In this world of information overflow, especially when it comes to online, it might seem redundant to encourage doctors, specialists or practices to build their business using content marketing.
But to put it simply, you need people to know you, to like you and to trust you. And content marketing is a great way to move forward and achieve that.
What is content marketing?
Content marketing means creating, sharing and posting information for your current patients or to gain referrals to your practice. The type of content that you share will relate to your practice or speciality. Put simply, you are educating people so they trust you enough to come and see you about something very important to them – their health.
It is well known and documented that before a patient makes an appointment with your practice; the majority have done some type of research online. People want to know what you specialise in, what you look like, what to expect when they come and see you, if you are using the latest technology and what experiences other people have had.
This is why it is so important that you are putting your own regular and up-to-date messaging and information on to your website and your social media pages.
The benefits of creating your own content
To raise awareness that you exist
You might have just started your own private practice, or maybe a competitor as moved next door or you have plans to extend you practice and offer a holistic service. Whatever the reason is, you need to let people know that you are open and always taking on new patients.
To humanise what do you
It is common for people to think of doctors, dentists, nurses, radiographers and GPs as robots. They are always calm and controlled to deal with challenges all day, every day. Showing your human side is a great way for patients to see your well rounded holistic approach and to feel at ease when they make an appointment with you.
Unlike advertising, if tailored to your patients needs, content marketing has the capacity to resonate with your readers. It allows you to convey your messages without selling or being too promotional, which can go a long way toward building trust amongst your patients.
Become an expert
By providing patients which valuable content on questions they are asking or popular health topics, you are providing resources and giving your patients the most up-to-date facts available. Not only will this help you build trust, but it will also position you as in expect in your field.
Grow your patients engagement
When patients are fully engaged and educated about their health and healthcare, they are more likely to take the steps to get where they need to be. By putting the information on your website or out via social media, you are able to extend your patient care efforts outside of you office, which may have the impact you are after.
Its great for your SEO
Just hearing the term Search Engine Optimisation (SEO) can be overwhelming for doctors. If you don’t have anyone helping you with this, then our biggest tip to our clients is to at least create regular, quality and interesting content. This will help your site appear for varied search terms on Google making you easier to find.
HOW CAN WE HELP?
Whatever your business objectives are – whether it’s driving people to your practice, increasing your social media following, generating media coverage or working on your content marketing, CJU Specialist Medical Marketing is here to help.
Our medical specialist industry knowledge and full service approach means that we will develop you unique marketing strategy that will achieve the results you are after.