Healthcare Content Marketing

Drive Better Outcomes and Easier Decision Making with Health Content that Informs and Inspires

Healthcare is inevitable. At some point, everyone is a patient or a family member of a patient. In those moments, the complexity of the industry comes into dramatic focus. For practitioners, insurers, B2B organizations and other players in the space, this pain is evident each and every day. The role of content marketing is to overcome emotional and technical complexity to empower patients and decision makers.

At Communications Strategy Group (CSG®), we specialize in developing content journeys that achieve those ends for multiple audiences — simultaneously.

Sometimes that looks like helping older adults and their adult children make decisions about their future health and vitality, or creating a path for busy working moms to look past the crush of the everyday and complete essential vital health checks. It might also look like helping employers find a powerful partner in the search for impactful benefits.

Whatever the scenario, we employ a behavior design-driven, audience-centric approach that helps our clients cut through the complexity, understand every layer of the customer journey and stand out from the crowd.

Get in touch

Creative Spotlight: Bright Health

How an Insurer Took on the Ethos of a Lifestyle Brand

In an effort to transcend commodity status and win early (and ongoing) customer awareness, Bright Health launched an ambitious brand initiative and tapped CSG to bring it to life. We developed a customized lifestyle publication that charted a course for a warm, humanistic and welcoming brand that appealed to multiple core audiences for the insurer.

CSG worked wonders with this directive in record time and proved to be a true partner in every sense of the word — from conception to creation. We had doctor’s offices and healthcare brokers calling to request more copies because the content really stood out.
Erin Newkirk, Former CMO, Bright Health

explore the project

The CSG Difference: Our Health Content Marketing Approach

Connect Through the Complexity

Healthcare is a personal journey — whether your organization operates in a B2B or B2C or B2B2C capacity, human emotion is at the forefront. Planning and creating content that balances HIPAA requirements and clarity about convoluted systems and terminologies with tangible language that helps people transcend fear, shed concerns and move to a solution mindset is essential. To that end, our team uses a number of workshops and audience-based exercises to inform our work and recommendations.

Demonstrate Value

Healthcare is also complicated. Whether you’re an innovator bringing a new solution or approach to care to the market, a provider looking to improve outcomes, an insurer aiming to eliminate confusion — to name a few of the many important efforts happening behind the scenes — your audience is likely to need some level of education to make a decision. This is where content has the potential to be the great equalizer. Led by the correct strategy, healthcare content marketing can help customers navigate down the funnel and begin to understand their needs even before they come in contact with your team.

Communicate Effectively and Efficiently

To bring both of these goals full circle, content creation has to be intentional. Every piece of content has to have a job — and do it well. That’s where our Content Process Optimization approach comes into play. Our healthcare content marketing strategies emphasize the creation of materials that can be modified, extended, amplified, repurposed and otherwise stretched to create impact on as many channels as possible without major impact on budgets or timelines.