Niche medical writing

Why You Should Avoid Generalist Writers

Hiring someone to write content for your business can involve some level of risk until you get to know the person or company you hire. You must find someone who will earn your trust by delivering medical content to engage your readers with the ideas and terminology that apply to healthcare content writing. If you hire a general writer, you run the risk of getting someone who has to spend additional time researching the subject you ask them to write about, and this may strain them in meeting your deadlines, getting you both off on the wrong foot. 

Some general writers will not know how to appeal to your audience simply because they know too little about your audience and have no experience relating to them. From the general writers’ perspective, they may not have much interest in your industry and therefore find it a subject they are not good at.

Strengths of a Niche Writer

A healthcare content agency understands your audience because they have written for them in the past. They also understand the concepts and ideas behind the medical content that will educate your readers and earn their trust in you. When you hire a healthcare content agency, you can be more certain your deadlines will be met because they already know the subject matter, so that they will spend less time researching and more time perfecting the language that will capture your audience. 

A healthcare content agency knows all the ins and outs of the medical industry because they have found a personal interest in it. Over time, applying this interest has gained their in-depth knowledge about the topics your readers want to know more about. This is important because engaging the interest of your readers is the first step in selling them your product or service.

Let Us Help You With Your Medical Content

You can save yourself valuable time finding the right fit for your healthcare content writing needs by contacting a healthcare content agency that already understands the unique challenges and needs of the medical industry. At McDonald Content Solutions, we are passionate about healthcare content writing, so we only focus on this niche. Contact us today, and we will help you establish a better online presence that will allow your customers to know and trust your services. 

  

 

The Importance of Having a Medical Blog

As medical professionals move forward in the information age, they are relying more on technology to drive their businesses. Even healthcare providers that offer essential healthcare services to the public need to rely on digital technology that will create a noticeable online presence. Most Doctors, for example, are too busy with treating patients or keeping their facilities running to think about the importance of having a medical blog or its ongoing content. 

What A Blog Can Do for Medical Professionals

A Medical blog can help you connect with your audience, and the right healthcare content agency can help you make that connection by speaking the language that has been time-tested and proven to work. One of the first things that healthcare content marketing professionals consider is “who exactly is that audience”? Healthcare content agencies know that a common mistake among most clinicians is that they write to the people they relate to most, which is their peers. A healthcare content agency understands the language of your patients and will create healthcare content writing that catches their attention and brings them to you so that your business can thrive.

A Medical Blog Can Educate Your Audience

Healthcare content marketers are skilled at educating their audience in ways they can relate to because all good marketers know that an educated audience is more likely to choose your product or service. Most people will appreciate what they learn and will be more likely to reach out to you. 

Another benefit to educating your audience is that certain keywords can be embedded within the content, and this will improve your ranking on search engines so that people will find you when conducting a search. It is also important to keep adding new blog entries because this will further improve your ranking by letting Google know your site is still active. 

Your Blog Helps Build Trust with Your Patients

As you continue to blog and increase your online presence, you will also increase how much medical content search engines have to crawl and index. As more useful information from your blog appears on internet search results, it will show your audience that you are a trusted source. The more they know and trust you, the more your organization can grow.

Contact Us Today 

If you are looking for a healthcare content agency that can drive traffic to your organization, McDonald Content Solutions has over ten years of experience specializing in medical content that delivers results. Whether you are appealing to other businesses or you are looking for a strategy to reach those who need care, let us speak for you so that you can get back to the business you specialize in and while we do what we are best at.

 

Our Top 5 Tips to Select Healthcare Blog Topics

If you have recently built a website for your practice, you may have decided that operating a healthcare blog is a great approach to build your website. Additionally, your blog can serve as an avenue to connect with your patients to deliver news about updates to your practice, new procedures, or general information. While you might begin your blog with some great ideas, how do you manage writer’s block and choose the best topics for your audience? At McDonald Content Solutions, we want to see your practice thrive, and that’s why we developed this article to help you keep great content flowing and prospective patients or clients coming through your doors. 

