How To Create Engaging Health Care Content for Your Brand

Lauren Oliver


December 6, 2022 (Updated: May 4, 2023)

Healthcare business graph data and growth, Insurance Healthcare. Doctor analyzing medical of business report and medical examination with network connection on laptop screen. Concept for health care content marketing, healthcare content marketing.

In today’s digital marketing world, health care content development is an effective way for brands to increase visibility, gain audiences’ trust, and secure customer loyalty. But because health care is such a personal and sensitive subject, you have to be intentional about the information you share with your audience. Today, we’re providing some insights into planning and creating health care content to help your brand better connect with its audience on an individual level:

How To Plan a Health Care Content Strategy

Image of person's hands typing on a laptop with stethoscope sitting next to it. Concept for health care content marketing, healthcare content marketing.

Image via Unsplash by National Cancer Institute

Here’s a step-by-step guide to planning and executing your health care business’s content marketing strategy:

1. Define Your Goals

The best health care content marketing campaigns have clearly defined goals. These goals should align with your overall brand objectives. Some common goals for health care brands through content marketing campaigns include:

  • Educating your audience about health conditions and disease prevention
  • Raising awareness about health care products or services
  • Attracting new patients, clients, or customers
  • Growing your health care brand

2. Develop a Budget

Organic content marketing is one of the more cost-effective promotional options, but it requires some expenses. Your marketing budget covers more than just content marketing efforts alone. Before starting a campaign, decide how much of the overall budget you can put aside for organic content marketing. Then, break the total down further to account for things like design, content distribution plans, research and analysis, team member wages, and program or tool costs.

3. Conduct Competitor Research

By researching your competition, both successful and struggling brands, your team gains valuable insight to guide the strategy development process. For example, a pharmaceutical company may find that its top competitors have a large and engaged Twitter following. Its marketing team may use that information to plan a better social media strategy for its own brand.

To get a head start on your competitor research and health care content planning, request your free content marketing analysis from CopyPress. This report shows how your content compares to your top three industry competitors. It also provides insight into how each brand’s content ranks in search, and areas you can cover in your content marketing to overcome the competition.

4. Understand Your Target Audience

Health care is a diverse industry that includes a variety of brands all marketing to different audience segments. From patients to other health care brands, consumers, or doctors, you need to understand exactly who your target audience is and the best ways to persuade them to work with or buy from your company.

Creating client personas can help your brand narrow in on exactly who you want to speak to with each piece of content. Depending on the type of health care brand you work for, each piece might target a different customer segment. Medical supply companies, for example, may target retail outlets, health care providers, and individual consumers about the same products, but with different pieces of content.

Related: Target Market and Target Audience: What’s the Difference?

5. Choose Your Marketing Channels and Tools

There’s no point in creating content if your audience can’t find it. When developing your health care content strategy, you need to consider the best places to reach your audience, and how to put content in those spaces. Two helpful guiding questions when trying to pinpoint these spaces include:

  • Where would my content gain the most exposure and engagement?
  • Which platforms does the target audience use the most?

While digital spaces, like your blog and social media, may come to mind first, they’re not the only marketing channels you can use to share content. Your brand representatives who attend conferences and trade shows are also a marketing channel. If you have partnership coordinators who meet with hospital or service provider representatives, they’re content channels, as well.

Consider all areas, both on and offline, where you’ll best reach your target audience. Once you know where you plan to reach each audience segment, you can focus on finding tools to make the development and distribution process easier.

6. Track Campaign Progress

Content marketing doesn’t end after publication. You should keep track of your content performance to understand what works and what you need to tweak. But you can’t track everything that happens to your content. It’s not practical. Decide which metrics and key performance indicators (KPIs) are best for helping you determine if you’re achieving the brand goals you established in step one.

Why Should You Create Health Care Content?

Here are some advantages of creating content for the health care industry:

Establishing Brand Authority

Health care organizations that provide helpful, expert information on medical issues put their audience first. That people-first approach helps put companies on the map and encourages their audience to associate the brand name with trust and authority. When you establish brand authority, it leads to client and customer loyalty, as well as brand growth.

Improving Search Rankings and Lead Generation

Digital content marketing is an excellent way to improve your business visibility, boost your search engine ranking, and generate new leads, all at once. Developing digital health care content and sharing it in spaces where your audience spends time helps improve your domain authority with Google. The better your domain authority, the better chance your brand has of appearing higher in search engine results.

Engaging People In Meaningful Conversations

Effective health care content marketing doesn’t just provide your audience with valuable information, but it also creates opportunities for conversations. Browse any forum website with questions about health care topics and you’ll find tons of audience members looking for answers. If you have health care content pieces ready to share, you can answer these questions and start dialogues with potential clients or customers. These conversations let your brand provide expert insight, increase brand awareness, and build trust with your audience.

