Healthcare Content Strategy: How To Build a Strong Plan for Your Brand

Dec 4

Healthcare content strategy doesn’t exactly scream “fun” when you first think of it.

You’re working with strict regulations and sensitive topics. And an audience that ranges from curious patients to seasoned medical professionals.

But think of it this way. Building a strong healthcare content strategy is a lot like being a good doctor. You diagnose the problem, create a treatment plan, and check in consistently to make sure it’s working.

So, let’s break it down.

How To Make a Strong Healthcare Content Strategy

#1: Know Your Patient (AKA Your Audience)

Before you do ANYTHING, you’ve got to know who you’re talking to.

Is it other professionals? Potential patients?

In short, understand your audience’s goals, pain points, and level of knowledge. It helps tailor your entire strategy.

✨HOT TIP: For example, use insights from patient FAQs. If you’re getting the same questions over and over again, that’s *literal* content gold.

Healthcare Content Strategy: Know Your Audience

#2: Educate, but Don’t Overdo It

Remember: Your audience does not want to feel like they’re sitting in a college lecture.

So, yes, it should be informative, but it should also be entertaining. In short, your goal is to sound credible AND human.

Be like the friendly nurse who knows her stuff. But also the one who cracks a joke when you need it most. That’s what people are looking for on social media.

✨ HOT TIP: Create a content mix. One that includes educational posts, myth-busting, behind-the-scenes peeks, and team highlights. Need some post ideas? We have 13 of them ready for you HERE.

Healthcare Content Strategy: Easy to Consume Content

#3: Be Consistent

Seriously, please do it. Don’t just post consistently for a week and then ghost your followers.

In healthcare, trust is everything, and consistency builds on it.

That means posting regularly and engaging with your audience *like you care*. Because you really do!

✨ HOT TIP: If you’re not seeing users comment on your posts, don’t sweat it. Try engaging with like-minded accounts to get your page in front of interested people.

Healthcare Content Strategy: Be Consistent

#4: Tell Us the Real Stuff

People connect with people.

Storytelling is one of the most underrated parts of a healthcare content strategy.

Highlight patient success stories (with consent, obviously!). Share BTS moments with your team, or share a “day in the life” video.

These stories help your audience feel comfortable. That’s because they feel like they know you without actually meeting you.

Think of it as the heartbeat of your brand (pun very much intended).

✨ HOT TIP: Pair every story with a takeaway. Something your audience can learn from.

Healthcare Content Strategy: Tell Us the Real Stuff

#5: Look at Your Data

Even the best strategy needs checkups.

In short, track what performs well after a few weeks of posting. *Not* only by likes, but by saves, shares, and comments.

Use those insights to refine your healthcare content strategy and *run with it*.

✨ HOT TIP: Save time by tracking metrics monthly, not daily. You’ll spot real patterns that are key to a good strategy.

Healthcare Content Strategy: Look at Your Data

The Bottom Line: Keep It Human, Keep It Strategic

In conclusion, a strong healthcare content strategy isn’t about chasing trends or going viral. But we do love a good viral moment. It’s about building credibility, connection, and community. One post at a time.

So what if all this feels like one more thing on your already full plate? That’s valid.

In sum, you don’t have to do it all alone.

That’s why Scott Social exists: to make it way less stressful and way more effective. Reach out today, and we’ll get started ASAP.