April 13, 2024

Issues at your medical health insurance firm are … advantageous, you suppose. You might have a sizeable lineup of purchasers. You may’t please everybody, so some go away earlier than extra inevitably are available to switch them. Your workforce designed a web site, however you need to admit it’s not getting as many guests as you’d like.

Your workforce of leaders explains to you that medical health insurance corporations like yours must do extra to get seen. You want a presence on the web and on social media. You want a content material advertising company.

As you look out your workplace window, arms folded behind your again, you ever-so-slightly flip your head. 

“Get Brafton on the cellphone.”

The Significance of Content material Advertising and marketing for Immediately’s Well being Insurers

If you wish to get your corporation identified on-line, digital advertising is nearly a should. So what’s it, and why ought to well being insurers give it the time of day?

Content material advertising is a type of digital advertising and an oblique type of promoting. As a substitute of utilizing radio jingles or TV spots, it generates curiosity in your corporation by benefiting from numerous kinds of promoting whereas at all times maintaining search engine marketing (search engine marketing) in thoughts.

Let’s have a look at some widespread kinds of content material advertising your medical health insurance firm can use:


Blogs might be referred to as the bread-and-butter of content material advertising. These are sometimes academic in nature, explaining a related topic earlier than wrapping it up with a name to motion (CTA). The aim right here is to make your model an authority on topics related to your area. Put out sufficient fascinating blogs and also you’re in your approach to being relied upon for info, which in flip boosts your model recognition. Above all, it will get folks to belief you.

Blogs in your firm may embody details about the several types of medical health insurance and which one is finest for whom. They may be about how one can do desk yoga if you happen to’re after the work-from-home sorts. Possibly they’ll lay out choices for senior well being care insurance coverage. Actually, something is in play so long as it’s not less than tangentially associated to your model. No must pigeonhole your self — no matter you wish to be seen as an authority in, go for it (and don’t be afraid to get inventive).

Blogs work partially as a result of nothing turns off a reader like a gross sales pitch mingling with their seek for unbiased info. Persons are naturally averse to promoting, so incomes their belief with out sounding like an advert can in the end be what will get them to transform to your model.

Touchdown Pages

A touchdown web page straight markets a services or products, laying out all its options, advantages and explanation why you must use it. Touchdown pages are sometimes to-the-point and don’t preamble a lot earlier than launching into the guts of issues. In distinction to blogs, they’re probably not academic as a lot as promotional.

White Papers

If you wish to clarify one thing in nice element, you might wish to write a white paper. These are sometimes for B2B functions after a shopper has already proven curiosity in a services or products. Their objective is to go method deep into the way it works and why you must spend money on it. As you may count on, white papers might be fairly prolonged, with many being 1000’s and even tens of 1000’s of phrases.


The time period “eBook” means one thing just a little bit totally different in digital advertising than it does in your J.R.R. Tolkien assortment. It’s nonetheless an digital guide, however advertising eBooks can embody quite a few matters about their merchandise. For instance, you may clarify how your services or products solves a selected downside. eBooks are sometimes, although not at all times, visual-heavy, with a number of infographics, charts and engaging web page designs. They’re usually long-form, although not as a lot as white papers. 

Social Media

Social media is a spot to catch your target market’s consideration and make them one other piece of content material, like a weblog or touchdown web page. Actually proficient social media specialists know how one can get somebody to take a break scrolling via their feed lengthy sufficient to see the publish, change into and cease what they’re doing to click on the offered hyperlink.

These are simply a few of the several types of content material advertising you need to use to get folks enrolling in your plans.

Content material Advertising and marketing Methods All Share a Few Frequent Targets

The intricacies of 1 medical health insurance advertising technique can differ from the following, however all of them have a number of issues in widespread. With a well-planned and executed technique, you possibly can:

  • Improve model recognition. Step one in a superb content material advertising technique is to get your title on the market and in folks’s heads.
  • Earn extra potential clients. The top aim is to herald enterprise.
  • Preserve your current sufferers. Even if you happen to usher in new sufferers, it’s not a lot good in the event that they don’t keep.
  • Enhance affected person experiences. Sufferers will really feel extra appreciated if you happen to have interaction with them.

What’s search engine marketing?

Earlier, we used the time period search engine marketing (search engine marketing). Content material advertising businesses that write blogs and touchdown pages are very into search engine marketing, for a reasonably easy motive: It makes your pages extra seen on search engine outcome pages (SERPs).

Simply take into consideration how folks on the lookout for a well being care insurance coverage company go about it. Many go straight to serps like Google with queries like, “What’s one of the best well being care insurance coverage?” and “What are the several types of well being care insurance coverage?”

As quickly as they hit the Enter key, the results of search engine marketing occur to find out which ends up present up on the high of the web page. Probably the most related pages with one of the best search engine marketing are on the high.

