Sarah’s son, Jimmy, just came down with a bad cold. Where does she go for help? Online. Eventually she’ll call you, but first she wants to see what the internet has to say. Patients today check out healthcare information online long before they make an appointment to speak to a physician, but not all of that content is sharing great advice. The Contentinators, a content marketing agency, understand how important quality, honest healthcare content is to patients, and we’re here to help create content that helps point your patients toward healthier lifestyles.


When a child starts sniffling, the parent is faced with two options: go see a doctor or consult Google. They’re going to start with Google. This opens up a major opportunity for healthcare content marketing: if you’re not putting out great content that answers their questions, you’re not going to grab their attention when they’re most likely to find you.

Most patients start their search for healthcare advice online. If you’re not present to answer their questions, then you’re missing out on opportunities to connect with your patients when they’re not in the office. After they leave their scheduled appointment, they’ll be back on their phones, checking out more tips to better manage their health. Through healthcare content marketing, you can deliver the information they want in terms that are easy for them to understand. You may know the technical name for every bone in the human body, but they just want to know what they can do to keep those bones strong.

Percentage of patients who start healthcare research at a search engine

* 2013 Pew Research, Health Online 2013

Patients use social media to search for healthcare

* 2012 National Research survey


Even when it comes to healthcare, patients are convinced that Google has all the answers. The colossal heap of misinformation about health doesn’t stop anyone, and the last thing any reputable healthcare provider wants is their patient absorbing false information from an unreputable source online. In this ocean of bad advice, you have the opportunity to be the voice of reason long before they come to you for help.

When you provide healthcare content through easy-to-understand blogs, you give patients the health information that they want from a reputable source. It’s a win for both of you—they get useful information, and you are able to give them great advice without having to speak to them in person. Great content can also attract potential new clients who are looking for health advice. They may stop by your page only for the knowledge you’re sharing, but your name will stick in their head when it’s time to see a physician.

Don’t forget about social media in your plan, either. Patients aren’t just checking out blogs for information. A strong social media presence matters to patients who are learning how to cope with a condition, or trying to live a healthier lifestyle. You can be the online superhero of physicians. Instead of letting your patients flounder around in the dark, be the guiding light that gives them tips on improving their health and coping with common ailments. They’ll appreciate hearing advice from a reputable source.

Percentage of patients who say that information found on social media affected how they cope with their health

* 2012 Adweek, How Patients and Healthcare Providers Use Social Media


Doctors are busy, and it’s difficult to stay in contact with patients when there are so many of them to fit within the schedule. Healthcare content marketing fills in the gap between physician visits and helps physicians stay connected to their patients. Develop knowledgeable blogs that patients will find when they consult Google for answers, and use social media to stay engaged with patients after they leave the office. Your patients will look at you as the one who taught them how to stay healthy, rather than the one who insists that vaccines are more dangerous than smallpox.

Percentage of doctors who say social media & content improves quality of patient care

* 2012 Journal of Medical Research survey


Physicians have a heavy job: your patient’s health is in your hands. That patient was probably looking up healthcare information online before they spoke to you. Preferably, they got the answers to their questions from your content. Let us pick up some of the slack and help spread useful, honest healthcare content so that you can spend more time diagnosing that cough. Fill out that form below, and our content marketing agency team will get in contact to create epic healthcare content that benefits your patients.

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I think we can all agree that we need more quality healthcare content on the internet. You guys fight bad advice as much as we fight bad content. Go fill out that form so we can join forces and give patients the helpful content that they are searching for and need.