No matter what you are referencing, every person, business or thing in the universe only has a “first impression” and five-second window to convince someone of something. As such, in the game of marketing, online content and social media are critical. This undisputable fact is reflected in how much faith people put into the Internet and what it is, which is why optimizing blogs for doctors is an imperative procedure.
Blogging is overtaking the eyes and attention spans of Web users. Blogs are quick, personal, and easy to create — not to mention highly sharable. The end game of a blog is to have it read, thus converting a first time visitor into a lifelong reader. This strategy holds true for doctor’s offices, hospitals, urgent care centers, and every other healthcare-related business out there.
The idea of blogging is to increase your exposure as positively as possible— when considering this medium it is an achievable goal. For instance: When a new person comes to town and is shopping around for a physician, what makes the newcomer decide Office A over Office B? Is it location, the type of practice, or the insurance they accept? Possibly and it is quite likely that all of this information is found online. The doctor’s office with the widest-reaching, best online presence will win. Are you up for the challenge?
The power of a well-written blog is huge. Not only does it increase your practice’s online presence, blogs can share personal experiences about the office. They are a platform, a vessel even, where information is reordered into interesting and entertaining paragraphs. If your practice just received a new X-Ray 9000, blog about how this machine helps patients and provide specific examples of how it is the next big thing in medical technology. Everything piece of content you write for a blog should have a specific purpose: Is it describing a new service? Reaching out to referrals? Talking about a recent office development?
Optimizing blogs for doctors is not the same as writing 500 words of promotional content. Add a personal twist to every piece and explore your writing style. You don’t want to bore site visitors with technical jargon about the medical industry. They are reading your blog because they want to know more about you and your practice.
How a blog looks is crucial. Today’s readers want sleek, easy to navigate, and eye-catching pages. You also need to find a catchy title for your blog. Think of blogs like a long-running public journal and find a phrase that matches the concept behind the blog. Find a theme and welcome your bloggers right off the bat to increase the chances they’ll return.
You need a hook for your blog. The goal is to come off as a doctor with experience and expertise…is that the hook? Probably not. Most people assume MDs are good at their jobs. In terms of a medical blog, sometimes the hook is speaking frankly to potential clients without jeopardizing any medical experience. Is it flu season? Write a blog about symptoms and why flu shots are necessary. Is there a case of meningitis running rampant? Explain why getting checked up on is vital. Don’t be too promotional, just make sure to add a call to action at the end of the post.
A big component with optimizing blogs for doctors has to do with the content itself. You need to edit it, re-work it to clear up confusing medical terms, and make sure that it is intriguing enough to get through. Often, bad blogs are written because the writer isn’t enthusiastic about the content. Go on a content hunt if you’re having problems:
- Check out Google Trends for hot topic ideas.
- Research similar practices and what they’re blogging about.
- Look into industry trends, new studies, and technological advances.
- Don’t be afraid to get personal.
So you have your design, your content, your hook and your audience. When all of this is gathered together, always know that you can do better. A lot of readers are excited by blogs (and often share them social media) because they have infographics, pictures, and offer solutions to their problems. When optimizing blogs for doctors, consider adding imagery and video, or even host a guest blogger to increase exposure.
Photo by: Heipei