Emily Thompson on the Power of Content Marketing in Health Care


Break Free B2B Interview with Emily Thompson

Trust is the linchpin of trendy advertising and marketing. It performs an important function in each vertical, trade, or area of interest. But nowhere is belief a extra important crux than in well being care, the place the private stakes are immense.

“We’re in an industry where, you know, it’s serious,” says Emily Thompson in her interview for Break Free B2B. “This is about people’s health and well being, and a lot of times people get very nervous — they’re scared, they’re sick.”

As a Boston-based freelance author and content material strategist who primarily focuses on the well being care sector, the place she has labored with all kinds of shoppers starting from startups to enterprise, Emily acutely understands the impactful nuances of messaging. She says seeing issues from the different facet — as a first-time mom who regularly sought info on-line — helped her develop a extra empathetic view.

She incorporates this into her craft, creating patient-focused copy designed to construct belief and confidence, and affords precious perception for B2B entrepreneurs all over the place. In the interview, she shares some techniques and strategies which can be getting used successfully in her trade to attain this rapport, from smartphone apps to user-generated content material to data-driven personalization and past. 

Research says that 93 million Americans have looked for a health-related subject on-line. So If we all know persons are logging on, we now have to be there too. @BosCreativeCopy #HealthcareMarketing #BreakFreeB2B Click To Tweet

Watch my dialog with Emily under, and let her experiences and views assist information you towards constructing more healthy relationships along with your B2B clients. 

Break Free B2B Interview with Emily Thompson


If you’re in testing a specific portion of the dialogue, yow will discover a fast normal define under, in addition to just a few excerpts that stood out to us.

  • 03:46 – The rising focus of content material advertising and marketing in well being care
  • 07:05 – Big knowledge in well being care advertising and marketing
  • 09:42 – Responsible knowledge utilization and personalization in well being care advertising and marketing
  • 12:35 – Leveraging conventional and rising channels in well being care advertising and marketing
  • 13:42 – Counterproductive mindsets in well being care advertising and marketing
  • 16:14 – User generated content material in well being care
  • 19:55 – Challenges that span throughout industries
  • 22:17 – Rising calls for from sufferers for digital 24/7 entry

Nick: Can content material advertising and marketing construct belief in the affected person care continuum?

Emily: That’s actually what, to me, content material advertising and marketing is all about. It’s constructing belief with the shopper, whether or not that’s a affected person or a referring doctor. And, I believe that … when a corporation can ship robust content material that helps inform individuals, it solely builds that belief. And if you concentrate on the sufferers which can be watching, usually they’re frightened, they’re overwhelmed, they don’t know the place to go. And so there’s only a lot of alternative in well being take care of entrepreneurs to actually rely on content material to assist them construct that belief.

When a corporation can ship robust content material that helps inform individuals, it solely builds that belief. @BosCreativeCopy #BreakFreeB2B #ContentMarketing #healthcare

Nick: Transparency is essential in managing well being care knowledge. How else can entrepreneurs profit the well being care system? 

Emily: I believe it comes right down to messaging too, and in case you make it possible for your content material is in the end actually useful to the shopper. So, for instance, I used to be on these apps [after giving birth to my son], and I used to be being served up a toy which may work for my son in his age and developmentally the place he was at. Or meals — we have been scuffling with a sort of formulation or milk that will be good for him. 

Ultimately, individuals simply need info that’s useful to them. It helps calm them down whether or not they’re nervous about their well being info or they’re, you understand, a brand new mother. It’s onerous to be annoyed when an app is utilizing details about myself that’s in the end benefiting me, serving to me out.

Nick: Is there something that stands out to you as an actual alternative for entrepreneurs, and particularly those that are working in the B2B house, to interrupt free of one thing that could be inhibiting them?

Emily: Yeah. Break free from worry. I believe that well being care is usually a very conservative market. And, you understand, to be honest, there are causes for that. We’re in an trade the place, you understand, it’s severe. This is about individuals’s well being and effectively being, and loads of occasions individuals get very nervous — they’re scared, they’re sick.

But I believe that isn’t a motive to carry again from attempting new issues. I believe that particularly with digital, it’s very simple at the moment to attempt a brand new sort of message, or a brand new sort of method of speaking to somebody. Let’s say you by no means blogged earlier than, why not attempt a weblog? Let’s say you by no means did e mail advertising and marketing, why not attempt it? Or a brand new sort of message? 

The worst that may occur is you measure it, you study from it, and also you attempt one thing new. I believe that usually, as well being care entrepreneurs, we will get caught in the similar method of doing issues. And, loads of occasions it’s a bit too secure.

As well being care entrepreneurs, we will get caught in the similar method of doing issues. The worst that may occur is you measure it, you study from it, and also you attempt one thing new. @BosCreativeCopy #BreakFreeB2B #ContentMarketing #healthcare Click To Tweet

Stay tuned to the TopRank Marketing Blog and subscribe to our YouTube channel for extra Break Free B2B interviews. Here are just a few interviews to whet your urge for food:

If you’re hungry for extra perception and recommendation on the state of belief in advertising and marketing, try our Trust Factors sequence:



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