How to use Content Marketing in Healthcare Public Relations
The native content marketing boom is particularly relevant in healthcare because healthcare is such an information rich industry. The content format and storytelling style has been particularly attractive for public relations endeavors because healthcare is about making emotional connections. Because native ads are the beginning of the discovery process, content marketing is about elevating brand perception, driving awareness through timely and personally relevant content and the positive engagement surrounding the experience.
We are bombarded with information today that spreads quickly and recirculates in smaller more digestible portions. Content marketing using native advertising has been revolutionary to the PR business especially in healthcare because it allows for the targeted delivery of paid and earned media and highly scalable brand reputational management. There are several important factors that can make public relations within healthcare more effective using content marketing and native ads.