Medical content marketing can sometimes require walking a fine line. You want to give your prospects engaging, relatable content, but, you also need to make sure that patient privacy is always respected. By following a few rules and choosing low-risk types of healthcare content, you can connect with clients without running afoul of HIPAA regulations.
Use Custom Emails Carefully
According to the Topline Strategy Group, about 60% of large hospitals now use customer relationship management (CRM) software. This software allows you to capture a great deal of information about patients and create marketing materials specific to their needs. When clients come to your practice, ask if they would like to opt-in for one or more health newsletters. Keep content general and send emails individually to avoid disclosing patients' information to one another.
Make Yourself the Subject
When Ohio State's medical center created a downloadable at-home Alzheimer's test, they knew they had a winner. But, they had to create a human connection. The angle that they chose was to focus on the caring expertise of the test's creators. By writing about the doctors and researchers, they were able to tell a story without risking patient confidentiality.
Offer Content That Explains Specific Ailments
Content can be specific while still appealing to a wide range of people. Blog posts, videos, ebooks, webinars and social media posts can all be written that address specific medical issues. Create a wide range of offerings and update regularly to promote engagement. Don't forget to include a call to action at the end of each post. These calls can include signing up for a newsletter, downloading a free ebook about health or calling for a consultation. Vary your calls to action so that you can catch prospects who are at all different levels within their buyer's journey.
Market Across Multiple Channels
Do not limit your medical digital marketing to blog posts and social media. Many clients today enjoy multi-channel content such as fact sheets, online quizzes and smart phone apps. A cardiologist could offer a free app that monitors blood pressure and maintains records of daily levels over time. A geriatric practice could offer a reminder app to increase patient compliance with medications. Clients who visit your site can take quizzes about skin cancer risk, heart disease symptoms and other areas to build their knowledge.
The ever-broadening opportunities of digital healthcare marketing make it easier to reach new and existing clients than ever before. By carefully maintaining privacy in your marketing, you can still offer personal, highly engaging content without risking HIPAA non-compliance.