---
title: "The Healthcare Sales Funnel Part 2: Content Strategy"
description: Do you have a well-developed content strategy to drive engagement on your healthcare website? Do you know where to start with content? Find out here!
image: https://mktgessentials.com/hubfs/Changed%20Blog%20Images/content.jpg
---

- [Blog](https://mktgessentials.com/blog)
- [Resources](https://mktgessentials.com/resources)
- [Our Work](https://mktgessentials.com/our-work)
- [Join Our Team](https://mktgessentials.com/careers)

[Skip to content](https://mktgessentials.com/blog/the-healthcare-sales-funnel-part-2-content-strategy#main-content)

[![Marketing Essentials Logo](https://mktgessentials.com/hs-fs/hubfs/me-logo-1.png?width=1370&height=228&name=me-logo-1.png "Marketing Essentials Logo")](https://mktgessentials.com/)

- [![strategy icon](https://mktgessentials.com/hubfs/ME_strategy_nav.svg)Strategy](https://mktgessentials.com/strategy/)
  
  Show submenu for ![strategy icon](https://mktgessentials.com/hubfs/ME_strategy_nav.svg)Strategy 
  
    - [Project-Based Programs](https://mktgessentials.com/project-based-programs/)
    - [Campaigns](https://mktgessentials.com/campaigns/)
    - [Retainer Programs](https://mktgessentials.com/retainer-programs/)
    - [Strategic Audits](https://mktgessentials.com/strategic-audits/)
- [![solutions icon](https://mktgessentials.com/hubfs/ME_solution_nav.svg)Solutions](https://mktgessentials.com/solutions/)
  
  Show submenu for ![solutions icon](https://mktgessentials.com/hubfs/ME_solution_nav.svg)Solutions 
  
    - [![web design](https://mktgessentials.com/hubfs/ME_WebIcon_gray.svg)Web Design & Development](https://mktgessentials.com/web-design-development/)
      
      Show submenu for ![web design](https://mktgessentials.com/hubfs/ME_WebIcon_gray.svg)Web Design & Development 
      
          - [Web Design](https://mktgessentials.com/web-design-development/)
          - [eCommerce](https://mktgessentials.com/web-design-development/#ecommerce)
          - [Web Security and Compliance](https://mktgessentials.com/website-security/)
          - [Copywriting](https://mktgessentials.com/web-design-development/#uxdesign)
          - [Search Engine Optimization](https://mktgessentials.com/seo/)
          - [AEO/GEO](https://mktgessentials.com/aeo-geo)
          - [Lead Generation](https://mktgessentials.com/web-design-development/#uxdesign)
    - [![digital marketing icon](https://mktgessentials.com/hubfs/ME__MarkSolutIcon3_0724.svg)Digital Marketing](https://mktgessentials.com/digital-marketing/)
      
      Show submenu for ![digital marketing icon](https://mktgessentials.com/hubfs/ME__MarkSolutIcon3_0724.svg)Digital Marketing 
      
          - [Video & Photography](https://mktgessentials.com/video-photography/)
          - [Digital Advertising](https://mktgessentials.com/digital-advertising/)
          - [Social Media](https://mktgessentials.com/digital-marketing/#socialmedia)
          - [Email Marketing](https://mktgessentials.com/digital-marketing/#emailmarketing)
          - [Content Marketing](https://mktgessentials.com/digital-marketing/#contentmarketing)
          - [Recruitment Marketing](https://mktgessentials.com/recruitment/)
          - [Digital Marketing Coaching](https://mktgessentials.com/digital-marketing-coaching/)
    - [![creative](https://mktgessentials.com/hubfs/ME__CreativeIcon2_0724.svg)Creative](https://mktgessentials.com/creative/)
      
      Show submenu for ![creative](https://mktgessentials.com/hubfs/ME__CreativeIcon2_0724.svg)Creative 
      
          - [Logo Design and Branding](https://mktgessentials.com/logo-design-branding/)
          - [Trade Show and Event Marketing](https://mktgessentials.com/creative/#tradeshowandeventmarketing)
          - [Print Design](https://mktgessentials.com/creative/#printdesign)
- [![solutions icon](https://mktgessentials.com/hubfs/ME_tech_nav-3.svg)Technology](https://mktgessentials.com/technology/)
  
  Show submenu for ![solutions icon](https://mktgessentials.com/hubfs/ME_tech_nav-3.svg)Technology 
  
