Read this before launching a medical blog
If you look at 10 websites by doctors in private practice, you’ll probably find 8 without a blog and at least half of them will have abandoned their medical blog habits at some point. Let’s go over the big missing element in most medical blog projects: a strategy!
Read this before launching a medical blog
August 16, 2022
The key: a unique tone-of-voice
how to blog as a doctor
How to hook the patient’s interest?
engaging with patients
"Genuine interest and digital attention are now real currencies. Consumers who become patients are still critical consumers. If your digital presence does not generate their interest, your competitor’s content might. They are now one step closer to choosing your competitor as their preferred specialist."
The pillars any doctor in private practice needs to hook the interest of prospective patients can vary, depending on your specialty. In general in a medical blog, we see triggers that are relevant in most situations. It’s good to work with these triggers at every stage of your medical blog strategy.
- General credibility and qualifications: Of course it starts with the fact that you are an accredited, recognised specialist doctor or surgeon. No marketing on earth can replace the value of your foundational work (the work that made you a doctor and a specialist).
- First impression: As crazy as it sounds, most first impressions between patients and doctors happen on a smartphone. Word-of-mouth and GP referrals are still powerful marketing mechanisms for your specialist clinic but make no mistake: there is interference from all the googling and those moments when friends mention your practice and start checking you out online.
- Reputation and leadership profile: Gone are the days when it was enough to just mention your credentials. Your reputation as a doctor now heavily depends on your ability to convey trust, clarity and support. Since those are the key elements of almost every doctor review, it makes sense to make use of that specific trigger when you communicate with your future patients.
In a moment, we will look at specific blog formats for doctors that work well, and we will share the biggest trade secret ever shared in medical communication and medical marketing.
The success elements of a medical blog
blog formats for doctors
The editorial mindset that will change your practice
blogging tips for surgeons
"Let’s call it your news section or your feed. All of a sudden, it becomes more serious, professional and important. Applying an editorial ogic to your blog will change your own mindset and - more importantly - the seeds you are planting in your audience’s mind."
So what is the connection between news and blogging tips for doctors? It’s going from ‘this is happening here at the TV station today’ to ‘this is happening in the world’. It’s moving on from ‘look how good we are’ to ‘look what you need to know and understand to be the best you can be’.
News, or blog content, from a doctor’s perspective, needs an editorial vision. A storytelling component. Yes, quite often we will have to talk about health problems. But once you manage to jot down an editorial recipe that consists of various types of blog content, you will feel the mindset shift happening. And you will never run of inspiration again.
What is the latest research? What are the risks if left untreated? What are the latest techniques in this area? What can we do to prevent this type of health problems? What are better ways to prepare for treatment? How can you go about optimising your rehabilitation process? The key ingredient in your new editorial approach is always to talk about the patient’s life, quality of life, and the real-life experience of a health situation.
Don’t go technical to show off. Don’t reduce the patient to a knee or a hip. Write about how playing with their kids or grandkids will be different in the future. You will have a better medical blog by becoming more human, and less surgical behind your keyboard.
You are not alone and we are here to help
copywriters for blogs
Let’s kickstart your blog
blogging for surgeons
Blogging for surgeons and specialists won’t be taught in Medical School anytime soon. If you want to make a difference and start securing the reputation of your private practice in the digital space, speak to us about our monthly reputation management plans. We look forward to hearing more about your practice in your free 1:1 Strategy Session. Book it now and you will be reaping the benefits of your medical blog in no time.