One of the long-term effects of COVID-19 has been a dramatic expansion of home health services through medical practices. Older patients, in particular, are opting in larger numbers to see to their medical needs at home without risk. This has led to a higher demand for medical equipment and an increased number of companies turning to platforms like e-commerce and affiliate marketing to rent, lease, or sell equipment to hospitals and private practices.
This creates an opportunity for home health marketers. Whether you already have an established blog and marketing strategy or you’re just venturing into the world of home health marketing, the ideas and strategies I describe in this post will all help you reach the widest possible audience. Then, you’ll get the types of conversions you’re trying to achieve.
Does the Manufacturer Have a White Paper?
There are few sources for good, accurate information about any medical equipment product that compare to a manufacturer’s white paper. If one exists, be certain to keep a copy handy when developing your content. White papers answer most, if not all, of the most important and relevant questions about a product. You can use this information to develop everything, from product descriptions to blog posts to press releases and more.
Incidentally, I recommend all of the above as part of your strategy. Good product descriptions are factual as well as engaging. Choose equally interesting and relevant details to include in your descriptions and link to your blog for more detailed information. Speaking of, blog posts are great for social media marketing. They also function as a powerful hub for numerous other marketing devices.
Utilize Press Releases
The product manufacturer often distributes press releases, and you can link to them as part of your own marketing strategy. If you are an affiliate, you should always be in the loop when new products launch and should already be receiving links to relevant marketing content like press releases.
I also recommend developing your own press releases to spotlight your brand, distributorship, etc., where appropriate, but know the manufacturer/affiliate’s policy on press releases before developing or distributing your own. Some companies prohibit this kind of third-party promotion but encourage redistribution of their own releases through channels like your blog or social media. This leads me to my next bit of advice.
Curate Good Content
Curated content can serve as the basis for social media posts, blog posts, email campaigns, and more. Some home health equipment manufacturers and affiliate programs make this very easy, but don’t fall into the trap of simply re-publishing their content and expecting it to drive traffic to your site. That’s not how it works.
Content curation is a very effective strategy when it’s done right. It’s about striking the right balance between the content you get from other sources with the original content you develop. Get good at this, and you can leverage content that you don’t have to take the time to create. There are plenty of good resources out there that help you learn how to leverage curated content to get likes, shares, clickthroughs, and a variety of conversions, depending on your goals.
Backlink to Relevant Manufacturer Pages
Backlinks are an important part of good SEO. The more relevant they are to the content on the page on which you include them, the more effective they will be. I recommend reaching out to any brand whose URLs you use for backlinks and inquire if they could do the same for you. Ask them to link you your sales pages, social media, landing pages, and more. Both are great ways to boost SEO. Getting backlinks from authoritative sources can go a long way toward elevating your brand and making it more visible.
Fact-check Everything
This is, in my opinion, the most important part of any medical marketing initiative. You need to ensure – not trust, ensure – that the information you provide to readers, followers, and potential buyers is factual and up-to-date. Keep in mind that technologies change rapidly, so you should be working to phase out irrelevant content out of your blog and replace it with information that is timely, relevant, and current.
That means being consistent with your content creation, keeping your content offerings fresh, and vetting every source you use when creating your content. Once again, information from the companies and manufacturers that sell the home health equipment you want to market is going to be the most reliable. Also, you might want to curate things like reviews and testimonials from third-party sources.
Always take the time to read and understand thoroughly anything you use to represent your brand and augment your messaging. While manufacturers and distributors face the greatest levels of scrutiny in this arena, your level of responsibility when conveying information will have a direct effect on how much your followers, customers, and potential buyers trust you over time. Don’t taint your blogs, emails, or product descriptions with errant or outdated information.
Effective Home Health Marketing Content Solutions
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