    - [Tech Solutions](https://mktgessentials.com/tech-solutions/)
    - [HubSpot](https://mktgessentials.com/hubspot/)
    - [AI Solutions](https://mktgessentials.com/ai-solutions)
- Industries
  
  Show submenu for Industries 
  
    - [![manufacturing icon](https://mktgessentials.com/hubfs/ME__IndustrialIcon_0724.svg)Manufacturing & Industrial](https://mktgessentials.com/manufacturing-marketing/)
      
      Show submenu for ![manufacturing icon](https://mktgessentials.com/hubfs/ME__IndustrialIcon_0724.svg)Manufacturing & Industrial 
      
          - [B2B Lead Generation](https://mktgessentials.com/manufacturing-marketing/)
          - [Website Strategy & Dev](https://mktgessentials.com/manufacturing-marketing/)
          - [SEO/AEO/GEO](https://mktgessentials.com/manufacturing-marketing/)
          - [Trade Show Marketing](https://mktgessentials.com/manufacturing-marketing/)
          - [HubSpot CRM Implementation](https://mktgessentials.com/manufacturing-marketing/)
    - [![senior living icon](https://mktgessentials.com/hubfs/ME__SeniorLivingIcon4_0724.svg)Senior Living](https://mktgessentials.com/senior-living-marketing/)
      
      Show submenu for ![senior living icon](https://mktgessentials.com/hubfs/ME__SeniorLivingIcon4_0724.svg)Senior Living 
      
          - [Marketing Campaigns](https://mktgessentials.com/senior-living-marketing/)
          - [Creative & Storytelling](https://mktgessentials.com/senior-living-marketing/)
          - [Website Strategy & Dev](https://mktgessentials.com/senior-living-marketing/)
          - [SEO/AEO/GEO](https://mktgessentials.com/senior-living-marketing/)
          - [Acquisition Marketing](https://mktgessentials.com/senior-living-marketing/)
    - [![professional services icon](https://mktgessentials.com/hubfs/ME__ProfServicesIcon_0724.svg)We Also Work With](https://mktgessentials.com/our-work/)
      
      Show submenu for ![professional services icon](https://mktgessentials.com/hubfs/ME__ProfServicesIcon_0724.svg)We Also Work With 
      
          - [Professional Services](https://mktgessentials.com/professional-services-marketing/)
          - [Retail & eCommerce](https://mktgessentials.com/retail-ecommerce-marketing/)
          - [Nonprofit](https://mktgessentials.com/non-profit-marketing/)
          - [See All Our Work](https://mktgessentials.com/our-work/)
- [Passion](https://mktgessentials.com/passion/)
  
  Show submenu for Passion 
  
    - [Our Purpose](https://mktgessentials.com/about/)
    - [Our People](https://mktgessentials.com/team/)
    - [Our Process](https://mktgessentials.com/process/)
    - [Client Reviews](https://mktgessentials.com/reviews/)
- Let's Talk
  
  Show submenu for
  
  Let's Talk

    - [Contact Us](https://mktgessentials.com/contact/)
    - [Request a Consult](https://mktgessentials.com/marketing-consultation/)
- [Blog](https://mktgessentials.com/blog/)
- [Resources](https://mktgessentials.com/resources/)
- [Our Work](https://mktgessentials.com/our-work/)
- [Join Our Team](https://mktgessentials.com/careers/)

- [![strategy icon](https://mktgessentials.com/hubfs/ME_strategy_nav.svg)Strategy](https://mktgessentials.com/strategy/)
  
  Show submenu for ![strategy icon](https://mktgessentials.com/hubfs/ME_strategy_nav.svg)Strategy 
  
    - [Project-Based Programs](https://mktgessentials.com/project-based-programs/)
    - [Campaigns](https://mktgessentials.com/campaigns/)
    - [Retainer Programs](https://mktgessentials.com/retainer-programs/)
    - [Strategic Audits](https://mktgessentials.com/strategic-audits/)
- [![solutions icon](https://mktgessentials.com/hubfs/ME_solution_nav.svg)Solutions](https://mktgessentials.com/solutions/)
  
  Show submenu for ![solutions icon](https://mktgessentials.com/hubfs/ME_solution_nav.svg)Solutions 
  
    - [![web design](https://mktgessentials.com/hubfs/ME_WebIcon_gray.svg)Web Design & Development](https://mktgessentials.com/web-design-development/)
      
      Show submenu for ![web design](https://mktgessentials.com/hubfs/ME_WebIcon_gray.svg)Web Design & Development 
      
