Effective Health Tech Content Marketing Plan for B2B Marketers

BINEESH MATHEW | March 3, 2021 | 179 views

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.

Spotlight

Freeman Health System

Locally owned and nationally recognized, Freeman Health System includes Freeman Hospital West, Freeman Hospital East, Freeman Neosho Hospital and Ozark Center – the area’s largest provider of behavioral health services – as well as two urgent care clinics, dozens of physician clinics and a variety of specialty services. A not-for-profit health system, Freeman provides cancer care, heart and vascular care, neurology and neurosurgery, orthopaedics, children’s services, and women’s services and has more than 300 physicians on staff. Additionally, Freeman is the only Children’s Miracle Network Hospital in a 70-mile radius…

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Locally owned and nationally recognized, Freeman Health System includes Freeman Hospital West, Freeman Hospital East, Freeman Neosho Hospital and Ozark Center – the area’s largest provider of behavioral health services – as well as two urgent care clinics, dozens of physician clinics and a variety of specialty services. A not-for-profit health system, Freeman provides cancer care, heart and vascular care, neurology and neurosurgery, orthopaedics, children’s services, and women’s services and has more than 300 physicians on staff. Additionally, Freeman is the only Children’s Miracle Network Hospital in a 70-mile radius…

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Bumrungrad International Hospital, Southeast Asia's Largest Hospital to Deploy Lunit's AI Cancer Screening System

Lunit | July 06, 2022

Lunit, a leading medical AI provider, announced that it has signed a contract with FujiFilm Thailand and Microsoft to supply AI cancer screening products to Bumrungrad International Hospital, located in Bangkok, Thailand. Under the agreement, Lunit INSIGHT CXR, a CE-marked chest x-ray analysis AI software, and Lunit INSIGHT MMG, an FDA-cleared AI solution for detecting breast cancer in early stages, are deployed in Bumrungrad hospital. Lunit and FujiFilm Thailand supply AI solutions to Bumrungrad hospital using Microsoft Azure, a global cloud computing platform. Lunit and Microsoft have been partnering to deliver state-of-the-art medical AI technology to more diagnostic practices globally. Based on previous collaboration experiences, Microsoft Azure will enhance the operation of Lunit's software at Bumrungrad hospital. Bumrungrad, the only Thai hospital named as 'World's Best Hospitals 2022' by Newsweek, is one of the largest private hospitals in Southeast Asia, with 580 beds and treating 1.1 million patients annually from more than 190 different countries. Currently, the hospital is actively using Lunit AI solutions in its check-ups, intensive care units, emergency rooms, and more. Lunit INSIGHT CXR and Lunit INSIGHT MMG analyze more than 100,000 medical images that are annually taken in the hospital. Through AI, Bumrungrad aims to provide better services by timely detection of chest abnormalities and breast cancer. Lunit plans to further support Bumrungrad to drive groundbreaking medical innovation across Southeast Asia. "Bumrungrad International Hospital, widely recognized as an international medical destination, has been creating innovative clinical experiences that can serve patients' needs and solve pain points for nearly four decades. We are delighted to introduce our AI solutions to Bumrungrad, which strives to ensure a healthier life for patients. We also expect the partnership with Microsoft, a leading cloud service provider, will expand the reach of Lunit INSIGHT CXR and Lunit INSIGHT MMG into further sites across the world so that our INSIGHT suite supports more hospitals detecting critical findings." Brandon Suh, CEO of Lunit "Medical imaging has been another area of healthcare identified as 'highly potential' for artificial intelligence (AI) applications. AI would be a support tool for human decision-making, providing a second opinion for doctors' consideration during the diagnostic process. An additional benefit we anticipate for the AI system is its ability to speed up the learning curve for junior doctors with less experience in reading images," said Dr. Teeradache Viangteeravat, Director of Research and Development at Bumrungrad International Hospital. "Lunit is a world leader in this space and can provide a suite of integrated AI solutions, which support our strategic objectives. We are proud to be working with Lunit to implement world-class medical AI imaging solutions to continue delivering high-quality support that fits our patients' and clinicians' demands."

