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Marketing is all about teaching and educating consumers why they should choose your services, products or organization over your competitors. And when it comes to the healthcare industry, marketers usually focus on opportunities that raise brand awareness, improve online reputation, and acquire new patients. From posting blogs and sending out emails to optimizing web pages and running ads on social media, there are numerous initiatives that can help with achieving these marketing goals. If you want to market your medical practice, you need to put a lot of effort into these initiatives in order to gain a loyal patient base. And one way you can entice your potential patients to choose you as a healthcare provider is through offering downloadable content.
What is Downloadable Content?
Downloadable content has a special place in a marketing campaign because it adds a special element to attracting patients. Downloadable content is anything that a company or organization produces to offer to their potential customers (in your case, patients). The content can vary from a report of the current trends in the healthcare industry to a digital brochure of the treatments you offer. Regardless of what you decide to provide to your potential patients, just make sure that the content is valuable, informative, relevant, and engaging.
What are the Different Types of Downloadable Content?
Many medical practices today offer different kinds of promotions just to attract potential patients. But aside from offering discounts and special promos, providing downloadable content is the trend today and you can also take advantage of it. Before we jump to the part where we discuss how downloadable content can help you, let’s first identify the prominent downloadable content you can use:
An electronic book, or eBook, is basically a book in digital format that contains text, images, or both and is read on a computer, tablet, or phone. Electronic books offer an alternative to printed books. It is usually read through E-readers or applications. Some of the most popular brands or applications used to read eBooks are Kindle, Kobo, and Nook. eBooks are easy to share with your family and friends and easy to use because you can just turn the pages at the click of a button or a swipe. This type of downloadable content is perfect when trying to share informative information about a topic. Suppose you are a neurologist. Providing an ebook about Genomic Medicine or brain cancer could help you establish your position as an expert or thought leader in your field.
This type of downloadable content is good when you are trying to teach your target audience something. Guides offer an opportunity to learn from industry experts. The best part is that guides often include numerous examples and strategies laid out in a step-by-step process. So, for example, suppose you are an allergist. You can offer a guide on how to treat food allergies or a guide on what to do when someone is having an extreme allergic reaction.
A checklist is a list of items required, things to be done, or points to be considered. Sometimes, it is also used as a reminder. Offering a downloadable checklist can help you attract potential patients and educate existing patients. Decide what type of checklist would work best for your target audience. For example, suppose you are a cardiologist. You can offer a Frequently Asked Questions checklist as a means to prepare coronary outpatients for their regular visit. The use of this checklist would result in better patient-doctor communication and lower anxiety among patients, resulting in greater patient satisfaction.
How can Downloadable Content Help You Get More Patients?
Now that you know the different types of downloadable content you can offer to your patients, it’s time to discuss why it should be part of your marketing strategy and how downloadable content helps you acquire more patients.
Downloadable content is one way to get leads.
Every company or organization needs leads. Without leads, you won’t be able to grow your patient base. When you have leads, you can establish trust with them by emailing them about your products and services. However, you can’t do email marketing if you don’t have their email addresses. Nowadays, people don’t easily give out their email addresses. They already have enough spam in their inboxes to deal with. This is where downloadable content comes into the picture. By creating downloadable content that your potential customers are really interested in, you can make a trade for their contact details. Once done, it becomes easier for you to present your products and services to them.
Providing downloadable content is a way to strengthen your relationship with your existing patients.
It is important that you retain your existing patients. As much as possible, you need to think of ways to strengthen your relationship with them. One way of doing so is by providing downloadable content that is valuable and relevant to them. You can showcase your knowledge with the downloadable content that you have. This will make your existing patients feel more confident about your expertise and they’ll continue to entrust their health to you.
Downloadable content is an additional way to convert website visitors into potential patients.
When visitors come across your website, it means that they are curious about what you can offer. Maybe something about your products or services has piqued their interest. Regardless of their reasons for visiting your website, you need to make sure that your content will entice them to choose you as a provider. And offering downloadable content can pave the way for your desired conversion. Downloadable content can also help your potential patients solidify their decision to pick you as their healthcare provider. As mentioned earlier, you can demonstrate your expertise through your downloadable content. Once they see how knowledgeable you are in your field, they will trust you more and choose your practice to tend to their needs.
Downloadable content is a good way to provide quality content to current and potential patients.
In our blog entitled Quality Content: What Does It Really Mean, we talked about how providing quality content helps you retain existing patients and attract new ones. Just a quick overview, quality content is content that is highly shareable, optimized, and informative. Creating quality content is already enticing to potential patients. However, you can sweeten the deal even more if you provide it in a downloadable format. I’m sure this kind of generosity will earn you good points to your potential patients.
The Wrap Up
Downloadable content is vital to your marketing strategy. It helps generate leads and establish trust between you and your potential patients. It also helps strengthen your relationship with your current patients. I know that creating downloadable content can take away a lot of your time. However, don’t fret because you can employ the services of Website4MD. We can give your practice a competitive advantage by creating downloadable content that will help you stand out and position you as a thought leader. Contact us and let us help you create content that converts.