The quality of your content is critical to your digital marketing plan. Quality content will attract readers. Well optimized (SEO) content will allow the search engines to rank your website.
Great content needs to be accurate, informative and…correct. The best author for the health content provided on your website is going to be the health provider him/herself. It’s the natural solution.
Doctors Hate Writing
For many reason, doctors and healthcare providers hate writing. We have scribes, dictate and electronic medical records to do this drudgery. Also, most of us probably would not have entered into healthcare if we were naturally great writers.
Another drawback to getting a doctor to write is that we are used to creating content in peer-reviewed journals – opening us up to criticism from our colleagues.
Website is NOT Peer-Reviewed
Creating content for your website is NOT peer reviewed. It’s intended office is your next patient…readers looking for health related information and answers.
If you are able to provide your readers with their sought after answers, your content must be relevant and credible, but most importantly, written to them (your patients) not to your peers.
It took me a long time to get over this hurdle, that is, it took me a long time to realize that my peers were not reading my content and were not criticizing what I had to say…in fact, the few who have found my websites realize the utility and applaud what I do.
Easy and Endless Sources of Content
Healthcare providers have an endless supply of content…the well rehearsed answers to questions we answer every day. We answer them frequently – so they are well rehearsed. They are asked by our patients – so our answers our customized to the lay person.
The content is ready made! Just put them to paper.
Most of us also have dozens of informational pamphlets filling the racks on our offices walls. Paraphrase these pamphlets and personalize to your office!
Remember, your content is the key to high rankings on the Internet (SEO) and the beginning to the process of engaging your readers to make them patients.
To your success!
Randall Wong, M.D.
Healthcare and Medical Internet Marketing
New podcast: Just started a new podcast with Russell Faust, M.D. on Healthcare and Medical Internet Marketing.
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