Healthcare Content Marketing Agency

If you’re a healthcare organization, content marketing can help engage your core audiences – including patients, physicians and donors – and inspire them to choose you. As a leading healthcare content marketing agency, Message Lab has spent more than a decade developing and executing content marketing campaigns for healthcare organizations nationwide, in ways that increase brand awareness, appointment requests, referrals and philanthropic donations.

What Sets Our Healthcare Content Marketing Apart

Experience-1

Experience

We’ve worked on content marketing campaigns for a wide variety of health systems, community hospitals, research institutes, hospital foundations and individual service lines. We know what works and what doesn’t – which means we can ensure you make the most of your marketing resources.

Strategy

We take a strategic approach to each project, taking time to understand your business goals, your differentiators and your audiences. If these aren’t well defined, we step back, ask key questions and help you develop core messages and other resources that will make your content marketing successful.

Expertise

Everyone on our team has a background in health and/or science communications, and years of experience in healthcare content marketing. We understand your challenges and we know how to talk to your physicians, researchers and your patient families – and how to turn their words into compelling stories and campaigns.

Quality

Excellence is one of our core values. We’ve developed a comprehensive writing and editing process that ensures all our work is held to the highest standard and meets your needs, right from the start. This saves time and eliminates snafus and surprises.

Passion

We’re a mission-driven agency, originally created to help healthcare and research organizations attract patients, engage physicians and inspire donors. Our passion shines through every project. We won’t rest until you get the best results.

Our Healthcare Content Marketing Services

We tailor our healthcare content marketing services to three core audiences:

Consumers

Patients and their families constantly search for information about conditions and treatments, and turn to the Internet to decide who to choose for care. Our consumer healthcare content marketing campaigns boost search rankings, drive website traffic, create brand affinity and increase appointment requests.

Physicians

We have a team that specializes in healthcare B2B content marketing. Our campaigns use multiple channels – including websites, e-newsletters and Doximity articles – to educate physicians about your organization and motivate them to choose you. Health systems often turn to us for B2B content marketing to support U.S. News reputation-building campaigns.

Donors

Our Philanthropy Communications Program uses content marketing to help hospital foundations and other nonprofits cultivate donors. We develop everything from Give Day campaigns to materials that support billion-dollar fundraising initiatives.

Benefits of Healthcare Content Marketing

As a healthcare content marketing firm, Message Lab can help you increase:

Brand awareness, so patients and physicians are aware of your work.

Patient inquiries, which are often the first step toward making an appointment.

Appointment requests for specific services lines and procedures.

Search engine rankings, making it easier for your audiences to find you online.

Patient retention, so patients stay engaged with your health system or hospital.

Website traffic, so your target audiences get the health information they need from you versus your competitors.

U.S. News reputation scores, which factor into your organization’s overall U.S. News ranking.

Philanthropic donations, so your organization gets the support you need to care for more patients. 

Why Clients Choose Us for Healthcare Content Marketing

“We hired Message Lab because we needed an agency that could do more than just write content – we needed a strategic partner who could understand our goals, reimagine how we engage our audiences and create content that meets our marketing needs and makes our physicians happy. Mission accomplished!”

- Children's Health / Children's Medical Center Dallas

Get Started With Healthcare Content Marketing

Our process starts with an introductory call with our Founder Justin Matlick and other members of our leadership team. We’ll get to know your needs, tell you more about our healthcare content agency and trade ideas about how content marketing could help you. Then you’ll work directly with our leaders, supported by a team of all-star healthcare content writers and project managers who ensure you get the best possible results, on time and on budget.
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    Atrium Health

    Our relationship with Atrium Health — the largest health system in the Carolinas — began in 2017, when we started working with them on physician-facing articles for a thought-leadership campaign. Our work has steadily expanded and we have completed hundreds of consumer web pages and physician bios, and ghostwritten dozens of technical articles for doctors. We’ve also taken the lead on writing, designing and project-managing annual print books for their heart institute, musculoskeletal institute and children’s hospital.

    content strategy
    web content
    physician marketing
    annual reports
    project management
    design

    Seattle Children’s

    We’ve been working with Seattle Children’s since 2011, when they tapped us to help raise awareness of their then-new research institute. Our work steadily expanded to encompass clinical marketing and fundraising support. To date, we’ve completed 500+ content projects that include consumer web pages, blog posts, feature articles, donor stories, philanthropic cases for support, glossy collateral books – and more.

    Web content
    fundraising content
    blog stories
    content strategy

    Children’s Health Foundation

    In 2021, we expanded our partnership with Children’s Health and began writing for their foundation’s marketing and communications and annual giving teams. Since then, we’ve led content strategy for their two largest annual digital fundraising campaigns – North Texas Giving Day and Red Balloon League – helping to rethink the campaign’s storytelling approach and voice. We also regularly write patient ambassador stories, donor stories and grateful patient communications.

    donor + patient stories
    annual giving campaign
    strategic messaging

    Roper St. Francis

    We’ve worked with Roper St. Francis Healthcare on a variety of content, including physician outreach materials, clinical web pages and fundraising communications. We recently partnered with their foundation on stewardship materials to recognize a $5 million gift – one of the largest in Roper’s history.
    Physician marketing
    web content
    donor stewardship

    Overlake

    Overlake Medical Center and Clinics asked us to help when they were facing 600+ web pages that hadn’t been updated for years. Starting with their cardiology service line, we developed strategic messaging, revamped the site map, created new page templates and started building content from the ground up. We also create physician-facing content for Overlake, including a quarterly neuroscience e-newsletter

    content strategy
    web content

    Virginia Mason Franciscan

    Virginia Mason Franciscan Health is a regional hospital built around Mayo-style specialty centers. They came to us in 2017 for help creating new consumer web pages. Since then, our work has extended to include physician-facing content, including a quarterly newsletter for referring providers and an annual outcomes book for their Digestive Disease Institute.

    Content strategy
    web content
    physician marketing
    annual reports

    Benaroya Research Institute

    The Benaroya Research Institute (BRI) is one of the nation’s top immunology research centers. We’ve been working with them since 2016, when they asked us to start writing feature articles on their research. Our work has expanded to include revamping their newsletter strategy, managing their print and e-newsletters, updating their blog strategy, and writing everything from blog stories to print brochures.

    Content strategy
    blog stories
    fundraising content

    Lundquist Institute

    The Lundquist Institute has made pivotal research breakthroughs in many areas, but is not well known in its community. Our work with them is laying the strategic cornerstone for communications that will solve this problem and help them connect with a new generation of donors. This work includes developing brand pillars and core messages, and executing an audience research project so that Lundquist can understand the best way to connect with current and potential supporters.

    content strategy
    audience research