Great medical copywright, should be written with 3 goals in mind. Your next post should provide value, be tailored to an individual “patient” and, most importantly, evoke a response.
Content Provides Value = No Value, No Patients
First and foremost, your articles must provide value. Remember, value creates trust and trust brings loyalty. If there is no value to your articles or website, you will never create traffic. Think about every website you enjoy visiting….it provides for a need, whether it is a sports schedule, the weather or the latest recipe.
So, too, your medical website must create value.
The value you provide is your medical knowledge. Your patients have questions, and you, as the authority, provide the answers. Your answers to their problems solves their needs.
Write to Your “Ideal” Patient
Close your eyes and pretend you are talking one person. This one person should be your “ideal” patient for this discussion. The dialogue or explanation you have with this indidual is your next post.
By making this “personal” you will be speaking directly to your reader…your next patient.
You are not talking to a large group, you are speaking one-on-one.
By writing in this manner, you have a greater chance of engaging your readers, i.e. patients. They will hear you speak to them through your article…one on one. The greatest effect is that you will engage them, causing them to read more.
Don’t Please Everyone
You want to evoke a response. You want your reader to leave a comment.
Your article is ideally delivering one message. It should not be an exhaustive review, it should cover one topic. It should cover the most salient details. Resist the temptation to showoff by knowing all the answers (your readers know you do). Leave something to be questioned.
A great article is informative (provides value), is written personally and evokes a response…or in social media terms, should start a conversation. The most powerful article is written to invite the reader to leave a comment.
Making a comment or asking a question on your website is the most powerful element of social media.
What have you done?
You have written an article solving your reader’s question (providing value), you have engaged them by writing personally and have evoked a response (they have left a comment).
This conversation allows subsequent readers to identify with your original reader. You have created an opportunity for others with similar problems to identify with one another. This is the power of your website and why you will stand out above your competition.
Care to leave a comment? 🙂
To Your Growth And Success!
Randall V. Wong, M.D.
Medical Website Optimization