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Medical practices are typically under a microscope from end users who are increasingly demanding more transparency, added value and convenience. Therefore, it’s more important than ever for medical practices to showcase their expertise in order to stand out from the crowd. In this blog, we outline key tips for creating engaging content that will help you attract prospective patients and keep current ones happy. It also helps you build trust with your audience so they feel comfortable asking questions or making suggestions. Let’s get started...
1. Keep It Short, Sweet, and to the Point
One of the most common mistakes medical practices make with content is trying to be too clever or engaging. It’s almost as if the content creators are trying to prove how “smart” they are rather than focusing on the specific audience and their needs.
For example, a poster in a medical office may be attempting to show how critical it is to maintain a healthy diet.
However, the poster wasn’t written with the person receiving the message in mind. Instead, the poster was meant to show how sensible healthy eating is and why it’s important to medical practice.
The post was probably quite impressive and informative – but to the average person, it was also kind of condescending, as if the poster was trying to impress their readers with their own knowledge.
When writing content, keep in mind that the majority of your audience is likely not as educated as you are, so try to make your content engaging and helpful while avoiding the urge to impress.
2. Be Helpful and Give Clear Explanations
Medical practices need to find a healthy balance between being highly technical and overly simplistic. The more complex the content, the more it can distract from the information itself.
Helpful and clear explanations can help to separate the good from the great.
For example, a helpful doctor might explain why certain protocols for a certain condition aren’t appropriate for a patient, or how certain medications interact with each other. This will help to demystify the terms many patients do not understand.
On the other hand, overly complex content that is meant to show off your expertise may confuse and overwhelm your end users.
A good rule of thumb is to find a content marketing strategy that best suits the majority of your patients while also maintaining a high level of professionalism.
3. Content Must Be Backed by Scientific Evidence
False claims and misleading information may be avoided while researching sources. Further, it strengthens the relationship between you and your followers.
If the information you provide might have an effect on the health of your patients, you need to be sure that it is accurate and thoroughly researched. It is one of the best ways in crafting engaging content for you medical practice audience.
To play things safe, stick to academic materials that have been released within the previous five years. Find supporting evidence to strengthen your argument.
4. Offer a Variety of Experiences for Your Patients
Medical practices often find themselves creating tons of content, but are unsure of how to use it. It’s important to find a strategy that allows you to use content to its full potential.
Creating one-off blog posts and Facebook posts that don’t add up to a bigger marketing strategy is a recipe for disaster. An effective strategy should help to integrate blog posts, social media posts, and other content to create a consistent, branded experience for your end users.
This can be done through blog tags and relevant posts.
For example, if your practice is dealing with some end-of-life issues, you could create a series of posts on how to talk with the family about these difficult situations.
Once you’ve completed this series, you could create a post that ties everything together, summarizing the information and providing a final takeaway.
5. Comment on Other People’s Posts To Show You Care
Medical practices often find themselves trying to demonstrate their expertise in a way that doesn’t really resonate with their audience. One way you can demonstrate your expertise without going overboard is to show your end users that you care about them and their well-being.
Making a habit of commenting on other people’s content on social media is a great way to do this.
It shows your prospective patients that you take the time to read and comment on other people’s posts – something like how a real doctor would respond.
It also sends a message that you’re a real person, not just some faceless corporation.
Conclusion
When it comes to healthcare, there is a variety of opportunities to create content that truly connects with patients.
People have lots of health-related queries, therefore it's important that you can answer them with authoritative knowledge. The question you need to ask is whether your material actually helps them. These five tips will surely help you in crafting engaging content for your medical practice audience.
Making your material more engaging increases its quality and, as a result, the likelihood that your followers will become loyal patients.
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