Effective Health Tech Content Marketing Plan for B2B Marketers

BINEESH MATHEW | March 3, 2021

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Is your health technology company publishing content online? Not sure how to make your health tech content marketing effective?

Each step taken in the process of content marketing matters. Skipping essential steps may negatively affect the whole process. The following steps are critical in your content strategy:

•    Defining your ideal buyer

•    Gathering insights about how they make decisions

•    Documenting how your content will address their needs

Lately, health tech companies are facing too much competition. Thus it would be wise to equip yourself with a good marketing strategy, including a clear content marketing plan. This blog focuses on making your health content marketing more effective, overcoming challenges, and eliminating the chances of failure.


Content Marketing challenges for Health Tech Marketers

Heath tech brands face multiple obstacles with health tech content marketing. They must deal with many challenges such as content proliferation, uncoordinated and inconsistent content creation, and difficulty in reaching out to customers and prospects with relevant and timely content. 

A lot of hard work and time is required to create great content. Let us have a closer look at the challenges faced by health tech marketers related to content marketing.


Determining Content Marketing ROI

Many of the health tech content marketers are struggling to show ROI from their content marketing efforts. They cannot claim a specific conversions rate from a channel or a piece of content. Often digital conversion paths of the health tech industry cannot be analyzed or tacked.

Some other biggest challenges of health tech content marketing are tying content to conversions, defining appropriate and relevant metrics for measuring and evaluating the impact of the content marketing efforts on its bottom line.


Figuring Out How to Feed the Content Beast

Including health tech brands, many brands spend too much time thinking and worrying about creating compelling content. Or they worry about making content thattheir boss, salespeople, or other stakeholders need. The goal should be creating content consistently that is necessary for the client's journey. Your health tech content marketing should focus on your target audience searching online for your product and business.


Proving Credibility and Authority

Many health tech marketers struggle with defining a credible and authoritative voice for their brands. They fail in the process of cutting through the noise and grabbing the attention of their target audience for this very reason.

A health tech content marketing strategy should maintain the brand’s identity, improve its authority, and boost ROI. Here, thought leadership has a role to play. Use your people, their expertise, and their passion effectively to share what they know about your product with your target audience. Trust and credibility will follow.


Maintaining Volume, Quality, Speed

Another significant challenge of health tech content marketing is developing compelling, engaging content fast without compromising on volume and quantity. For many marketers, a big pain point is trying to stay agile and nimble within a large corporate structure.


Continuous Learning

The marketing landscape is ever-changing. It means health tech marketers have to dedicate themselves to learning throughout their life.. They also have to reinvent through innovation to avoid extinction. Primarily, health tech content marketing needs constant innovation and learning. Everyone is trying to navigate the learning curve. It is very challenging for marketers to train teams and update them with the latest marketing practices.


Influencer Marketing

Another challenge faced by most marketers in their health tech content marketing efforts is identifying influencers to amplify content. Creating great content is just the first step. Having an effective promotion strategy to reach your prospects with your content helps.


Reasons for Health Tech Content Marketing Failure

A study by Healthcare Information and Management Systems Society (HIMSS) on health tech content marketing shows a vast gap between results and goals. Is there discontent in health tech content marketing? Eighty-five percent of the survey participants said they have a content marketing strategy, but only 4 percent only said their content marketing strategy was effective.

So, it's clear that something was not working for them. Here are some of the key reasons:


The Absence of a Content Strategy

Except for some large tech companies, such as IBM, Microsoft, and Salesforce, most vendors do not have a content marketing strategy. For many tech companies, content marketing is part of their overall business strategy. So consider building a health tech content marketing strategy to have a leg up on your competitors.


Lack of Sponsorship

Creating compelling content is a low-priority task for most B2B tech companies. A small marketing team usually takes care of health tech content marketing with limited resources and budget. It results in content that does not align with your market positioning and business strategy.


Content-Creation Bottlenecks

Content marketers need quality content for marketng. For this, subject matter experts (SME) should be involved in the process of content creation. SMEs, most often, are too busy to participate in the process. As a result, the content may turn out low in quality and might not be consistent


Lack of a Content Distribution Strategy

Unless you promote high value content on all the digital and social media channels, no one will hear about your health tech brand. Most B2B health tech companies fail to promote themselves through effective health tech content marketing on multiple digital and social media channels.


