• C.E.K. & Partners

Stop Marketing and Start Actually Engaging with Your Health Care Customers by Content Creation.

AMA Health Care Newsletter - Feb 2018.

Photo credit and article first published Feb 28th via AMA's Health Care Newsletter.

How do you talk about your organization and the care you provide? Does your content use terms like “clinically integrated network,” “accountable care organization,” “population health” or “improved patient outcomes”?


There's a better approach to engaging your customer with content creation.

This language probably perplexed you the first time you heard it, and it could be preventing you from making a meaningful connection with your target audience.

As an Atlanta-based branding and market research firm focused on content creation for healthcare communications, we believe today’s healthcare systems and providers speak far too often in their unique lexicon or use industry jargon. There’s a better way to effectively communicate. Healthcare brands—hospitals and physicians, payers and plans, and medical device companies—that want to be understood and relevant to their target audience — whether it’s employers, patients, members or even healthcare professionals — must remember to position their communications as people speaking to people, rather than defaulting to the language of their business.

The nature of healthcare marketing demands a more personal approach to the content creation process. Speaking in everyday, conversational language has the power to warm up a brand and make it more approachable. It also allows for clarity with the message your organization wants to communicate.

Follow these tips for clear communication with your healthcare marketing and content creation.

Tip 1 Content Creation - Create Personas

Do you really understand who your organization is trying to reach and what that audience wants to hear from you? Do you have the data you need or is market research needed to create the right content? Before you can connect with them, you must understand them. Personas, informed by market research, allow you to develop the right messages for distinct audience segments and the different content needed across the customer buying journey.

Personas help you understand your customers as people — not demographic or psychographic profiles. They create a better understanding of each segment and make it easier for marketing, communications and sales to create content tailored to the specific needs, behaviors and concerns of each group. Developing and using these profiles leads to better experiences and brand connections through increased relevancy.

What should be included in your personas?

· Motivations for purchase/pain points.