When it comes to developing patient relationships, content is king. The style and substance of the information you disseminate say more about your practice than most doctors realize. When utilized effectively, content can generate new patient leads, keep current patients satisfied, and establish your practice as a valuable and trusted resource.
Content Marketing is the ongoing aspect of on-page Search Engine Optimization (SEO). In this on-page SEO process, we tweak – or optimize – the content on your site to get you the best results. Since there is only so much you can do with any one page, and because the more pages you have, the more chance you’ll appear in search results, an ongoing content strategy is a key element of online marketing.
According to recent studies by the Pew Internet & American Life Project, 80 percent of Internet users–which amounts to almost six out of 10 U.S. adults–look for health information online. In addition, about 15 percent of U.S. adults have used their cell phone to research medical information. The most popular search topics include specific diseases, conditions, treatments, and procedures, as well as particular doctors and other health professionals.
Are Internet users finding your practice? Are they impressed and reassured by what they read? A properly executed content strategy can help you achieve these goals.
What to Say
The most successful content will be highly functional for your patients and take full advantage of search engine optimization techniques. It will be clear, succinct, and direct. Subject matter may include:
- education about symptoms and conditions
- information about services and treatments
- advice about preventive care, nutrition, and lifestyle
- practice news and health-related events
- seasonal updates
How to Say It
Unless you are face to face with your patients, your print and online content is your primary communication. In order to maintain a comprehensive content program, there are several modes of content you should consider:
- web-based pages
Because people often research their medical condition before seeking a provider, superior content (for example, an extensive library of medical condition pages) acts as a magnet that attracts visitors to your website and certifies you as an authority.
- blog or newsletter
Ongoing, regularly scheduled content such as a blog or newsletter shows you are organized and detail-oriented, and helps establish an aura of reliability and stability.
- video scripts
Humanize your practice and give your patients a sense of what to expect when they arrive for a visit.
- brochures and other print material
Enhance your credibility and build brand awareness with thoughtful, informative, innovative marketing pieces.
The key to a successful medical practice is making your patients feel comfortable in your environment and confident in your ability. Our company understands the unique relationship between a provider and its patients, and we have worked with dozens of health care practices, helping them to reach the greatest number of potential patients.
We take the time to learn about your practice, your community, your patient base, and your competitive advantage, and construct our content strategies accordingly. Providing vibrant, robust content will only serve to increase your practice’s traffic, and what’s more, your practice’s reputation may depend on it.