The Expanding Role of Content in Health Care Marketing
// By Susan Dubuque //
From podcasts and social media posts to infographics and blogs, content marketing is becoming a staple of today’s health care marketing departments — with a wide array of tactics that bolster brand recognition and support marketing goals.
When it comes to marketing health care services, content marketing provides an excellent platform for conveying the expertise of providers and building confidence and trust among prospective and current patients.
“Our overarching content strategy is to position U of U Health as the ‘go-to place’ for all things related to health and health research,” says Kathy Wilets, director of media relations and content for the University of Utah Health (U of U Health). “Rather than selling services, we provide education that can help guide health care decisions.”
“Content marketing offers a unique opportunity for consumers to discover the Vanderbilt University Medical Center brand before and between health care episodes,” adds Cynthia Manley, director of digital content and engagement for Vanderbilt University Medical Center (VUMC).
Read on to learn what advice these two health care leaders in content marketing strategy have to offer.