The Power of Interactive Content in Healthcare Marketing

May 25, 2023 | Brinn Durchholz - Doximity Marketing Director

Healthcare marketers are always looking for new ways to connect with physicians and increase referrals. An underused tool? Interactive content. Quizzes, assessments, and surveys offer physicians a unique and engaging experience, allowing them to actively engage with your brand. Incorporating interactive content into your marketing can build trust and credibility with your target audience, ultimately driving patient referrals and increasing brand awareness.

One of the main benefits of interactive content is its ability to capture and retain attention. Standing out in a world where physicians are constantly bombarded with information can be challenging. Interactive content offers a fun and unique way to grab attention and engage users.

Another benefit of interactive content is its ability to provide valuable insights into your target audience. Creating quizzes, assessments, or surveys lets you gather information about your audience's knowledge, beliefs, and behaviors. These content forms allow you to gather feedback and opinions from your target audience, which can be used to improve your services and better meet the needs of your physicians or even patients.This information can also be used to tailor your marketing programs and provide personalized content that resonates with physicians.

One example of a successful interactive healthcare marketing program designed for physicians is the "Surgical Procedure Simulator" by Medtronic. This virtual reality simulation allows physicians to practice and refine their surgical skills, offering a realistic and immersive experience that helps build confidence and familiarity with Medtronic products. This interactive content engages physicians and helps build trust and confidence in the brand and product.

Another successful interactive healthcare marketing program is the "Virtual Visits" webinar series by the American Medical Association (AMA). These interactive webinars allowed physicians to connect with experts in their field, ask questions, and share their experiences. By providing a platform for dialogue and discussion, the AMA positioned itself as a thought leader in the healthcare industry while building relationships with current and prospective members.

In addition to virtual reality simulations and webinars, gamification is another effective way to engage healthcare professionals in marketing. The "Beat the Clock Challenge" by Medline encouraged physicians to test their clinical knowledge in a fast-paced quiz game, with the opportunity to win prizes and compete with colleagues. This interactive content engaged physicians and helped position Medline as a source of information and resources.

When creating interactive content, it's essential to remember your target audience and their interests. Keep in mind physicians’ busy schedules and limited time. Interactive content should be concise, relevant, and offer something of value to the user.

By engaging with your target audience and providing valuable insights, you can build trust, increase brand awareness, and drive conversions. Talk to your Client Success Team about incorporating interactive content into your Doximity campaigns. Your physicians—and ultimately your patients—will thank you for it.