Small Steps To Test The Waters Of Healthcare B2B Content Strategy

Healthcare businesses hesitate entirely too much when it comes to getting their ideas and stories online. That’s understandable, since content strategy is such a long road, and healthcare is short on reliable models to emulate.

Unfortunately though, that leaves any healthcare businesses looking to get started, hesitating and losing valuable time they could be using to hone their strategy and connect with clients.

We always recommend that any content efforts be tied to a larger plan, but sometimes getting started is what matters most. That’s why in this post, we’re going to cover five simple ways to jump into B2B healthcare content without having to put in the time and financial commitment that comes with hiring a marketing agency or launching a full-on campaign.

Start A Short Newsletter:

Newsletters can be tricky because you have to put together an audience (i.e. gather emails), but if you have an existing client list, you’re already off to a good start. Just remember, newsletters don’t have to be mini-magazines. Most of your readers are likely very busy and will appreciate succinct communication about your products and their industry concerns. Keep them readable in under 5 minutes and you’ll have your start in content strategy without losing too much of any of your employees’ time. Tip: Looking for topics? Try a weekly tip sheet on using your products for current clients and short success stories along with industry commentary for prospects.

Publish Industry Articles:

If your niche doesn’t have a news source, become one. Chances are you already have the knowledge internally and it just needs to be translated into a format that people will want to read. For example, much has been said on data lakes in healthcare, but what’s going on in the trenches? What facilities are using them effectively? Where have there been big mistakes and learning opportunities?

Answer the detailed questions your clients wonder about, and publish them on your site. Tip: Don’t bombard them with mentions of what you sell, but don’t be shy about linking to your services either.

Hire A Freelancer:

So maybe you don’t have anyone on staff who can produce content. Don’t let that slow you down, because there are people out there (like us) who are on top of healthcare and can relay the value you provide via articles, case studies, and product overviews. While it’s rare to find someone who specializes in healthcare, a good freelancer will be able to sit down, learn your business, your goals, and your brand, and get you started online without you having to learn the art of online communications from scratch.

Basically, if writing isn’t your thing, outsource. Tip: Freelance writers are a varied bunch. To find someone who can produce content that’s actually worth your investment, you’ll want someone with a mix of good writing skills and an understanding of business communications.

Start On Social:

Social for healthcare can be tricky. While platforms like LinkedIn provide the best space for longer, deeper content, Twitter is actually a good place to connect on time-sensitive happenings (like HIMSS events) and talk to heavy users and forward thinkers in other organizations.

The return on social can be slow (it took us a good eight months before we were generating regular traffic with our posts), but the investment is incredibly low, and for now, the field is pretty spacious. Tip: Maintenance doesn’t have to be laborious. Check out automated services like Buffer or HootSuite to save you time and provide essential metrics.

Kick Off A Podcast:

This isn’t near as complicated as it sounds. WordPress allows for easy audio file uploads to your site, and many other options exist. As far as what you should talk about though, you have multiple people in your organization who know how to pitch your products, have opinions on problems, and give advice on a regular basis. Record them talking for short periods on brief topics and upload those talks to your company site. Tip: The term “podcast” can hit the ear like “eternal weekly obligation”, but it doesn’t have to be that way. Call yours something like “mini webinars” or “executive commentary” if you don’t want to imply a regular publishing schedule.



Once you get going on these and gauge reactions, it’s time to start working toward a real content strategy. If you’re ready to take that next step, we’ve got you covered in this article.