What are the key components of the omnichannel healthcare content strategy, and which best practices can you follow to make sure it’s successful? Let’s find out.
Published on Mar 3, 2025
When patients look for health information, they don’t stick to one place only. They might start on a hospital’s website, check an app for test results, and later read an email from their doctor—all on the same day. That’s why healthcare organizations greatly benefit from an omnichannel approach to content.
Omnichannel, or sometimes called a multi-channel approach, means making sure that regardless of where a patient finds information—whether on a website, mobile app, or a patient portal—the content is accurate and consistent. It’s not just about being everywhere; it’s about making it easy for patients to get the right information at the right time without confusion.
Omnichannel healthcare ensures that patients receive clear and reliable health information wherever they look. Since this information directly impacts their ability to understand and act on medical guidance, delivering it accurately and consistently across all platforms is essential.
Let’s dive into the key benefits of embracing the omnichannel approach in healthcare.
When patients get the same information across all the places they interact with—whether it’s the website, app, or email—it helps them trust that the care they’re receiving is reliable. For example, if a patient checks their test results on the hospital’s app and later visits the website to find follow-up instructions, they should see the same details. Consistency like this shows that the hospital is organized and dependable, which builds patient confidence and loyalty.
Omnichannel communication meets patients where they are, keeping them engaged across their preferred channels. For instance, a healthcare provider could send an appointment reminder via email, offer health tips through an app, and follow up with a message on a patient portal.
By communicating through these different channels, patients stay in the loop and feel more involved in their own care. This ongoing engagement can lead to better health outcomes, as patients are more likely to follow through with appointments, treatments, and lifestyle changes.
Having multiple channels for healthcare access gives patients more flexibility. Take virtual care, for example: a patient could book a telehealth consultation through an app, follow up with a doctor’s email, and later check their patient portal for lab results.
This creates an easy flow of communication where patients can move between in-person visits, virtual appointments, and self-service options without feeling lost or disconnected. By providing this flexibility, healthcare providers make it easier for patients to get the care they need, at all times.
Health data is essential for personalized care, and omnichannel helps consolidate this information from different sources—like mobile apps, patient portals, and in-person visits—into one view. This gives healthcare professionals easy access to the latest patient history and behaviors, allowing them to make informed decisions.
As an example, a patient’s symptoms entered into an app could be linked to their medical records, offering a complete overview for the doctor. With all this data in one place, treatment plans can be more personalized and effective, leading to better health outcomes for patients.
If patients can quickly find answers to their questions through the website, mobile app, or patient portal, it creates a smoother experience. If a patient can easily schedule or reschedule an appointment through the app, they’re less likely to feel frustrated or confused. The fewer obstacles they encounter on their health journey, the more satisfied they are with the service, which leads to higher patient retention and trust in their healthcare provider.
Building an effective omnichannel strategy isn’t just about pushing content to multiple platforms—it’s about keeping it accurate, consistent, and easy to manage. To do that, healthcare organizations need the right foundation. From reusing content across channels to maintaining control over approvals and access, these key components help ensure content is always reliable and up to date.
An omnichannel strategy in healthcare relies on quick, accurate, and consistent delivery of content across multiple platforms. By using a modern content management system (CMS) that supports omnichannel delivery, such as Kontent.ai, healthcare providers can make this process easier.
Instead of manually updating content on each platform, you can create and update content once in the CMS and automatically push it out to all relevant touchpoints. This saves time and effort and allows for faster updates across channels—crucial in healthcare, where information often needs to be updated in real time.
Control over content is key in healthcare, where accuracy and consistency are essential. The right content governance tools help teams manage who can create, edit, and publish content, keeping everything organized and reducing the risk of outdated or incorrect information going live.
In Kontent.ai, this level of control comes from capabilities like roles and permissions, collections, workflows, and Mission Control. Together, they help healthcare organizations keep content structured, accessible, and always in the right hands.
A centralized content hub allows healthcare organizations to store all their content in one place. This ensures that content is easy to find, manage, and distribute across various channels. Whether it’s articles for the website, educational videos for apps, or health reminders for patient portals, everything can be managed from one central location.
Another important component of a multi-channel healthcare strategy is content reuse. With the create once, publish everywhere approach that content reuse supports, healthcare organizations can craft content once—whether it’s an article, video, or infographic—and publish it across multiple channels like apps, websites, and patient portals without having to recreate it each time.
This not only saves time but also helps avoid duplicated work and reduces inconsistencies. In healthcare, where accuracy and up-to-date information are critical, this approach keeps content reliable so that patients receive the same trusted information wherever they access it.
