Most people have searched their symptoms online at least once in their life. Even though we know that googling symptoms and looking for a solution isn’t the most suitable option, and so many advise against it, we still do it! Why is this the case?

We’ve grown accustomed to searching for everything online, no matter what the occasion. We make buying decisions on the Internet, and as trends suggest, we are relying on Google for health-related recommendations, too. This creates an excellent opportunity for professional writing services for hospitals, and we will discuss the reasons why.

Online Communities

Excellent healthcare marketing websites (e.g. Mayo Clinic) go beyond giving their users a simple answer to a question. These platforms provide users an opportunity to engage with online communities to answer questions, share experiences and support each other. People learn more from each other this way rather than passively reading information from a website. Online platforms are very useful to discuss COVID-19 symptoms, developments and information because it is difficult to engage in traditional ways due to physical and social distancing recommendations.

When customers are inspired to interact with each other due to digital content, hospitals also have the opportunity to gather useful insights from their platforms. These online exchanges can help them decide which issue(s) need to be properly addressed.

Increased Word of Mouth Advertising

An online community also increases the distribution of reliable and well-researched content on health-related services. When a potential customer relies on your website for solutions to their problems, they become an online advocate for your business.Finding a successful solution combined with a customer’s ability to share your content on different platforms increases a hospital or organization’s word of mouth advertising.

Improved Competitive Advantage

Hospitals and other medical institutions compete for patients. Their competition is based on the quality of healthcare services, and if you invest extra money to generate health-related advertisements, you can change the game.
Content marketing is a successful vehicle to help hospitals achieve an edge over their competitors because more people will learn about what sets them apart from others.

Increased Visibility

Traditionally, advertising for healthcare services was done through mail or word-of-mouth advertising. However, since social media has stepped into the game, visibility has significantly increased. Marketing for health-related services is now predominantly conducted through online and offline marketing platforms, and this strategy is very beneficial for attracting a younger demographic. Younger patients prefer looking for symptoms online, and are less likely to read printed materials.

Reliable Information

Traditional marketing is more prone to errors than online marketing because online marketing is dynamic; it can be edited easily after a communication has been published. Once printed material is circulated with an error, the author’s credibility is questioned. Online platforms and communities give physicians and dentists the chance to correct misinformation that they see spreading online; there is also an opportunity for patients to connect with a doctor who “gets” them and understands their issues.

Healthcare content marketing gives doctors, and other experts in their fields,an opportunity to share their knowledge.. Another form of content marketing is white papers; they often focus on solving a problem, or persuading people.

If you are looking for assistance with health/medical content creation, we’re here to help. We have supported doctors, nurses, hospitals and other medical professionals with informing, engaging and supporting patients and customers during this challenging time.


The Write Approach has experience supporting clients in different industries: