The Coffey Blog

Spot on! 4 key attributes of compelling healthcare content

Posted on: Monday, March 23, 2015

Marjorie Reece, Lead Senior Editor

Today, more than ever, consumers can access a mass of information from their smartphones and the newsstand. So how do you make your healthcare content stand out and resonate?

It's an important question for healthcare marketers tasked with reaching and persuading a diverse community of people.

You can find the answer in these 4 key attributes of compelling healthcare content. Whether you're discussing obstetrics, oncology or a fundraising event, your content should have these essential and engaging qualities.

1. A consumer focus. Whether you're writing for your hospital's website, a social media post or an article for your healthcare magazine, think of your reader first.

Does your content answer a question? Solve a problem? Tell an inspiring story? Provide information that consumers need or can't find anywhere else? If you can answer yes, you're on your way to creating something that has value to your audience.

By putting your readers' needs first and developing content that resonates with them, you'll create healthcare content that is truly helpful and valuable.

2. A friendly voice. Healthcare writing can be formal, especially if it's stuffed with words that doctors understand but consumers find baffling. The terms might be accurate, but the meaning can be hard to find.

For readers who have low health literacy, this type of content can be a barrier to finding the healthcare services and information they need. And even people who read at a higher level may disregard difficult or dense text.

Friendly, approachable writing uses terms everyone can understand. It invites readers in. It speaks to them. And, most important, this type of writing gives people information that they can use to make wise healthcare decisions.

3. Accurate and realistic advice. When it comes to staying healthy, people can feel discouraged when they're provided with long lists of difficult steps. They may also be suspicious or confused if that advice doesn't jibe with other articles they've read or if it seems overly promotional.

Again, think of your readers first. They need information they can count on. And if you're trying to help them adopt healthy habits or cope with a serious condition, offer them these too: empathy and encouragement. You'll be giving readers the help they need to trust your advice—and put it into action.

4. An inviting and effective format. How you present your content is nearly as important as the words themselves. Are there clear entry points? Is text broken up to make it easier to scan and read? Are images positive and engaging? Do calls to action stand out so readers know what steps to take next?

Of course, the ideal look and layout for your content will depend on where it appears. A feature in your hospital's magazine will need a different treatment than content on your website or in your mobile app.

Whatever the channel, the format can make sure that the messages you've carefully crafted come to life for readers and inspire action.

Learn about Coffey's healthcare content services

When it comes to reaching your marketing goals, quality content can make all the difference. But hitting the mark isn't always easy. And content creation can also take time that you may not have.

That's where you can count on Coffey.

Our team of healthcare content creators crafts compelling stories that people want to read. Our staff includes experts in health literacy, design, search engine optimization (SEO) and social media.

We'd love to tell you more about our healthcare content services. Give us a call at 888.805.9101, or email us.

See examples of our award-winning work