Build Your Healthcare Blog by Listening to Your Audience

When you have patients who consistently ask the same questions, it is usually a sign that you have a topic for a blog. You can change the format of a blog based on your needs, but sometimes a FAQ (Frequently Asked Questions) approach can help you deliver great information on a variety of different topics. 

However, if you also have a question that continues to arise that requires a more in-depth answer, consider devoting an entire blog post to answering that single question. Using patient questions as a starting point, you know that your content will benefit your audience from the minute you hit publish. 

Write a Blog that Covers a New Procedure or Equipment

If you have recently invested in additional education or equipment for your office, your blog can be a great avenue to help spread the word. Your blog can get a little more detailed. While you might not be able to discuss the procedure at every appointment, the blog can help educate patients who may be interested in a procedure. They will be more likely to schedule an appointment that specifically utilizes this new technique for their benefit. 

Look at the Calendar and Discuss Upcoming Events

While looking at a general calendar can help with some specific ideas about holidays or seasonal issues pertinent to your practice, we encourage you to go deeper. Instead of looking at a desk calendar, consider looking at a list of upcoming events in your area. If you’re a chiropractor, is there a physical event, like a fun run, that many of your patients might race? If so, consider writing a blog about the benefits of chiropractic adjustments in advance and after physical activity to help keep people healthy. 

Additionally, by utilizing some keyword research, you may get an increase in traffic to your website that specifically surrounds this event. If a particular type of event attracts people that are more likely to be interested in your service, this can be a massive benefit to your bottom line. 

Introduce Healthcare Staff

Creating blogs that introduce new or current staff members to your audience can help build rapport with your local community. If your patients know the people who work in your office, they may find that they enjoy coming to your office more frequently or that they are less likely to cancel appointments. When you write about your staff, include pertinent practice information, such as education, background, or why they entered their position. However, you can also have some personal information about them. That may include hobbies, interests, or even their pets. Of course, be sure to work closely with staff to include information that they are comfortable discussing. 

Discuss Pricing

You will likely find differing opinions about discussing pricing. One of the biggest reasons to consider blogging about price is because your patients are already searching for it. While you don’t necessarily have to outline the bottom line cost for a procedure in your healthcare blog, you should be sure to include some information that discusses some of the general ideas or practices behind pricing or billing. When you have information on your blog that already matches what people are searching for, more people can be exposed to your practice. Additionally, when your audience is searching for the price of a procedure, they are generally more likely to purchase soon. 

Bring on Our Healthcare Content Agency

We hope that the ideas that we’ve outlined are a great way to build your blog and get valuable information into the hands of your audience. However, if you’re struggling to create engaging healthcare content, consider reaching out to us. We have a team of writers and editors that are ready to tackle your healthcare content writing. We can work with you to write about topics that you know are interesting to your audience, or we can develop a content strategy that is unique to your business and local community to help bring more patients through your doors. Call us today to get started! 

Healthcare Blog, Medical Blog, Healthcare Content Agency

Top 5 Writing Tips for Your Healthcare Blog

Developing appropriate topics to help connect your medical practice with your patients can feel like a daunting task. While you might have a few ideas for initial topics, writer’s block can frequently set in pretty quickly. To help keep your healthcare blog operational and connecting with prospective patients, follow these tips to produce meaningful healthcare content and educate your community. 

Allow Healthcare Blog Topics to Strike Anytime

You don’t always have to be working on your medical blog to suddenly be struck with the next brilliant idea that your audience might NEED to know. For that reason, it is important to keep tools nearby so you can quickly capture your ideas when creativity strikes. Several people keep notepads and pens strategically placed around their homes, cars, or office. Additionally, small pocket notebooks can be kept with you at all times so that if your next patient gives you a brilliant idea for a topic that you don’t have to run out before you forget. 

