Imagine that doctors from other hospitals stood outside your building and tried to convince patients to choose their hospital for services instead. That’s exactly what happens when a patient goes online to find a hospital provider. There’s an overwhelming amount of content competing for everyone’s attention, which is why it’s more important now than ever to make sure your healthcare content stands out.
One way to differentiate yourself from other organizations is through a hospital blog, or family of blogs. Creating blog content is different from traditional website content. If done right, your hospital blog becomes a hub of your hospital culture.
Blogging is more current than a newsletter, longer than a social media post, and more personal than a website. Blogging gives you the option of disseminating information to patients in a way no other platform offers because it allows you to communicate directly in a very personal and real way. A good blog is an authority on a subject. It’s an authority your audience trusts. Best of all, blogging is free, so your ROI is huge.
Here are a few ways to make sure your blog content stands out:
- Know what your audience wants. Don’t just write about any and all medical topics. Find out what type of content patients will find useful. What will add value to their lives?
- Be engaging. Use a conversational tone and don’t talk down to your audience. Blog content does not need to be as formal as your website; it should be relaxed yet professional.
- Make it mobile-friendly. If you go too long, you’ll lose your readers. Use short paragraphs, bullet points and graphics. We recommend blog posts should be 300-500 words.
- Include extras. Don’t forget about including links, videos and infographics that will keep readers interested and encourage them to share with their friends. This will help drive more readers to your website.