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The mind game: fun and smart ways to leverage psychology in healthcare content marketing

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Alright, healthcare content marketers! Buckle up because we're going on a mind-bending ride. Let's dive head-first into the fascinating world of psychology to uncover strategies that will make your content more engaging, persuasive, and memorable. Most of our target audiences in b2b health tech marketing are naturally curious, skeptical, and intelligent people – we need every tool in the arsenal to make an impact.

Appeal to emotions 

It's no secret that emotional content drives engagement, even in a high-tech, professional space. Our brains are wired to react to emotional stimuli. It’s a survival thing – blame it on our caveman ancestors. This means when your content strikes a chord, whether it's a heartwarming patient story or a surprising new fact, people are more likely to share, comment, and remember it. So, don't shy away from creating content that tugs at the heartstrings or evokes surprise, curiosity, or even a bit of healthy controversy.

Reciprocity principle 

There’s a psychological principle known as the "reciprocity principle." Ever noticed how you're more inclined to do a favor for someone who has done one for you? Well, your audience is no different. Providing your readers with valuable, actionable information makes them more likely to return the favor by sharing your content, subscribing to your newsletter, or even making a purchase. The rule of thumb here is: give value to get value!

Tell a story 

Stories are the express highway to our brains. They engage us, help us relate, and make information more digestible. And this isn't just some anecdotal wisdom. Neurological studies have shown that our brains light up like a Christmas tree when we engage with a compelling story. So, be the Spielberg of content creation and pack your posts with narratives, anecdotes, and case studies.

Be visual 

“I just want the facts,” you’ve probably heard your target audience say. Don’t believe them! What they want are facts in an easy-to-process way, which means you need to put some effort into how they are presented visually. We are, after all, predominantly visual creatures (about 50% of our brain is involved in visual processing). Infographics, images, videos, and other visual content can improve comprehension, retention, and engagement. So don't be afraid to get visual! Just remember to keep your visuals relevant and easy to understand. Your audience will thank you!

Social proof 

Lastly, let’s talk about social proof. It's human nature to look to others when making decisions. This is why testimonials, reviews, and case studies can be incredibly persuasive. If you can show your audience that others have benefited from your product or service, they'll be more likely to hop on board, too.

So there you have it, folks! From stirring emotions to telling stories, from reciprocity to visuals, and social proof - these psychological principles can take your content marketing game to a whole new level. Use these psychological insights to provide value, build trust, and create genuine connections.

Happy mind-bending!

Beth Cooper

Named one of the Top Women in Health IT to Know (2024) and Women Power Players to Watch (2022) by Becker's Hospital Reivew and Marketing Person of the Year by Health IT Marketing Community (2021), Beth Cooper, JD/MBA is the VP of Marketing and Sales of a multi-award winning top 10 Healthcare Marketing Agency. Over her accomplished career spanning two decades, Cooper has been the driving force behind numerous groundbreaking strategies, transforming businesses into market leaders and propelling their growth trajectories to uncharted heights. She is a strong advocate for the marriage of creative innovation with data-driven insights and leverages cutting-edge tools and methodologies to ensure the successful execution of global, paradigm-shifting omnichannel campaigns.


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