Top 5 Healthcare Content Marketing Tactics

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“People are asking us questions about conditions, medications, symptoms and insurance,” Finberg recently told a conference audience in Austin, Texas. “In this case we are organizing the world’s health information and making it accessible to all.”

For healthcare providers and businesses across the industry, this signals rising demand for precise, reliable and trustworthy healthcare content. Your organization has a real opportunity to meet patients’ needs in your local community and beyond.

As you build your content marketing strategy, consider these proven tactics to connect more effectively with your audience.

1. Establish your healthcare marketing strategy and document it

Before publishing on your website or sharing content on social media, create a clear marketing plan to guide every decision.

According to the 2026 State of Healthcare Content Marketing report from True North Custom and Healthcare Insight, roughly 89% of healthcare providers and organizations are already producing some form of content marketing. Yet only 27% have a documented content marketing program in place.

Without a defined strategy, teams often create content without clear ways to measure success or ROI. This can waste resources and produce materials that miss both business goals and audience needs. Take time to outline objectives, target topics and success metrics—the investment will pay off.

2. Support your target audience

Many healthcare organizations still focus most of their content on themselves. While occasional brand-focused pieces can be useful, an audience-first approach delivers far greater value.

Today’s patients turn to search engines for answers about their health. Content that addresses these real questions positions your organization as a trusted, knowledgeable resource and helps turn readers into patients.

3. Use your specialization to your advantage

The healthcare field is vast and specialized. Use your unique expertise as a competitive edge. Content that directly reflects your organization’s specific focus resonates strongly because it comes from genuine authority in that area.

Even busy clinicians can contribute through short interviews, giving your team authentic, high-value material without requiring lengthy writing commitments.

4. Content that speaks: Topics to consider

Ceralytics analyzed more than 16,000 healthcare topics and over 3 million social shares, along with content from nine major healthcare organizations. The study identified the top 26 most successful topics for healthcare content.

Conversation and convert converter Jay Bair has overtaken the entire list, but the top 10 includes:

1. Heart disease.
2. Diet.
3. Tips.
4. Recipes (Surprisingly, the top-performing recipe was one for brussel sprouts!).
5. Pain (these searches performed better on social media compared to search engine queries, FYI.).
6. Brain.
7. Symptoms.
8. Women.
9. Stress.
10. Stroke.

These themes offer a practical starting point. Combining related topics—for example, diet tips with healthy recipe ideas—can increase both discoverability and reader value.

5. Don’t forget the human touch

While data-driven content is valuable, audiences also respond to warmth and personality. Video marketing is especially effective for adding a human element—virtual office tours or staff introductions can ease patient anxiety before a visit.

Inspiration: Healthcare content marketing examples

Real-world examples often illustrate best practices most clearly.

Video marketing with a twist

Consumers appreciate strong video content across industries, including healthcare. Restorative Realities demonstrates this with 360-degree camera views of surgical procedures, offering prospective patients an informative, if intense, preview of what to expect.

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Interactive content

Interactive formats such as quizzes or decision trees encourage engagement while educating users. Aetna’s healthcare and insurance quiz provides an excellent model: each answer links to further reliable information on the topic.

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