Jun 14 2024 12 mins
At Hedy & Hopp, pediatrics is one of our passions, and in this week’s episode, Jenny talks about developing a pediatric content strategy. One thing that makes pediatric content so different from other types of healthcare content is that, instead of talking directly to a patient, often pediatric content is aimed at the parents of a patient.
With that in mind, Jenny offers five pillars for pediatric content marketing:
- Understanding a Diagnosis
Develop content that helps parents understand their child’s diagnosis through describing symptoms, treatments, and what to expect. This type of content should help parents who may be in research mode and should offer an avenue for them to seek care. - Preparing for a Child’s Surgery
Content like this can help ease parents’ worries about having their child undergo a surgery. It could be a step-by-step guide on the surgical process and should address what parents and their children can expect throughout the surgery process and how best to prepare. - Hospital and Facilities Tour
It is so simple, yet so effective. Walking through your space and showing parents where to park, where to check in, and where the exam rooms can help calm anxious parents and children. Plus, it is an opportunity to show off the accommodations and benefits of your space.
- Emotional Support and Counseling
Create content that offers support to parents who may be going through a very challenging and overwhelming time. This type of content can highlight resources, communities, and support networks for a variety of situations and diagnoses. - Care and Follow-Up Post Procedure
Develop content that highlights what to expect after a child’s procedure. Discuss the recovery process, what’s normal, and when should parents seek additional help.
- Interactive Q&As
This could be a live Q&A on a particular topic, it doesn’t have to be anything fancy. Make sure to brainstorm a few questions beforehand in case interaction is low, and remember to save any live videos to post later!
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