9 content marketing tips for the Covid-19 vaccine

As some of the most trusted professionals when it comes to COVID-19 vaccine information, healthcare providers wield great influence in helping patients decide whether or not to get one.

In August 2020, a Harris Poll asked 2,000 American adults about the reliability of various sources in terms of providing accurate information on vaccine development: “…nearly 9 in 10 (88%) said doctors and nurses were very or fairly reliable sources of information. .” Closely followed are “nationally recognized health systems”, local scientists and hospitals.

That’s why healthcare providers play a key role in helping their patients get the information and guidance they need to make individualized vaccine decisions. Here are nine tips to help you do just that in your content marketing efforts.

1. Know your target audience.

Understanding who your target audience is and what kind of information they need is an essential part of any effective content marketing campaign. While you already have a wealth of information at your fingertips about your current and potential patients, it’s important to also understand what questions and concerns they have about vaccines so you can address them specifically.

Depending on your practice’s communication structure, you may have different ways to engage with your patients for additional information. Social media is a great place to find out more about the type of information needed, both through research on various platforms and by simply asking your followers.

2. Adapt your messaging.

Since every patient’s needs are different, it’s important to take what you know about your target audience and tailor your message accordingly. Some patients will be happy with their provider’s input and advice, while others will need to do additional research themselves. In this context, be sure to cite objective and authoritative sources in your content, with links for patients to confirm the information provided.

3. Embrace the power of story.

While the safety stats may work for some, others are more constrained by how a friend or family member fared when they received the vaccine. When asked in an interview for Science on how healthcare providers could target vaccine messaging, one marketing expert said it was important to counter negative vaccine narratives with success stories rather than numbers: “It’s important do not to say, “Well, let me show you a chart that will explain exactly how rare it is.” It’s more important to say, “I have a patient exactly your age who was here last week, and he was one of the first people to get vaccinated, and he did very well.

4. Include a question-and-answer format.

The various digital platforms available to consumers today can be full of misinformation on various topics, including COVID-19 vaccines. When patients and prospects don’t have the accurate information they need, it can fuel concerns about whether getting one of the vaccines is the right choice. For example, an oft-cited concern about mRNA vaccines is that they somehow alter a person’s DNA. Using a question-and-answer format to directly address these concerns and provide accurate information can go a long way in alleviating vaccine anxieties.

5. Optimize your efforts with a star approach.

A hub-and-spoke approach to content marketing can help you make the most of the resources you’ve already created by repurposing them in different ways. For example, if you invest time and effort into creating a valuable content offering for your site, i.e. hub content, then you can create a number of more targeted articles. , i.e. spoken content, based on the topics it contains. Depending on the amount of additional research required to develop the content for the shelf, this could save you valuable time while significantly increasing the volume of your content.

6. Consider guest posting to expand your reach.

Another good use for spoken content is guest posting on credible sites. This can be especially useful for vendors looking to boost their brand image with thought leadership articles that demonstrate their expertise. When spoken content like this is posted on reputable sites, it can help increase traffic to your site and build valuable backlinks that help optimize search engine optimization (SEO) efforts.

7. Provide details on how to obtain the vaccine.

If your practice provides the vaccine, be sure to inform your patients. Some may feel more comfortable receiving it from a provider they know and trust than at a community event or local pharmacy. If not, help patients understand their options for getting one. At a minimum, consider including this information on your website in some way, and in other places as well. This may include your social media accounts, email, EHR Portal communications or newsletter.

8. Join in community efforts.

Many healthcare providers feel left behind when it comes to vaccine distribution. But that doesn’t mean you can’t find a way to be part of the effort. With a task as daunting as mass vaccination, even large healthcare organizations understand that they cannot do it alone. That’s why all kinds of unique partnerships have emerged across the country that combine the unique expertise and resources of various sectors.

Find out who’s doing what in your community, find a way to get involved, then be sure to share your efforts with patients and prospects. Your example could greatly help them decide to roll up their sleeves in several ways.

9. Find a partner to help you.

While these might sound like great ideas, the thought of putting it all together with everything else on your plate can be a bit overwhelming. The good news is that Alabama Media Group can help meet your content marketing needs so you can focus on what you do best: caring for patients.

At AMG Healthcare Marketing, we are experts in practice marketing, as we have the largest healthcare audience in Alabama through our own online sites and publications. Unique local market insights are essential in vaccine messaging, and we can provide the digital marketing solutions that will optimize your efforts. Thanks to our offers, we can help you:

  • Tell your story from a local perspective
  • Reach more patients through AL.com, which is Alabama’s largest and most trusted local information source.
  • Increase performance through the use of digital advertisements and sponsored content on AL.com, which generate better results than advertising on digital networks.
  • Narrowly target relevant audiences with HIPAA-compliant data specific to population health.
  • If you want to know more about how we can help you, let’s talk.