Creating efficiencies and aligned partnerships means creating hardworking content, agile working and prioritising optimisation. Here are the eight tactics Wallace Health will be utilising before the new year and beyond.
Meet audience expectations with video
There’s currently a huge appetite for video content, with YouTube receiving 1108bn+ views on health videos in 2023. This once expensive format is now the most common and expected from audiences - whether its film or animation, promotional or educational. Video can be used cross channel to maximise the investment - on websites, video increases engagement and can boost conversion rates by 80%. Find out how to create a health video strategy here.
Run a social media strategy test
One of the easiest and most cost-effective ways to ensure your larger brands and campaigns will have a high ROI is to conduct a tester campaign. Marketers who test their campaigns see a 60% higher return on investment. By running tester campaigns, we can help you to identify what works for your channels and audiences. This input will enable you to make data-driven decisions to optimise results and achieve your desired impact.
3. Maximise outreach via LinkedIn
Coming into the colder months is a great time to fire up new B2B leads and increase your outreach. A LinkedIn Sales Navigator campaign can be an effective and efficient way to achieve results. We can help you create personas, exploit the 40+ filters and conduct lead research to enhance campaign success. With 76% of top performers saying they always conduct research before reaching out to a prospect, we know this is an important step to maximise ROI.
4. Use a content audit to identify opportunities
Keeping your website and its content optimised for SEO and conversions is a constant task. If you haven’t checked in with your performance, content quality, competitor activity or industry trends recently, now is a good time. An audit will help you identify any gaps and weaknesses and figure out what to focus on in 2025 that will bring you the most value.
Organic search accounts for 38% of traffic for biotech, pharma and medical websites – how does your traffic compare?
Where to start? Talk to us about an introductory content review and tips on a high-performance content strategy.
Refresh, re-optimise and reap rewards
If you are keeping track of your content performance, you’ll know what’s working and what’s not. Newness of content is one of Google’s major ranking factors, so refreshing content or updating a page just a little will improve your metrics. Updating content if there’s new information or medical research published, it’s no longer relevant or it’s simply not performing as well as it used to can give an instant boost to SEO and user experience.
Fine tune your conversion strategy
Conversions are usually front of mind for marketers with websites that deal directly with patients or in B2B. Conversion rate optimisation (CRO) – auditing, testing and refining your conversion strategy – is an effective way to make a big difference to your bottom line. Even if you’re satisfied with your current rate, there’s always room for improvement with myriad tips and techniques to try. A/B tests, reviewing menu navigation and analysing user journeys all play a part in understanding how to successfully guide your users to that crucial conversion.
Looking for improved conversions? Talk to us about it.
7. Improve your readability = improve your conversion rate
Research in the health and wellness industry by Unbounce shows copy that’s easier to read gets considerably more conversions – over double the conversions of copy that’s very difficult. Not only that, but readability plays a big part in health literacy – people’s ability to read, understand and act on health information – and search engine rankings, so should be a priority for any marketer – including for HCPs and B2B audiences.
Copy written for patients should have a reading age of 9-11 years, or 11-14 if your content is very medical focused (to meet NHS standards).
Use your brand comms to win NHS tenders
All NHS procurement has to contribute to the NHS net zero and social value goals. That means suppliers will not only be awarded contracts based on quality and price, but also on how they demonstrate their commitment to environmental and social issues. We can build a content calendar that showcases your social values, among other brand pillars, to help you gain valuable points in the tender process.
Want to boost health content performance in 2025? Get in touch to discuss your challenges.
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