Content marketing for the medical industry has its own restrictions and specificities that cannot be neglected. In this article, you will learn how to proceed to avoid any wrong steps in this field.

Understanding the unique constraints of the medical profession

Chiropractors, dentists, general practitioners and other practitioners have one thing in common: their profession is strictly governed by national laws and clear-cut codes of ethics. These rules maps out every single aspect of their activities and even how they discuss with their patients. If you practice one of these professions, you will find it logical to comply with these regulations. The same approach should be adopted when you are planning your content marketing strategy.

Producing useful content when working in the medical profession is not something to be taken lightly

Readers interested in medical topics are rarely there by chance. Their research is almost all motivated by real and urgent needs, which require clear and concise answers. Medical professionals must therefore be irreproachable in their communication, whether off or online. The slightest mistake or neglect could cause unexpected consequences on the health of the reader, or even on their lives.

Content marketing rules pertaining to the medical professions

The responsibilities and risks associated with medical information require specific communication guidelines. So here are three principles to remember if you plan to use content marketing to make yourself a name on the internet:

  • Medical professionals are natural authority figures: from your experience, your studies and your profession, readers will consider everything you say as expert advice.
  • Never disclose confidential information about your patients unless you have explicitly asked for their permission. And they gave you the green light, obviously.
  • Avoid communicating on a specific disease or treatment for the purpose of promoting a treatment or diagnostic method. Just inform your readers.
  • You will avoid any legal or ethical litigation as long as you apply these principles in your communication strategy.

Establish a relationship of trust with the readers

When you work in the medical field, trust is paramount. Do not expect your patients trust you on your words right from your first exchanges. Above all, you need to create a name and build a reputation in your field. Content is the best way to capture the attention of the public, but also to prove your know-how and your experience with the readers. Here are some ideas of contents very appreciated by readers in the field of medicine:

Guides and White Papers

Guides are an excellent tool for answering the most common questions of patients and readers in general. This type of content seduces even more if it deals with subjects that really talk to the internet users and that they can share simply with their loved ones

Blog posts

Unlike an institutional site, a blog is more personal, more intimate. Readers will find it easier to go through your writings if you take the trouble to share your experiences or answer specific questions on a blog.


Content is not limited to written texts and publications. Internet users also particularly enjoy multimedia content, such as videos. They would therefore be more than happy to see a medical professional hold a webinar or a live or off-line question session. The purpose of webinars is not to practice telemedicine, but to build a real close relationship with patients.

Focus on quality first

Far too many companies make the mistake of thinking about marketing and ROI before quality. This logically penalizes their content marketing strategy. This kind of failure is very detrimental to you if you work in a medical field. Patients quickly detect signs that you prefer to sell your services and products before solving their problems. Your reputation will be negatively affected.

So, to design a powerful content strategy, place the sales or engagement arguments at the very last place of your plan. Instead, concentrate on creating content that meets at least one of these qualifiers:

  • Useful: your publication solves a specific problem
  • Interesting: your content contains unusual or captivating information
  • Entertaining: your post comes out of the ordinary or treats a medical subject in a poetic or artistic way
  • Funny: your content triggers positive and joyful emotions in the reader

If you manage to create such content, you will have a quality site that speaks for itself. You will only need very few promotions. Your readers will take care of the “likes” and will recommend and share your content by their own initiative. The impact on your business will exceed your expectations.

When it comes to content marketing, you should forget about marketing tricks and machinations. Just satisfy the needs of your readers, entertain them and inform them well. Sooner or later, you will reap the rewards of your quality content.


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