{"id":7600,"date":"2019-08-01T15:10:49","date_gmt":"2019-08-01T14:10:49","guid":{"rendered":"https:\/\/createhealth.com\/the-create-health-guide-to-consumable-content\/"},"modified":"2019-08-01T15:10:49","modified_gmt":"2019-08-01T14:10:49","slug":"the-create-health-guide-to-consumable-content","status":"publish","type":"post","link":"https:\/\/createhealth.com\/us\/the-create-health-guide-to-consumable-content\/","title":{"rendered":"Consumable content in healthcare: now in reach"},"content":{"rendered":"

As French prodigy Blaise Pascal once famously wrote:<\/p>\n

\u201cI\u2019m sorry that I wrote you such a long letter; I didn\u2019t have time to write a short one.\u201d<\/em><\/p>\n

Indeed, communicating clearly and concisely does take more time and technique.<\/p>\n

Though it\u2019s not easy for any brand to create consumable content, it is particularly difficult for healthcare brands. Especially as you have to contend with stringent legal regulations, mountains of data, and sometimes reluctance to change within internal teams.<\/p>\n

Consumable content is also about understanding your audience and speaking to them how they want to be spoken to. This carries its own unique challenges in healthcare; you may not hold much insight on your audience, who are often time-poor, under high-pressures and tight budgets.<\/p>\n

But it is possible for healthcare brands to create perfectly consumable, creative content. As a strategic marketing agency we help them do it all the time.<\/p>\n

Here are some of our top tips.<\/p>\n

Start strong<\/u><\/strong><\/p>\n

Brands often fall into the trap of writing headlines that don\u2019t give enough away. But as a headline is often a reader\u2019s first impression, it needs to entice.<\/p>\n

The highest impact headlines that draw readers in are conclusion-led. Don\u2019t be afraid to communicate your key point or benefit up front, then use your body copy to tell them more.<\/p>\n

Instead of saying:<\/p>\n

Strong preclinical results<\/em><\/p>\n

Say:<\/p>\n

We outperformed the competition in the lab<\/em><\/p>\n

Bite-size storytelling<\/u><\/strong><\/p>\n

Content strategy to hand, you can build a story. Yes, even in a highly regulated industry you can craft a compelling story with your content.<\/p>\n

Like all stories, you need a clear start (the problem you\u2019re solving), middle (introducing your solution: product or service) and end (the benefits to your audience).<\/p>\n

But your stories shouldn\u2019t be written like a book:<\/p>\n