It’s the job of the content material advertising company to place you there.

The Anatomy of a Nice Piece of Well being Insurance coverage Content material

Let’s discuss what an important piece of medical health insurance content material seems like, beginning with a weblog.

First, you and the content material entrepreneurs give you a plan. This consists of answering questions like: 

What Are Our Targets With This Piece?

Nothing can get achieved with out first establishing objectives. One other method of phrasing that is, “What can we wish to accomplish with this piece of content material?”

We mentioned earlier than that the aim of blogs is mostly to spice up model authority with academic content material, so let’s say that’s what you wish to do.

When you’ve got one other aim, corresponding to “Provide the target market explanation why they need to enroll,” then you definately’d in all probability be making a touchdown web page as an alternative.

What Ought to the Weblog Be About?

Following your aim, your weblog must be about one thing related to the well being care insurance coverage trade. That’s a reasonably broad area, so your choices are many. You may decide the reply to this query by phrasing it extra particularly: “What can we wish to be seen as a number one authority in?” The reply might be one thing common like well being care insurance coverage, however that in all probability wouldn’t make for a really efficient weblog. As a substitute, it’s finest to diversify and canopy all of the matters that make up well being care insurance coverage advertising.

For the sake of argument, let’s say the subject you resolve on is “The several types of well being care insurance coverage.”

What Key phrase Do We Need To Rank For?

Now that you’ve got a subject, we will tweak it a bit relying on the key phrase we’re aiming for. Key phrases and keyphrases are the phrases somebody sorts into the search bar on the lookout for solutions.

That is when the content material advertising company will get the search engine marketing key phrase analysis workforce concerned. In a nutshell, their job is to discover a related key phrase that’s moderately simple to rank for. Let’s kind “kinds of well being care insurance coverage” into Google and see what comes up.

health insurance content marketing google screenshot

A “.gov” web page is ranked No. 1 right here. Authorities webpages are very troublesome to outrank, regardless that they will not be particularly optimized. It’s because they’re typically thought to be authoritative sources. The truth is, on the time of this writing, the search engine marketing software MarketMuse says it’s solely received a content material rating of 32 out of a goal of 45.

health insurance content marketing example

Effectively, there’s nothing we will do about that — however that doesn’t imply everybody’s going to click on that hyperlink or cease there. How concerning the No. 2 spot? It seems prefer it’s WebMD with a weblog that compares the several types of well being care insurance coverage. It’s optimized moderately nicely, however not completely.

health insurance content marketing intent

We’re beginning to get a have a look at what we’re competing towards as we go down the checklist of outcomes. Whereas we’re up towards some stiff competitors, this key phrase is much much less crowded than, say, “medical health insurance.”

The decision? It’s completely potential to hit Web page 1 right here.

We’ll then write and optimize the weblog utilizing search engine marketing instruments. Our aim is to fulfill or exceed the goal content material rating. The method concerned is past the scope of this text — simply know that after we’re achieved, our weblog will likely be positioned excessive up on the checklist of search outcomes. If the piece is efficient, it can result in conversions — i.e., clicks on the CTA, which might be subscribing to a e-newsletter, contacting your corporation or trying out product touchdown pages.

Steps to Constructing a Content material Advertising and marketing Technique That Delivers

We delved into what a weblog may appear like for a well being care insurer, however what concerning the larger-scope content material technique? Effectively, it’s not such as you’re stopping at one weblog. A sound content material technique is a mission that encompasses many alternative content material sorts.

In content material advertising, every asset you create might be tied into broader campaigns that attain your target market in quite a few methods. Assume again to all of the kinds of writing we talked about earlier. We’re more likely to have touchdown pages that go into your particular options, aiming to make conversions. These may even be optimized for serps and comprise backlinks — hyperlinks to different content material in your website. If you need a chunk of social media platform advertising, that workforce will construct your model and craft your complete platform, resulting in extra clicked hyperlinks.

Possibly you might have an eBook or white paper that describes your product choices intimately. Hyperlinks to these will likely be offered on different related items of content material.

Our net of content material items that go all around the web come collectively to type a cohesive complete that’s your content material technique.

By the top, we’ll have met all our objectives, from rising model consciousness to enhancing the shopper expertise.

Get Your Well being Care Insurance coverage Model Recognized With Content material Advertising and marketing

It took a whole lot of work planning and executing the proper content material advertising technique in your well being care insurance coverage enterprise. However as you have a look at your Google Analytics, essentially the most refined of smiles — the sort solely a happy enterprise proprietor can pull off — crosses your face.

Persons are speaking about your model. Your conversion charges are much better than they’ve ever been. Each your current and potential purchasers see you as a reliable authority in your area.

At this charge, you’re in your approach to changing into a family title.

Hey, perhaps these guys at Brafton knew what they had been doing.