Best Practices In Content Creation For Doctor Marketing

We all know that when it comes to marketing to doctors, content is the king. But have you been in a situation where you have great content and yet the campaign lacks impact? Where your writing is insightful, well-targeted, relevant, and crisp, and yet somehow the strategy falls short? And you just can’t understand where you went wrong?

The truth is, while the content matters, the presentation of the same is equally important. Various minute yet vital details, that generally tend to skip your attention, can go a long way to enhance the success of your marketing campaign. We at HiDoc Dr. have spent valuable time and resources to get to the very elementary details of what works and what does not. We host several campaigns for our clients on our website and app and have been studying the various practices for a year. It has been a great learning curve for us and we are happy to share the findings with you. Here are the main takeaways.

Campaign Best Practices

• Clear Objective: Before you begin, make sure you outline your objective and determine an effective strategy. For your campaign to be impactful, it must be relevant to the healthcare professionals.
• Effective Communication Mediums: Choose the right combination of mediums to execute your campaign. Find out which sites and social media platforms have the greatest reach to healthcare professionals.
• Unique Landing Page: When campaigning on another site or app, ensure that you have a unique landing page rather than a standard template. A customized microsite with specific content representing the brand increases the web views and improves brand recall value.
• Quality Ad Copy: Incorporate quality visuals along with your content to increase its effectiveness and to create brand awareness. According to research, 90% of information transmitted to the brain is visual, and visuals are processed 60,000 times faster in the brain than text, thereby allowing you to send a message to your audience clearly and quickly.
• Ensure Consistency: Make sure your campaign is consistent. Your message should confirm the identity, values, and strategy of your brand. Also, ensure that you are persistent with your communications and are making your appearance regularly. This not only increases your company’s credibility and authority but also leads to brand recognition.
• Simple Tone: Ensure that the tone of the campaign is simple and direct. Do not complicate things.
• Repeated Quizzes: They help in building higher brand recall as it boosts doctors’ engagement thereby leading to greater digital awareness.
• Impact-based surveys: They provide valuable insights into the mindset of healthcare professionals and help create more impactful campaigns.
• A/B Tests: Always test your creatives. A/B testing of creatives is an effective way to understand the choice of creatives.
• Carousel Ads: Be smart when running advertisements. Using carousel ads attracts 10 times more engagement than a single ad.

Improving visibility through SEO

• Backlinks play an important role in google search. It lets Google know that your content is valuable enough to be owned by another website.
• A greater number of backlinks create greater authority resulting in a higher ranking on the search engine result page.
• It is recommended to opt for natural sources for backlinks rather than self-created links.
• The referring domain needs to have a higher domain or page authority for greater visibility.

Content Best Practices

• A post of an average length of 40 – 60 characters works the best. It is observed that content with 15 words or 40 characters (excluding the URL) commands the highest engagement.
• Using relevant hashtags makes your post more searchable and increases engagement by nearly 13%.
• When it comes to video, square videos are more engaging than full-screen videos. Also, creating square videos lowers the cost per view.
• The first three seconds of the videos are the most important. It will determine if the user stays or leaves the page. The thumbnail image, the title of the video, and the attention it draws make all the difference.

As you incorporate the above practices into your campaign, do remember to keep a close eye on the campaign analytics. The analytics help you gauge the effectiveness of your campaign and also indicate the changes you may need to make. Reach and engagement are the most important metrics you need to track. While the reach indicates the total number of people who have seen your campaign, engagement throws light on the way the healthcare professionals have reacted and interacted with your initiative. These two are the most vital parameters to measure the effectiveness of your content. Additionally, understanding state and city-specific data help you to judge the campaign effectiveness at a local level. These help you to track and adjust your city or area-specific content.

We at HiDoc Dr. have a dedicated team that studies doctor campaign data regularly and strategizes accordingly so that our clients get the most of their investment. For us, running a campaign is not just a task to complete but a growth initiative that we pursue passionately. Being the #1 medical app for doctors, we connect you with more than 8 lakh doctors directly and help to transform your brand image as well as your brand recall value at a cost that is 9 times lesser than other digital platforms.

We hope that our inputs have been insightful and that they help you create content that is right on the target.