Medical Content Marketing Guide

Collect your digital assets, connect your website,
Create content that patients and search engines love.

What Is Content Marketing?

Content marketing is providing valuable information to current and potential customers to build trust, branding, awareness, and positive sentiment. A successful content marketing campaign establishes you as an expert and sets the groundwork for a long-term business relationship.

Why Should I Start Content Marketing?

Content marketing is fast becoming the best way to get your message out there, create traffic and convert patients. More and more businesses, medical and otherwise, are starting to look at themselves as media and publishing companies within their niche. A big goal today is building a base of subscribers that want your info. A steady flow of high quality content is becoming a huge search signal for Google. As more and more sites get penalized for link manipulation a good content strategy is what SEO is evolving towards today.

People & Search Engines Love Great Content

Google is heavily favoring sites that change frequently and update their information often. More and more we’re seeing huge benefits in a strategy based on frequent, high quality posts that roll out across website blogs and social media. It makes sense – an active website that has strong social signals pointing to it should rise in the search engines.

SEO 2015: Make A Website Google Can’t Ignore

There is no magic bullet for search. The best resources are rising to the top and the less valuable and static sites are falling. Content marketing is all about creating value for your brand and creating a user base that trusts you and loves the information you deliver before, during and after the buying cycle. 

Owned Versus Rented Media

In traditional marketing you rent space in a magazine or on a website where you advertise. This space allows you access to their subscribers to pass your message and branding along. Content marketing focuses on building your own subscriber base and publishing your own branded content. By publishing your own content you’re creating a media platform you own and control. if you can build a subscriber base of emails, followers and repeat visitors you’ll never have to advertise in a traditional manner again. By focusing on your owned assets (website, content, email list) rather than rented 3rd party advertising (print, TV, Facebook) you stand to create value that lasts far beyond the scope and duration of rented media.

medical content marketing

Getting Started With Content Marketing…

Connect your website to your social channels and start making content that people read, share and love. Fill out the form below to review all your options…

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Collect Your Owned Assets For Content Marketing

The first step is to gather your owned assets into one place. These are the building blocks of your content marketing strategy and you’ll be surprised just how much you have already. The easier it is to share your owned assets with writers, web developers and PR people the easier your content marketing will be. This collection process centralizes your most valuable assets and makes all your content generation easier for everyone on your team.


Getting all your photo assets in one place will make your content marketing easier and better looking. Get this stuff organized into shareable folders.

  • Staff
  • Physicians
  • Purchased Stock
  • Before and Afters
  • Facility
  • 3rd Party
  • Vendor
  • Website Assets


Video is hugely valuable and production quality is less important than the content itself. Make sure you know what videos your vendors and product companies supply you and make sure those assets are organized into easy to access folders. This content can be woven throughout your strategy easily and quickly adding depth and interest.

  • Procedure
  • Physician
  • Staff
  • Webinars
  • Seminars
  • Patient Stories
  • Stock/Purchased
  • 3rd Party
  • Vendor Provided
  • Equipment


Patient testimonials are great for all content marketing. Make sure you cut and paste all testimonials from the web into a word document you control. It provides huge social proof and centralizing this asset will give you the tools to create great print, blogs, videos, and more.

  • Real Self
  • Google +
  • Yelp
  • Real Patient Reviews
  • Letters @ Practice
  • Videos
  • Patient Stories
  • Audio
  • Phone
  • Quotes


The procedures you perform are a big source of content much of which has already been written by you, your web team and your vendors. Get this info in one place to be reused and reformatted throughout your content marketing strategy.

  • Website
  • Vendor Websites
  • Purchased copy
  • Brochures
  • Printed Materials
  • Procedure Photos
  • Procedure Videos
  • Case Studies


Your yearly events, seminars and holiday ads need to be grouped into this folder. Great content often hinges on events and holiday promotions roll around every year. Holiday content is reusable year after year and your collection should get bigger and better each year.

  • Annual Promos
  • Recorded Webinars
  • Recorded Seminars
  • Vendor Sponsored
  • Local Geo Events
  • Philanthropy
  • Sponsorships
  • Co – Branded Events
  • Holiday Graphics
  • Event Graphics
  • Promo Graphics
  • Vendor Graphics


Good lists of targeted people have HUGE value to your practice. In your email list should be every patient, every vocal proponent and every prospect that has ever contacted the office. All rented media should push people into this owned list.

  • Email List
  • Facebook Likes
  • Facebook Friends
  • Linkedin Connections
  • Google + Circles
  • Pinterest
  • Instagram
  • Twitter Followers

Big Ideas To Jump Start your Content Marketing

1. Centralize your assets

put these on Dropbox or Google Drive, somewhere easy to share with you web developers, copywriters, journalists, staff and PR People. The sooner you get all this info in one easy to access place the sooner everyone will have all your tools at their fingertips at all times.

2. Pull in 3rd Party Assets

Equipment you own, things shared on Facebook and content you just plain ‘ol like should be brought into your owned assets in a special folder. While you can’t violate copyright you can certainly share, link to and derive from these assets. There is no need to reinvent the wheel. Get good stuff from all your sources and base your marketing on things that you like, your vendors created or has worked for others in the past.

