As part of our ‘ask the experts’ series, we asked professionals working in the healthcare sector about the link between patient education and marketing. 

In marketing, now more than ever, it is important to take a look outside and gather differing opinions and insight. We live in a world of channelling algorithms, so taking the opportunity to ‘ask around’ can provide valuable insight for digital marketing strategies and online visibility campaigns.

What role does patient education play in healthcare marketing, and how can it be effectively integrated into campaigns? Here is what a few thought leaders have to say:

• • Empower Practitioners to Educate Patients
  • Differentiate with Educational Content
  • Build Trust with Knowledge
  • Demystify Therapies Through Workshops
  • Establish Expertise with Informative Content
  • Educate and Convert with Email Series

Empower Practitioners to Educate Patients

Patient education is a vital aspect of healthcare marketing, but it’s true power lies in empowering practitioners to champion patient care. We believe that when healthcare providers are well-equipped with the right tools and knowledge, they can become advocates for patient education, which in turn enhances the overall quality of care. By focusing on empowering practitioners, we can drive a more informed, engaged, and proactive patient base.

For instance, we launched a campaign that provided practitioners with educational resources, such as guides and other resources on effective communication strategies and the latest healthcare trends. These resources helped practitioners feel more confident in their ability to educate patients about their health options. As a result, these practitioners became more proactive in discussing preventive care and treatment plans with their patients. 

This approach not only improved patient outcomes but also positioned our platform as a trusted partner in advancing patient care. By empowering practitioners to lead the charge in patient education, we foster a more collaborative and effective healthcare environment.

Jamie Frew, CEO, Carepatron

Differentiate with Educational Content

Patient education is a cornerstone to building trust and empowering patients to make informed decisions. By integrating educational content into marketing campaigns, healthcare providers can differentiate themselves as credible sources of information while also addressing patient concerns and questions. 

For example, we incorporated educational videos and blogs into our marketing strategy to explain the benefits and risks of various procedures. This not only helped potential patients feel more comfortable and informed but also increased engagement by answering common questions upfront.

David Hill, MD, Plastic Surgeon & Medical Director, Fulcrum Aesthetics & Surgery

Build Trust with Knowledge

Patient education is key in healthcare marketing. It builds trust by empowering patients with knowledge, making them more engaged in their care. To integrate it effectively, focus on clear, actionable content that addresses common concerns. For example, a campaign on managing diabetes could include tips, videos, and tools to help patients control their condition, positioning your brand as a trusted resource.

Chandler Yuen, Digital Marketing Specialist, SNF Metrics

Demystify Therapies Through Workshops

Patient education plays a crucial role in healthcare marketing, as it equips individuals with the necessary tools to make informed health decisions. By incorporating accessible and straightforward resources into marketing campaigns, healthcare professionals can effectively address patients’ common concerns and misconceptions. One effective strategy I employed was developing a workshop series designed to demystify the therapeutic process, which helped alleviate clients’ anxiety about seeking therapy. 

Creating a supportive environment for information sharing empowers clients to actively participate in their treatment plans. Such an educational approach not only fosters patient-centred care but also improves adherence to prescribed medications and therapies. The positive responses from clients reaffirmed that understanding the rationale behind treatments enhances their commitment to their mental health. This emphasis on education cultivates a more engaged and informed patient population.

Kristie Tse, Founder & Therapist, Uncover Mental Health Counseling

Establish Expertise with Informative Content

When marketing your services, providing educational content gives potential patients valuable insights into health conditions, treatment options, and the importance of preventive care. This helps them understand their health needs and encourages proactive engagement. For example, a clinic that offers webinars or informative videos about managing chronic illnesses can attract patients who are looking for guidance and support. By positioning yourself as a trusted source of information, you not only address immediate healthcare concerns but also establish your expertise.

To integrate patient education into marketing campaigns, first identify the specific health topics or issues that resonate with your target audience. This could be anything from managing chronic conditions to understanding preventive care options. Once you’ve pinpointed these areas, develop educational content that is both informative and easy to understand. This could include blog posts, infographics, videos, or even quizzes that encourage interaction.

Maria Knobel, Medical Director, Medical Cert UK

Educate and Convert with Email Series

When someone signs up for more information, my goal is to genuinely help them reduce their medications and improve their health. I create a series of emails that link to blogs where I provide educational videos and written content on how to get well – all at no cost. Over time, many of these individuals become patients or purchase products from my website. 

I also provide ongoing education to my patients, requiring them to watch 60 videos over the course of a year to help improve their health. This approach has made a significant difference in both compliance and results.

Dr. Jonathan Spages, Doctor, Author, Advanced Natural Health Center

Patient Education and Healthcare Marketing

At Woya Digital, we find that when patient education has been integrated into healthcare marketing campaigns, this provides a strategic approach to not only enhance engagement, but also to foster trust and potentially improve patient outcomes. 

To fully capitalise on these opportunities, we would always advise to embed educational content into your existing online marketing channels, for example websites or social media platforms.  This allows clear conversion goals to be established, which is a critical efficacy measurement, allowing the evaluation of impact and return on investment (ROI). 

By consistently tracking and optimising key metrics, healthcare organisations can refine their marketing strategy to deliver more effective campaigns that resonate with patients and achieve measurable success. Full integration will also ensure that your educational efforts align with your broader marketing goals, providing customers with the information they need while simultaneously reinforcing brand credibility.