"What do I post on our website?"
Russ and I are always asked this very question. The answer is to publish content that educates, whether on your website, YouTube or social media platform. It's more beneficial than you'd think.
This post corresponds to our latest podcast episode of "RussandRandy.com" - a podcast from doctors for doctors on Healthcare and Medical Internet Marketing. We hope you like:
"Does Your Website Educate?"
What do You Know?
All too often, as healthcare providers, we tend to discount our knowledge, credibility and authority. We have to remember that compared to our potential patients, we have a vast amount of knowledge. Remember, too, we have almost instantaneous credibility and authority, a unique aspect of healthcare marketing. The people delivering care are also the ones educating their patients.
Don't discount what you know. Use your medical knowledge to educate your online patients the same way you would educate them in your practice, clinic or hospital setting.
Posting articles, video, podcast series, etc., which educate will provide content to rank your website, attract new patients, build your authority, improve satisfaction rankings and more.
Your content needs to answer questions. What are the causes of red eye? What is a migraine?
Don't make a diagnosis and don't make treatment recommendations or give medical advice. Just educate, educate, educate.
Your website should not be a digital representation of your business card or office marketing material. Make your website (and other platforms) an educational resource to include articles/content about health problems and health related conditions, infographics, video, etc.
As an example, you can link to Randy's YouTube Channel.
The Benefits - Why You Should Do This
Adding educational material on your website will help you in multiple ways:
- Streamline your office - patients may learn much more from your educational articles than just facts about their health. They are likely to learn some of you bedside manner, your practice beliefs and will learn first hand the salient facts of their problem - because they read YOUR article. This will increase patient flow, make your visit more efficient and increase patient satisfaction.
- Improve your credibility and authority - patients generally love articles authored by their chosen doctor, articles build credibility and authority, patients more likely to tell others and share your articles.
- Boost website rankings - educational content will boost SEO.
- Provide resources - links to articles break down the traditional boundaries of an in office appointment. Patients are relieved to be given resources which augment the traditional appointment.
The Experiment - How to Do This
This is pretty easy. Choose the 3 most popular questions you are asked everyday in the office. Write an answer for each and post on your website. Give these links to patients in the office.
See how it changes office and your patient interactions.
See you next week!
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All the best!
Healthcare and Medical Internet Marketing
Healthcare’s Rx for Web and Social