Curate Your Photo Library

Healthcare blogs have a variety of different purposes, and this idea has multiple benefits. Your online healthcare content is designed to help connect and educate your audience. One of the most significant benefits of using personal photos is building initial trust with prospective patients before they ever set foot in your practice. 

Additionally, capturing your photography helps to eliminate using stock photos but can also help to inspire some of your following blog topics. With today’s digital technology, many phones can capture excellent quality images that you can use on your website. That means that you don’t even need specialized photography skills to capture some great moments. Just a note for medical professionals, be sure that your photos don’t catch any sensitive patient information.

Identify Your Goals

While writing on just about any topic can be interesting to some people, be sure that you keep your prospective patients in mind. Instead of writing about an obscure medical practice or healthcare topic, consider ensuring that your issues are relevant to your audience. As summer nears, many doctors focus on heat-related injuries and their avoidance. These are good practices to use to make sure that your community benefits from your efforts. 

Make it Interactive for Your Patients

Being able to draw your audience into your work and allowing them to take an active role in your practice can help to increase trust and buy-in from your audience. Consider adding a fun poll question into a blog, or make sure to ask for comments in the section below. However, if you ask for comments, be sure to continue your interaction after your blog has posted. Also, as mentioned before, be sure to avoid potential questions that might expose private patient information to your audience. 

Make Your Healthcare Content Creation Strategy Personal

Coming up with a long-term healthcare content creation strategy can help you stay focused on your overall goals. You can double down on this approach by making your content personal to you. While your patients come to you for your unique expertise, it doesn’t hurt to pull back the curtain a bit and let them see into your life. Consider writing topics on “a day in the life” that covers you and your staff. You can also include short stories or blurbs about a pet, child, or your hobbies. Making efforts to allow your patients to see you as a person rather than just a doctor helps build personal rapport. 

Think About Using a Healthcare Content Agency

Of course, this approach can take some considerable time and energy. If you are a busy medical professional, coming up with a long-term strategy can feel daunting enough, but finding the time to write and execute your blog posts can be impossible. At McDonald Content Solutions, our professional staff can help capture your voice and connect with your audience. We work with our clients to ensure that they get meaningful content that helps show their work positively. If you would like some additional help to get your story in front of your community, contact us today

social proof

The Importance of Social Proof

As we think about our role in the world around us, we can easily identify that we are all unique individuals. However, when you take humans as a collective group, we have some patterning throughout our global society that can be decidedly predictable. While the surface of social proof looks like it may be a marketing tactic deployed to get customers to buy traditional products, social proof can also influence your patients! So let’s dive into some of the details of social proof and how you can use it to leverage your practice. 

Social Proof 101

Now that you understand that we can predict and somehow influence people’s behavior to choose certain products (or, in your case, practices) over others, let’s take the next step. Social proof is a form of marketing, but it doesn’t necessarily mean that you’re actively pursuing customers. If you’ve ever been looking for a restaurant for dinner, but drive past an empty parking lot and think, “Wow, that place is dead, they must serve terrible food.” and then continued driving? Well, that’s a negative social proof experience. However, the inverse is also true. When you see everybody flocking to a single location, you may experience a fear of missing out (FOMO)! 

While there are different scales of social proof, it is important to recognize that different marketing measures have different levels of success. Social proof can be thought of in almost the same vein as a personal recommendation — and those are more valuable than gold! 

In the online world, we can think of social proof as to your reviews across all platforms. So, just how valuable are your reviews? Let’s break it down by ranking categories from highest to lowest. 

  • If your practice targets younger individuals (18-34), then recent studies suggest that 91% of these individuals trust online social proof as much as personal recommendations.
  • 82% of people say that they value the opinion of someone close to them before they make a purchase. 
  • 70% of individuals look at online product reviews before they make a purchase. 

All of these studies suggest that the people around them play a role in any purchase that they are making. How valuable do those recommendations become when your health plays a role? 

