67 content Ideas for Mission Driven Healthcare Marketing
In this episode of What’s on Tap, Rafael Cosentino talks about mission driven marketing and
why it’s essential for organizations like hospitals, health systems, pharma and medical
practices or any health product and service providers to integrate mission into their story
telling. The podcast highlights 3 brands, Hisamitsu Pharmaceuticals which markets Salonpas,
Flo Water which markets its water Refill Stations and Healio.com which markets content and
services for healthcare professionals.
To create content for mission-driven marketing, organizations should focus on activities that
authentically align their brand with meaningful causes, values, and community engagement.
Here are key strategies and activities to guide content creation for mission-driven
marketing:
1. Define Your Mission and Core Values. What does your organization do and think about all the moving parts and people, places and orgs you touch. What sorts of outcomes do all those activities produce? What people and industries are affected? How are they affected? How are your employees, customers, participants, viewers, vendors, investors, donors and collaborators affected? How is the world better? If its worse because of what you do, how are you taking action to reduce and eliminate the damage? Clearly articulate your organization’s purpose beyond just profit. Align your mission with social, environmental, or community and industry focused goals. Example: If your mission is promoting sustainable living, focus on content that educates about eco-friendly choices.
2. Identify Key Audiences and Their Values. Understand the emotional drivers and beliefs of your target market. Identify causes that resonate with your audience. Example: Healthcare brands may align with disease or mental health awareness or medical access campaigns focused on content for patients or HCPs. Collaborate with Nonprofits and Advocacy Groups. Partner with organizations that share your mission. Engage in co-branded content campaigns, webinars, or community events. Example: A pharma company could collaborate with patient advocacy groups for awareness initiatives.
3. Showcase Internal Initiatives. Highlight your organization and employee’s sustainability efforts, charitable activities and support. Example: Share your team’s participation in environmental cleanups, health awareness walks, non-profit fund raising or volunteer initiatives.
Content Ideas:
- Patient success stories highlighting recovery or growth journeys
- Educational content about managing chronic conditions.
- Interviews with caregivers sharing their experiences.
- Social media campaigns like #LivingWith[Condition] to encourage storytelling.
- Partner with patient advocacy groups to raise awareness for specific conditions.
- Create dedicated online support communities for patients.
- Offer free resources like symptom trackers, diet plans, or mental health checklists.
- Create explainer videos on common medical conditions.
- Develop interactive infographics that simplify complex topics.
- Write blog content breaking down medical jargon for patients.
- Provide multilingual content to improve accessibility.
- Host educational webinars featuring healthcare professionals.
- Create downloadable resources like medication guides, FAQs, and care plans.
- Partner with schools or community centers to offer free health literacy workshops.
- Create seasonal campaigns (e.g. flu shot reminders, sun safety guides).
- Develop animated videos explaining preventive screenings.
- Share “Myth vs. Fact” content to combat healthcare misinformation.
- Sponsor free screening events for diabetes, hypertension, or cancer.
- Partner with gyms, nutritionists, or wellness centers for preventive care campaigns.
- Publish content about mental health stigma reduction.
- Share expert insights on coping strategies for anxiety and depression.
- Create meditation or mindfulness video series.
- Partner with mental health organizations to provide resources.
- Offer free mental health screening tools online.
- Host employee mental wellness initiatives and share success stories.
- Develop educational content that helps HCPs improve patient engagement.
- Create podcasts featuring specialists sharing insights on medical advancements.
- Provide guidance on self-care, mental wellness, and work-life balance for HCPs.
- Host live Q&A sessions with prominent physicians or healthcare leaders.
- Offer continuing medical education (CME) resources to support lifelong learning.
- Create networking opportunities for HCPs through workshops or online communities.
- Spotlight healthcare professionals from diverse cultural backgrounds.
- Create content that highlights health disparities and solutions.
- Develop resources tailored to underserved communities.
- Partner with medical orgs in underserved communities to do genuine charitable work and create awareness campaigns.
- Sponsor scholarships for underrepresented students entering healthcare.
- Develop content guiding patients on how to access telehealth services.
- Create video tutorials showcasing telemedicine platforms.
- Share success stories of remote care improving outcomes.
- Sponsor educational webinars about digital health tools.
- Provide free telehealth consults for underserved communities.
- Develop resources to help seniors and non-tech users adopt telehealth services.
- Create neighborhood-specific content addressing local health needs.
- Share success stories of community clinics improving outcomes. Yes, you can showcase how other orgs are making a positive impact and making the world a little bit better.
- Develop content promoting community health workers' impact.
- Partner with local organizations for health fairs or screening events.
- Provide mobile clinics in underserved areas.
- Sponsor school-based wellness programs.
- Develop content guiding the public through outbreaks, pandemics, or emergencies.
- Share infographics simplifying prevention strategies.
- Offer grants, support or supplies to frontline organizations during crises.
- Create a fundraising initiative for cause adjacent charities. Have your org donate generously, ask employees, vendors and even customers to participate or at least post about it to spread the word.
- Develop content on eco-friendly healthcare practices.
- Highlight innovations that reduce medical waste.
- Promote digital transformation efforts to reduce carbon footprints.
- Implement recycling programs in healthcare facilities.
- Partner with environmental organizations to promote clean air and water.
- Provide guides for caregivers managing complex conditions. Create a virtual community so people can share stories. Develop content that highlights caregiver mental health. Share stories showcasing caregiver resilience. Create support groups for caregivers. Develop wellness programs tailored to caregivers’ needs.
- Develop content showcasing your donations, volunteer efforts, or pro bono care.
- Highlight employee participation in community outreach.
- Develop mentorship programs for young or aspiring healthcare professionals. Showcase real paths to becoming a healthcare pro, showcase real HCPs talking about their path to becoming.
- Showcase new therapies, devices, or digital health innovations.Have patients or HCPs talk about new products, how they feel about them.
- Create explainer content or podcast content for emerging technology and treatments like gene therapy or AI diagnostics.
- Host virtual tours showcasing medical advancements.
- Partner with academic institutions and licensing providers to promote innovation and specific healthcare and healthcare adjacent disciplines and careers.
- Publish white papers, research findings, or expert commentary.
- Develop a video series with healthcare leaders discussing trends and insights.
- Host virtual conferences or industry roundtables.
- Publish an annual “State of Healthcare” report.
- Develop health challenges (#10KStepsChallenge) to encourage fitness.
- Create Instagram Reels with quick wellness tips.
- Organize live Q&A sessions with medical experts or patients to talk about personal experiences.
- Launch a user-generated content campaign featuring a forum of patient stories which can be text or video.
Mission-driven content resonates best when it’s emotionally compelling, educational, and actionable. Combine storytelling with data-driven insights to create meaningful content that drives engagement and trust.