          - [Web Design](https://mktgessentials.com/web-design-development/)
          - [eCommerce](https://mktgessentials.com/web-design-development/#ecommerce)
          - [Web Security and Compliance](https://mktgessentials.com/website-security/)
          - [Copywriting](https://mktgessentials.com/web-design-development/#uxdesign)
          - [Search Engine Optimization](https://mktgessentials.com/seo/)
          - [AEO/GEO](https://mktgessentials.com/aeo-geo)
          - [Lead Generation](https://mktgessentials.com/web-design-development/#uxdesign)
    - [![digital marketing icon](https://mktgessentials.com/hubfs/ME__MarkSolutIcon3_0724.svg)Digital Marketing](https://mktgessentials.com/digital-marketing/)
      
      Show submenu for ![digital marketing icon](https://mktgessentials.com/hubfs/ME__MarkSolutIcon3_0724.svg)Digital Marketing 
      
          - [Video & Photography](https://mktgessentials.com/video-photography/)
          - [Digital Advertising](https://mktgessentials.com/digital-advertising/)
          - [Social Media](https://mktgessentials.com/digital-marketing/#socialmedia)
          - [Email Marketing](https://mktgessentials.com/digital-marketing/#emailmarketing)
          - [Content Marketing](https://mktgessentials.com/digital-marketing/#contentmarketing)
          - [Recruitment Marketing](https://mktgessentials.com/recruitment/)
          - [Digital Marketing Coaching](https://mktgessentials.com/digital-marketing-coaching/)
    - [![creative](https://mktgessentials.com/hubfs/ME__CreativeIcon2_0724.svg)Creative](https://mktgessentials.com/creative/)
      
      Show submenu for ![creative](https://mktgessentials.com/hubfs/ME__CreativeIcon2_0724.svg)Creative 
      
          - [Logo Design and Branding](https://mktgessentials.com/logo-design-branding/)
          - [Trade Show and Event Marketing](https://mktgessentials.com/creative/#tradeshowandeventmarketing)
          - [Print Design](https://mktgessentials.com/creative/#printdesign)
- [![solutions icon](https://mktgessentials.com/hubfs/ME_tech_nav-3.svg)Technology](https://mktgessentials.com/technology/)
  
  Show submenu for ![solutions icon](https://mktgessentials.com/hubfs/ME_tech_nav-3.svg)Technology 
  
    - [Tech Solutions](https://mktgessentials.com/tech-solutions/)
    - [HubSpot](https://mktgessentials.com/hubspot/)
    - [AI Solutions](https://mktgessentials.com/ai-solutions)
- Industries
  
  Show submenu for Industries 
  
    - [![manufacturing icon](https://mktgessentials.com/hubfs/ME__IndustrialIcon_0724.svg)Manufacturing & Industrial](https://mktgessentials.com/manufacturing-marketing/)
      
      Show submenu for ![manufacturing icon](https://mktgessentials.com/hubfs/ME__IndustrialIcon_0724.svg)Manufacturing & Industrial 
      
          - [B2B Lead Generation](https://mktgessentials.com/manufacturing-marketing/)
          - [Website Strategy & Dev](https://mktgessentials.com/manufacturing-marketing/)
          - [SEO/AEO/GEO](https://mktgessentials.com/manufacturing-marketing/)
          - [Trade Show Marketing](https://mktgessentials.com/manufacturing-marketing/)
          - [HubSpot CRM Implementation](https://mktgessentials.com/manufacturing-marketing/)
    - [![senior living icon](https://mktgessentials.com/hubfs/ME__SeniorLivingIcon4_0724.svg)Senior Living](https://mktgessentials.com/senior-living-marketing/)
      
      Show submenu for ![senior living icon](https://mktgessentials.com/hubfs/ME__SeniorLivingIcon4_0724.svg)Senior Living 
      
          - [Marketing Campaigns](https://mktgessentials.com/senior-living-marketing/)
          - [Creative & Storytelling](https://mktgessentials.com/senior-living-marketing/)
          - [Website Strategy & Dev](https://mktgessentials.com/senior-living-marketing/)
          - [SEO/AEO/GEO](https://mktgessentials.com/senior-living-marketing/)
          - [Acquisition Marketing](https://mktgessentials.com/senior-living-marketing/)
    - [![professional services icon](https://mktgessentials.com/hubfs/ME__ProfServicesIcon_0724.svg)We Also Work With](https://mktgessentials.com/our-work/)
      
      Show submenu for ![professional services icon](https://mktgessentials.com/hubfs/ME__ProfServicesIcon_0724.svg)We Also Work With 
      
