16 Hyper-Specific Examples of Hospital Tech Content Marketing

Launching or updating your content marketing as a hospital tech vendor can leave you guessing at where to start. These examples will provide guidance in what hospitals expect and inspiration for how you can leverage content marketing to build healthy, organic relationships with hospital decision makers. 

Hospital Tech Content Library

Let’s start with an overall content library. Content is significantly less effective if it isn’t accessible and navigable. Banks of content like these demonstrate your expertise to hospitals and allow them to explore at their own pace. They also provide easily accessible resources for sales and marketing teams, as well as business development partners. 

Cardinal Health Hospital and Health System Solutions

Distributor of pharmaceuticals, global manufacturer and distributor of medical and laboratory products, and  provider of performance and data solutions for healthcare facilities

What I like about this one is the ability to explore content by challenge (supply chain waste, patient safety, workflow inefficiency and operational clarity)

LeanTaaS

Platform that helps hospitals and health systems manage capacity through predictive analytics and machine learning

A nice mix of presentations and webinars on topics ranging from perioperative operating models to addressing OR staffing challenges. 

White Papers by Hospital Tech Vendors

White papers are a staple of hospital tech vendor content, and for good reason. They lay out expertise and perspectives on challenges, and in a future of generative AI content, they can serve as source material for highly-customized and much more digestible downstream content options. Just remember to keep them interesting. 

Avidex/Telehealth Services

Exceptional quality healthcare televisions for patient rooms

I chose this one because it’s a good example of a solution that touches on multiple roles and reflects those roles in a piece of content. It addresses the revenue, clinical, and the patient experience. (They’ve also got a great bank of hospital case studies.)

Hospital Tech Vendor Websites

If a vendor is selling to hospitals, they should address hospitals directly on their site. But this doesn’t have to be a major undertaking. All it requires is a section dedicated to hospitals and health systems. Vendors who offer even more highly-tailored solutions (e.g. for community hospitals or IDNs) should consider deeper specificity. 

athenahealth for Hospitals and Health Systems

Developer of cloud-based EHR systems for small to medium-sized physician practices and hospitals

A solid and focused look at what athena provides at the enterprise level

Epic

EHR system for hospitals and large practices

Epic’s acute/inpatient page breaks down their solution by feature and functionality.

Gotten inspiration for your brand? Contact me to get started. 

Case Studies and Customer Success Stories

Case studies really are under-used by hospital tech vendors. There are so many amazing stories that could be told—and from fresh and interesting angles. This is especially true if content marketing leaders are choosing to tell the right customer stories—the ones that best align with prospect demographics and goals. 

Iron Mountain

Enterprise information management solutions including records management, data backup and recovery, document management, secure shredding, and data centers

Iron Mountain is a good example of an organization that services a wide range of customers not only across healthcare, but in multiple industries. Having a case dedicated to hospitals (as opposed to just “healthcare”) is a smart decision. 

Dexcare

Data-driven intelligence software platform, exclusively for health systems. It orchestrates digital demand and health system capacity across all lines of care.

These case studies are easy to navigate, but also presented in a really nice way in their Customer Stories section.

Verizon

Wireless network operator that provides mobile edge computing, digital customer experiences, security, and telehealth in the healthcare space. 

Another great example of a tech vendor operating in multiple verticals who took the time to highlight their work with a hospital.  

Products for Hospitals and Health Systems

Whether a product was designed specifically for hospitals or health systems, it’s worth dedicating materials—this includes not only website space, but also product sheets and other materials. 

XSOLIS

Patient data management for health plans, hospitals and payer organizations

Having a page (or section) that specifies use for hospitals and health systems (in this case, utilization management) isn’t just beneficial for visitors. It’s also a smart SEO play.  

Social Media

Specificity in social media is just as important as anywhere else. While hospital leaders might not be as visible online as some other players, many are lurking—a fact that vendors should take advantage of. 

Oi Health

Hospital financial decision support and cost accounting

This is a good look at specifying work with hospitals and health systems at the social media level. Most healthcare tech vendors speak pretty generically on social, so take advantage, especially if your competitors aren’t being clear about who they help and how. 

Hospital Tech Blogs and Articles

If there’s any area where speaking directly to hospitals and health systems is critical, it’s this one. The flexible nature of blogs allows vendors to really dive into dedicated hospital content at this level. 

Senseon/Accuride

Healthcare access control solutions

How to Future-Proof your Hospital with Evidence-Based Design

Olive

Artificial intelligence solutions for the healthcare revenue cycle

Leading health systems optimize revenue cycle for cost savings

PwC

Professional services across trust solutions and consulting segments

Why health systems should consider hospital care at home programs (sponsored)

Podcasts and Webinars

I absolutely love when this type of content is focused on hospitals. The topics and engagement tend to get hyper specific, and for webinars especially, hospital leaders get to ask the questions that are particular to their world in a way that just doesn’t happen under generic “healthcare”.

Cardinal Health

Distributor of pharmaceuticals, global manufacturer and distributor of medical and laboratory products, and  provider of performance and data solutions for healthcare facilities

The OR of the Future: How Industry Experts are Making it a Reality

XSOLIS

Patient data management for health plans, hospitals and payer organizations

Rethinking Utilization Management: Healthcare’s $15B opportunity to cut administrative waste

PwC

Professional services across trust solutions and consulting segments

The Evolution Towards Hospitals and health Systems of the Future

For many healthcare tech vendors that sell into hospitals, being specific doesn’t mean starting from scratch. Much of your existing content can simply be updated to specifically mention hospitals and better reflect their goals and challenges. For support from a writer and content strategist with direct experience in the industry, contact me today.