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HEALTH TECHNOLOGY

Essentia Health Selects Press Ganey as Patient Experience and Nursing Excellence Partner

pressganey | July 07, 2022

Press Ganey, renowned leader in patient, member, employee and consumer experience across the healthcare ecosystem announced it has entered into a multi-year agreement to provide technology, counsel and additional knowledge resources to Essentia Health, an integrated healthcare system serving patients in Minnesota, Wisconsin and North Dakota. Effective July 1, Press Ganey will support Essentia Health through rapid patient experience transformation and nursing excellence across the health system’s 14 hospitals, 72 clinics and 12 care facilities. “The best collaborations create something bigger than the sum of what each partner can create on their own, and I’m incredibly excited to see the great, industry-leading work that the Essentia Health and Press Ganey teams are going to do together,” said Lanie Dixon, Vice President of Patient Experience, Essentia Health. “Press Ganey’s unparalleled expertise in healthcare industry benchmarking, leading-edge technology and wealth of knowledge and resources will help us drive meaningful organizational change for our patients, physicians, and nurses, as Essentia continues its journey to Magnet Recognition® status.” Press Ganey partners with 98% of hospitals recognized by the American Nurses’ Association’s Magnet program, which recognizes excellence in nursing. Press Ganey will support Essentia Health through an integrated, multifaceted approach, including Dynamic Surveying: Customizable, digital surveys tailored to patients’ unique experiences. Narrative Dx: Artificial Intelligence (AI)-driven Natural Language Processing (NLP) to quickly and efficiently derive insights from patient feedback. National Database of Nursing Quality Indicators® (NDNQI®): Press Ganey’s proprietary national database of 250+ nursing measures and quality indicators to get unit-level analysis to help improve patient outcomes. Transparency: A technology platform that publishes authentic ratings and reviews from real patient experience surveys to provider profiles and directories, helping earn patient trust and driving appointment scheduling. Reputation Management: A cutting-edge, purpose-built for healthcare tool that captures patient sentiment and comments from reviews and social media sites into one consolidated dashboard to enable fast responses to online feedback. “We’re thrilled to partner with and support an industry leader in Essentia Health as they track their end-to-end patient journey and improve nursing excellence system-wide. Our integrated technology platform will provide the award-winning Essentia team with the ability to monitor the connections between patient and consumer experience and high-quality care, so they can continue to serve their communities in profound ways.” Dan Litwer, chief client officer, Press Ganey About Press Ganey Press Ganey invented the healthcare performance improvement movement over 35 years ago. Today it offers an integrated suite of solutions that address safety, clinical excellence, patient experience and workforce engagement. The company works with more than 41,000 healthcare facilities in its mission to reduce patient suffering and enhance caregiver resilience to improve the overall safety, quality and experience of care. About Essentia Health Essentia Health is an integrated health system serving patients in Minnesota, Wisconsin, and North Dakota. Headquartered in Duluth, Minnesota, Essentia Health combines the strengths and talents of 14,100 employees, including more than 2,100 physicians and advanced practitioners, who serve our patients and communities through the mission of being called to make a healthy difference in people’s lives. The organization lives out its mission by having a patient-centered focus at 14 hospitals, 72 clinics, six long-term care facilities, three assisted living facilities, three independent living facilities, six ambulance services, 20 retail pharmacies, and one research institute.

