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CIRRUS CONTENT HEALTH

CONTENT MARKETING IN HEALTHCARE

Cirrus Content – Healthcare is the content marketing division designed for Cirrus’ range of healthcare mastheads.

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CONTENT MARKETING IN HEALTH

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What is content marketing?

Content marketing is editorially driven content that is produced for an audience. It educates or entertains on a topic of interest to our readers. It moves a conversation along in a therapeutic area and is created by our in-house editorial team and distributed across our award-winning mastheads.

The content aims to make noise in an area and is created with an understanding of the audience’s needs.

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How does it work?

What sets content marketing apart from editorial content is it just happens to be funded by a client. The content typically has no direct link with a brand or product but generates dialogue in a space in which a brand plays. In other words, it’s educational and not promotional.

At Cirrus, we produce two types of content marketing: content produced entirely by Cirrus with an education grant from the client and brand or product-specific content that is more promotional, rather than independent.

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Does content marketing work in healthcare?

Content marketing – good content marketing – is particularly effective with a medical audience. Why? Because healthcare practitioners, regardless of speciality, have an appetite for well researched, targeted information that helps them in their daily professional lives. Doctors are time poor, need to keep abreast of clinical research and are hungry for quality information. Like the rest of us they also like to be entertained and engaged.

Creating a conversation around a disease state or therapeutic area that informs and educates readers rather than overtly selling is therefore a powerful part of the marketing mix. See below for some concrete examples of content marketing working in healthcare. 

EXAMPLES OF CONTENT MARKETING IN HEALTH

Clinical Conversation
APP 2015 Pharmacy Guild Conference
Nutrition Update

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