Word of mouth referrals are not enough for medical doctors to expand their practice. For most healthcare practitioners, a website is the only method of advertising. Accordingly, the website must be developed with medical search engine optimization (SEO) techniques in mind to attract clients. Venturing further, the medical content must also evolve to meet the needs and interests of potential and current patients.
Generic or “sterile” content is a deterrent to potential patients. As many potential patients have a fear of doctors, a medical website must be inviting and appealing. The trick is to keep the blog engaging and conversational, yet still maintain your identity as a medical expert.
The following are 7 blog categories that allow for countless posts to help your practice engage new and current patients as well as stand out from your competitors.
1. A Highlighted Disorder or Condition
As millions turn to WebMD and similar websites to research various disorders or ailments, your medical website should embrace this trend. Identifying and describing the medical conditions that affect your patients is both an SEO boon and a chance to promote your medical knowledge and expertise. You’ll be embracing the searches that your potential patients conduct and also help them understand what health problems they may be facing.
Though the most common disorders that are part of your medical specialty should be evergreen content—permanent page content—your blog can focus on lesser known diseases. For example, a neurologist may need evergreen content discussing migraines, but can have a blog post that identifies a rare type of migraine such as sporadic hemiplegic migraine.
2. Fast Facts and Trivia
Though the longer content in #1 is strongly encouraged, condensed medical blog posts consisting of fast facts and trivia are also highly recommended. Here, lists and bullet points of interesting and helpful health information would be presented as a quick read for mobile viewing and double screen users. Topics like “10 Symptoms of Lyme Disease” or “5 Surprising Facts Regarding Depression” are appropriate for this category of blog content. Like #1, this content is medical SEO friendly and also demonstrates your capabilities as a well-studied practitioner.
3. Health in the News
Health and science news often captures the attention of internet news scanners. It is also not uncommon for a patient to ask a doctor about whatever medical development he/she perused that seems relevant to his/her health. Blog posts can identify these new headlines and briefly discuss whether or not they are relevant to patient care.
4. Healthy Lifestyle Tips
When internet browsing isn’t centered on self-medical diagnosis, many browsers scour the internet for tips for living a healthier life. There is perhaps no greater resource for health information than a medical doctor. Accordingly, tips regarding healthy eating and exercise should frequent medical blog posts.
These posts also allow for guest posts from patients. Ask for recipe suggestions and exercise techniques and allow your patients to shine. Furthermore, when the patients submit the content, there is a greater chance they’ll share the blog post and earn your medical practice publicity, in return.
5. Health Reminders
Health reminders are ideal for social media content, however, in the absence of social media accounts, blog posts are a suitable replacement. Here, you can remind patients to schedule flu shots, take folic acid, etc. The reminders would have a brief summary as to their relevance, and are strong content for medical SEO purposes.
6. Doctor, Staff and Patient Updates
Doctor and staff updates should be a regular occurrence on your blog both for self-promotion and humanization purposes. For example, a doctor is encouraged to mention which medical conference he or she attended, but should also have follow-up posts with discussions of pets, children, hobbies, etc. Patients want their doctor to be well-rounded and not just a spout of medical knowledge.
Patient updates aren’t always appropriate depending on the specialty, but many practices should make use of the opportunity. An orthopedist can discuss an injured athlete competing again. Gynecologists can have birth announcements. Orthodontists can have “smiles of the month.” The possibilities are truly endless, and a patient who feels celebrated will provide word of mouth referrals.
7. Natural Remedies
Thought natural remedies are a point of contention for many healthcare practitioners, many specialties would benefit from blog posts discussing the pros and cons of these options. Yoga for stress relief and the lowering of blood pressures is one example. The benefits of eating dates during the third trimester of pregnancy is another. Whether the blog is used to encourage healthy habits or debunk myths, this is yet another SEO friendly topic that readers will be interested to view and share.
Though these seven categories can ease writer’s block for medical blog posts, the creation of these posts takes time that a doctor typically lacks. Furthermore, the blog post should achieve maximum SEO optimization by way of proper formatting and keyword research. Thus, a medical practice is best served by hiring a digital marketing firm.
Paramaya Web Consulting has been in business since 2001 and fosters strong relationships with their clients. We work with you to produce content that matches what you want to present to your potential patients as well as engage and inform your current patients. Call us today for a free consultation!