Joe Pulizzi, head of Content Marketing Institute defines content marketing as: the strategic marketing approach of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.
But how do healthcare system or hospital marketers do this when they compete with every person, every company and every cause fighting for attention and has something interesting to say? By not competing (with many), but creating value (for few). Realizing that while you can’t be compelling to everybody, you can be invaluable to those who need you most.
You can do this by hitting the sweet spot of:
1. content that solves a specific problem for a specific population,
2. while reflecting your organization’s unique passion and expertise,
3. in line with brand vision and business goals.
Solving a specific problem. You need to hear what a “specific population” in your served communities cares about and shares about as it relates to their specific healthcare journey. Then, think like the producer of a niche TV series with an ongoing multi-year commitment who needs to keep a storyline fresh and exciting to capture attention week in and week out. Personally, I think about Breaking Bad, but that’s not quite appropriate here.
Reflecting your unique passion and expertise. What is your leadership particularly (not generally) passionate about, and where does your healthcare system or hospital truly excel? Here-in lies your biggest opportunity. Because general health information is ubiquitous and be found anywhere. It also doesn’t set you apart, position you as the expert and an indispensable provider.
In line with brand vision and business goals. This should be the easiest of the three. If in fact, there’s a driving brand idea in place for the organization and a strategic plan guiding your areas of future focus.
Particularly for healthcare systems and hospitals, who are already woven into the fabric of their communities, compelling “sweet spot” content provides a wonderful and genuine opportunity to deepen relationship by appealing to people’s minds and hearts in ways that truly matter to them. It’s also a very smart and efficient way to help attract new patients and grow patient referrals.
But remember, don’t compete (with many), create value (for few).