Content Marketing Best Practices in B2B Health Technology

Content marketing is all the rage. There are loads of success stories, but how many of them are medical technology companies? A whole bunch!

We can’t list all of them here, but we’ve collected some of the best content marketing best practices in health tech.

best content marketing

Mayo Clinic

The Mayo Clinic has one of the most customer centric campaigns in the field of healthcare marketing. The Sharing Mayo Clinic blog is a place where patients, their loved ones, and the Mayo Clinic staff can come together and share their stories. No content is more relevant than the content that is produced by the users themselves.

Before even coming in contact with the blog, users need know about the blog in the first place, right? No problem for the Mayo Clinic. With a strong social media following, the clinic is a shining example of how to correctly interact with their market.

The numbers tell all:

  • 1.2 million Twitter followers
  • 700,000 likes on Facebook
best content marketing


HIMSS’ directive is to develop quality healthcare through information technology, and that has affected the quality of their content for the better.

  • There are numerous articles, original research discoveries, and podcasts that can be easily accessed through the resources library on their website. Users also have the option of searching the library based on topic or content type. How intuitive!
  • Social media is another platform that HIMSS shines on. With original pictures and easy-to-understand infographics, HIMSS presents statistics on health and IT in an easily digestible manner that is both engaging and enjoyable. This social media approach has resulted in a uphike in “retweets” and “favorites”.
best content marketing

Greenway Health

There must be some sort of connection between the health IT business and excellent content, because Greenway health is another wonderful example of the two’s complimentary nature. Greenway adds new content their blog regularly with engaging articles, whitepapers, and webinars. From the second you enter their website, the “quick links” section will be right in front of you. These links will take you directly to their most useful content.

But what makes their content so good?

  • They clearly understand their respective buyer personas. The focus has been firmly placed on primary care providers and their blog posts are written in a digestible language that is tailored to this target audience.
  • In their content, Greenway has placed clear, eye-catching calls-to-action. At the end of every article, readers are encouraged to learn more about Greenway’s work through premium offers (eBooks, eGuides, white papers). These offers require that users provide their email addresses in exchange for the offers, which allows Greenway to consistently grow their customer contact list.
best content marketing


Since 2005, RevenueXL has remained one of the most lauded integrated practice management software and electronic health records providers. With a competent content strategy, RevenueXL has evolved their online presence and boosted their incoming web traffic.
Here are some of the reasons why their blog has been so successful:

  • Visibility. Unlike many other websites, a link to Revenue XL’s blog is located at the top of the main page. Users don’t have to search for the link at all.
  • Relevant, useful content. In the article “What Keeps EHR Implementation Teams Awake at Midnight?”, it is obvious that the language is laser-focused on the woes of practice managers.
  • There are numerous calls-to-action. Calls-to-action frequent the end of every article and adorn the sidebar of the site. RevenueXL isn’t shy about asking visitors to download their eBook, subscribe to a newsletter, or schedule a demonstration.

Key Takeaways

What can we learn from these health tech content marketing campaign examples? One of the biggest focal points is that the customer has to be the main focus. Content is a great way to engage with your market, but only if you’re presenting your audience with content that is engaging and relevant.

To learn about what’s needed to develop an effective Content and Inbound Strategy, grab our free eBook here!

If you have any questions about how to get started with an Inbound Strategy for your company, don’t be shy, reserve a time to speak with us here. We’re happy to help!

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