Medical content on the Internet

When it comes to spheres and branches of marketing, the potential, and importance of the field of medical marketing are often overlooked. It is a field that is not given enough attention in our country, and it is not sufficiently explored, although it is obvious that the market clearly shows the demand for it.

This is supported by numerous forums whose goal is to bring together a community linked to certain health problems to exchange experiences and advice. Although the intention is philanthropic, it often happens that such content only adds to the unrest and confusion, because the information shared is usually unverified, non-objective, based on individual experience, as well as a layman’s approach.

Do we even need such content?

Despite all the above, the answer is unequivocal, they are, and very much so. Research has shown that even 80% of the population reacts to the first symptoms or changes in health status by looking for help on Google, social networks, or forums, while we usually seek direct medical help only when the condition is acute.

According to data, about 70,000 terms related to health or medicine are searched every minute. That means over 100 million searches in one day. (Source, )

Google itself has advice on health searches. 

Considering all the above, it is clear that the practice of health self-help on the Internet is very difficult to eradicate. Therefore, medical institutions and those who practice medicine should recognize the need of patients for faster, expeditious, and more immediate communication, which is made possible by social networks, forums, podcasts, and blogs.

On the way to health, where the patient could potentially wander off unintentionally or turn into quackery, it is essential to “intercept him”, that is, to find him along the way with an adequate recommendation and the necessary verified information. “Cyber ​​doctor” is not a substitute for a proper medical examination, therefore the role of the content is to:

– Emphasizes the importance of an individual approach and a visit to a health facility

– Provide authoritative, verified, and timely information

– Get patients familiar with symptoms and possible treatment process

With this approach, giving patients time and quality content, healthcare institutions and those who practice medicine can take the initiative not to leave patients to chance and communicate social engagement that comes from humanity. A healthcare institution that is at your service and takes care of an individual, who has not yet become a user of its services, clearly communicates its value, which makes it recognizable, because it is an institution, people who generously and dedicatedly work to shorten the time of our independent research, which very often is not (despite all our efforts).

Why is it important?

Again, due to the practice that, when we do not have personal experience, and it is necessary to choose a doctor, medical institution, or laboratory, we usually choose according to the advice and recommendation of people whose opinions we respect. We care about leaving our health in the hands of someone who is “vetted”. Hence the huge number of views on content created by influencers and public figures, which are related to health, because we need to be introduced to a potentially uncomfortable process by someone we know or recognize.

So, the keyword that should describe the relationship we have or build with our doctor is TRUST. It can be acquired and improved, and communication with patients via networks, blogs, podcasts, YouTube or forums is precisely the important first step in approaching a potential patient, who has not yet realized that there is someone who is taking care of him even before a concrete help request.

When we talk about digital channels of communication, and in connection with medical topics, building trust can be created through a newsletter that would communicate current topics ( in the age of allergies, the beginning of the school year, travel) as well as advice.

We have more ideas.

Our slogan is Healthy communication for a reason. You can send questions to: [email protected]

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