FREQUENTLY ASKED QUESTIONS (FAQS)
As PhD-level biomedical scientists with marketing expertise, we are uniquely positioned to develop your brand and to create and curate content that supports your communications goals.
Our strategy goes beyond traditional marketing techniques. Unlike other firms, we:
1. leverage medical news and research to create high quality content that is targeted to your audience
2. incorporate evidence-based strategies that draw on neuroscience, psychology, and marketing to:
Improved physician communication produces several beneficial outcomes,1-5 including:
Yes. The digital era is changing the way medical information is communicated and provides an opportunity to efficiently communicate with a large volume of patients and prospective patients simultaneously.8
Physicians underestimate the amount of information that their patients desire and overestimate the amount of information that they have provided to their patients.9 Effective communication takes time, and patients often complain that their physicians are too busy to communicate well.10 Active online engagement can mitigate these problems by providing your audience with the ongoing and timely information they desire.
Time pressures limit the quality and volume of the information you can provide in the clinic, which unfortunately impacts patient satisfaction.11,12 Digital communication complements the in-person dialogue between physicians and patients.
You also have an opportunity to reach prospective patients, other medical professionals, and the broader community through your digital content. Most patients are now online and are increasingly interested in participating in clinical decision making and receiving personalized care.13,14 As a result, they actively seek reliable medical information online.
Though many practices maintain a web presence, few of them regularly curate and publish high quality content that patients value. Adding this type of content to your website’s static content is critical for:
Each of these benefits of ongoing content help to enhance your community’s trust in you and to drive traffic to your website.
The heart of CureComms is content.
Our high quality content will differentiate you from other practices by providing timely and valuable information to:
CureComms will build you a portfolio of content that empowers patients, increases your efficiency, and enhances the long-term development of your professional reputation.
CureComms also works to promote the impact of your content. For instance, we can:
Our strategy incorporates evidence-based principles at the intersection of behavioral science, marketing, and design.
Advertisements, which leading marketers refer to as “interruption marketing,” are intrusive, and people have become skilled at blocking out these types of marketing messages because they provide us with little value. Nonetheless, people do seek out valuable content. If you provide that content distribution, people will willingly digest your messages.
Content marketing has been successful because it gives users what they need. In the context of healthcare, content marketing means empowering patients to improve their health.
Though 90% of organizations now invest in content marketing to provide value to their audience,15 the healthcare industry is far behind.16 According to McKinsey & Company, the healthcare system suffers from the myth that patients do not have the same expectations about their healthcare providers as they do about their providers in other industries.17 This belief has contributed to the industry’s resistance to a “customer-centric” mindset,18 despite pushes toward personalized medicine, patient-centered outcomes, and shared decision making, all of which are customer-centric principles that can be effectively addressed with content.
The most significant barriers for effective content marketing in healthcare are: 1) the time commitment required, and 2) the need for interdisciplinary knowledge in science and marketing.
Most healthcare providers simply do not have the time to create ongoing content or the marketing experience to support brand development. Most marketers do not have the scientific training to navigate the medical literature or to contribute unique insights regarding the latest medical research.
CureComms solves these challenges by combining scientific and marketing expertise to deliver content that is well-suited to bolster your brand.
The majority of our content is in the form of user-friendly articles that physicians post to keep their websites fresh with ongoing and timely information.
We work closely with clients to develop a comprehensive strategy to develop their brand, which may include active social media engagement of patient and physician target audiences.
We also produce other forms of content, depending on our client’s needs and preferences.
You own all the content we provide, so you are free to use it however you would like. We suggest publishing ongoing content on your website as a way to provide value to your patients and potentially to your colleagues and the broader public. You can publish the content yourself, or we can publish it on your behalf.
Interesting digital content spreads quickly, which social media can facilitate. We therefore suggest including social media share buttons on your content. If you are interested in actively broadening your content’s reach or in developing your brand, we recommend strategic social media engagement. To learn more about how we can support your social media efforts, see our Social Media FAQs below.
We can also work with you to create other forms of content or to re-purpose content we provide to achieve your goals.
Yes. Defining metrics of success and employing analytics related to digital traffic and user behavior allow you to assess the impact of your marketing strategy.
Yes. In addition to providing active content, we ensure that the static part of your website is organized in a user-friendly way and that it serves as a valuable resource to your patients. Placing certain information online can protect against circumstances where your patient may have misplaced written materials or forgotten or misunderstood verbal advice. 19
For example, you likely communicate certain basic information to a number of your patients. Putting this basic information online reinforces critical information, strengthens the physician-patient relationship, and enhances your ability to personalize your patient visits.
Yes. Our services are customizable and flexible.
We offer 3 options of support for your social media channels:
Yes. Regularly publishing content on your website increases your search engine ranking and enhances your visibility. You can further encourage the spread of your content via social media campaigns that engage potential patients or referral networks. Social media platforms provide fruitful opportunities for medical practices.20
We can work with you to select the right balance of social media presence tailored to your goals and patient populations.
A social media campaign allows you to broaden your reach and to enhance the value you provide to your community. Through social media, you can distribute and re-distribute your content, target your content to certain audiences, and encourage interaction with your content. In addition, social media enable you to direct your audience to useful information from other sources and to add your own commentary to content created by others. The combination of distributing original content and curating other content enables you to expand your audience and deepen their trust in you as you become their go-to expert on specific topics.
We will help you select specific social media platforms based on your goals and the details of your target audience. For instance, some practices focus their marketing efforts on patients and prospective patients while others focus on other physicians and medical professionals. We can help you tailor your social media strategy based on the objectives of your practice and the characteristics of your patients.
Yes. While we encourage our clients to take advantage of content marketing because it is a valuable and untapped strategy in medicine, we also provide other types of marketing and branding support, including:
As with our other digital marketing services, we can enable you to manage these efforts yourself, or we can do them on your behalf.