          - [Professional Services](https://mktgessentials.com/professional-services-marketing/)
          - [Retail & eCommerce](https://mktgessentials.com/retail-ecommerce-marketing/)
          - [Nonprofit](https://mktgessentials.com/non-profit-marketing/)
          - [See All Our Work](https://mktgessentials.com/our-work/)
- [Passion](https://mktgessentials.com/passion/)
  
  Show submenu for Passion 
  
    - [Our Purpose](https://mktgessentials.com/about/)
    - [Our People](https://mktgessentials.com/team/)
    - [Our Process](https://mktgessentials.com/process/)
    - [Client Reviews](https://mktgessentials.com/reviews/)
- Let's Talk
  
  Show submenu for
  
  Let's Talk

    - [Contact Us](https://mktgessentials.com/contact/)
    - [Request a Consult](https://mktgessentials.com/marketing-consultation/)
- [Blog](https://mktgessentials.com/blog/)
- [Resources](https://mktgessentials.com/resources/)
- [Our Work](https://mktgessentials.com/our-work/)
- [Join Our Team](https://mktgessentials.com/careers/)

Posted by [Patty Cisco](https://mktgessentials.com/blog/author/patty-cisco)  on February 19, 2016

# The Healthcare Sales Funnel Part 2: Content Strategy

[Blog](https://mktgessentials.com/blog) › [Strategy](https://mktgessentials.com/blog/topic/strategy) › The Healthcare Sales Funnel Part 2: Content Strategy

![content.jpg](https://mktgessentials.com/hubfs/Changed%20Blog%20Images/content.jpg)

We all know people are looking online for healthcare information. And you know the key to getting patients and prospective patients to your practice’s website and keeping them there is through a [quality top of funnel search engine optimization strategy](https://mktgessentials.com/the-healthcare-sales-funnel-part-1-getting-traffic/). What’s the next step?

## Developing a Quality Content Strategy

Patients and caregivers really are not interested in propaganda about how great your organization is, at least not initially in their online search. They are seeking helpful educational information that will help them make informed decisions about what their next step should be in consulting with a healthcare professional.

According to Pew Research, [72% of internet users say they looked online](http://www.pewinternet.org/2013/01/15/health-online-2013/) for health information of one kind or another within the past year. This includes searches related to serious conditions, general information searches, and searches for minor health problems. In fact the third most popular activity that people do online – right behind checking email and using a search engine – is looking for answers to health questions.

You should be curious as to where your potential patients are seeking information. According to Mashable, the online resources [most frequently accessed for health-related information are](http://mashable.com/wp-content/uploads/2012/09/Mak-Health-Survey-Infographic.jpg): 56% searched WebMD, 31% Wikipedia, 29% health magazine websites, 17% Facebook, 15% YouTube, 13% a blog or multiple blogs, 12% patient communities, 6% Twitter, and 27% none of the above.

It stands to reason, then, that there will be a continued demand for educational content in the form of blogs, social media, white papers, checklists, videos, podcasts and email that are designed to create a personalized experience for the patient. Developing a content strategy that touches the patient at the right time, with the right information in the right channel will be a key element of developing a relationship with potential new patients.

Your content strategy should include the educational information your patients are seeking. Sure, you can purchase an [online patient education portal, like Krames](https://www.kramesstore.com/OA_HTML/ibeHome_kra.jsp?minisite=10002), but you should also provide unique, custom content for your audience. The best (and quite frankly, the easiest) way to accomplish this is with an inbound marketing partner. Inbound agencies provide all the content you need to reach and engage your audience.

#### Learn more about partnering with an inbound marketing agency with this free guide:

Posted by [Patty Cisco](https://mktgessentials.com/blog/author/patty-cisco) on February 19, 2016

A MUST READ!

![newsletter icon](https://mktgessentials.com/hubfs/ME_airplane_newslettergraphic_big.png)

## Subscribe To Essential Updates

Monthly tips and insights on marketing and sales.

