In the medical marketing world, it can sometimes be challenging to produce entertaining content that your patients will want to read and engage with. However, there are plenty of tips and tricks you can incorporate into your content to keep patients engaged and coming back for more.
Tips for Creating Content Your Patients Want to Read
Do you want the content your practice creates to be read, shared, or commented on? Do you want to produce quality content that will lead to more patient reviews? How about all of the above! If so, try these tips for writing engaging content that your patients will actually want to read.
Make it Personal
Talk about personal experiences happening in your practice, conferences, and business. Include stories about new hires, work anniversaries, new locations, or any other news that will resonate with your patients. This way, readers feel like they are getting insight into who you are as a brand, not just another article in their feed full of generic information. Making your content personal humanizes your marketing content, turning casual readers into long-time patients.
Tell Stories with an Emotional Hook
Stick to topics that have some kind of emotional connection for your patients instead of relying on dry facts alone. Stories make people feel something that gives them an incentive to comment, share and continue reading.
Show, Don’t Tell
Rather than simply stating your opinion or facts in the article, back them up with data that proves what you are saying is true. This way, readers can trust that they are getting accurate information rather than just biased opinions based on nothing more than anecdotal evidence.
One great way to prove that your practice can be trusted is to share patient testimonials. Patient testimonials will help your brand build trust within the community and lead more patients to your practice. In fact, 88% of consumers trust online reviews as much as personal recommendations, so utilizing patient testimonials is a great way to build trust.
Use language unique to your practice and avoid generic, overused terms in favor of more descriptive ones that are very clear about what they mean. While avoiding cliche, generic terms can keep a reader engaged, it is also important to ensure your target audience doesn’t become bombarded with unfamiliar medical jargon. This is likely to cause your patients to become confused and uninterested in your content.
Make Your Content Mobile-Friendly
How often have you tried reading an article on your phone that was constantly breaking up or scrolling down to the following line? If you want your patients to read and share your content, it has to be as easy as possible for them.
Posting often is a great way to stay relevant in this fast-paced internet era. For example, companies that post engaging content at least 16 times a month received about 3.5 times more traffic than those who only posted four times or less. Writing well-written blog posts and content frequently will help utilize your SEO to its full potential.
Creating a Healthcare Marketing Persona
When working within healthcare marketing, it is crucial to create a marketing persona. Creating personas is essential in building a brand that patients will want to be associated with. Doing your research to understand your niche audience and connecting with them can be a great way to create content your readers will enjoy and want to read. If the content is not tailored specifically to one type of person, it may appeal to no one and fail as marketing material.
Creating personas helps you know who you are writing for and what keeps them wanting more, giving you a leg up on the competition!
The best way to start building healthcare personas is to start talking to your patients. It is best to get to know who your patients are, their needs, and how your practice solves their problems. As you gather more information, you will be able to start consolidating similar responses and pain points. This will allow you to paint a bigger picture of what healthcare persona is suitable for your brand and who your target market is when creating content.
Contact LEVO Health to Guide Your Marketing Strategy
Interested in hiring a professional medical marketing team to help grow your practice and produce the content your patients are looking for? Contact the healthcare marketing experts at LEVO Health today by calling 855-234-0232 or visiting our contact page.