Nowadays, the success of content has made its significance clear when it comes to developing an efficient marketing strategy. Online content, whether it’s an informative blog article, a collection of infographics, or an engaging reel or video that conveys a message to viewers and provides answers to their problems, is a crucial element of your medical website.
It’s growing more and more important for doctors and online healthcare practices to stay updated with content marketing practices to keep up with the growing competition. It’s essential to constantly be one step ahead when it comes to being creative and thinking outside the box.
One of the latest content types that are growing in popularity is “Interactive Content”. More and more marketing professionals are discovering the benefits of interactive marketing content as a tool to keep audiences engaged. Because interactive content is 23% more effective than typical static content, it’s important to learn more about it to keep your audiences engaged and boost your traffic and click-through rates.
What is Interactive Content?
By interacting with a bigger audience with patient-targeted content, interactive content can help individualize your medical business. This content type establishes a real business-to-consumer (B2C) connection between your medical services and your patients that entails more than just lead generation and focuses on patient retention.
If your average content lacks interaction or fails to offer a tailored experience between your medical business and its target patient audience, you are not using interactive digital marketing. In other words, interactive content is about making your target audience feel special and cared for, while providing them high-quality information that’s on trend.
Various Interactive Content Types Doctors Can Use
There are several methods and types of interactive content marketing that doctors can use not only on their medical websites but also on their social media platforms. You can produce daily blogs, infographics, weekly-live streams, tailored emails, or monthly podcasts and webinars. Common types of interactive content are:
- Blogs (encouraging patients to submit their queries, thoughts, or opinions on the topic)
- Social media posts
- Social media polls or quizzes
- Videos (both live and recorded)
- Profiles, interviews, and guest speakers
Interactive content provides precise data that allows you to promote to your target patient demographic more effectively. Medical businesses can get to know their potential and existing patients in many organic ways, including:
- Polls, surveys, quizzes, and questionnaires
- Electronic mail
- AMAs (Ask Me Anything)
Three Major Benefits of Interactive Content For Medical Websites
Because the majority of online businesses are increasing their content marketing budget this year, interactive content will experience massive growth in 2024. A few benefits of interactive content for online medical businesses include:
1. Higher User Engagement Rate
Because of the quality of the content, even low-quality interactive pieces generally receive higher engagement rates. While it defines how your patients engage with your medical content, it also provides them control over the interaction, which ultimately boosts your medical website’s user engagement rates.
2. Increased Quantity of User Data Captured
Interactive content makes it easier to collect relevant data from the patients visiting your medical site, which has a powerful impact on your ability to tailor medical marketing campaigns. The results of a quiz, survey, or poll are all examples of interactive content that fosters a value exchange between your patients and your medical business. Patients feel less skeptical about sharing their email and contact details with you once they see the high-quality information your medical website offers to them.
3. Raises Brand Loyalty
Average content might make your medical website appear common. However, interactive content grips the attention of your patients from the get-go. They can access and participate in any form of content you create, whether it’s a poll, quiz, report, blog, or infographic. It generates a shared experience that your patient audience will remember and will help them form a stronger attachment to your medical business. At its core, interactive content is a trust-building tool. Your patients will get more acquainted with your medical services, and the valuable user experiences you provide to them will influence their image of who you are as a medical business and what you stand for.
Tips to Grow Your Patient Audience with Interactive Content Marketing
It’s important to start small with interactive content. After you’ve introduced it on your medical website, start incorporating interactive content into your medical marketing plan, which generally follows up with an increase in lead generation. Because your medical content now stimulates genuine and valuable responses, you may expect an increased patient conversion rate. Here are some ways you can begin incorporating interactive content on your medical website:
Repurposing and Reusing Previous Content
Whether you’re repurposing existing blog pieces or creating new ones, reusing content is a potential gold mine for saving time and money. Different forms of content are appropriate at different phases of your medical marketing campaign.
You may be able to reuse existing pieces of interactive content in new ways if you notice any special niches within your target patient audience. Convert informative long-form blog pieces into interactive posts with quizzes, or make audio versions of your videos or blogs. The goal is to convert your existing content into more accessible, valuable, and engaging pieces.
Streamline Your Approach
Your medical business’s marketing approach should not be focused just on increasing brand recognition. Streamlining your message can be achieved by keeping your marketing goals in mind and evaluating how your patients will react to it. Avoid incorporating too many distracting features, such as a bloated infographic or a homepage that is too heavy on information. Approach interactive marketing with an organized procedure, ensuring you first attract your patients, provide them with the information they seek, and offer your medical business and services as a platform they can keep coming back to.
Focus on the “Invite and Provide” Method
Patients shouldn’t feel click-baited or misled when they click on your medical website or content. Properly executed interactive content invites potential patients and provides them with what they need, whether it’s the information you post or your medical services. Using interactive content, you can simply educate your patients about your medical business and its goals and services. Infographics are an excellent example of an instructive but attractive content tool.
The Future of Medical Content isn’t Passive, But Interactive
When done right, interactive content can help you discover what your patients want, how to communicate directly to them, and how to leverage your medical marketing strategy to drive your medical website, audience, and services to new heights. With the entire digital marketing world evolving on a rapid timeline, it’s important for doctors to adapt their medical services and websites to ways that can continue garnering their target audience’s attention. Reach out to Doc Marketo now to learn more about optimized content marketing for medical businesses in 2023