How Can Healthcare Startups Grow Their Brand and Revenue? Original Content!
We talk about content creation a lot at Formada. But this passion for the written word isn’t without merit. Original, useful content is an incredibly powerful and effective way to market your business. For healthcare startups, legacy practices, and even associations, having a strong content strategy helps you build credibility with your audience, establish authority with search engines, and grow your revenue.
The thing is, every marketing tactic with very few exceptions requires some level of writing. Websites, video scripts, paid ads, email — everything! Even those mediums where the end product doesn’t feature copy, original writing was a necessary element in the development of that piece.
Being that original content is so critical to the success of your business, the Formada team focuses an incredible amount of effort on developing quality writing that exemplifies what your business represents, what your customers want, and what search engines need in order to best promote your business.
We do this for all of our clients who engage with our content services, no matter what stage their business is in. Established healthcare and medical-based businesses often need to refresh their content in order to reach new sectors of their audience and stay relevant in a rapidly changing marketing landscape.
And new businesses? Well, healthcare startups need a competitive advantage in an arena where authority and visibility is hard-earned.
What we’ve found in our work over the years is that quality content, no matter how established the business is, will always win.
Such was the case when an independently owned audiology startup reached out to us for assistance. Their issue? They wanted to increase their website’s organic traffic. Our solution? You guessed it. Content. Regularly published, incredibly useful, keyword driven content. Here’s how we did it.
How Blogging Will Help You Grow Your Healthcare Business
While this client needed help in promoting their new audiology practice, they actually possessed a depth of experience in owning, managing, and working in the audiology space. They are, without question, seasoned industry professionals.
While this level of experience does give them a leg up in certain respects vs. average healthcare startups, starting from scratch on the internet is an uphill battle. Luckily, they already had the understanding that their website was central to their marketing strategy.
Our team worked closely with the business owners and leadership team in order to understand their mission, their goals, and what set them apart from their competitors.
We used this information to develop their website, which features detailed, action-oriented pages about their services, product offerings, testing process, and contact information.
While this is absolutely essential in taking visitors through a logical and enjoyable experience on the site, we know that folks are often doing research before making any sort of purchasing decision — a decidedly different mindset than a person who is looking at product and service pages. What about them? How do we engage and inform them? Better yet, how do we make sure that we can be found by them?
One of the most effective ways, in fact, to grow organic traffic is through blogging.
Service and product pages are designed for a specific type of action — purchases, calls, form submissions, etc. They’re concise. Punchy. They’re verbs.
Blogs, of course, are also designed for action, but a very different type: To educate and push people deeper into the marketing funnel. To stretch out and dig into a topic in order to answer a series of questions that help solve the readers problems. Blogs build credibility and trust. Blogs, in that sense, are more like adverbs.
They also keep people coming back.
Help Your Healthcare Startup Grow By Publishing Consistently
Consistently matters so much. Why? Because consistent publishing builds search engine authority, allowing new patients can find your practice organically. They can engage with your business on their own terms and judge for themselves who they trust and choose to do business with. And these levers are in your control.
When it came to helping this new audiology practice increase online visibility and value to visitors and search engines, we knew that adding new blogs — two posts per month — would encourage web crawlers to regularly review and index the site.
The frequency of what’s right for your business is a strategic choice. One blog a month is better than none. Twenty per month, as some of our clients choose to do, is an aggressive but necessary tactic designed to help them achieve their goals. It’s up to you.
And while we do give search engines strong consideration when developing content, we always place people at the heart of our strategy and content development.
Real people have real questions and concerns about their hearing health. There was a huge opportunity in developing content about a variety of hearing and balance-related issues that employed a specific combination of professional authority and sincere empathy that only talented copywriting professionals can create.
Keywords are just a jumping off point. Titles, H2s, and links are structural components. The real value comes from human to human communication and emotional appeal.
Useful, Original Content Generates Incredible Results
So, that’s our philosophy, but what does it actually look like in practice?
Well, with this healthcare startup, we were able to:
- Grow organic blog sessions grew from 7 total sessions to 14,078
- Drive over 88,000 organic sessions to the site, accounting for 85% of its organic traffic
- Nine of the site’s ten top organic traffic-driving pages are blogs
- Three of those blogs have driven more organic traffic than the home page itself!
- Improve the average position for the site by 50%
- Increase the site’s click through rate by 110%
These results don’t happen overnight. This is a longer-term gameplan.
It typically takes at least a few months for new traffic growth to kick in, but it’s not unusual for Formada-written content to perform well in just about a month. Our work is designed for sustainability. But when you’re intentional, and consistent, and focused on the goal, you’ll get the results your business deserves, because you’re delivering value that your new clients desperately need, and what search engines deem credible and useful.
That’s what we’re all about. We want to help your business grow, whether you’re a healthcare startup, or an established business seeking new ways to advance your organization.
Formada Helps Healthcare Startups Grow
The results I’m sharing with you today aren’t unusual. We help organizations just like yours everyday. We’re experts in content creation, website design, search engine and social media advertising, account-based marketing, consulting, and much more.
If you’re looking for a digital marketing agency that cares about your growth, then let’s chat. Contact us today to learn more!