We live in a heavily digital world where content marketing plays a vital role in healthcare businesses establishing their online presence. Patients are increasingly relying on the internet to find information about services, procedures, and health advice, making it essential for your healthcare practice to provide content that is not only informative but also engaging. From optometrists and dermatologists to med spas and dentists, businesses need to have a robust content marketing strategy in place.
But with so much content available online, how can you ensure that your posts, blogs, and videos grab your patients’ attention and keep them coming back for more? The key lies in understanding what your patients actually want to learn about. We are way beyond the days of generic, one-size-fits-all blog posts to stuff keywords onto a page.
To keep up with patient expectations and competitors, your healthcare content needs to be targeted, relevant, and helpful. In this blog, we’ll explore how often patients engage with online content, how content impacts your healthcare business, and—most importantly—how to create content that resonates with your patients.
How Often Do Patients Read Online Content?
When it comes to healthcare, patients are often searching for answers. The first place many patients go for information is the internet. In fact, studies show that 75% of people start their healthcare journey with an online search to research providers.
People who need your services are actively looking for content to help them make informed decisions, whether it’s learning about a particular condition, researching treatment options, or reading reviews about your practice.
While they are looking for information, it’s important to note that they don’t always engage with content in the same way. Here are some key insights into how often patients read online content.
Quality Over Quantity
Patients are selective about the content they engage with. They want well-researched, trustworthy information that addresses their specific concerns. In fact, 60% of people prefer reading short, concise articles that get to the point quickly. This means you don’t need to churn out content daily, but rather focus on producing fewer, high-quality posts that address patient needs.
Visual Content is Key
Studies have shown that people are more likely to engage with content that includes visuals such as images, videos, and infographics. Healthcare content that features easy-to-digest visuals, like diagrams explaining medical procedures or patient success stories in video format, is much more likely to get clicked on and shared.
Search Engine Optimization (SEO)
Patients are often looking for specific answers to questions, and many of them are searching with long-tail keywords (e.g., “best eye doctors in [city]” or “how to choose a dentist for family care”). Your content needs to address these questions directly and show up in search results to attract the right audience.
5 Ways Your Content Impacts Your Healthcare Business
Creating and sharing valuable content does more than just inform your patients; it can significantly impact your healthcare practice.
1. Builds Trust and Authority
The more you share accurate, helpful, and professional content, the more likely patients are to trust your expertise. Whether you’re posting blog articles, creating informative videos, or answering frequently asked questions on your website, you’re demonstrating your knowledge and building authority within your field. The more trust patients have in you, the more likely they are to choose your practice for their healthcare needs.
2. Increases Website Traffic and SEO Ranking
Well-crafted content that aligns with search queries helps your practice rank higher in search engine results. When patients search for questions related to your services, your blog posts, website pages, and videos can appear on the first page of results, driving more traffic to your site. Quality content not only answers your audience’s questions but also improves your SEO, which boosts your visibility and helps attract new patients.
3. Improves Patient Education and Engagement
Patients want to feel informed and empowered when making healthcare decisions. By offering content that educates patients about their conditions, treatment options, and preventative care, you build a stronger relationship with them. Engaged patients are more likely to follow your guidance, show up for appointments, and refer others to your practice.
4. Encourages Patient Retention
Consistently offering helpful, relevant content keeps patients coming back to your website, keeping them engaged even after they’ve had a treatment or visit. You can use content to provide follow-up information, tips on how to maintain their health, and gentle reminders about upcoming appointments or treatments. This type of engagement can keep your practice top-of-mind and enhance patient retention.
5. Boosts Social Media Engagement and Referrals
Content that resonates with your audience is highly shareable. By creating content that patients find valuable, you encourage them to share it on social media, with friends, or within relevant community groups. Each share is a free referral for your practice and an opportunity to reach potential patients who might not have otherwise discovered you.
How to Produce Content Your Patients Actually Care About
Creating content that resonates with your patients requires a deep understanding of their needs, concerns, and questions. Here’s how to produce content your patients actually want to read:
Identify Your Patients’ Needs and Interests
Before creating any content, take time to understand your patients. What are they struggling with? What questions do they frequently ask? Conduct surveys, read online reviews, and engage with patients to find out what’s on their minds. This insight will help you create content that speaks directly to their concerns.
