Healthcare Content Marketing Strategies (Top 7 Trends)

Male and Female doctor watching on tablet

What is Healthcare Marketing?

Healthcare marketing refers to all sales activities used by companies in the healthcare sector to increase sales of their products and services. This includes three categories of companies:

Healthcare providers

These are all organizations that are directly involved in the treatment of patients with their services, such as hospitals, doctors, nursing homes, physiotherapists, and psychotherapists or pharmacies.


This group of companies develops and sells products needed to treat the patient, such as pharmaceutical companies or equipment manufacturers that produce medicines and medical instruments.

Physician practices

These include private healthcare service providers, which include a group of physicians and affiliate service providers.

In addition, with the increasing digitization of the healthcare system, new players are emerging who support treatment directly or indirectly with the help of digital services or Apps. Another example of the digitization of care processes is the digital health records and patient portals, which make important patient data accessible to all treating providers.

Latest Trends in Healthcare Marketing

Healthcare marketing and thus pharmaceutical marketing in particular have been changing for several years. Three trends are particularly important:


The role of the patient is becoming increasingly important, with treatments and services increasingly focusing on the long-term quality of life of the person concerned and not just quick therapeutic successes.

Online information

All users are increasingly getting their information online, which means that they have to be picked up there with relevant information.


Digital technologies are taking on more and more central functions in healthcare. If providers want to remain successful in the future, they must be able to keep up with these digitization trends, such as the use of EHR, EMR, Patient Portals, and Practice Management Tools.

We have compiled the nine most important strategies that will determine successful healthcare marketing.

Top 7 Strategies in Healthcare Content Marketing!

1. Healthcare content marketing

The Internet is increasingly becoming the first point of contact for medical knowledge, not only for patients but also for doctors, nurses, and pharmacists. So for companies, this is a great opportunity to pick them up relevant content directly when they are searching. In healthcare content marketing, for example, relevant articles on the website or informational videos can provide early digital touchpoints to medical professionals. These points of the contact form the base for the development of a trusting customer relationship with the company as a competent contact for the physician. In addition to relevant website visitors, content marketing can draw attention to topics such as diseases or innovative technical solutions. Another goal of the content marketing strategy is to motivate readers to enable further touchpoints, such as opting into the email newsletter or requesting further information.

2. Multichannel healthcare marketing

The main idea of ​​the multichannel approach is to connect all sales channels around the needs of the customer. This means linking digital channels, such as e-mail or content marketing, with activities on conventional channels, such as sales pitches by the field service. Important information about customer interests and interactions is shared across channels to reach the target group with relevant content at the right time via the right channel. Because the better the information from the individual channels is linked, the more targeted marketing measures can be tailored to the specific needs of the individual target customers, and the easier it is for coherent communication to emerge across all points of contact.

3. Patient-centric marketing

Patient centricity describes an approach in modern healthcare that places the patient and his or her needs at the center of the care process. This means that the focus is no longer just on the clinical approach, but on the patient outcomes as a whole. Topics such as pre-and post-treatment or the promotion of quality of life are also of central importance in healthcare content marketing.

4. Beyond-the-pill strategies

Beyond-the-pill strategies are solutions that companies in the healthcare market develop within the framework of patient-centricity for the needs of patients other than medicines or medical devices. Especially with digital solutions such as patient apps, additional added value can be created for the patient’s quality of life and thus cover additional parts of the care process. In healthcare marketing, for example, manufacturers of diabetes medication can also support patients in everyday life with challenges such as monitoring blood sugar levels or dosing insulin. Providers of beyond-the-pill solutions are increasingly perceived as problem solvers and play a central role in the supply process.

5. Digital marketing in healthcare

Thanks to constant technological progress, there are always new possibilities in healthcare marketing to reach your target group via digital channels. In content marketing, digital formats such as videos, website content, and social media play an increasingly important role in addressing medical professionals and patients. In addition, there is the increased use of interactive formats such as webinars and online congresses, which are increasingly replacing traditional events. With the help of digital formats, content can often be prepared in a more understandable and target-group-oriented manner and call it up flexibly and independently for the target group. Thanks to detailed data such as views, clicks, length of stay, etc., digital formats also offer valuable information about the interests and needs of the target group.

6. Social media marketing in healthcare

Another strategic tool that should not be underestimated in healthcare content marketing is social media. A particular focus is on the B2B networking platforms LinkedIn and Twitter, but platforms such as Facebook or forums also play a central role in healthcare marketing. Marketers can get in direct contact with decision-makers from the healthcare industry here. Other user profiles can be specifically filtered using the search function to identify suitable contacts such as specialists. Social media offer the possibility of filtering medical target groups in detail and targeting them with advertisements or organic content, thus increasing sales performance.

7. Influencer marketing in healthcare

What influencer marketing is in the consumer goods market, in healthcare it is also labeled as a key influence leader? To this end, companies cooperate in a targeted manner with important opinion leaders for specific health issues, such as chief physicians, health experts, or leading scientists. With their assessment of products and forms of treatment, influencers have a major influence on perception in the specialist area. The strategy takes advantage of the fact that physicians attach great importance to the opinions of colleagues and scientific opinion leaders when making decisions. In this way, influencer marketing allows companies to gain trust in the market and strengthen their brand perception.


In healthcare content marketing, it is important to contact potential customers with relevant content using various content marketing strategies. Strong synergy effects and a coherent brand message can only be achieved through targeted coordination of all marketing channels. If you look at the customer journey as a whole, it is often digital touch points that pave the way for a successful sales pitch, influence brand perception among medical professionals, and thus significantly increase sales performance.

TextProz is a leading partner agency of physician practice and healthcare services providers. Contact us for effective and robust healthcare marketing.

For more details visit our Health Care Writing Services page

Jim Frost is an experienced content writer with a decade-long experience in helping businesses grow. He has written multiple articles on topics such as business, finance, technology, marketing, and more.

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