Now that you know how to write medical content, you need think about what you are going to write about. That is, you have to be able to generate content. The key to doing this is answering these two questions: (1) Who are you writing for? And (2) where will your content be presented?
Defining who you write for is critical. To generate business, you need to write for the people who will benefit the most from your product or service. To help with this, marketers will often develop buyer personas. In our case, they would be patient personas.
For an OB practice, for example, they would be women of childbearing years, and for a dance medicine clinic in New York City, they could be professional ballerinas.
The more patient personas are fleshed out, the more targeted and effective the content can be. Depending on the practice, you can have just one or many personas.
You can get more detail on this in my post, Jump Start Your Content Marketing Strategy by Answering this One Question. Hint—that question is “Who?”
Where are you planning on putting your content? Will it take the form of a tweet, a podcast, a blog, or a newsletter article?
Each format has its own style and particular audience expectations to consider. You also want to make sure you are in compliance with any third-party (Twitter, LinkedIn, Facebook) user agreements and formatting issues.
You will have the most freedom if you publish on your own real estate, like your website or newsletter. And you will own whatever you create, unlike what you publish on someone else’s platform. Learn more about this in Amy’s post, Why Medical Practices Must Avoid Digital Sharecropping (Or You Aren’t Mark Zuckerberg).
Once those first two questions are answered, you can get on with picking specific subjects to write about. You can start out general, for example a pediatric practice might choose childhood vaccines, but then you need to pick a specific angle to take. Something like, “Should your Child get the Flu Spray or Shot this year?”
For a topic to be interesting to read, it needs to be narrowed down to support some kind of thesis. Instead of writing about the importance of good posture, for example, you could write about how teens today are suffering from increased neck and shoulder pain because of their ever-increasing use of smartphones.
With that in mind, deciding on your subject is really only limited by your imagination. I have found several types of content that are particularly effective for medical practices.
- Patient Stories
- What’s in the News (or PiggyBack Posts)
- Controversial Medical Topics
- Community Involvement
- Staff and clinician stories
- Latest Research
- Professional Activities
You can learn more about these in my post, The Seven Best Blog Topics for Your Medical Practice, or in this infographic.
Coming up in my next post, I’ll be covering how to write this content for the internet in particular.
Basics of Content Marketing for Medical Practices Part 1: What is Content Marketing?
Basics of Content Marketing for Medical Practices Part 2: Why Use Content Marketing for Medical Practices?
Basics of Content Marketing for Medical Practices Part 3: Bare Bones Approach to Content Strategy
Basics of Content Marketing for Medical Practices Part 4: Copywriting: Not Just for Selling Bananas
Basics of Content Marketing for Medical Practices Part 5: Stay on the Right Side of Medical Ethics
Image credit: ©  / Dollar Photo Club