Other

Here’s what you can create to engage and educate patients.

Content marketing

Content marketing is the practice of sharing educational, helpful, and engaging content to attract and help inform patients. It may also be referred to as a form of inbound marketing. It’s not about selling – it’s about building trust, informing and educating your audience, and staying top of mind when patients are ready to take action.

Why content marketing matters

Today’s patients are more informed – and more overwhelmed – than ever. With endless health information online, they’re looking for credible, easy-to-understand content from sources they trust. Strategic content marketing helps you cut through the noise, position yourself as a trusted resource, and guide patients toward informed decisions about their health and available treatment options.

Key content types for physicians

Here’s what you can create to engage and educate patients:

Content type	What it does	Example
Website pages	Provide educational hubs for conditions and procedures	“What is endoscopic sleeve gastroplasty?”
Blog posts	Break down clinical topics in plain language and boost SEO	“5 signs your reflux might be more than heartburn”
Short videos	Humanize your practice, feature patient stories, and simplify complex topics	“What to expect from an intragastric balloon”
Infographics	Visualize patient journeys or post-procedure tips	“Your path to weight loss with ESG”
Emails and newsletters	Nurture relationships and share updates	Monthly digest with FAQ, new treatments, etc.
Social media posts	Spark conversation and community engagement	Instagram: “Let’s talk bloating. What’s normal?”

Building a content strategy

Identify your focus areas

Pick two to three key topics aligned with questions you hear most from your patients or their top concerns (e.g., weight loss, reflux, colon cancer screening).
Focus on topics you feel your audience needs the most education on.

Know your audience

Think like a patient. What would they Google? What are they afraid to ask? Use their words and concerns in your content.

Create a content calendar

Plan out one to two posts or updates per week. Keep it consistent, even if it’s simple (like a weekly “Tips” post).
Plan to publish content on the same day each week to create a consistent schedule and set expectations with your audience on when they can expect content from you.

Repurpose content across channels

Turn a blog post into an email, break it into Instagram slides, or create a short video from a FAQ – it multiplies your impact and creates efficiency – allowing you to have a bigger impact with less effort.

Include clear calls to action (CTAs)

Every piece of content should guide the patient: “Learn more,” “Watch our ESG overview,” or “Book a consultation.”

Best practices

Be human, not technical

Avoid medical jargon. Use simple, relatable language so it’s easier for your audience to grasp what you’re trying to say (e.g., say “stomach tightening” instead of “gastric plication”).

Keep it brief and visual

Attention spans are short – bullet points, headlines, and visuals help. Infographics are a great way to easily share data, facts, or complex information in a visual way.

Showcase your expertise

Highlight credentials and results without being promotional.

Make it local and personal

Use photos from your clinic and patient testimonials (with consent), and talk about your care philosophy. Always ensure compliance with privacy and marketing laws.

Podcasts

Podcasting is a digital audio format that allows you to share expert insights, discuss health topics, and build trust with patients – anytime, anywhere. Whether you’re being featured or running ads on an existing show or launching your own, podcasts offer a highly accessible way to communicate your expertise and humanize your practice.

From discussing new procedures like ESG to addressing common symptoms like reflux or bloating, podcasts allow you to go deeper than a social post or blog – and your audience can listen while commuting, walking, or cooking.

Podcast marketing includes:

Participating as a guest on established health or local shows
Running pre-recording ad spots on established shows
Creating your own branded series to position your practice as a go-to resource

Best practices

To make the most of podcasting, follow these proven tips:

Know your audience

Focus on patient-friendly language if speaking to the general public; avoid jargon.

Be consistent

If launching your own podcast, publish on a regular cadence (e.g., bi-weekly).

Keep it focused

Stick to one topic per episode – “Understanding ESG,” “Gut Health 101,” or “What to Know About Colonoscopy Prep.”

Keep it short

Aim for 15–30 minutes for patient-focused episodes.

Repurpose the content

Turn quotes into social media posts, blogs, or email tips.

Promote every episode

Share across your website, email, and social media to increase visibility.

Use a strong CTA

Encourage listeners to schedule a consult, visit your site, or talk to their doctor.