If you want to know more about how you can maximize what you already have, check out our infographic that covers content reuse for healthcare. If you’d like to go more in depth and learn about how reusable content can be supported by content models, with real-life examples of how healthcare organizations benefit from it, check out our comprehensive white paper Understanding content reuse for healthcare.
Now that we covered some of the key components of the omnichannel approach, let’s take a look at how leading organizations in the healthcare industry are achieving success with omnichannel strategy.
In highly regulated industries like healthcare, information must be accurate, up to date, and easily accessible. Like we’ve discussed at the beginning of the article, if a patient’s experience feels disconnected, it can hurt their trust in the platform. Seeing the potential in improving in this area, the University Medical Center Utrecht (UMCU) wanted to work on improving how they deliver content across different channels while automating processes wherever possible.
At the heart of their project was a clear idea: patients should be in control. UMCU aimed to give them 24/7 access to clear, relevant information on their channels of choice. This patient-first approach shaped every part of their website, patient portal, and chatbot experiences.
To support patients on their preferred channels, UMCU needed to unify content and simplify internal workflows, and Kontent.ai made this possible. Structuring content in the CMS allowed teams to easily update and publish information across all platforms while the centralized authoring hub made collaboration more efficient.
With unified content management in Kontent.ai, the University Medical Center Utrecht now offers patients more relevant and accurate information across all digital channels, including their patient portal.
Challenges in implementing an omnichannel strategy can be addressed with the right approach and technology. Let’s take a look at some of the potential hurdles and their solutions.
With sensitive patient data being exchanged across multiple platforms, it’s vital that healthcare organizations use systems that comply with strict privacy laws. HIPAA (Health Insurance Portability and Accountability Act) is a key regulation that ensures the protection of patient information.
With a HIPAA-compliant solution like Kontent.ai, organizations can confidently manage and distribute content across various channels, knowing their patient data is always secure.
Making sure that content is accessible and easy to understand for all patients, including those with disabilities, is a priority for healthcare organizations. Structured content, which is content organized in a predictable, easy-to-navigate format, can be of big help.
Modern CMSs like Kontent.ai, which support structured content, improve accessibility for assistive technologies including screen readers. This allows users to navigate content more efficiently and access clear, concise, and meaningful information without any obstacles.
Healthcare organizations might use a mix of different systems for managing patient data, content, and communications. If these systems are siloed, meaning content is spread across separate platforms, it is harder to make sure everything stays consistent and up to date.
This is where a system like Kontent.ai can help. Kontent.ai is built to integrate with a wide range of systems via Application Programming Interfaces (APIs), which are tools that allow different software to communicate with each other. This allows healthcare organizations to manage all their content in one place, leading to a more unified experience for the patients.
A strong omnichannel strategy ensures that patients always receive accurate and up-to-date information on the channels of their preference. Here are some practical steps healthcare organizations can take to maintain quality and efficiency in their content operations.
Outdated or inconsistent information can be confusing and lead to serious misunderstandings. A content audit helps healthcare organizations stay on top of what needs updating across websites, patient portals, and mobile apps. By regularly reviewing content, teams can remove or correct outdated details so that patients always get the right information.
When the same information appears in multiple places, manually updating each version is inefficient and increases the risk of inconsistencies and errors.
A structured approach to content—where information is broken into reusable pieces—lets teams update content once and apply changes everywhere automatically. This keeps messaging aligned and ensures that patients always see the latest details, no matter where they look.
Healthcare content often requires multiple compliance checks, which can slow down publishing. In Kontent.ai, our AI-powered content reviews speed up this process by providing a strong first draft that teams can refine.
It flags words to avoid, checks for compliance issues, and ensures terminology is accurate. Teams can quickly accept, adjust, or reject suggestions—keeping processes efficient and content accurate.
Whether it’s patient education, appointment updates, or new treatment guidelines, healthcare content needs to be delivered on time. With Kontent.ai’s Mission Control, teams can track how long content items spend in each workflow step and catch bottlenecks before they cause delays.
It also provides a clear overview of all content tasks so teams can see what’s pending, identify unresolved comments, and ensure that critical updates go live as soon as they’re ready.
An omnichannel approach in healthcare is an opportunity to improve the entire health journey of your audience. By making sure information is available on their preferred channels at every step, healthcare organizations can provide the support patients need when they need it.
By always delivering accurate, consistent, and up-to-date content, organizations can build trust, protect their reputation, and create lasting relationships with patients who know they can rely on the information they receive. Interested to see how Kontent.ai can help organizations in healthcare on their journey to a successful omnichannel content strategy? Request your demo today.
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