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.
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!