Learning From Your Content Marketing Mistakes In The Medical Field

By: David Tile| @ Article-Writing.co
Posted On: March 12, 2020

Medicine is one of the safest areas to try and create a long-term business, between the constant need and constant innovation. However, this popularity also drives a lot of competition, meaning it’s essential for you to find a way for your content to stand apart. This can be a tall order for medical professionals who aren’t used to creating written content, and there are a lot of content mistakes that either hurt SEO or fail to get traction with readers. We’ve talked to some of the experts about common pitfalls, and here’s what they’ve shared.


1. Not Understanding YMYL (Your Money Or Your Life) SEO

YMYL is a term originated by Google, which is described in their official search quality guidelines. Any content in this category is considered more of a risk to rank, because if it isn’t accurate, it could have a negative impact on finances or health. These topics are examples.

  • Medical information
  • Financial information
  • Legal advice
  • Talk about the government, politics, or law
  • Any topics that relate to health/wellbeing

If this does apply to your content, make sure you are keeping to the highest standard and always working on your E-A-T (expertise, authoritativeness, trustworthiness)

Rahul Khosla
Lead Web Developer

2. Choosing The Wrong Marketing Channel

One of the biggest mistakes I made regarding content marketing was missing the channel (and not communicating well with my customers). So we had a nice user base, and we thought creating content would generate loyalty within that user base and also expand and serve as an introduction to what we did as a business. So far, so good. The thing is we simply assumed that having a Podcast was the way to go, it was time efficient for us, fun and we just assumed that people would tune in. They didn’t.

It wasn´t that the quality was bad or anything, we just missed the channel. A simple analysis (or just talking to our customers) could have saved us hours of work and frustration. Turns out they just wanted a newsletter, and all we had to do was ask them what they wanted.


Pedro Copelmayer

3. Failing To Diversify 

In order to reach a wider audience, we are trying to implement multiple channels that appeal to them at the same time, versus just building one.  We just launched in the past few months so a lot of our time up to this point has been getting our ads setup, launching a Google my Business, connecting with dentists, however content marketing is a big part of our marketing plan moving forward.

We’re going to be launching two Instagram accounts. One for customers to educate them about procedures, dental implants, all on 4 teeth in a day, etc. We’re also going to launch another one with pictures of procedures which to some might be a little gory, but kind of in the same vein as Dr. Pimple Popper’s Instagram profile where people come there almost for entertainment more than to be educated about dentistry.

Outside of that we’re working on launching a Youtube Channel with Dr. Sam answering patient questions and common questions online people have about implants. I think in our space providing value and establishing ourselves as experts goes a long way.

John Frigo 
Digital Marketing Lead
Surgical Suites

4. Not Utilizing E-A-T

We often assess the strengths and weaknesses of content marketing strategies in different industries. Especially amongst medical companies, we’ve picked up that the most common mistake amongst these types of firms is underestimating the power of Google’s E-A-T principles. Expertise, Authority and Trust should be key elements of any content produced by medical companies. As a high E-A-T business that provides sensitive advice to the general public, medical companies – whether selling devices, services or information – should invest in qualified professionals to write content or at least fact-check the finished product before publishing. While the content itself should be in-depth, backed up by resources and non-biased, author bios are just as important, highlighting why a specific author is qualified to write about the topic. Along with rich media like original photographs and videos, Google will see these content elements as positive and in turn, push your webpage and website further up the rankings.

Bethany Spence
Content Marketing Specialist
Exposure Ninja

5. Neglecting UX

Medical content can be dry at times, especially if it’s technical information or published scientific literature. When promoting such medical content, you want to make it easy for the user to digest the information you are sharing. Spending extra time and resources on user interface and experience will prove to be beneficial to your business.

Kunal Sampat
Founder and Podcast Host
Clinical Coach, LLC

The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business. 

Seems easy, right? 

Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay! 

Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action. 

As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals. 

Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content. 

Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:

  • Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet. 
  • Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform. 
  • Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
  • Find where your current and potential audience is active online.  Catch their attention by being active and sharing your content marketing materials on these platforms.
  • Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve. 
  • Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience. 


Case Study: How Strategic Content Marketing Can Broaden Your Audience

In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.

Dr. Desai’s COVID PreCheck App Content Marketing

For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread. 

Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes

By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope. 

Ready to Invest In Your Article-Writing.co Thought Leadership Package? 

At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package

Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.