As a health care professional, you have spent years studying and training to care for the human body. During this time, you might not have spent as much time learning how to become a great writer for your practice’s website. And that’s OK! No one is asking you to be the next Shakespeare when it comes to writing for your website. With a little time and the help of the following tips, you can create regular content that you can share on a regular basis to help attract new patients and retain existing ones.
Tips for writing a blog for health care websites
Keep the following tips in mind anytime you sit down to write for a health care blog:
- Know your audience — It’s important to know who you’re writing for when you sit down to create a health care blog post. Are you writing for potential patients? Existing patients? Other medical professionals?
Knowing your audience lays the foundation for your content and what information and language you’ll choose to include, elaborate on or leave out completely.
- Always be compliant — Medical professionals are no strangers to HIPAA requirements, and when it comes to creating a blog for your health care website, it’s no different. Try to avoid writing about actual cases, using patient names or including other bits of personal information. The exception to this is having express permission from patients to share a testimonial of theirs.
- Leave out the jargon — One of the most common crimes we see health care professionals commit is getting way too technical in their content. At Burg & Co., this is one of the first habits we try to break our clients of. Remember what we said before about knowing your audience? In situations where you’re writing to the general public or your existing patients (which is probably most of the time), you need to remember that they don’t know the terms you use and don’t need the technical information.
Appeal to their emotions and relate to their needs. Don’t write them a scientific essay.
- Be informative — Your content should always contain some sort of information your target audience needs. Take this article that you’re reading right now, for example. You needed tips on improving your health care blogging, and we’re providing them in concise steps that are easy to digest.
Once you’ve identified your target audience, consider the kinds of needs they have and how you can address them in your digital content.
Let Burg & Co. help you with your health care blogging strategy
Are you trying to make your practice stand out online so you can attract new patients and keep your existing ones engaged? This is what we specialize in at Burg & Co. We can help you and your practice develop and maintain a blogging strategy as part of your well-rounded digital marketing strategy to help improve your web performance.
Are you ready to talk to one of our team members about creating better content and attracting new patients to your practice? Contact our team today for more information about health care blogging or to schedule a complimentary consultation.