No Patience

B2B health tech companies want instant results. The survey by in 2020 HIMSS points out the minimum time needed to fetch results from content marketing programs. A health tech content marketing program launched in this quarter will not bring you any developments in the same quarter.


Effective Content Marketing Plan for Health Tech Marketers

The global pandemic has accelerated the shift towards digital marketing. Many healthcare technology marketers focus on pure sales collateral and product-centric content instead of thought leadership and human-centric content.

Here are five areas that deserve more attention in your health tech content marketing plan. These should be top priorities in your content plan.


Planning the Process and Setting Reasonable Goals & Objectives

Data shows that most healthcare technology companies do not have an effective health tech content marketing plan. It is not surprising that these companies, accelerating ahead everyday, do not have the time to plan or enough resources to execute it. There are three reasons behind it:

•    They never made planning a proper priority.

•    They realize they don’t have the time.

•    The team doesn’t know where to start.

Good planning with realistic goals and expectations solves this issue. Quality content marketing is a long-term investment, not a short-term performance vehicle.


Benchmark the Market & Your Competition

Investigating your competition may get you down. Analyzing every aspect of your competitors’ content, including approach and strategy, will help you learn many essentials things. You will get ideas to improve your health tech content marketing from your competitor analysis.

Do not get confused between your sales competitors and content competitors. Your sales competitor is the one who sells your exact product or service. Your content competitors are companies ranking on search engines for the same content that you want to ranked for on search engine result pages. In addition to pure sales competitors, these content competitors can include major publishers such as trade associations and newspapers.


Fine-Tune Your Messages, Themes & Topics

It is effortless to come up with a long list of content ideas. It is vital to understand the themes and topics, which will work better for your business goals. The topics should be worth the time and effort you put in. Your themes, topics, and other content ideas in your health tech content marketing plan should support your core health tech messaging.

People usually tend to create content randomly and wonder why their content marketing does not work in the end. Fine-tuning your themes, messages, and topics and making sure they are all unified in the process is a big part of ensuring your content succeeds in the end.


Address All Four Content Distribution Channels

Creating great content is just a first step to your health tech content marketing. You may have to think of the content distribution channels: owned media, internal channels, earned media, and paid media. All of these channels have multiple options for content distribution. Depending on your company’s business goals and particular situations, you can choose the best-suited application from these channels.


Get the Most Out of Your Content Marketing Efforts

Maximize your health tech content marketing investment with the three Rs: refresh, repurpose, and repromote.

Refreshing means updating old content that performed well in the past. It may include changing the published date and updating the internal links to timely and more current information. Repurposing means changing the format. You can make a blog post out of a webinar or create an infographic out of a case study. Promoting and redistributing older content that performed well in the past is repromoting.

With content marketing, it is tough to have long-term success without a documented strategy and commitment. With a detailed process, you will have clarity about your goals and the tactics you will use to achieve them. If you do not have this practice, it's better to develop your strategy and write it down to improve your health tech content marketing's better effectiveness.

Content marketing is a proven way to connect with the tech industry audience, especially in health tech. Creating great content about your business, which the audience finds reliable and helpful, will make your company reliable and a trusted source to solve problems.

Doing it alone may be a tiresome job. We, at Media 7, provide all the assistance in marketing technology products online. We have the right solution for all your demand generation, lead generation, sales, and marketing problems. Media 7 converts leads and turns them into your happy customers forever. To know more about Media 7, visit: https://media7.com


Frequently Asked Questions

Why is content marketing important in health tech?

Content marketing is crucial in health tech as unique content makes your target audience trust your brand and consider it a trustworthy source for solving their issues.  Moreover, to build your brand, content marketing is a vital component.


How do you create a successful health tech content strategy?

When you create a successful health tech content strategy, an ideal buyer profile, buyer persona, customer journey, etc., should be considered. Along with that, you should have clear objectives and goals when you make a content strategy.


What is the essential step in creating a health tech content marketing plan?

The essential step in creating your health tech content marketing plan is defining your targeted audience and understanding the buyer persona. It will help you create relevant and audience-focused content.


UW Health

UW Health is the academic medical center for the University of Wisconsin School of Medicine and Public Health and includes UW Hospital and Clinics, American Family Children's Hospital, UW Carbone Comprehensive Cancer Center and UW Medical Foundation in Madison, Wisconsin.


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UW Health

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