Content Marketing for Healthcare: Building Authority Without Breaking Regulations

Content marketing in healthcare is about educating. When you answer patients' questions clearly, you attract new patients through search and build trust simultaneously.

Why Content Marketing Works for Healthcare

• 77% of patients begin their journey with a search engine
• Google prioritises authoritative, expert-written content (E-E-A-T)
• A single well-optimised post can drive traffic for years

Content Types That Work

Condition and Treatment Guides

For every condition and service, create a comprehensive guide: what it is, symptoms, treatment options, what to expect, and recovery advice. All in plain English.

FAQ Pages

Compile your most common questions. Each one is content gold:

• "Is [treatment] painful?"
• "How long does recovery take?"
• "Does insurance cover this?"

Practitioner-Led Insights

Content attributed to named practitioners carries extra authority.

Patient Stories (With Consent)

The full journey from problem to solution - more engaging than a review.

Compliance Considerations

• Do not make unsupported claims
• Include appropriate disclaimers
• Respect patient confidentiality
• Follow ASA and professional body advertising rules
• Have clinical content reviewed by qualified practitioners

Getting Started

1. List 20 common patient questions
2. Prioritise by search volume
3. Write one article per week
4. Optimise for local search
5. Promote on social channels and newsletters

Content marketing compounds over time. For the full picture, read our complete marketing guide for clinics.