Content Creation Best Practices for Physician Marketing, Health News, ET HealthWorld

We all know that when it comes to marketing to doctors, content is king. But have you been in a situation where you have great content and yet the campaign lacks impact? Where your writing is insightful, well-focused, to the point, and sharp, and yet somehow the strategy fails? And you just can’t figure out where you went wrong?

The truth is that if the content matters, the presentation of it is just as important. Various minute but vital details, which usually tend to overlook your attention, can go a long way in improving the success of your marketing campaign. At HiDoc Dr., we’ve spent valuable time and resources getting to the most basic details of what works and what doesn’t. We host several campaigns for our clients on our website and app and have been studying different practices for a year. It’s been a big learning curve for us and we’re happy to share the results with you. Here are the main takeaways.

Campaign Best Practices

  • Clear objective: Before you begin, be sure to define your goal and determine an effective strategy. For your campaign to have an impact, it must be relevant to healthcare professionals.
  • Effective means of communication: Choose the right mix of media to run your campaign. Find out which social media sites and platforms have the greatest reach for healthcare professionals.
  • Single landing page: When campaigning on another site or app, make sure you have a unique landing page rather than a standard template. A personalized microsite with specific content representing the brand increases web views and improves brand recall value.
  • Quality ad copy: Integrate quality visuals into your content to increase its effectiveness and create brand awareness. According to research, 90% of information transmitted to the brain is visual, and visuals are processed 60,000 times faster in the brain than text, allowing you to send a message to your audience clearly and quickly.
  • Ensure consistency: Make sure your campaign is consistent. Your message should confirm your brand identity, values ​​and strategy. Also, make sure you are persistent in your communications and show up regularly. This not only increases the credibility and authority of your business, but also leads to brand recognition.
  • simple tone: Make sure the tone of the campaign is simple and direct. Don’t complicate things.
  • repeated quizzes: They help build brand recall as they drive physician engagement, which leads to greater digital awareness.
  • Impact-based surveys: They provide valuable insight into the mindset of healthcare professionals and help create more impactful campaigns.
  • A/B testing: Always test your creations. A/B testing of creatives is an effective way to understand creative choice.
  • Carousel Ads: Be smart when running ads. Using carousel ads attracts 10x more engagement than a single ad.

Improve visibility with SEO

  • Backlinks play an important role in Google search. This lets Google know that your content is valuable enough to belong on another website.
  • A greater number of backlinks creates greater authority, which results in a higher ranking on the search engine results page.
  • It is recommended to opt for natural sources for backlinks rather than self-created links.
  • The referring domain should have a higher domain or page authority for greater visibility.

Content Best Practices

  • A message with an average length of 40 to 60 characters works best. We observe that content of 15 words or 40 characters (excluding URLs) generates the highest engagement.
  • Using relevant hashtags makes your post more searchable and increases engagement by up to 13%.
  • When it comes to video, square videos are more engaging than full screen videos. Plus, creating square videos lowers the cost per view.
  • The first three seconds of videos are the most important. It will determine if the user stays or leaves the page. The thumbnail image, the title of the video and the attention it attracts make all the difference.

When incorporating the above practices into your campaign, remember to keep a close eye on campaign analytics. Analytics help you gauge the effectiveness of your campaign and also indicate any changes you may need to make. Reach and engagement are the most important metrics you need to track. While reach indicates the total number of people who have seen your campaign, engagement sheds light on how healthcare professionals reacted and interacted with your initiative. These two metrics are the most important for measuring the effectiveness of your content. Plus, understanding state and city-specific data helps you judge the effectiveness of the campaign locally. These help you track and adjust content specific to your city or region.

At HiDoc Dr., we have a dedicated team that regularly studies physician campaign data and strategizes accordingly to ensure our clients get the most out of their investment. For us, running a campaign is not just a job to do, but a growth initiative that we pursue with passion. Being the #1 medical app for doctors, we directly connect you with over 8 lakh doctors and help you transform your brand image as well as brand recall value at 9 times lower cost than others digital platforms.

We hope our contributions have been insightful and will help you create content that is exactly on target.

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Jenny T. Curlee