Healthcare content marketing is a fast-evolving discipline. It has become harder to navigate as customer expectations shift rapidly and new technologies change content production and distribution best practices.
From AI-generated content to B2B video marketing, healthcare SaaS marketers must keep up with evolving trends. We asked Kay Keough, Director of Content Development at Spot On, to share her 2025 healthcare content marketing predictions and ways companies can stay relevant.
While we hear about AI-generated content everywhere we turn, that’s not the only way to leverage AI technologies in healthcare content marketing. Keough points out that marketers should use AI applications to fill skill gaps and streamline operations but not rely on them to do the heavy creative lifting.
"If you don’t have a well-defined healthcare content marketing strategy, you may use AI applications to help create or refine your customer personas. These tools can access vast amounts of information to identify your audience’s needs and challenges, where they consume content, and what topics they’re interested in."
— Kay Keough, Director of Content Development at Spot On
AI applications can also build on these personas to create a unique and impactful healthcare content marketing strategy that facilitates meaningful connections with prospects, accelerates the pipeline with targeted content, and retains loyal customers to drive recurring revenue.
Additionally, AI tools can assist with building a robust omnichannel content calendar. However, Keough cautions that companies should invest extra effort to stay on top of industry trends and competitor advances as most AI-backed search engines can only crawl up to two years prior.
"I also like to use AI tools to help identify subjects that aren’t covered frequently in a client’s niche. These gaps offer opportunities for us to produce thought leadership content to establish credibility and build high-quality backlinks."
— Kay Keough
What about using AI for content generation? While there’s a place for AI-generated content to help speed up production, it’s just one piece of the puzzle.
"Content experts must feed strong inputs into AI applications and edit the outputs to ensure accuracy, fairness (lack of bias), and alignment with legal, compliance, and regulatory requirements. Also, they must incorporate brand tone and voice, address channel-specific rules, follow SEO best practices, and more."
— Kay Keough
Finally, AI can process and analyze customer sentiments and content performance across channels and format types to generate high-level insights. Some tools also provide content optimization recommendations to help fine-tune your healthcare content marketing approach.
A study by Bynder found that half of the participants can correctly identify AI-generated content, while 52% feel less engaged when they know it was AI-generated. Most people find AI-generated content impersonal because it lacks the human input that forms the narrative and makes it relatable.
When incorporating AI tools into your healthcare content marketing strategy, be mindful about leveraging their strengths while mitigating potential pitfalls that may alienate your brand from the audience.
"AI is great at compiling information and imitating writing styles. However, it sometimes introduces logical fallacies and strange phrasings, usually driven by misunderstandings of how humans talk."
— Kay Keough
Keough cautions against relying on AI to generate and post content without human involvement. “Ensure your content sounds natural by reading it aloud and listening to how it sounds. Consider whether you’d enjoy reading it if you weren’t the marketer behind it.”
Introduce unique human perspectives to differentiate your content from the thousands of explanatory articles and listicles that all say the same thing.
"Be bold, be dynamic, and have an opinion: Add intriguing quotes from your team members, introduce new ideas or angles, and even shake up the status quo."
— Kay Keough
Videos can help you cut through the noise. They put a face and voice to the content, adding a human touch and making it more relatable.
A survey by Brightcove and Ascend2 found that 88% of B2B buyers have watched videos to learn about a company’s offerings. However, as more healthcare software companies incorporate B2B video marketing into their healthcare content marketing strategy, you must leverage this powerful medium strategically to maximize its impact.
“Produce digestible content to help the audience learn about your brand, solution, and expertise. Focus on concepts that are hard to communicate in text but easy to explain visually,” says Keough. “Videos are fantastic for explainers and demos — you can use animation or step-by-step walkthroughs to break down processes, show how a solution works, and explain key features.”
Explainer videos are a powerful B2B video marketing tool, allowing healthcare SaaS companies to showcase their complex products while making the benefits more tangible. We produced this video for Core Solutions (an advanced behavioral health EHR vendor) to demonstrate its software in action, helping the audience envision how to use the solution to overcome their challenges and achieve their goals.
So, what are some tips to leverage B2B video marketing in your content strategy? Keough recommends the following:
Constantly coming up with new topics can be daunting. The good news is that you don’t have to keep reinventing the wheel. Content audits will become increasingly critical in healthcare content marketing for companies that have invested in content creation for a few years and accumulated assets, data, and insights.
A content audit helps companies learn from the performance of their existing content. Refreshing older pieces also allows you to correct mistakes or ineffective practices that might have hurt your traffic or conversions.
"Infuse outdated content with fresh insights and add new assets to fill gaps in your strategy. Incorporate hot topics into older pieces to make them relevant again. Also, identify opportunities to establish topical authority and improve search engine ranking."
— Kay Keough
Ideally, you should conduct a content audit yearly. Set an overarching goal and support it with clear objectives. Identify KPIs to determine what success looks like and a timeline for completion. "If you have overhauled your healthcare SEO strategy, you should map published content to it and refresh these pieces with newly identified keywords,” adds Keough.
Establish a content audit process to cover all the bases: First, gather details like URLs, publication dates, and current performance metrics of all existing content. Then, evaluate the technical and qualitative aspects of each piece:
Determine action items for each asset, such as leaving it as-is, making specific changes, or removing it from your website. After the refresh, use tools like Semrush and Google Analytics to understand the updates' impacts on healthcare SEO, audience engagement, and conversion rates.
As more healthcare SaaS vendors recognize the importance of and invest in content marketing, it’ll become more challenging to stand out and attract prospects. That’s why more companies partner with experienced healthcare marketing agencies that understand the nuances of the latest healthcare digital marketing trends to help them cut through the clutter.
At Spot On, we have extensive experience helping healthcare software companies implement content marketing strategies to attract leads and drive conversions. Schedule a chat and see how we can help you stay ahead in 2025.
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