Capitalize on Your Social Proof

Now that you have a general understanding of how social proof plays a role in your business, it’s time to figure out how to put social proof to work for your medical practice. 

Break out the Reviews

If people value others’ opinions so readily, it’s pretty apparent to see that you need to be increasing the number of people that tell others just how great your business is. Many medical practices can do this by simply asking their patients to leave them reviews in key areas. You can e-mail the link, create custom QR codes that lead to that page, or offer specialized incentives or promotions to reward your patients for leaving you high-quality reviews. 

Create a Blog

If you have a website, you’ve likely heard that you should create a blog. While you also recognize terms like SEO (Search Engine Optimization), that isn’t the primary focus of increasing your social proof via your blog. Instead, social proof is all about getting actual people (not search engines) to connect with your content. That means that your content connects with your audience and that it is easy to share. You can add buttons to quickly allow for social media sharing across a variety of different social media platforms. That includes Twitter, Pinterest, Facebook, LinkedIn, and any other areas that your clients might use. 

Improve Your Online Presence

This means that somebody within your organization is going to have to get down into the weeds. Interacting across social media can help keep your practice at the forefront of your current and potential patient’s minds. Keep regular posts that connect with your current patient’s needs. Podiatrists may consider specialized footwear to avoid slips and falls during the winter months. No matter what your specific industry is, you can find a following on social media that directly benefits your practice. 

Finding the Time

Of course, not every practice has the staff or the expertise to optimize your online strategy. If you’re considering becoming more relevant in your community, consider collaborating with McDonald Content Solutions. We have the expert staff that you need to help create health content that connects with your future patients. Call us today! 

 

medical white paper

3 Reasons to Write a Medical White Paper Today

In the continually evolving marketing climate, it can be hard to sort through the myriad of different topics and styles you should implement. While medical white papers are frequently overlooked, this tool is a critical component to educate your audience about new services or devices. Of course, there are a few essential things that you should know before you ever put pen to paper, and we’ve grouped three of the most important reasons that you should write a medical white paper for your practice. 

#1. Keep Medical White Paper Topics Relevant

It doesn’t matter how well-written or researched your white paper is if the audience is not interested in what you’re writing. It is essential to know and understand your audience to target the specific pain points they are having. Once you know these key points, all of your statistical data will land with your audience and demonstrate precisely how you plan to help with their current issues. 

#2. Bring the Data

If you write a whitepaper full of hypothetical or theoretical numbers, your audience is more likely to be skeptical of your research’s extensive nature. While your medical white paper should not be overburdened with numbers and statistics, it is crucial to driving home key points with critical statistics. Use research or case studies that help bolster your point. Make sure that you’ve done your research and can verify the data that you’re using. 

#3. Get Your White Paper in Front of Your Audience

Where you publish and post your white paper can vary greatly. You may get several different opinions on the best platforms to publish your work. However, you should keep your audience in mind.  Many practices publish their whitepapers on their websites, in emails or newsletters, or submit them to academic or healthcare-related websites. If you’ll be presenting your work at a conference, you should consider getting your white paper published in those materials. While you want to be sure people will view your work, the forum needs to be reputable as well. Various websites promote their ability to publish your whitepaper. However, they may not deliver your expected results after they collect your payment. We frequently suggest that you talk to colleagues that work in your area of expertise and listen to their suggestions and cautionary tales. 

Final Thoughts 

While medical white papers can substantially impact marketing your products and services, don’t treat the white paper as an advertisement. Medical white papers are designed as informational. While the intent is to market your product, it can’t be overshadowed by the content. Instead, make sure that you’re accurately describing the problem, your solution, and the data to support your claims. If you stick to that simple formula, you’ll help establish yourself and your brand as a credible and trusted authority.

Of course, if you’re considering writing a white paper but want to enlist the help of professionals that are well-versed in the art of creating medical content that connects with your audience, call or email us today! We are experts in helping healthcare professionals focus on supporting and healing their communities.