Are you a doctor by day and a blogger by night? This may be your case, sometimes much to your regret, because you know the importance of writing content for your clinic’s website or your own as a doctor. This is a fundamental positioning tool to improve visibility on Google.
Even if it is an extra effort for you to carry out the work of an editor, the fact is that if you do not generate content continuously for the blog on your website, you are almost invisible on the Internet, or you are going to depend on advertising tools with direct costs so that patients they can find you.
Performing good content marketing or content marketing for doctors cannot simply consist of filling your blog with all kinds of random content and hoping to gain visibility. Instead, it is necessary to have a prior strategy and well-defined writing guidelines. That is why we will explain to you the fundamentals of writing medical content for the clinic blog and that the effort you make turns into results.
If you don’t have time or you don’t like to write articles for the blog because what you like are scientific articles, you can contract this service to a third party. However, finding good medical blog writers can be tricky. Always rely on Healthcare Marketing Agency experts who have specific industry experience.
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Why do medical professionals need a blog?
If you’ve recently started a self-employed medical practice, a blog may not be at the top of your priority list. However, you surely know that you need marketing to attract new patients. This is a powerful tool to grow your business and reputation in the medium and long term.
Starting a medical blog helps you:
- Increase your visibility. Clinics and doctors with a blog generate 90 percent more SEO traffic on Google than those without. This means more patients.
- The blog serves to answer common questions that patients constantly ask. Referring them to a blog article that answers these questions saves everyone time.
- Connect with your current (and potential) patients. Blogs offer one more way to connect with your community, as the blog allows for interaction with readers.
- Become a reliable source of information and a reference in the specialty. Many people seek medical information online about the pathology or treatments they want to carry out. Writing a medical blog allows them to get to know you and contact you thanks to the information they have found on the blog.
How should the content I publish on my medical blog be?
Clear, concise, and reliable is the information that patients are looking for online, and it is what we must give them.
Medical blog writing is a skill in itself. Unlike other industries, people turn to medical blogs for information directly impacting their lives. Of course, this raises the bar quite a bit regarding the quality of what you post.
No matter what your specialty is, the content of a medical blog should be :
- Sure: because there’s already enough confusion with health information without our website visitors needing a dictionary. With medical blog writing, it’s all too easy to get carried away with technical jargon or complex explanations. However, doing this reduces the clarity of the content and can make it difficult for a patient to read and understand. This will take you to look for the information elsewhere.
- Concise: People want answers, not lectures, and the faster they find them, the better. We cannot bury fundamental information in an infinite text. Traffic takes less than 15 seconds on a web page before abandoning it if they do not find the information they seek. To be concise, we can answer a question upfront and then go into detail later on the page.
- Credibility is super important, so Google has special quality requirements for medical or health-related topics. This is so. The health sector is continually in the crosshairs of Google and continually changes the search algorithm that affects medical information to avoid positioning information with little reliability or authority.
Google to classify the quality of sites with medical content uses the maximum EAC criteria, which means Experience, Authority, Reliability. Those are three main metrics that Google uses to determine the overall quality.
Google can score the positive reputation of the site using metrics such as reviews, media news, links from other authoritative websites, and more.
How to write medical blog articles for website that attract readers
If you’ve decided to dive in, and write your articles on your medical blog, here are some tips from our own experience as content writers for medical and clinic websites.
- Talk to your readers in their language. You know what we mean 😅 Only use technical terms if they are unavoidable or essential.
- Divide the text into several paragraphs. This improves clarity and readability.
- Feel free to chat. Address the reader in a friendly and approachable way, as it can help readers connect with you.
- Use images: the more visual the content, the more engaging and easy to read. But beware of overly explicit images that can provoke rejection in the reader. In addition, not all of us are used to seeing certain images.
- Cite sources and even link to them. But make sure you only cite trustworthy and reputable sources because Google will verify them. Linking and receiving links is one of the main ways that Google determines the quality of a page. Link leading medical institutions, organizations, or official institutions in your specialty.
- Make your advice practical for patients, not for you. After all, people have questions and come looking for answers. So make sure you give them what they expect and need.
- Emphasize your medical authority and your knowledge, training, and experience. In short, you are not just a blogger. You are an expert in the medical world, so make sure your blog reflects this.
- Includes author biography. Include your name and credentials at the bottom of the medical blog that links to a more detailed bio.
- Set up links to your LinkedIn or other professional social networks. This will help increase your authority by showing Google that you are a real professional.
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