Ensuring Medical Professionals Stay On Top Of Trends

Even the experts need an expert sometimes. Medical professionals need to stay up-to-date on the trends and recent developments in the industry, whether it’s a groundbreaking study or the release of a new device. Content marketing is a way to ensure that your audience knows what your brand can do for them when industry news breaks.

Giving Your Brand a Human Side

Medicine and health care should be a client or customer-centric field. But with all the jargon and technical concepts, it can feel more clinical than personal. Content marketing is a way for your brand to step out of the clinical side of things and be more relatable to patients or consumers. Telling stories and sharing real-world experiences through health care content is a way to humanize your brand and make it one that your audience wants to engage with.

Key Elements of Quality Health Care Content

Unlike marketing in some other industries, content marketing in health care has higher stakes. What your brand says directly affects the health and wellness of its audience. That means your brand needs to invest sufficient time, effort, and resources to ensure that the information is accurate, relevant, and safe.

But putting in the extra effort won’t just help you build audience trust and loyalty. It’s also great for your SEO. Google uses the acronym E-A-T to explain the criteria it looks for when ranking sensitive or life-changing content, like that from brands in health care. If you want to score big with both your audience and search engines, focus on these three content areas:


Medical expertise is non-negotiable with health care content. You have to know what you’re talking about when giving health and wellness information or advice to others. While you may hope people check their sources and look for facts about medical-related issues, that’s not always the case. You don’t want to end up in a situation where someone reads your content, something goes wrong, and they try to blame your brand for the outcome.

When creating health care content, it’s best to work with a subject matter expert who knows the technical, industry-specific ins and outs of the content topic. In health care, certified medical professionals are best to vet and confirm the accuracy of the content you share with your audience. These expert collaborations give your audience peace of mind and improve your good standing with Google.


From expertise comes authority. When you’re working with industry experts on your health care content, you know the information you share is both true and helpful. The more of that expert content your brand shares, the more authoritative it becomes. Your audience sees your brand as one they can trust. To increase authoritativeness in your health care content, link to data and studies that back up any claims you make. When your audience can verify the source of your content, it’s easier to trust.


The reason you work so hard to show expertise and authority in your health care content is to build trust with your audience. Health and medicine are delicate subjects. People are skeptical of the information that’s out there. If you can establish your brand as a trustworthy resource, you have a better chance of retaining clients and building customer loyalty. Besides providing accurate and reliable information to your audience, ensuring their anonymity, privacy, and data security can also put your brand above the competition.

Tips for Creating Better Health Care Content

Here are some tips on engaging in effective health care content marketing:

Create Infographics To Display Data

Visual content of any kind helps attract and hold your audience’s attention. But when you’re sharing complex data and statistical figures, a good visual is even more important. Use infographics when presenting facts and figures in your content. This medium makes it easier for your audience to understand your message and get it to click quickly. Infographics are also great for summarizing in-depth details about a technical or dense subject.

Leverage Video Content

Video is one of the most effective ways to communicate with your audience. Why? Because upwards of 92% of internet users watch video content daily. Explainer, tutorial, product demo, how-to, and summary videos are great mediums for sharing complex health care information with any audience. Depending on your resources and channels, you may choose to create either short- or long-form videos. Or you can use both approaches to reach different segments of your audience on different platforms.

Use Social Listening

Your current or prospective clients or customers may use social media channels to offer feedback about your content, products, or services. By practicing social listening and collecting data on what people say about your brand and content, you can better understand their views of your company. For example, if people on your social channels ask a lot of questions about how your diabetes drug compares to other brands, you can address these questions with your content.

Related: What Is Social Listening? (With Tips and Tools)

Follow Industry Trends

Paying attention to trending topics in your industry is a great way to learn about what content your audience wants to see, or what might fall into fashion next. Although you can’t always lean on trends to prop up all your content marketing, they can provide insight into your audience’s needs and questions. Then you can create pieces that tap into what they really want to know.

In health care, new viruses, pandemics, groundbreaking research, and drug approvals are all areas that typically may become trendy and affect what your brand talks about in its content. Use these spikes in certain industry areas to talk about your company’s stance on an issue or show how your products or services solve problems related to them.

Subscribe to the CopyPress Newsletter for More Insights

Information moves fast in the healthcare industry thanks to innovation and breakthroughs. Each time the industry and content marketing tools and channels evolve, you may have to adjust your content strategy to stay in line with what your audience wants or needs to see. Subscribe to the CopyPress weekly newsletter so you never miss an update on the next great topics and best practices in content marketing.

Author Image - Lauren Oliver
Lauren Oliver

Content Manager at CopyPress

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