A s a cutting-edge medical marketing agency, we often present ourselves as a company that combines “old school” internet marketing, which focused heavily on SEO, and “web 2.0” social media marketing. The tool we rely on to bridge this gap is the blog, which is why it’s a must for every medical practice.
In this article I’d like to focus on what your medical practice should be writing about. This will really benefit practices that are struggling for topics or feel like they’re running out of ideas. I also encourage you to check out another article on medical blogging tips, which provides advice for how to layout and format your articles.
Here are some topics that your practice’s blog should cover:
1) Patient FAQs: This is one of my personal favorite topics for medical practices to write about. The reason is because you can not only address common questions or concerns from patients, and direct them to the blog, but you can also optimize these articles so that these same questions, when typed in search engines, show your blog articles. It’s very common nowadays for people to type in a medical or health query on search engines to find a quick answer. Why not make yourself more visible and increase the chances of someone finding your website and calling your practice by addressing these questions?
2) Practice Specials: The blog is a great place to list your latest promotions and specials. Just make sure you have an opt-in form close by where people who’re interested in the offer can leave their info.
3) Events: I recommend your practice host seminars and open houses. It really helps for people to get to know you and your staff, and it’ll help you promote your services better. Make sure you keep people up-to-date on your events by posting the event info on your blog.
4) Procedures: Presumably you have an individual page for each procedure you offer. You may even have a separate photo gallery for that service. However, the blog allows you to elaborate on a given procedure. For example, you have your standard breast augmentation page where you describe the consultation, the procedure, the recovery, etc. Well, you might want to write a blog about PIP implants and if they’re safe; the differences between a breast augmentation and a breast lift; or how smoking can affect breast augmentation surgery. Every procedure can be elaborated on. These are just a few ideas.
5) Patient Reviews: I recommend having a patient review section on your website (separate from the blog), where you include both written and video testimonials. It’s also a good idea to add these to the blog occasionally because it’ll give you an opportunity to rank for more terms. For example, if you have a face lift patient who gave you a glowing video testimonial, you can not only optimize the video & post it on YouTube, but by creating a blog article about that review you can generate even more search engine rankings.
6) News: Anything newsworthy going on in the practice should go on the blog. This includes: a new staff member or doctor, new medical equipment or a new procedure. I would also consider “dressing up” the blog article and creating a press release. This will also help with the search engine visibility of the practice.
If you follow these topics for updating your blog, you will not run out of ideas or things to blog about. It’s important to note, while on the subject of blogging, that doctors need to be wary of certain situations when using social media and interacting with patients. This includes what you post on your blog. Much of what was discussed in the aforementioned article (which is hyper-linked) is self explanatory. You basically want to avoid ever giving out any medical advice online directly to a patient. In the blog, this means being aware of what you post in the comments section.
If you have any questions about medical blogging, what to blog about, or the benefits of blogging, then leave TRBO a note here, or call us directly at 877-673-673-7096 x2.