Because unique, quality custom content means that consumers and patients looking for your products and services will find you online.
Let’s look at a few health and healthcare content marketing stats and you can see for yourself why content really matters.
One in 20 is a lot of people!
To further support this, a report from Pew states that “77% of online health seekers began their last session at a search engine such as Google, Bing, or Yahoo,” and they report that 8 out of 10 online health inquiries start at a search engine.
72% of internet users say they looked online for health information within the past year.
There are millions of potential searchers using the Google God every day to find your products and services.
Does your health business have a large range of custom SEO content on your website or blog that can be found by these potential customers?
2. The most common topics are specific diseases and conditions
In today’s modern world there are many people living with, or being recently diagnosed with, chronic health conditions.
Therefore, when people search online for health-related information, they are most commonly seeking solutions to problems. They are looking for topics “related to specific diseases or conditions; treatments or procedures; and doctors or other health professional.”
Generally speaking, if you are in the health industry, your product or service is there to solve a problem for consumers.
Is your custom content out there doing that for your business?
Whether you like it or not, you need to keep social media sites like Facebook, Twitter and Pinterest active and up to date because patients and customers are using social media indicators to select their preferred product, service, or practitioner.
Followers and engagement can be an influencing factor but they doesn’t necessarily matter.
The most important thing is to show customers that you are there consistently.
4. Patients are looking for information over advertising
It’s a proven fact that more than 70% of consumers want to get to know companies before they buy.
In the health industry it’s not enough to simply have a ‘retail-like’ site because people go through a deeper process before they make the choice – I call this ‘The 3 Cs’ – Curiosity, Consideration, Choice.
Why is health a deeper process for people?
Because they are searching for help. Let’s repeat that – people are searching online for help.
That means sharing IS caring!
If your product or service does provide a solution to a problem, educate people about that by providing free information on your blog and social media channels.
Give people information about coping with their specific condition. Show them how to improve their diet. Give them tips on exercise routines to help their condition. Tell them how you, or your product, are the best choice.
As the Content Marketing Isntitute says:
“Consumers expect content that is useful, is customized to their interests, and adds value to their experiences. If we don’t provide that kind of content, they will seek out competitors that do.”
5. 31% of cell phone owners, and 52% of smartphone owners, have used their phone to look up health or medical information
The lesson here is that every single website should be mobile responsive, period!
6. 35% of people don’t get a professional opinion – meaning content can solve their problems
While it is recommended that people do seek out a professional opinion for their various health concerns, the fact of the matter is, they don’t!
Instead, they simply search online for the solutions. That means that providing regular free content can actually help people.
7. 77% of B2C marketers use content marketing
According to Hubspot, 50% of consumer time online is spent engaging with custom content.
According to the Content Marketing Institute 77% of B2C marketers use content marketing.
According to Demand Metrics, 82% of consumers feel more positive about a company after reading custom content.
Is your health or healthcare business creating custom content?
Since 65% of businesses say that producing consistent quality content is one of their top of business challenges. And, more than 70% of business owners lack any long term content consistency, chances are the answer to that question may be no.
If you don’t know where to start with content marketing and what type of content you need to produce for your health business blog or social media channels, then get some help.
It may be that you’ve tried to write on your blog or keep your social media up to date but you simply don’t have time to do it. If that’s the case you likely never will have the time, but that doesn’t mean the Internet is going to wait for your business to come on board – it’s going to leave you behind.
Get On Top Of Your Healthcare Content Marketing
The fact of the matter is that if you aren’t creating custom content for your healthcare business on a regular basis you’re missing the boat. Every health and healthcare business needs to have a strong online presence, it’s just the way it is.
If you struggle to keep up the pace, the simple solution is to outsource your content creation – blog posts, articles, images, eBooks, emails, social media updates – to freelance writers and professional content creators who specialize in health content.
Lots of people get concerned that they will ‘lose their voice’ or end up with poor quality content. Yes, that can happen if you hire a poor quality writer. But, as a professional writer and ghostwriter myself, I know that businesses and brands can get a better result by passing on their content creation to the right person.
A good health writer can write in the voice of your brand and business, so that you can achieve consistency and results in your content marketing online.
These stats should be enough to prove that any content marketing efforts you pursue are well worth the effort!