Digital Health Content Marketing: From 0 to 1

Over 200 articles written, 2 content strategies made, and over 100% increase of organic traffic for our customers.

Innovating in healthcare is hard, but hard can be your moat.

This quote is especially relevant in the digital health field.

Look at the following graph:

U.S. digital health funding and deal size

In Q1 2024, sector funding hit its lowest point since 2019, a significant change considering Q1 was the top-funded quarter in 2022 and 2023. Despite this decline, deal-making remains robust, with 133 fundraises for digital health companies, surpassing each of the past six quarters and narrowly edging out Q1 2023’s 132.

This shift means that competition for investment is fiercer than ever. Investors are now more selective, writing smaller checks and scrutinizing potential investments more closely.

In this environment, standing out is crucial.

Brand identity of digital health businesses

A strong brand, built through effective content, can be your key differentiator. Quality content boosts visibility and builds trust, making your company more attractive to various stakeholders.

In the digital health sector, your target audience includes customers, investors, partners, and experts—each of whom plays a vital role in your business. By clearly identifying and addressing the specific needs of these groups, you can effectively position your brand through targeted content and stand out in a competitive market.

Regardless of the specific content, there is a universal aspect to digital health content marketing. After collaborating with two leading digital health solutions providers in Europe, we have developed a formula that demonstrates how content marketing can drive success in a highly competitive environment:

healthcare content marketing formula

Effective healthcare content marketing hinges on creating high-quality content that attracts visitors to your domain organically, without the need for paid ads, and prompts the desired actions.

Naturally, the desired action varies depending on your target audience and other factors. Now, let’s break down this formula into its components, starting with the social component of organic traffic.

Organic traffic typically refers to visitors who come to your site from search engines like Google and Bing. However, our experience with digital health companies has shown that organic traffic and social traffic from professional networks like LinkedIn are closely intertwined. For this article, we consider social traffic from LinkedIn to be part of our organic traffic (social component).

LinkedIn content, whether in the form of carousels or simple text posts, is incredibly effective in building a unique audience that supports your brand. The digital health field offers ample opportunities for creators and brands to amass a large following.

At XTATIC Health, we’ve created over 100 carousels for digital health brands. Three key factors make a LinkedIn carousel a powerful tool in healthcare content marketing:

  1. It must cover a RELEVANT topic.
  2. It should be CLEARLY communicated to the target audience
  3. It needs to URGE the audience to take action.

It’s that simple.

Now, let’s move on to the truly organic component, based on search traffic.

Organic traffic

In the graph, you can see the blue line, which represents the organic search traffic. Remarkably, within just two months, we revived our organic traffic after receiving a Google penalty only a month prior. We achieved this solely through our semantic SEO efforts, which included thorough keyword research and strategic planning.

Some people may argue that SEO is dead, a claim that’s been around since the early 2000’s.

Even with the advent of AI in search results, SEO remains crucial for brand positioning, especially in the healthcare space. It now demands a deeper understanding of your target audience and their search intent.

Can search intent be accurately understood without prior experience in the digital health space?

We doubt it. Our experience has shown that expertise drives domain visitors to take the next step and complete the desired action.

Conversion rate component

White papers, expert interviews, and case studies are highly effective at converting website visitors into potential customers. The different subfields of digital health require deep expertise and an interdisciplinary approach. The range of topics is vast from medical devices and clinical trials to digital therapeutics. Each topic has its specific terminology, making it crucial to understand these nuances to avoid missing opportunities.

For example, did you know that “client” and “customer” have distinct meanings in technical writing? According to the Microsoft Manual of Style, a “client” is a device or software accessing services, while a “customer” is a person or organization purchasing the software or service.

"Client" is not equal to "customer", according to Microsoft Manual of Style. Technical writing.

Obviously, as in any industry, digital health content marketing is not an easy job.

Effectively communicating your brand to your audience is essential for achieving your business goals, whether you’re looking to attract investment, partners, or customers.

We can help you do just that. Come for the expertise, stay for the premium service that will make your brand stand out. Click the button below to meet with us!

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