### Posts By Category

- [Strategy (163)](https://mktgessentials.com/blog/topic/strategy)
- [SEO AI Visibility (74)](https://mktgessentials.com/blog/topic/seo-ai-visibility)
- [Website (57)](https://mktgessentials.com/blog/topic/website)
- [Creative & Content (53)](https://mktgessentials.com/blog/topic/creative-content)
- [Sales (47)](https://mktgessentials.com/blog/topic/sales)
- [Social Media (47)](https://mktgessentials.com/blog/topic/social-media)
- [Senior Care & Living (43)](https://mktgessentials.com/blog/topic/senior-care-living)
- [Agency News & Culture (39)](https://mktgessentials.com/blog/topic/agency-news-culture)
- [Email (37)](https://mktgessentials.com/blog/topic/email)
- [Industrial & Manufacturing (37)](https://mktgessentials.com/blog/topic/industrial-manufacturing)
- [Lead Generation (22)](https://mktgessentials.com/blog/topic/lead-generation)
- [Recruitment Marketing (20)](https://mktgessentials.com/blog/topic/recruitment-marketing)
- [HubSpot (19)](https://mktgessentials.com/blog/topic/hubspot)
- [Video (19)](https://mktgessentials.com/blog/topic/video)
- [Digital Advertising (16)](https://mktgessentials.com/blog/topic/digital-advertising)
- [Webinars (9)](https://mktgessentials.com/blog/topic/webinars)
- [Branding (5)](https://mktgessentials.com/blog/topic/branding)
- [Ecommerce (5)](https://mktgessentials.com/blog/topic/ecommerce)

---

[Blog Home](https://mktgessentials.com/blog/)

[![Marketing Essentials Logo](https://mktgessentials.com/hs-fs/hubfs/me-logo-1.png?width=1370&height=228&name=me-logo-1.png "Marketing Essentials Logo")](https://mktgessentials.com/)

**111% average client lead growth. Experts in long, trust-driven sales cycles.**

[148 Schwieterman St., Minster, OH 45865](https://www.google.com/maps/dir//148+Schwieterman+St,+Minster,+OH+45865/data=!4m6!4m5!1m1!4e2!1m2!1m1!1s0x883fac211f13476d:0x6dacf85e2e0b85cc?sa=X&ved=2ahUKEwiy-5rT6suEAxXOC3kGHax1AsIQwwV6BAgWEAA)

[224 S. Market St., Suite B, Troy, OH 45373](https://www.google.com/maps/dir/40.4324352,-84.04992/224+S+Market+St+b,+Troy,+OH+45373/@40.0372616,-84.2048405,18.32z/data=!4m9!4m8!1m1!4e1!1m5!1m1!1s0x883f7721f27fa09d:0xab34d96ac02cae4d!2m2!1d-84.2056564!2d40.0371176?entry=ttu)

[419.629.0080](tel:4196290080)

![social icons](https://mktgessentials.com/hs-fs/hubfs/social_0423.webp?width=131&height=27&name=social_0423.webp)

[About Us](https://mktgessentials.com/about)

[Our Work](https://mktgessentials.com/our-work)

[Client Reviews](https://mktgessentials.com/reviews)

[Resources](https://mktgessentials.com/resources)

[Blog](https://mktgessentials.com/blog)

[Contact Us](https://mktgessentials.com/contact)

[Request a Consult](https://mktgessentials.com/marketing-consultation)

[Join Our Team](https://mktgessentials.com/careers)

**Essential Updates**

Your Go-To eNewsletter for Growing Revenue, [subscribe now!](https://inbound.mktgessentials.com/essential-updates-marketing-newsletter)

 © 2026 Marketing Essentials | [Privacy Policy](https://mktgessentials.com/privacy-policy/)

```json
{
  "@context" : "http://schema.org",
  "@type" : "Article",
  "author" : {
    "@type" : "Person",
    "name" : "Patty Cisco"
  },
  "dateModified" : "February 26, 2019, 8:53:27 PM",
  "datePublished" : "2016-02-19 08:00:08",
  "description" : "Do you have a well-developed content strategy to drive engagement on your healthcare website? Do you know where to start with content? Find out here!",
  "headline" : "The Healthcare Sales Funnel Part 2: Content Strategy",
  "image" : {
    "@type" : "ImageObject",
    "url" : "http://cdn2.hubspot.net/hubfs/318836/Changed%20Blog%20Images/content.jpg"
  },
  "keywords" : [ "Strategy" ],
  "mainEntityOfPage" : {
    "@id" : "https://mktgessentials.com/blog/the-healthcare-sales-funnel-part-2-content-strategy",
    "@type" : "WebPage"
  },
  "publisher" : {
    "@type" : "Organization",
    "logo" : {
      "@type" : "ImageObject",
      "url" : "https://318836.fs1.hubspotusercontent-na1.net/hubfs/318836/me-logo-1.png"
    },
    "name" : "Marketing Essentials"
  }
}
```