The healthcare technology space is growing rapidly and is ultra competitive. From medical technology and medical equipment technology to information technology, applications are radically changing the way consumers view their health and the way practitioners approach the delivery of care. With healthcare’s trend towards a consumer-driven market, successful healthcare systems have the right technology in their arsenal and use it to their advantage.
When medical technology companies bring their products and messaging to market, they need to take a smart approach. The reality is, the competition is fierce – and you aren’t even competing with other tech vendors. There are industry giants like HIMSS, Journal of the American Medical Association, and Medscape that likely cover topics like EHR adoption and the benefits of smartwatches.
The good news is that the digital healthcare space is still in its infancy. According to a recent HIMSS and Content Marketing Institute (CMI) survey, “While about a third of HIT programs have what is considered a mature or sophisticated content marketing program, 36% of programs are in their infancy and do not yet have a strategy, process, and strategy. of content marketing measurement plan. With a clear content plan from creation to distribution, you’ll already have a head start.
Comes the importance of competitive research. Your competition may or may not have a sophisticated content marketing strategy in place, but this analysis will give you an idea of where you are in the market today. Where are you good and where are there gaps to fill? Use the competitive review to refine your own goal and give you ideas for the future.
In this article, I’ll outline four steps to follow when performing competitive content analysis:
1. Take stock of existing content
When looking at competitor’s content marketing strategy, the first step is to audit the content they have. Their strategy likely encompasses a whole range of content types, from blog posts to buying guides and use cases. Don’t forget about webinars and podcasts, closed resources like eBooks and white papers, and even infographics.
Start with a quantitative review: how much of each type of content do they have? How often do they post or produce new content? Depending on the depth of your analysis, take advantage of a site crawler like Howling frog to capture all blog / resource urls and sort by content type.
Establish a base of many the content prepares you for the next stage of analysis – a qualitative review – where you determine quality and tone. Even if a competitor apparently has a lot of content, if it’s outdated or too basic for an audience of healthcare executives, you can get a head start by creating better quality content that addresses their issues.
While simple, this first step in the content review process will give you an idea of how your competitors, even if they hold market share, are lagging behind in the digital space. There will certainly be others who will be successful, and you can use their posting frequency and topics to influence your own strategy.
2. Examine the keyword strategy
While doing a qualitative review of competitor content, be sure to note the theme of the keyword. This will make your life much easier once you start translating competitive information into an actionable content plan. Do they cover the same content topics? Different subjects? Do they cover them more deeply or do they just scratch the surface? Try creating a word cloud or other visualization once you’ve identified the main themes to determine where they are most concentrated.
Third-party tools like SpyFu and SEMRush will give you a deeper insight into which keywords competitors are bidding on or ranking organically. Cross-reference this information to the campaigns you are currently running. With the right content, you might be able to switch to an organic strategy and save some money.
At the very least, reviewing a competitor’s keyword strategy gives you some idea of where you rank in terms of rankings and gives you new ideas for keywords to include on an editorial calendar.
3. Evaluate SEO efforts
Just because a competitor has created a number of eBooks and ranks for a set of keywords doesn’t mean they have a good SEO strategy. Again, take advantage of all the tools at your disposal to scrape and analyze content on their site. Screaming Frog will give you an idea of how to implement common SEO best practices, from page markup to title tags. Are they using keyword targets appropriately, does the page template follow the correct hierarchy of title tags? Are they taking advantage of the ALT text?
You may be able to elevate your own content strategy from the start with tactics as simple as tagging your content properly and making sure page templates are easily crawlable for search engines and readable for users.
Of course, your competitor’s content strategy doesn’t end with their own site. Backlinks are another thing to consider when evaluating organic optimization efforts. Tools like Buzzsumo and Moz will give you an idea of how many backlinks your competitor has and on which posts. When it comes to finding guest posts or other collaboration opportunities (webinars, podcasts), you don’t need to build an influencer or post list from scratch (although HIMSS and JAMA are two good ones to watch out for). Use the efforts of your competition to your advantage.
4. Evaluate distribution efforts
Keyword strategy and organic efforts are two essential pieces of the content puzzle; you can write the best eBook out there, but if the topic isn’t relevant to your target audience and isn’t properly optimized, you won’t get very far. Likewise, your distribution strategy – social media, newsletters, syndication, etc. – can make or break success.
Take a look at what your competitors are doing to distribute their content to target audiences. Audit social profiles to see how many followers they have, how often they post, and what kind of content they share. Sign up for their newsletter to find out how often their blog content is shared and what type of email format they use. Check if they are using syndication networks to increase visibility when posting something new.
Distribution certainly matters to the success of content, so keep that in mind when evaluating a competitor’s strategy.
The health technology space is certainly daunting, with the number of players vying for the attention of health system leaders and key decision makers. With the right keyword targeting, production, and distribution strategy, you may be able to get ahead of the competition as digital is still a ‘booming’ strategy in healthcare marketing.
Are there other tactics you use for competitive review? Let us know on Twitter!