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Offering downloadable content is one of the most cost-effective ways for medical practices to boost awareness, build an email list of leads, and attract new patients. It’s also a great way to boost website traffic and drive patient engagement. But, before you create downloadable content, you first need to think of what kind of content you want to offer to your target audience. Furthermore, you need to figure out the type of downloadable content you want to offer.
In our previous blog post entitled “How Downloadable Content Can Help You Get More Patients,” we shared some of the prominent types of downloadable content you can use to attract new patients. Additionally, we also shared some of the top reasons why downloadable content should be part of your marketing strategy. Now, we’re going to take things a step further. We’re going to share ideas and real-world examples on how you can leverage downloadable content to get more leads, acquire more patients, and increase your revenue.
Ebooks are a great content tool if you’re trying to position yourself as an expert in your industry. Crafting a quality ebook that is loaded with valuable, engaging, and relevant content can be a powerful way to gain a competitive advantage. This type of downloadable content is perfect for educating your target audience.
Health Catalyst is a mission-driven data warehousing, analytics, and outcomes-improvement company that caters to the needs of healthcare organizations to improve their clinical, financial, and operational outcomes needed to improve population health and accountable care. To better entice their target audience to work with them, they provide an ebook. It covers topics related to their industry to educate potential clients on what they do.
Another example is DrAxe.com., a natural health website which has over 17 million monthly visitors and is considered to be the number one natural health website in the world today. They provide articles that focus on topics such as nutrition, natural medicine, fitness, healthy recipes, and trending health news. In the example below, Dr. Axe doesn’t just offer free ebooks, they also offer other freebies as well such as recipes, shopping guides, and newsletters. All of these are yours if you give your email. You get to have healthy tips, in exchange they’re gaining new leads. It’s a win-win, right?
As we mentioned in our previous blog, guides are often used when you are trying to teach your target audience something. This type of downloadable content is best if you want your patients to follow a certain order. For example, the American Heart Association gives a free guide sheet on their website that describes what patients need to do to prepare for their visit to the doctor. The guide sheet is used to write the patient’s questions and concerns. This makes it easier for healthcare professionals to review their symptoms and find the right treatment. Essentially, it makes the process easier and more convenient.
Providing checklists (especially those checklists that are used to examine the current state of the patients) will make your existing patients feel like you care about their health and well-being. In addition, this type of content will help you attract potential patients. This is because it will make them feel like you’re willing to help them in any way you can when you haven’t even met them. Take Penn Medicine Lancaster General Health for example. They provided downloadable checklists and forms for their patients to evaluate their health. Aside from the checklists and forms, they also offer downloadable documents such as diaries, charts, and records. These forms are helpful in managing a variety of health problems. Some of these problems include diabetes, heartburn, asthma, alcohol use, and many more.
Okay, here’s a bonus item that we’re adding to our list: case studies. A case study is a research methodology or strategy that deals with the in-depth and detailed examination of a subject. It also investigates a phenomenon within its real-life context. Case studies are effective tools for converting leads into customers (in your case, patients). It actually helps with establishing your brand/organization as a leader in your industry. It also demonstrates how your products or services can solve their health issues. The good thing about case studies is that they help leads understand that they could experience similar success with the same services.
There is so much you can do to promote your brand and acquire new patients. Providing downloadable content is strong one way to do so. Quality downloadable content can help you attract new patients and strengthen your relationship with your current patients. With the examples given above, I hope you’ve gained a better idea of what kind of downloadable content you should be offering. If you want to start offering content that can be downloaded, or improve the current content that you offer, but you just don’t have the time to make, maybe it’s time you let a third-party marketing agency do it for you. Website4MD can help. We are a full-service web development agency that can craft unique marketing campaigns just for you. Give us a quick call and let’s get started.