For example, if you’re a dermatologist, your patients will be interested in content about skincare routines, acne treatments, and what increases the risks of skin cancer. If you’re a chiropractor, patients will want information on how to relieve hip pain or improve common posture issues during the work day.
Answer Common Questions and Provide Solutions
One of the most effective ways to engage patients is by answering common questions. You likely already know the most frequent questions that patients ask. Use these as the basis for blog posts, FAQs, and video content. For instance, a dentist might write a post like “How To Prevent Cavities,” or an optometrist could create a video explaining the difference between over-the-counter reading glasses and prescription lenses.
Answering questions you face on a regular basis means reaching an audience likely to be out hunting for answers. By providing solutions on your site, you can empower potential patients to get answers they need and win their trust.
Create a Content Calendar and Stay Consistent
Consistency is key when it comes to content marketing. Having a content calendar in place ensures that you regularly publish new material without overwhelming yourself. You don’t need to publish every day, but aim for consistency—whether that’s posting weekly blog posts, monthly newsletters, or regular social media updates.
Your content calendar can help you consider what kind of seasonal or timely content might be important to your audience. Plus, it lets you plan out your topics in advance to help you stay on top of regularly publishing new information online.
Mix Content Types to Keep It Fresh
Different patients prefer different types of content. Some may prefer reading long-form articles, while others may be more inclined to watch a video or listen to a podcast. To keep your audience engaged, vary the types of content you produce.
- Blog Posts: In-depth articles that cover common health topics, procedures, or tips.
- Videos: Short explainer videos or patient testimonials that demonstrate your expertise in an engaging way.
- Infographics: Easy-to-digest visual content that summarizes key health tips or common conditions.
- Social Media: Quick, engaging posts that encourage interaction and share valuable tips or updates.
Incorporate Patient Success Stories and Testimonials
Patient success stories are one of the most powerful forms of content. People tend to believe real-life stories over other forms of healthcare marketing. Hearing firsthand how your services have helped others build trust and social proof.
Consider writing case studies or sharing testimonials (with patient consent, of course) to highlight your results and the impact of your services. Regularly ask patients to provide honest, positive reviews for your business on Google and other listing sites. Respond to those reviews so you are actively engaging with your audience and potential patients can see you are dedicated to providing a positive experience.
Stay Current With Industry Trends
Healthcare is an ever-evolving field, and your patients want to stay informed about the latest developments. Stay updated on industry trends, new treatments, and emerging health concerns.
You can send your audience email newsletters, write about healthcare trends on your blog, or post updates on social media. By providing the most current information, you position your practice as a thought leader and a trusted source of knowledge.
Drive Your Content Marketing with Surefire Local
Creating content that resonates with your patients is essential, but keeping track of its performance, optimizing for SEO, and ensuring consistency across platforms can be overwhelming. This is where Surefire Local comes in. Our platform helps you streamline your content marketing efforts by:
- Optimizing for Local SEO: Surefire Local helps improve your search engine rankings by optimizing your website, blog posts, and content for local searches, making it easier for new patients to find you.
- Scheduling and Managing Content: Easily oversee and automate content across social media platforms, blogs, and email campaigns from one central dashboard.
- Access Helpful Analytics and Reporting: Track the performance of your content and make data-driven decisions on what works and what doesn’t. With Surefire Local’s insights, you can adjust your content strategy to drive more engagement.
- Helping You Manage Your Reputation: Monitor, respond to, and manage patient reviews all in one place, ensuring your practice maintains a positive reputation online.
Ready To Elevate Your Healthcare Marketing in 2025?
Creating content your patients actually care about is the key to driving engagement, building trust, and growing your practice. But you don’t have to do it alone. Surefire Local provides the tools and support you need to streamline your content marketing efforts and enhance your online presence.
Schedule a demo today to see how Surefire Local can help you optimize your content strategy and grow your healthcare business. Get started here.