Content Marketing for Doctors

Help Patients With Content (Not Selling)

Most doctors' marketing is aimed at attracting patients interested in what you do but, who do not know you - yet. Use content as a strategy so your practice can aim to achieve the following outcomes:

• Gain Trust - by Helping not selling
• Drive More Inquiry - by answering prospective patients questions
• Use Patient Focus - by targeting your message and displaying your practice expertise
• Improved Engagement - by offering content your patients want you are helping not selling.
• Greater Exposure - by patient shares and comments
• Strengthened Loyalty - by improving existing patient's experience for happier patients

Everything you write, upload, post, share and comment on is considered content. It can be text, images, videos, slideshows or really anything that can be consumed, enjoyed and used by patients or referrers.

Use Questions in Content Marketing

Whether your practice is looking to maintain a strong position online or for more new patients, most medical practices can benefit from improving online engagement. Engaging patients online by creating and distributing relevant and valuable content is a powerful marketing strategy. The right content will attract, acquire and engage your prospective patients.

What questions work for Content Marketing?

Write blog posts on topics patient as asking and need answers to.

It’s not just website pages that can help you attract traffic to your site -- your blog can be one of the most powerful tools you have to get new visitors.

Just as you should be optimising your website pages around the keywords that your buyer personas are searching for, you should be doing the same thing with your blog posts.  What are your target patients most frequently asked questions? and  What are the problems they’re facing and are searching for help without on the Internet?

Write blog posts that are relevant to your personas and answer their questions so that when your persona searches these terms, your site appears in front of them. This will not only help to keep your website and business top-of-mind next time that searcher is looking for help, but it also aids in building trust with your potential buyers.

Medical Content Makes The Web Worthwhile

While answering questions is the bread and butter of good online content, it is surprising how often so many good questions go unanswered. 

Good content makes the web worthwhile, it educates, entertains and engages. More advanced content can offer more, in many ways.

We Can Tell Your Story

Effective stories can position your practice and can engage and educate patients. Uncovering and telling your practice stories is not simple, but if done well can involve your audience and create a deep engagement. The most important element is audience interest. Your stories can take many forms. They can include:

• cartoons or infographics
• statistics or standard prose
• before and after case studies,
• parables or cautionary tales,

Content Marketing for Doctors - the Facts

• 61% of patients say they feel better about a practice that delivers content,
• 7 in 10 patients prefer to learn about your practice through articles,
• 90% of patients find custom content useful,
• 78% of patients believe that practices providing specialised content want to build good relationships,
• 68% of patients spend time reading content from a brand they are interested in
• Social media and blogs account for 23% of all time spent online, and
• Interesting content is one of the top 3 reasons patients follow people and brands on social media.

Refer to How to Write Perfect Content for Doctor's Profile.