Every healthcare organization has stories to tell, and case studies based on success stories can be a powerful form of content marketing. A thoughtful and well-executed case study can:
- Promote your organization’s role in helping a client address a challenge or make an improvement
- Provide actionable strategies and insights that other clients—and potential ones—can use for the betterment of their own organizations
- Prompt other organizations to look into your services for the first time or expand the scope of the work you are already doing for them
Unfortunately, many organizations find it daunting to convert these stories into studies that produce results. They struggle with finding the right client or story to feature, they overcomplicate the story by getting bogged down in minutiae that nobody really cares about, or they fail to make the story relevant to a larger audience.
At Hammock, our decades of experience in helping healthcare industry clients tout their successes have taught us some essential lessons about what makes a great case study:
- It addresses a common problem. Today’s healthcare organizations share an array of challenges, from controlling skyrocketing costs to improving the patient experience to recruiting and retaining qualified staff. What relevant lessons can others learn from your client’s experience?
- It focuses on results. What improvements can you point to as evidence that the client emerged from the process in a stronger position than it was before it engaged with your organization? If you have statistics to support your story, use them; quotations from client leaders can also be impressive. Can you help other organizations achieve the same results?
- It relates the story in a compelling way. A case study should engage readers’ interest by making them care. It should be clear, concise and unambiguous, offering relevant details about your client’s journey from point A to point B (or point Z). However, it should avoid getting so far “in the weeds” that it’s too specific or technical to be widely useful. Use of multiple formats, such as blog post, website, e-book, video and social media, can give the story staying power while accommodating people’s varying preferences.
- It spurs people to respond. A strong call to action encourages people to learn more about your company, whether by making a phone call, scheduling a demo, downloading an e-book or otherwise engaging.
We would welcome the opportunity to talk with you about how we can help you turn your success stories into case studies that help you build on those recent successes.
About Hammock Healthcare Idea Email | This post is part of Hammock’s award-winning Idea Email series. Idea Emails are sent every other week and share one insightful marketing idea. Idea Email comes in two flavors: Original and Healthcare. To subscribe to the original Idea Email (general marketing ideas), click here. To subscribe to the Healthcare Idea Email (healthcare marketing ideas), click here.