Partnerships/sponsorships

Not ready to create your own podcast? You can still benefit from the format through:

Guest appearances
- Reach new audiences by being featured on health, wellness, or local lifestyle podcasts. Look for shows that already attract your ideal patient demographic.
Sponsorships
- Support episodes of aligned podcasts by running a 15-30-second ad promoting your practice or services.
Cross-promotion
- Partner with a local dietitian, bariatric clinic, or wellness coach podcast and appear as an expert guest, with mutual content sharing across channels.

Benefits:

Builds local trust and helps educate prospective patients
Positions you as a thought leader in care
Spreads accurate knowledge from trusted sources

Proprietary podcast development

If you want to create your own practice-branded podcast, it can be a powerful tool to educate and engage. Here’s how to get started:

Define your purpose

Is the podcast for patient education, professional peers, or both? Choose a theme like:

“Inside GI Health” (for patients)
“The GI Specialist Series” (for physician peers)

Choose a format

Solo episodes (you speaking directly)
Guest interviews (e.g., nutritionists, other specialists, patient stories)
Q&A style (answering common questions submitted by patients)

Keep it simple

You don’t need a studio – just a quiet room, a USB microphone, and basic editing software. Start with a short series of four to six episodes and grow from there.

Distribute widely

Host on platforms like Spotify, Apple Podcasts, and your website. Promote episodes via social media and email newsletters.

Make it visual

Record a video version (if possible) and post clips to social media or YouTube to expand reach.
Podcasting adds a personal, educational touch to your digital marketing strategy. It helps patients hear your passion, understand their options, and feel more confident turning to you for care.

Texting

Text messaging is a highly effective, low-friction way to educate, remind, and connect with patients in real time. With higher open rates, SMS can help practices reach patients quickly with relevant, actionable information – right on the device they check all day. Always follow applicable laws on privacy and texting practices.

Whether it’s sharing prep instructions, promoting an upcoming webinar, or delivering post-procedure care tips, texting may enhance the patient experience while reinforcing your role as a trusted partner in their GI health journey.

Best practices

To make the most of your texting strategy:

Keep it short and scannable

160 characters or less when possible

Include links

Link to videos, forms, or resources when more context is needed

Personalize when possible

Use the patient’s name or appointment type

Use a friendly, reassuring tone

Think: “from a care team,” not “from a call center”

Get consent

Get consent for promotional or educational messages (opt-in required)

Stay HIPAA compliant

Avoid including sensitive health information and always consult with your lawyer to ensure compliance with privacy, marketing, and texting laws

Track responses

If using two-way texting – some platforms allow for back-and-forth with your front desk or nurse navigator

Cadence

Striking the right balance is key to keeping your messages helpful, not intrusive. Here’s a suggested cadence:

Message type	Frequency
Appointment reminders	1–2 per appointment (24 hrs before + 1 hr before)
Procedure education (pre/post)	1–2 pre-procedure, 1–3 post-procedure
General health education	2–4 times per month
Promotions/events	1 per event (with 1 reminder if applicable)

Allow patients to opt in and opt out easily, and always respect communication preferences.

Texting isn’t just a reminder tool – it’s a modern way to educate, engage, and support them at every step of their GI care journey.

Other

Content marketing

On this page

What is content marketing?

Why content marketing matters

Key content types for physicians

Building a content strategy

Identify your focus areas

Know your audience

Create a content calendar

Repurpose content across channels

Include clear calls to action (CTAs)

Best practices

Podcasts

Best practices

Know your audience

Be consistent

Keep it focused

Keep it short

Repurpose the content

Promote every episode

Use a strong CTA

Partnerships/sponsorships

Proprietary podcast development

Define your purpose

Choose a format

Keep it simple

Distribute widely

Make it visual

Texting

Best practices

Cadence

My account

Other

Content marketing

On this page

What is content marketing?

Why content marketing matters

Key content types for physicians

Building a content strategy

Identify your focus areas

Know your audience

Create a content calendar

Repurpose content across channels

Include clear calls to action (CTAs)

Best practices

Podcasts

Best practices

Know your audience

Be consistent

Keep it focused

Keep it short

Repurpose the content

Promote every episode

Use a strong CTA

Partnerships/sponsorships

Proprietary podcast development

Define your purpose

Choose a format

Keep it simple

Distribute widely

Make it visual

Texting

Best practices

Cadence