A key way to beat the competition is to learn from other industries. Rosemary Osuoha teaches us what we can learn from healthcare brands.

Rosemary says: “Healthcare brands can use AI and SEO to reach more patients using research papers.”

How can you use research papers to reach more users, and why is this particularly beneficial for healthcare brands?

“First of all, I'm a healthcare professional. I'm a pharmacist, and I also happen to be in SEO. I've been on both sides, from the healthcare perspective and from the SEO perspective.

From my experience, research papers are always published in academic journals, and that's it. That content is not always repurposed. I used to make that mistake, but over time I realised that this can be a real content engine.

Healthcare brands often invest heavily in research. There's always research work being done. There's always a new innovation or investigation. Sometimes, that research can be beneficial to patients, but they aren’t reading academic journals. Most of the time, patients will just Google their symptoms.

If you are not putting that research work where your patients are, you are losing money, and patients are not getting the right information from an authoritative source.

Besides healthcare brands, this is also relevant for any business that heavily invests in research work. You can take advantage of this if you do any form of research and produce data and statistics to back up the claims that you are making. Instead of leaving it in Google Scholar, you can also repurpose that into long-form content and redistribute it across different platforms like social media, YouTube, etc.

It's relevant to any businesses that carry out research, not just healthcare brands.”