10/09/2023
Steven Franklin, Product Marketing Manager
For healthcare marketers, much of their efforts are focused on developing effective content to attract and retain patients and consumers.
Creating effective content at scale for larger campaigns can be time-consuming and expensive. For example, let’s say you want to create condition-focused pages on your website to promote your service lines to the community. You would need to create hundreds of pages for all the conditions you serve across a huge number of topics.
One way to create the content is to write each page individually. Either you, your team, or an outsourced marketing group could create them one by one. And while this does get the content written (eventually), there are a few drawbacks to this approach.
Seems like a lot to worry about, doesn’t it? You can solve all these problems easily. Instead of creating health education content yourself, use a full library of award-winning, templated content that’s also designed for programmable delivery. What does that mean? Read on for more details.
Programmable content allows you to build assets faster and smarter without having to plan, write, and deploy every single page of content individually. This enables you to scale content marketing across hundreds of pages without hand-selecting each piece of content you display, creating efficiency and reducing your costs to develop content.
For example, you want to create a library on your website with information about your audience’s most common conditions. (This is a typical content strategy for healthcare organizations.)
With programmable content, you would create a template for the condition pages, and each page section would be designated for specific pieces of content. These sections might include things like an overview, symptoms, tests, and treatments. Once you’ve designated the sections, you would simply pass in the condition name via code parameters, and the code automatically fills in the content for that condition in each section.
While this works great for creating a single page, the magic happens when you create dozens or even hundreds of pages using the template simply by telling it what condition to populate the content for.
The key to making programmable content effective is to have a well-organized content-as-a-service library. Many content libraries have great content, but they require you to manually select each piece of content you need. Unfortunately, content libraries that require this level of manual curation don’t let you use a templated, programmable approach.
Creating and deploying a programmable content strategy based on structured content can be a cornerstone of your patient attraction and retention strategies. Learn more to see how we can provide evidence-based, clinically reviewed structured health content to power your programmable content strategy.