Marketing Wellness: How to Promote Preventive Care with Content
BY Lindsay Cottman
| Feb 13, 2024

The adage “prevention is better than cure” is an indisputable and timeless truth. By prioritizing regular check-ups, screenings and healthy lifestyle practices, patients can detect and address health concerns at an early stage, often preventing more serious conditions. 

The key lies not only in endorsing preventive care but also in effectively communicating its importance. Promoting preventive care is an investment in long-term health outcomes, which is something trusted healthcare entities know and embrace. Mayo Clinic’s Healthy Living Program is a great example, as it empowers people to adopt healthier lifestyles through personalized plans, which showcases the organization’s commitment to holistic well-being.

Demonstrating a dedication to preventive care also goes a long way toward building the big “T”—trust—and enhancing your organization’s reputation. This is crucial when it comes to cultivating and maintaining lasting patient relationships.

Before we get into the nitty gritty, a disclaimer: To reap these rewards, you need to get strategic first. That means assessing your current services and capabilities, defining your short- and long-term objectives, identifying target audiences and much more. Don’t put the cart before the horse by diving straight into tactics—firing up that TikTok account or paid social campaign can wait until you’ve done the hard (but necessary) work of establishing your strategy. 

Showcasing preventive care services can take you down many different paths, and finding the right marketing mix often involves a bit of trial and error. After you lay the strategic groundwork, consider these methods and how they might help your organization achieve its goals.

Get creative with content marketing

Crafting informative and engaging content that digs into specific preventive care services, such as screenings, vaccinations, routine check-ups and chronic disease management programs, allows organizations to address their audience’s health concerns directly and proactively. 

Try this: Create detailed blog posts or video content on the step-by-step process of preventive screenings, and publish them alongside success stories, patient testimonials or infographics. This not only educates but also alleviates potential apprehensions about a particular screening or procedure. 

Leveraging SEO tactics to optimize content can, to an extent, ensure that valuable information reaches a wider audience actively seeking preventive care insights. Just be sure not to rely too heavily on keywords, opting instead for an organic approach to content creation that authentically addresses patient concerns, needs and desires. 

Meet patients where they are: social media

Some healthcare organizations shy away from social media, but to get your content in front of patients, you need to be present on the platforms they frequent. Nearly 90% of all adults in the U.S. search for health information on Facebook, Twitter, YouTube and other social media sites. 

Crafting visually engaging social media content is important, and can take the form of bite-sized tips, graphics, animations and patient testimonials. Using platforms like Twitter and Instagram allows organizations to share concise preventive care messages that resonate with a wide-ranging audience. 

Try this: Host live Q&A sessions or webinars on platforms such as Facebook or YouTube to make the most of these interactive forums and address common health concerns, disseminate relevant information, answer specific patient concerns and more. 

Collaborations with influencers or healthcare professionals can amplify the reach and credibility of preventive care messages. Encouraging audience participation through challenges, polls or sharing personal stories also fosters community engagement. 

Find your way to your patients’ inboxes

Email marketing, specifically drip campaigns, allow for a strategic and gradual release of content, guiding recipients through a series of emails that reinforce the importance of preventive services. These campaigns can include educational materials, success stories and tips on maintaining overall well-being. 

Try this: Start with a series of four to seven emails that present information in a variety of different formats. For example, after a brief introductory message, you can send a follow-up email containing patient success stories and testimonials that humanize the preventive care process. Subsequent messages could include interactive content and resources (videos, quizzes, downloadable guides), or personalized emails from one of your physicians where they discuss preventive procedures, address common concerns and offer guidance on what patients can expect during appointments.

Go digital

Digital advertising offers healthcare organizations a targeted approach to promote preventive care services effectively. For example, organizations can design ads emphasizing the importance of regular check-ups and preventive screenings across various digital platforms. 

Try this: Use demographic data to target patients and ensure you reach the intended audience, tailoring the message to specific age groups, locations or health demographics. Implement compelling calls-to-action in your ads, such as scheduling appointments or accessing educational resources, to enhance user engagement. 

Continuously monitoring and refining ad performance based on analytics can contribute to the effectiveness of the campaign. By strategically placing these digital ads, you can raise awareness and drive individuals to take action toward preventive care.

By embracing content marketing, social media, email marketing and digital channels, healthcare organizations can effectively disseminate valuable information, encourage preventive measures and strengthen patient engagement. Just like any other activity, promoting care isn’t just about marketing services—it’s about empowering people to take control of their health, one proactive step at a time.