4 Impactful Content Formats to Attract HCPs

Content marketing has claimed the throne in the realm of Marketing, and has spread across all industries including healthcare. It also costs 62% less as compared to traditional marketing while generating three times as many leads. But unlike traditional content marketing, which focuses on marketing products and services to various other industries, medical device marketing focuses on providing accurate, trustworthy, and empathetic information specifically to educate patients, consumers of health-related topics, and healthcare providers. 

Moreover, healthcare content marketing becomes daunting when it comes to attracting healthcare professionals because of the intense competition, stringent regulations, and the need for targeted marketing. These companies also need to understand the needs and expectations of HCPs since they are discerning customers who need detailed and correct information regarding a product, to feel confident and stick with a brand. Hence, getting the attention of these HCPs requires an effective marketing strategy. 

This is where content marketing can help. With the transition from traditional healthcare to digital healthcare, it has become an essential element of every digital marketing strategy. Given that Google is the most widely used platform for consuming information, Google Health Chief states that 70,000 health-related questions are searched every minute. Hence, producing high-quality content also becomes equally important for medical device companies to attract the right target audience. Yet, HCPs face growing difficulties in consuming content because of numerous other factors. 

Challenges Faced by HCPs in Content Consumption

One of the major challenges faced by HCPs is the overwhelming amount of information available on the web which is fragmented across various digital platforms. This makes it difficult for them to filter and find the truly relevant and valuable information they are looking for. Additionally, HCPs often receive generic, content which fails to address their specific needs and interests. Due to this lack of personalization, HCPs become less interested and even more frustrated. 

Another challenge that arises for HCPs regarding consuming content is their packed schedules. HCPs do not wish to be part of sessions at specific times that might not fit their busy schedules. Hence, they prefer to consume content whenever it is convenient for them and is equally relevant. 

With this, medical device marketing becomes even more challenging. Here, marketers need to start making content available on-demand in short using impactful and easily digestible formats that HCPs can access anytime and anywhere. 

Impactful Content Formats to Attract HCPs

Here are 5 content formats designed with the needs of HCPs into consideration, while also providing valuable, easily digestible, and relevant information 

Clinical Case Studies

Offering real-world, practical, and evidence-based information, clinical case studies are one of the most relevant sources of information for HCPs. It helps them understand complex medical terminologies, conditions, treatment approaches, and outcomes in the most relatable manner. Clinical case studies also foster peer-to-peer learning by allowing HCPs to share knowledge regarding a certain topic and also enhance their decision-making process of diagnosing and treating patients. Most importantly, these case studies can be tailored to specific medical specialties and treatment methods, allowing HCPs to seek in-depth information to enhance their medical expertise and patient care outcomes. 

Tailored Webinars and Podcasts 

Webinars and podcasts tailored to their needs, allow HCPs to learn and engage with the content at their convenience. Webinars offer a truly interactive experience by allowing them to participate in live Q&A sessions, and provide proper product demonstrations and presentations on topics that cater to specific interests. Podcasts, on the other hand, provide a more conversational and personal tone to the content. Both of these can also feature expert speakers who can share their knowledge in relevant medical topics, making it more valuable for HCPs. 

Online Journals

Although clinical case studies and online journals are almost the same, they still possess significant differences. Clinical case studies focus on detailed accounts of individual patient cases, treatment approaches, and outcomes, while online journals are platforms for publishing a wide range of scientific information, which includes research articles and case studies across various medical professions. These journals help HCPs to stay updated on the latest advancements in their fields, and feature expert opinions and updates on the latest regulatory changes. They also provide Continuing Medical Education (CME) credits in the form of quizzes, assessments, or evaluations based on the content published in the journal, which helps them maintain their licensure. 

Educational Videos and Demonstrations

Educational videos and demonstrations are a great way for HCPs to effectively communicate with their patients, demonstrate medical procedures, and enhance their teaching methods. They can enhance patient comprehension compliance, and engagement by using visual aids like videos to improve patient outcomes. Educational videos and demonstrations can also help streamline the training process improve knowledge retention, and enhance the overall quality of care provided by HCPs. 

Conclusion

Leveraging impactful content formats tailored to meet the needs of HCPs can provide a significant opportunity to enhance your medical device marketing strategy. These involve providing real-world insights through case studies, providing easy learning in the form of educational videos and demonstrations for engaging HCPs and patients, and staying up-to-date through online journals. With the transition towards digital platforms, medical device companies can leverage these content formats and establish long-lasting relations with HCPs.