More patients than ever are searching for health information online. At the same time, a vast majority of patients rank doctors at the top of the list of trustworthy advisors.
This puts you in a prime position to educate your current patients in a powerful, engaging way and attract new patients to your practice by marketing to them with relevant writing.
Writing articles for your website is the highest-yield, cheapest, most effective patient outreach activity you can do.
It establishes you as an expert, educates your patients, and forms a solid foundation for future marketing, education, and media outlets. For example, it’s easy to produce videos for your practice if you’ve already written engaging, authoritative articles on relevant topics.
How to find topics to write about
Write about what you know and experience with patients every day in your office.
Get out a pen and paper, or your favorite text editor and brainstorm about the following:
- What common questions to patients ask?
- What are the top five most common problems you treat?
- What common procedures or surgeries do you perform?
- What common medication do you prescribe?
Each of these answers and topics can be turned into a series of articles you post on your website.
What not to write about
Don’t start out by writing about your favorite topics or a new procedure that you think every patient needs but no one’s asking about.
Getting found online is all about showing up in search results when patients type in what they are looking for. The secret is to step into the patient’s shoes and imagine what they’re searching for.
An even deeper secret is to use words in your articles that are layman’s terms from that patient’s vocabulary. You’re not writing for a group of medical textbook editors here.
Remember to start with the patient’s perspective, and it’s hard to go wrong.