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Healthcare Content Marketing PERSONAS: An Interview with Dr. Russell Faust

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« Optimizing the Patient Experience | Main | The Essential 6 C's of Healthcare Social Media »

Your Social Media Content Marketing Program

Your Content Buffet

As you prepare your content for the healthcare market, you are doing more than merely marketing health. You are providing patient education, and patient communication. But keep in mind that, like watching people in a buffet line, your patients are individuals when it comes to consuming content. This article will help you provide the content format that your patients prefer: for better health care, better patient communication.

Just watch people in a buffet line. Some like the shrimp, some not so much. Others prefer those little chicken things and the soup; others, not so much.


Content Consumption is Personal

 It’s the same for the way we – and your patients – like to consume our information. Content consumption is a personal thing.

Some people are “aural” and want their content in audible form; think podcast. They have learned through life that they learn best by hearing information. Some people are strictly visual. Even those can be sub-categorized into visual learners who prefer text – they want to consume their information by reading. Other visual learners prefer pictures. Some of them prefer video.

The point?

The point is that in order for you to truly connect with your community, with your audience, you must provide content in the format that they prefer to consume. What if you don’t know exactly what form your community prefers? In that case (most common), you must provide a buffet of content in a variety of formats.


The most focused, targeted, direct method is to understand the demographic profile of your audience. Based on the profile of patients who are looking for the information that you are expert in, you may be able to provide precisely the form of content that they prefer.

Even after extensive research, even after developing detailed and insightful personas, you still may not have a handle on this question: “What form of content does my audience prefer?”

What to do? How to Develop My Content Buffet?

A less focused approach is to provide the same content in a variety of formats.

Doing that may actually be less resource-intensive than you might expect:

  1. For example, record short video clips of your experts – your physicians – speaking about trendy healthcare topics, or on areas of their expertise. Post those videos on YouTube, and embed them on your site.
  2. Next, simply post the audio track of those videos. Voila, instant podcast; make those podcasts down-loadable for members of your audience who prefer listening to their content.
  3. Then, have the soundtrack transcribed to text. Use that text to build the description box on the YouTube posting for that video. It will be chocked full of keywords. Those keywords will help your videos to be found by search. After all, YouTube is the second largest search engine in the world.
  4. Finally, use that transcribed text to develop a blog post. Drop in still images from the video, perhaps embellish with a few additional images to help illustrate the major points, and voila – you have a highly informative blog post.

And, with minimal investment by your physicians – always the rate-limiting step in doc-centric content creation – you have generated a veritable buffet of interlinked healthcare content. All of it packed with keywords that will help your patient community find you and your content.

You have successfully leveraged minimal doc-investment to maximal presence in the digital world.

 Congratulations on launching your successful Social Media Content Marketing Program!

Click here to read more on content marketing in healthcare. Still trying to get your docs involved in your Content Program? Download our FREE eBook, Social Media First Aid: How to Get Your Docs Involved.

Which of these approaches are you using to optimize your connection with your patient community? 

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