3. Grow and Organize

Keep adding to this as you come across good info and elements. Just having your before and after photos in one place that’s easy to the team to access is wildly helpful. The larger your owned media gets the more tools you have in your arsenal.

4. Make It Easy To Share And Hand Off

the easier this resource is to share with others the more quickly you’ll be able to create cool and powerful stuff. Combining your procedure info and case results into an infographic is easy if you can give a designer access to both.

5. Rented Media Should Push People Into Your Owned List

if you’re buying pay-per-click or a print ad or TV space the number one goal of this rented media should be to co-opt their subscribers/viewers/searchers into your owned list. When you gain subscribers you eliminate the need for rented media. Push people to sign up, enter contests and request special info or benefits. Once you have an email you have something you own and can use over and over again.

6. Intelligent Rollout

Make sure you use your website as a command and control center for your content marketing. Every piece of content should go live on your website, be served to your social media channels and go out as an email. Tools like HootSuite and MailChimp and Sprout Social help to automate this process. Get this set up intelligently early on and you’ll see a huge benefit in terms of both search and actual people seeing your information.

10 Content Marketing Ideas For The Medical Practice

1. Automate Your Blog, Email and Social Channels

This is the core of your content marketing strategy. Every piece of content you generate should go onto your website news blog, be served to your social media channels and go out to your email user base. Tools like Hootsuite, Sprout Social and Icontact all help to automate this process. It takes too much work generating good content to squander it by not getting the widest reach possible. Make sure your blog, email and social are all connected before you spend a dime generating content for marketing purposes.

2. Infographics, Charts and Diagrams

Look at your photo assets and procedure assets to build good infographics. A designer provided with these two tools should be able to build some strong infographics pretty quickly. Just combining all your B&A photos into a procedurally driven graphic with some callouts can be a very powerful, shareable and useful piece of marketing content. Make sure you build your infographics in a modular way. A well designed infographic can work both online and in print as a flier in the office.

Learn more about the art and science of developing infographics HERE.

3. Patient Stories and Testimonials

The more you build a library of patient testimonials the happier you’re going to be long term. A good testimonial is a standalone piece of content that you don’t even have to write. Bringing testimonials in from 3rd party sites just makes sense for any practice. A infographic made up of handwritten testimonials is powerful and easy to produce. Think about these assets and how to weave them into all your marketing. Social proof is very powerful and all copy becomes better when a testimonial is included.

Check out some powerful patient testimonials HERE…

4. Patient and Physician Videos

People speak at 150 words per minute. This means that you can radically increase the scope and breadth of your website content by creating short videos and transcribing them. The Iphone in your pocket has all the tools you need to create videos that quickly showcase your expertise. You can capture stories, answer questions and talk about cases all using your phone. This kind of content immediately connects with people and is probably the fastest content to produce in terms of bang for your buck.

Here’s some tips and tools for creating video in the office.

5. White Papers and Reports

Often this is a reworked combo of your procedure and photo assets. Try to create a valuable piece that people will subscribe to your content to get this special info. This kind of premium content is a great way to get people to opt into your email list. bring in a good writer and you can generate some great reusable content in a couple days.

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6. Webinars & Seminars

Most successful practices are already doing some kind of seminar to educate people about their services and skills. Recording this gives you a truly special piece of content that is fairly easy to produce and provide online. Simply recording and transcribing this content will provide you with extremely powerful long form content that can be shared across all your channels. Webinars are a great tool to opt people into your email list as well. Pushing people from rented media like print and Adwords to a webinar or recorded seminar can be a great way to quickly build your own email list.

7. Print and Collateral

Looking to do something different? Advertising in print is having somewhat of a resurgence today. Building a brochure or document can be a great way to get to people you just can’t reach through online channels. A well designed print piece can also be created to be infographics as well. This creates a piece of collateral for the office that also can be broken apart into smaller chunks and work in social media and on your blog. The secret to this is to design in a modular way – set the expectation that the piece will work both online and as a published piece and you’ll be surprised how much mileage you can get from a printed piece.

8. Events

Both local and practice events are great subjects for your content marketing. What you’re doing in the community and what is going on in the community is simply great content on several levels. It helps tell the search engines where you’re located. It helps establish you as a pillar of the community. Practice events should be photographed and documented on your blog and served out to social channels. It’s another easy way to create content that appeals to both search engines and people alike.

9. Case Studies, Day of Surgery, Video B&A

Make videos documenting your procedures and cases. Video before and afters are amazingly powerful if edited together. It’s amazing how much information you can see in a video that a still photo just doesn’t capture. When recording a video make sure you have an intro and conclusion – it makes it much easier to edit and make a coherent piece out of it. This type of content can really set your website apart and make you seem interesting, connected, human and interested. Getting good at making short videos and embracing this technology will quickly set you apart from your competitors.

10. Write A Book

Writing a book is the ultimate credibility booster. A real printed book is a great door opener and is the tool that often takes people to the next level in their careers. Great speaking engagements and public forums are landed by authors. If you create your content in a smart and thought out way you may be able to create much of your book using blog posts and content you’re created over a couple years. Think about the structure of a book you’d like to write then start creating the sections of it using your blog, your team and your existing assets. It will come together quickly if you plan it out well.