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HEALTH TECHNOLOGY

Innovaccer Announces Connected Digital Health Solution for Biopharma and Medtech

Innovaccer and Health Cloud | July 07, 2022

Innovaccer, the Health Cloud company, announced its Connected Digital Health solution, a new way for life sciences companies to rapidly deliver next-generation digital apps that surround therapeutics and devices with highly engaging patient experiences, improve clinical outcomes, and generate valuable real world evidence. With Innovaccer’s Connected Digital Health solution, biopharma and medtech companies will be able to speed time-to-market of patient-centric apps that connect patients to their care teams and deliver real-time health insights into their physicians’ workflows. Providers and patients alike will be able to act on these insights to improve care management and adherence, factors proven to enhance the quality of care. In addition, Innovaccer’s Connected Digital Health solution will enable patient- and population-level RWE to be generated and delivered to biopharma and medtech brands for indicating their real-world use, benefits, and potential target populations; identifying label expansion opportunities, supporting clinical trial designs and observational studies—ultimately providing crucial insights for further drug and device innovation. “Creating digital health apps with a unified brand-provider-patient workflow is the next great vista for pharma brands and we can help them cross it. In an increasingly crowded market, launching another ‘me-too’ app isn’t enough for brands to succeed. Pharma brands must surround their products with ‘sticky’ experiences that exceed patients’ expectations when compared to the disconnected, point-solution apps patients typically ignore. With Innovaccer, pharma will be able to put an end to health app abandonment with connected health applications that patients really want to use.” Kanav Hasija, chief customer officer and cofounder of Innovaccer As a proven leader in value-based care and population health management, Innovaccer is ideally suited to help biopharma and medtech companies unlock the full value of their innovations by integrating them within care workflows, in partnership with providers and health plans. To date, Innovaccer has unified patient records for more than 39 million people across more than 1,600 care settings, including EHRs, labs, pharmacy, telehealth, remote care, devices, and more. “Digital health app abandonment is a real problem for the industry,” says Abhinav Shashank, CEO and cofounder at Innovaccer. “There are over 350,000 digital health apps today, yet 83% were installed fewer than 5,000 times. They’re not compelling to patients because they work in isolation from the patient’s EHR, care team, and in many cases, the therapeutic brands themselves. We will change that by wrapping a brand-provider-patient workflow around the therapeutic or device that sends clinical insights into provider workflows, creating an end-to-end disease management system. Insights from digital apps will be actionable within the care workflow to everyone: the patient, the provider, and the pharma brand. Innovaccer’s Connected Digital Health solution represents the next generation of digital disease management.” About Innovaccer Innovaccer Inc., the Health Cloud company, is dedicated to accelerating innovation in healthcare. The Innovaccer® Health Cloud unifies patient data across systems and care settings, and empowers healthcare organizations to develop scalable, modern applications that improve clinical, financial, and operational outcomes. Innovaccer’s solutions have been deployed across more than 1,600 care settings in the U.S., enabling more than 96,000 providers to transform care delivery and work collaboratively with payers and life sciences companies. Innovaccer has helped its customers unify health records for more than 39 million people and generate over $1B in cumulative cost savings. Innovaccer is the #1 rated Data and Analytics Platform by KLAS, and the #1 rated population health technology platform by Black Book.

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FUTURE OF HEALTHCARE

Bumrungrad International Hospital, Southeast Asia's Largest Hospital to Deploy Lunit's AI Cancer Screening System

Lunit | July 06, 2022

Lunit, a leading medical AI provider, announced that it has signed a contract with FujiFilm Thailand and Microsoft to supply AI cancer screening products to Bumrungrad International Hospital, located in Bangkok, Thailand. Under the agreement, Lunit INSIGHT CXR, a CE-marked chest x-ray analysis AI software, and Lunit INSIGHT MMG, an FDA-cleared AI solution for detecting breast cancer in early stages, are deployed in Bumrungrad hospital. Lunit and FujiFilm Thailand supply AI solutions to Bumrungrad hospital using Microsoft Azure, a global cloud computing platform. Lunit and Microsoft have been partnering to deliver state-of-the-art medical AI technology to more diagnostic practices globally. Based on previous collaboration experiences, Microsoft Azure will enhance the operation of Lunit's software at Bumrungrad hospital. Bumrungrad, the only Thai hospital named as 'World's Best Hospitals 2022' by Newsweek, is one of the largest private hospitals in Southeast Asia, with 580 beds and treating 1.1 million patients annually from more than 190 different countries. Currently, the hospital is actively using Lunit AI solutions in its check-ups, intensive care units, emergency rooms, and more. Lunit INSIGHT CXR and Lunit INSIGHT MMG analyze more than 100,000 medical images that are annually taken in the hospital. Through AI, Bumrungrad aims to provide better services by timely detection of chest abnormalities and breast cancer. Lunit plans to further support Bumrungrad to drive groundbreaking medical innovation across Southeast Asia. "Bumrungrad International Hospital, widely recognized as an international medical destination, has been creating innovative clinical experiences that can serve patients' needs and solve pain points for nearly four decades. We are delighted to introduce our AI solutions to Bumrungrad, which strives to ensure a healthier life for patients. We also expect the partnership with Microsoft, a leading cloud service provider, will expand the reach of Lunit INSIGHT CXR and Lunit INSIGHT MMG into further sites across the world so that our INSIGHT suite supports more hospitals detecting critical findings." Brandon Suh, CEO of Lunit "Medical imaging has been another area of healthcare identified as 'highly potential' for artificial intelligence (AI) applications. AI would be a support tool for human decision-making, providing a second opinion for doctors' consideration during the diagnostic process. An additional benefit we anticipate for the AI system is its ability to speed up the learning curve for junior doctors with less experience in reading images," said Dr. Teeradache Viangteeravat, Director of Research and Development at Bumrungrad International Hospital. "Lunit is a world leader in this space and can provide a suite of integrated AI solutions, which support our strategic objectives. We are proud to be working with Lunit to implement world-class medical AI imaging solutions to continue delivering high-quality support that fits our patients' and clinicians' demands."

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