educational materials, encounter notes from in-person or tele-health visits, and any other materials you see fit.
