My friend and medical marketing partner is out for a little break while she gets her offspring settled in at college. Big and exciting times for Bliss’s family!
Bliss brings a lot of great experience to the table here at CB Medical Marketing. Not only does she have years of writing medical content under her belt, but she also has experience as content manager for a large, multi-writer medical blog with content that ranges from highly academic research to short news items. She understands what works and what doesn’t work on a medical blog. So I wanted to point you back to some of her insightful posts here at CB Medical Marketing, because she tapped into real world experience when she gave this advice. It is important enough to go back and look at from time to time.
Pay attention to this post! Bliss took a current topic (the Blue Bell Listeria scare) and showed how to turn that into a blog post. The concept is called “piggybacking” because you piggyback on a popular news item for your blog content. Blue Bell is headed back to the shelves now (haven’t you heard the loud “Yeehaws” coming from Texas?), but the concept is one you can use for most any health related news item. So bookmark the piggyback post, and follow Bliss’s instruction the next time you find a great news item to write about.
This is my favorite all time post from Bliss. First of all, it’s just so darn entertaining and the descriptions of the different personas seem perfectly real to me:
When the writer shows up too soon, the intern gets so flustered she knocks a glass of water onto the keyboard. When the editor pokes her nose in too soon, the writer gets depressed, full of self-doubt, and starts drinking.
Second of all, this blog offers SOLID advice. You’ve got to step away from your writing and approach it with the editor’s eye to do a great job of polishing your work. Valuable resources listed here, too.
A lot of people think a blog is a self-indulgent waste of time. That can certainly be true, but it doesn’t have to be. Bliss explains the real value you can create for yourself and for your patients by adding a blog to your practice website. There is a lot of data to back her up on this, and she provides all the resources for those of you who like to see the evidence (I hope that’s everyone!).
Bliss breaks down the very simple steps you can take to make your blog posts more readable. People have to divide their attention between so many things on the internet, so you need to be sure to make your content easy to digest. This post could even serve as a checklist every time you write a blog post. You may not use every item every time, but you should think about it and consider whether it will make your message more accessible.
Medical bloggers have a tough job: Take a topic you went to school a long time to understand, and write it so that it is understandable to someone who has never studied it. As health care practitioners, we sometimes even forget what we used to not know, so this is tricky. Bliss offers some tips in this post to help you sound real, approachable and understandable in your medical blog.
So that’s my rundown of the Best of Bliss for you. If all you do is read these posts before you get started on your own medical blog, you will have a great beginning.