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medical, practice, blog, content, digital, strategy

 

Blogging isn’t just a hobby anymore. These days, most brands utilize a blog in their digital strategy as a means to connect with their audience and present informative or entertaining content. So do you, as a medical practice, need a blog? YES! Absolutely. As a business that is so personal with your audience (your patients), establishing trust and comfort are essential.

Think of each blog post as a one-on-one with a patient. Have a conversation. A blog can be used to answer a question, address a concern, highlight practice news and achievements, or provide input on a socially relevant topic of the moment. Sites such as ZocDoc and Yelp have vastly expanded healthcare provider options and increased the competition in your field. People have an array of choices these days and no longer feel the need to remain with a practice if it does not suit them. In an era of medical “musical chairs,” patient loyalty is something to reach for and hold onto.  

Thinking about introducing a blog but have yet to make the leap? Here are three reasons why blogging is an essential component of your digital strategy:

 

Thought Leadership

Blogs are a great way to stay relevant in your field and keep up with your competitors. Entries in a medical blog can be used to share pieces of content such as stories, experience, insight and advice – from you to your patients. Think of your practice as a brand. You want to build up your brand’s “stock” in the eye of the public. Every post that you publish is an investment in your brand and thus makes you more valuable. Collectively, your blog entries compound to create authority and influence. With consistent quality posts, your practice will soon be known as a news source that is trustworthy and knowledgeable.

 

Relationship Building

Patient engagement, as we covered last week, is necessary for building a relationship with your audience. Having a friendly and approachable public image shows people a relatable and more personable side to your practice. Blogging can play a huge role in this. Blog articles that showcase your intelligence and expertise help to promote confidence and trust in your audience. Posts should be informative but also use a friendly and conversational voice. A visit to the doctor can be very scary to some. Striking a balance in your writing tone between friend and doctor will make people more likely to heed your advice. The trust that is built helps support the medical care that is given. When both parties are comfortable, it makes for a more successful healthcare experience.

 

Digital Presence

An active blog is just one (big) piece in your overall digital strategy. Articles and other pieces help to boost your search engine ranking, push you to the first page, and get you noticed by more people (more on that here). Search engines love (and reward!) new content. Quality posts can be shared online and introduce your practice to new people. The more it is shared and viewed, the better it is for your search engine ranking. Additionally, promoting your articles on your social media channels is a great way to drive traffic to your website (and, again, boost your SEO). Just make sure that the writing of your posts do not come across as “click bait.” Algorithms will bury this type of content and your hard work may go unseen. As for frequency, putting new content each week is ideal but bi-monthly will still put you on the right track.

 

A dedicated blog for your medical practice is an indispensable element of our digital content strategy. Coming up with original content for a blog may seem too difficult a task but, here’s a secret, anyone can write! Start jotting down common questions and concerns you hear and pretend that you are having a one-on-one conversation with a patient. Over time, you will get in the writing groove and find your own unique tone and style. Stick with it! As your blog grows, your practice will become a go-to source of information and your patients will see you as not just a doctor but also a friend and expert.

If you are interested in learning more about blogging, contact us today!