Maybe you have heard that your practice website should have a blog. Maybe you’ve heard it from us.
Type “Why Blog” into a search engine, and you’ll find a ton of good reasons to blog. But, they don’t all apply to medical practices. For example, I am not going to recommend here that you blog for personal growth.
I am all for self-actualization, but that is not necessarily going to get more patients in the door. A blog CAN and should be used to help your practice grow.
Here are two of the best and most practical reasons you should consider starting a blog:
A Blog Helps You Get Found
Your patients (and potential patients) are online. According to the Pew Institute, nearly 90 percent of American adults use the internet. Of those, three-quarters reported they search for health information online. And eight out of 10 of these searches begin at a search engine such as Google, Bing, or Yahoo.
To the surprise of some, the elderly make up a good portion of the people doing these searches. Authors of a 2015 research study concluded that for seniors (ages 67-78 years) who use the Internet, it was a “preferred source of health information.”
Your practice can use a blog to answer questions that these searchers might have. Further, a constant output of useful health information through a blog will get search engines to rank your website higher on their results page.
But, don’t just take my word for it. An entire industry called Content Marketing has sprung up around the idea of promoting businesses with a continual output of useful digital content. The Content Marketing Institute gives 100 examples, in this free ebook, of businesses that have found success using this strategy.
Here is another story of a plastic surgery practice that increased revenue using content marketing.
A Blog Humanizes You
A blog is a place to share your voice. A place to show your company culture. And a place to make yourself and your practice more accessible.
Blogs are articles written in a friendly tone using personal pronouns like “you,” “we,” and “I.” They are informative without creating distance between the expert and the lay reader. In the case of a medical blog, they bridge the gap between doctor and patient.
A medical blog is patient focused and highly customizable to your practice. In other words, it can reach out to the people you want to become your patients.
To be clear, blogging is a form of marketing. Consumers know this, but they still respond well.
According to a survey by Roper Public Affairs, 74 percent of polled Americans say they “prefer to get information about a company in a collection of articles rather than an ad.” And more than half say that after reading an article like this, they feel better about the company and are more likely to buy their product.
Today’s todo is all about research. One of the best ways to learn about something is to study how someone else does it. Someone else who is good—that is.
Take some time and peruse the websites listed below. They are all thriving practices (I can attest personally to the first example, as I edit their content) with effective blogs you can emulate.
Once you see how awesome these blogs are, I am sure you are going to want one of your own!
The Seven Best Blog Topics for Your Medical Practice
The One Word That Will Make You A More Effective Medical Blogger
Newbie Guide to Online Marketing for Medical Practices
Eight Medical Blogging Mistakes That are Easy to Avoid